It's wonderful when self-perception and external perception match, as described at the start. But what if a service technician leaves the company with a good feeling, but the commissioning took too long for the customer for unknown reasons? Or the sales department was sure that the offer met the specifications exactly and would like to know exactly what led to a no and how this could be changed?
In order to obtain precise answers to these and other questions, the CHIRON Group launched a continuous customer survey at the end of last year. This was developed together with Consulimus AG. The leading provider of customized market research conducts the survey professionally, evaluates the results and presents them graphically in dashboards in real time and in a summarized monthly report.
If you ask, you get an answer and can learn from it
The central element is an individual questionnaire that is used to survey the direct customer experience at relevant »touchpoints« in personal conversations. Satisfaction with the range of services and commissioning is currently being determined for Germany, Austria and Switzerland. Surveys on the quality of CHIRON Group service have been conducted worldwide since February 2024, triggered with every single service ticket. Whether it's a call to the hotline, remote support or an on-site assignment: Customers automatically receive an invitation to take part in the survey.
Survey topics at the commissioning touchpoint
Why is it worth investing a few minutes of your time to take part in the customer survey? It’s quite simple. The more feedback, the more meaningful the results. This makes it even clearer where the CHIRON Group already offers the best customer experience. And, more importantly: Where it is necessary to improve this experience with immediate or strategic measures.
Red, yellow, green – reaction and action according to the traffic light principle
The results of the continuous surveys are regularly discussed at management level – with managers from sales, commissioning, quality management and communication. Particular attention is paid to the development of two key figures: the Customer Satisfaction Index (CSI) and the Net Promoter Score (NPS).
The customer satisfaction index represents the average satisfaction at a point of contact. Three aspects are included in the result: Environment, people and performance. Green shows a »Match«; expectations have been met.
The Net Promoter Score (NPS), on the other hand, measures the general willingness to recommend the CHIRON Group to others. The NPS also serves as an agile early warning system in individual cases.
If a customer's willingness to recommend is in the green zone, he is a promoter and the result is an incentive to continue the business relationship at this high level. Yellow stands for Passives, those with a mixed impression. Many things were right, some less so. Here we look at where does the »slight grumbling« come from and is a reaction necessary?
An NPS in the red spectrum stands for Detractors. Consulimus reports the details of these detractors on a daily basis. Nicolas Zarak, Head of Quality Management and responsible for processing the results, passes on the feedback to those responsible. They look at the answers in the relevant area, contact the customer within a few days, discuss the issue and offer suggestions for solutions. Just as important as the direct reaction in a specific case is action – is the initiation of appropriate measures if several customers rate a certain situation negatively.
»Precise customer feedback is essential. On this reliable basis, we can adjust our performance and services accordingly and act in the direction of high satisfaction – both in the short term and strategically.«
Nicolas Zarak
Head of Quality Management
PERFORMANCE MEETS PRECISION: Were promises kept?
In addition to the continuous survey, the CHIRON Group also conducts a global survey on general satisfaction among decision-makers twice a year. The first took place in fall 2023 and the second in spring 2024, focusing on the overall picture formed by consulting and technical expertise, product quality, response time and availability in service as well as other aspects. It also determines how various dimensions – performance, image, communication, future – are experienced. Will the promise of PERFORMANCE MEETS PRECISION be fulfilled convincingly?
The rating here is from one to five, one being very good. In order to identify areas for action at an early stage, lower grades from 2.5 are included in a detailed analysis. One example shows how valuable feedback is for identifying optimization potential and initiating measures: In terms of service, professional competence was rated highly, while response times and availability did not quite meet expectations. More staff were therefore immediately made available for the service hotline.
The CHIRON Group is viewed particularly positively in terms of customer proximity. The human dimension has lost none of its importance in the digital age – on the contrary. It is still the direct contact, the quality of advice that makes the positive difference for many customers.
The feedback from the current survey is currently being processed and evaluated. In any case, thanks to everyone who took part and is still taking part – every vote counts. And pays for even better customer relationships, products and services.
Customer survey – anything but a compulsory exercise!
According to a study, 38 percent of companies surveyed see a survey as a necessary evil, conduct them on average only every 18 months and often on just one topic: Compliance with and monitoring of quality standards. 26 percent are »customer-oriented pragmatists« who want to improve their complaint management with concrete measures. Aspects such as recommendation, repurchase or cross-selling are only included by 11 percent. The »Professionals«, to which the CHIRON Group has also belonged since 2023, pursue a comprehensive customer-oriented research approach. They analyze the results and derive direct and strategic measures from them.
