Customer Satisfaction Survey

By Charles Warner

 

            The Customer Satisfaction Survey that follows was designed for a local radio station in a top-25 market for which a majority of the business was conducted with agency media buyers.  However, the survey was sent to media agency media buyers and supervisors and to clients—about 60 percent were sent to agencies and 40 percent to clients.  Questions in the survey were designed to go from general ones to specific questions so, at the beginning, respondents could not easily identify for which medium the survey was being conducted.  The survey can be adopted for use by a newspaper, magazine, television station or network, MSO, outdoor, or Interactive company, but care must be taken to follow the general format of going from general to specific questions and to tailor the questions to the market, the medium, and the selling situation.

 

                                                                                                       

 

                 CUSTOMER SATISFACTION SURVEY

1.         I work for an: Advertiser _____  Agency _____

2.         Considering the service you get from all of the media, please rate each medium below on the overall service you get from each on a scale from 10 to 1, 10 = Excellent, 1 = Poor.

a.         Newspaper:   10___________________________1

b.         Radio:            10___________________________1

c.         Television:    10___________________________1

d.         Cable:            10___________________________1

e.         Direct Mail:  10___________________________1

f.          Outdoor:        10___________________________1

 

3.         Please list the four best media salespeople who call on you--overall best regardless of media--in rank order (a. = Best).

Name                                      Employer

a. ___________________________     _________________________

b. ___________________________     _________________________

c. ___________________________     _________________________

d. ___________________________     _________________________

 

4.         Please list the four least effective media salespeople who call on you--the ones you like to deal with the least--in rank order (a. = Least Effective).

Name                                      Employer

a. ___________________________     _________________________

b. ___________________________     _________________________

c. ___________________________     _________________________

d. ___________________________     _________________________

 

5.         Please list the four best media sales managers in the market--overall best regardless of media--in rank order (a. = Best).

Name                                      Employer

a. ___________________________     _________________________

b. ___________________________     _________________________

c. ___________________________     _________________________

d. ___________________________     _________________________

6.         Please list the four least effective media sales managers in the market--the ones you like to deal with the least--in rank order (a. = Least Effective).

Name                                      Employer

a. ___________________________     _________________________

b. ___________________________     _________________________

c. ___________________________     _________________________

d. ___________________________     _________________________

 

7.         Considering the services provided you by the media, please indicate the importance of each of the following when making a media buy.  (Extremely Important = 4, Very Important = 3, Somewhat Important = 2, Not Important = 1)

a.         A salesperson's knowledge of his/her medium                                               _____

b.         The quality of a medium's audience                                                                _____

c.         The ability of a medium to get results                                                            _____

d.         A salesperson's follow through                                                                       _____

e.         Offering promotions or added-value                                                               _____

f.          Keeping in touch with regular mailings and handouts                                    _____

g.         Addressing your advertising goals with good creative ideas                         _____

h.         Having low rates (CPP/CMP), prices                                                             _____

i.          Helping you take advantage of co-op dollars                                                 _____

j.          Upper management making calls on you                                                        _____

k.         High ratings, large circulation                                                                         _____

l.          No preemptions, running what was ordered                                                   _____

m.        Knowledge of account's marketing goals, strategy                                       _____

 

8.         Please indicate the influence that ratings have

on your broadcast media selections. (Extremely

important = 4; Very important = 3; Somewhat

important = 2; Not important = 1)                                                                             _____

                                   

9.         What radio salesperson would you call first, second,

third if you needed knowledgeable help?

First Salesperson                                                Station

_____________________________              _____________________

Second Salesperson                                       Station

______________________________            ____________________

Third Salesperson                                          Station

______________________________            ____________________

 

10.       What television salesperson would you call first, second and third if you needed knowledgeable help?

First Salesperson                                           Station

_____________________________  _____________________

Second Salesperson                                          Station

______________________________            ____________________

Third Salesperson                                          Station

______________________________            ____________________

 

11.       Please rank the following radio stations in terms of which are the easiest overall to deal with?  (Rank them 1 through 7; 1 = Best)

                          Rank

WAAA  ________

WBBB  ________

WCCC  ________

WDDD  ________

WEEE  ________

WFFF  ________

WGGG ________

 

12.       Please rank the following radio stations in terms of the most helpful research they provide you?  (Rank them 1 through 7; 1 = Best)

                           Rank

WAAA  ________

WBBB  ________

WCCC  ________

WDDD  ________

WEEE  ________

WFFF  ________

WGGG ________

 

13.       Please rank the following radio stations in terms of how easy their support staffs (accounting, traffic and sales assistants) are to deal with.  (Rank them 1 through 7; 1 = Best)

                                    Rank

WAAA  ________

WBBB  ________

WCCC  ________

WDDD  ________

WEEE  ________

WFFF  ________

WGGG ________

 

14.       What is your impression of the overall rating trends of the following radio stations? (Check only one column for each station.)

                        Going Up         Staying the Same     Going Down

WAAA  ________      _______________      __________

WBBB  _______        _______________      __________

WCCC  ________      _______________      __________

WDDD  ________     _______________      __________

WEEE  ________       _______________      __________

WFFF  ________        _______________      __________

WGGG  ________     _______________      __________

 

15.       Please rank the following stations in terms of the overall effec­tiveness of their sales effort.  (Rank them 1 through 7; 1 = Best)

                        Rank

WAAA  ________     

WBBB  ________     

WCCC  ________     

WDDD  ________    

WEEE  ________

WFFF  ________

WGGG________

 

16.       Please rank the following stations in terms of your perception of which have the most effective general managers.  (Rank them 1 through 7; 1 = Best)

                        Rank

WAAA  ________     

WBBB  ________     

WCCC  ________     

WDDD  ________    

WEEE  ________

WFFF  ________

WGGG________

 

17.       Please rank the following stations according to which you have the most respect. (Rank them 1 through 7; 1 = Best)

                        Rank

WAAA  ________     

WBBB  ________     

WCCC  ________     

WDDD  ________    

WEEE  ________

WFFF  ________

WGGG ________

 

18.       In the space provided below, please write the six things, in order of importance, that you would like from salespeople--how they can serve you best.

 

What You Want

 

1. ________________________________________________________

 

2. ________________________________________________________

 

3. ________________________________________________________

 

4. ________________________________________________________

 

5. ________________________________________________________

 

6. ________________________________________________________

 

19.       In the space provided below, please write any comments you would like to make about the general effectiveness of media salespeople, or any pet peeves you might have.  Remember, the goal of this survey is to evaluate the service you are getting from media salespeople and to improve that service.

 

Thank you for your cooperation in completing this survey.