Certex UK lays cards on the table24 December 2007
The survey, which was conducted by InfoQuest on behalf of Certex, was chosen as an innovative way of collecting customer data and generated a response rate of 68%, "as opposed to the more typical 5-10% response of more conventional questionnaires," it said.
Charles Gillespie, sales and marketing director at Certex, said: "We all know that surveys relying on paper questionnaires or telephone interviews tend to be largely ignored by the intended recipients. They can also be seen as an intrusion on busy schedules and the dilemma is how to open up lines of communication and obtain vital commercial knowledge without annoying the customer and undermining the business relationship," he added.
To try and overcome this "data fatigue" and make the process as fun and interactive as possible, a select number of Certex customers received a survey box and deck of 36 cards, each carrying a different question or statement. The customer then had to place the cards in one of the answer compartments labelled from "totally satisfied" to "totally dissatisfied" or "totally agree" to "totally disagree", and mail the box back to InfoQuest.
Some 68% of those contacted took part. Opinions were sought on a range of subjects but overall 58% of customers were "totally satisfied" with the company and its services, with particularly high scores in product quality, ease of doing business, pricing, business practices, service technicians, training courses and the responsiveness of staff, it said.
Richard Startin, service manager at HTC Plant Limited in Sheffield, said: "The survey was a refreshing, simple and effective way of providing accurate and honest feedback. It made a very welcome change."