Measuring current customer satisfaction levels is a critical activity, but small companies can be hard-pressed to find the time. WISC can assist clients in developing and implementing customer surveys, as well in analyzing results. Customer surveys can range from in-depth phone interviews with current high-value customers to brief interviews with potential customers.

These assessments can help you:

• Get first-hand customer reactions before investment in new products or markets

• Prevent customer defections before they start

• Refine product and service mixes to better meet customer needs

• Support your image as a customer-oriented supplier

• Recognize emerging profit opportunities

• Understand your company's position relative to competitors from the customer's perspective

In customer assessments, WISC:

• Works with you to develop a project scope. Criteria are established on the number of companies, type of customer (for new customers), NAICS codes, and/or geographic area.

• Performs a search of several databases, buyers guides, trade association directories, and other resources (electronic and hard copy) to help identify potential customers, if needed.

• Works with you to develop a customer survey targeting your interests, then conducts phone interviews to all selected companies (20 or more).

• Summarizes survey results in written and matrix form with conclusions.

These projects can be customized to expand the number of customers involved, the methodology, and level of analysis.

Starting a Customer Assessment Project