News & Research: Client Successes

Case Study: Customer Satisfaction Survey and Analysis

ScottMadden conducted a customer satisfaction survey for a shared services organization that provides accounts payable and payroll services for a large entertainment company. The survey measured overall customer perceptions of the shared services organization as well as responsiveness, professionalism, knowledge, and accessibility.

• Management desired a means for surveying customer satisfaction that would provide guidance for identifying and prioritizing improvement initiatives
• The shared services organization was relatively new and had not yet developed a good understanding of customer satisfaction
• Management wanted to compare actual customer satisfaction with goals set for the organization
  

• Met with management to determine goals and objectives of customer satisfaction survey
• Developed survey questions that address key dimensions of responsiveness, professionalism, knowledge, and accessibility
• Reviewed survey with management and finalized it for deployment
• Selected a random sample of customers to invite to take the survey
• Deployed survey and collected results
• Analyzed survey results and presented findings to shared services management

• Learned that overall customer satisfaction was well below the goals set for the organization
• Identified two key areas for improvement:
  1) Keeping customers informed as to the status of problems and 2) Communicating decisions that affect the business units
• Identified and prioritized shared services improvement initiatives