1. What are the survey objectives
Determining market potentials
- Determining how well the existing customers know the product/service range
- Determining how well the potential customers know the product/service range
- Finding new opportunities of the product/service range with the customers
Increasing customer loyalty and satisfaction
- Achieving overall customer satisfaction
- Finding reasons for satisfaction and dissatisfaction
- Prioritizing factors that increase customer satisfaction
- Developing measures of custom satisfaction improvement
- Current level of customer loyalty
Gathering data for advertising campaigns
- Defining the right advertising media
- Improving customer awareness
- Creating new image and introducing new brands
Positioning the organization against its competitors (competitive analysis)
- Strengths and weaknesses
- Image-related factors
- Creating the rank of main competitors
2. Determining target groups to be used for survey
- All active customers
- Selected customers
- Lost customers and potential customers
- Dealers, purchasing agents
- Managers and directors
3. Selecting prioritized languages to be used for the survey
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