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Customer satisfaction survey – mixed methodology

Specflue

Background

Specflue is the UK’s number one supplier of flue, chimney and renewable energy solutions, based in Sudbury Suffolk and Honiton, Devon. The business was founded in 1992 as an independent company, with the guiding principles of innovation, the provision of top class products and outstanding service. These elements allowed Specflue to grow into a leader in its sector.

Mackman Research was commissioned to conduct a benchmark customer satisfaction survey on behalf of Specflue. The study was carried out to help Specflue improve the overall quality of customer service. The aim was to gain more insight into current service levels, identifying strengths and weaknesses to help Specflue implement changes to foster competitive advantage and ascertain future development requirements to enable them to further grow their business.

Approach

In collaboration with Specflue managers, Mackman Research designed a questionnaire based on the objectives, to help assess and measure the level of customer service provision across different commercial sectors and all areas of their day-to-day business. Clients were invited by a letter from the National Sales Manager of Specflue to take part in the survey. Specflue provided a large contacts database containing information which was subsequently used to subdivide data by business area and location.

Specflue provided individual contact details. Survey participation was in the form of a telephone interview, lasting approximately six minutes with a Mackman researcher. In addition, customers who were unobtainable by telephone and had a valid email address supplied, were invited to take part through an online version of the survey. The survey consisted of closed questions and open questions. Numerous attempts were made to book a convenient time to conduct the survey with as many contacts as possible in the six week time scale.

Results

From specflue’s customer population, the research achieved a confidence level of 95% and a confidence interval of +/- 5.49%.

There was a positive response to Specflue’s customer satisfaction survey with a higher number of contributors than estimated in the set timescale. Mackman Research achieved 25% above the target response rate. It is very clear that Specflue have a loyal customer base who trade with them because of the quality of service they receive. The overall results for Specflue demonstrate excellent levels of service for their industry sector and highlighted areas where further improvement can be made. Mackman Research identified a number of key areas for development and recommended activities to influence customer satisfaction going forward. The study also informed Specflue about potential future developments for the business and provided competitor information.

Client Feedback

“After meetings with various companies regarding a customer and an employee satisfaction survey, Mackman were chosen. In our initial meetings they showed that they understood our business and what we were trying to achieve. As a company we had never outsourced our customer and employee satisfaction surveys before, or linked the two and wanted to ensure we got it right. We felt confident that Mackman would help us achieve this. I also liked the thought of working with a local company. I felt it would be more cost effective and liked the idea of having a company close to hand in case of any issues.

Mackman have over achieved on what we initially agreed which is brilliant as it means we have more responses for our customer survey than we initially agreed upon.

I would not hesitate to work with Mackman again. The staff are friendly and approachable and took the time to understand what we are trying to achieve. They always kept me updated on progress; they are enthusiastic, knowledgeable, have a ‘can-do’ approach and never missed any deadlines set.”

Maria Marston-Fuller, Project Manager, Specflue