Customer Satisfaction Surveys – Interpreting the results

This post is another in my series about customer satisfaction surveys – you can read the last here (it has links to the others).

If you’ve started using surveys, you need to think about how you will access the data gathered and interpret the results.

Firstly, who should interpret the results? For me, this falls under the remit of the Service Level Manager, whose job it should be to identify unacceptable customer service. If you don’t have a Service Level Manager – why not?

Within the Serio tool, there are two main areas that can be used to access the gathered data:

From within SerioClient

You can access the data under Tools/Performance. Select the ‘Customer Satisfaction Survey Results’ graph – this shows trends for customer satisfaction, by plotting current month/previous month/previous three months. This simple mechanism makes it fairly easy to see if satisfaction is improving, neutral or declining over time.

From within SerioReports

There is an entire section devoted to this data – see ‘Customer Surveys’. SVY_1, SVY_2 and SVY_3 plot results from the surveys, and display data in a similar fashion to those displayed in SerioClient (you can amend the dates used for reporting though).

Service Level Managers should periodically (at least every two weeks) use SVY_4 and SVY_5. These show raw data, but crucially show any comments that have been entered by respondents – allowing a response from the Service Level Manager to be made where one is required (the respondents details are also shown).

An interesting report is SVY_6. This shows the mean average score for each question in Surveys responded to between two dates. Each response is assigned a score through SerioAdmin. By default, these range from 'Strongly agree' - score 5 - to strongly disagree - score -5. In addition to the mean average score for each question, the report shows the number of responses received for the question, and the standard deviation.