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Customer satisfaction survey – telephone interviews

Baker Tilly

 

Background 

Baker Tilly is a leading independent firm of accountants and business advisers that specialises in providing an integrated range of services. The firm has national coverage through its network of offices and is represented internationally through its independent membership of Baker Tilly International. Mackman Research was commissioned to survey clients across the East Anglian region on behalf of Baker Tilly. The survey measured the overall satisfaction levels of Baker Tilly selected clients and their experience of dealing with Baker Tilly.

Approach

Mackman Research designed a client satisfaction questionnaire in accordance with Baker Tilly’s requirements. Mackman Research was supplied with a sample of Baker Tilly’s contact database. The sample was pre-selected by Baker Tilly. Clients were asked to participate in a telephone interview lasting six minutes with a Mackman researcher. Mackman Research made numerous attempts to reach as many potential respondents as possible over a four week period. The survey consisted of 15 closed questions and 3 open questions.

Results

The client satisfaction survey achieved a 62% response rate. Because the supplied contact data was pre-selected, we were unable to comment on how representative the findings were to the entire client database. The findings presented an exhaustive insight into clients’ opinions of Baker Tilly services and overall satisfaction levels, identifying areas of strength and where improvements were needed. The findings contained a large amount of verbatim, which was varied and valuable in identifying and assessing priority action points arising from the results.

Mackman has undertaken research for a number of regional Baker Tilly offices as well as the National Head Office located in London.

Client Feedback

“We have always found Mackman extremely attentive and professional. High standards are consistently maintained at every part of the research process from questionnaire design through to data analysis, and the concise presentation of results. In particular, we appreciate their no-nonsense approach to reporting results in a concise and graphical manner that is easily understood. Mackman Research adheres to strict ethical guidelines as laid down by the Market Research Society and as such we have every confidence in their handling of sensitive information.”