As part of its focus on customer satisfaction, ASR collects and analyses feedback from people who use services. While service satisfaction research has some very similar dimensions and methodologies to customer product satisfaction, it also has some unique aspects. Service dimensions may also differ depending on the type of service provided and whether or not a monopoly or duopoly is involved. There is no one size fits all service satisfaction measurement tool or metric.
Some recent service provision studies that ASR has been involved with include:
- Water supply
- Visa processing
- Treatment within an immigration detention facility
- Living in university residential colleges
- Ports services
- Medical college membership
- Rail transport
- IT services.
ASR conducts many projects around business-to-business and business-to-customer satisfaction. Projects vary widely and no two projects are the same. Service satisfaction research is a specialised area that requires insight into consumer behaviour. It also requires a thorough understanding of measurement techniques (scales, questions and questionnaire design) as well as analytical applications. Knowing how these factors work and the appropriate use for specific contexts are critical to obtaining robust results that can easily be actioned with the ultimate aim of improving customer experiences.
ASR has the experience combined with the practical and technical expertise in identifying areas of service that should be maintained or improved, depending on their contribution to overall customer satisfaction. Understanding the cost effectiveness of improving or maintaining satisfaction scores in certain areas is an integral part of an effective satisfaction measurement program.
Customer satisfaction projects can include multi modal research methodologies such as utilising depth interviews and/or focus groups to identify key services issues and inform questionnaire design, and testing.
One method or a combination of paper, telephone or online surveys are administered to collect customer satisfaction data which then undergoes advanced statistical analysis to identify key drivers of satisfaction. Results can also be used to segment customers / users.