Editor’s note: Shahron Williams van Rooij is manager, strategic alliances and opportunities, at Datatel, Inc., a Fairfax, Va.-based developer of advanced information technology solutions for the higher education market.

Many technology companies use satisfaction research to obtain feedback on customer perceptions of product and service performance. But in an industry crowded with vendors whose fortunes can move with the predictability of the weather, the ability to develop a repeatable process that will yield actionable results often suffers under the constraints of time and limited resources.

To keep ahead of the competition requires a commitment to anticipate customer needs, not just respond to problems. The customer satisfaction research process offers an excellent opportunity to demonstrate that commitment.

How can technology vendors develop a more proactive research process and still remain within the boundaries of their financial and human resources? There is no substitute for solid research designed in partnership with a market research company and with internal and external constituents. In achieving this, however, here are some specific opportunities to consider:

  • Electronic "pre-search" - Technology vendors often use electronic message centers, called "list servs," to provide customers with timely product updates and instructions. Run on secure networks with password protection and accessible to customers only, these list servs are also used by the customers themselves to explore how fellow users address a particular problem or deploy a specific product function.

The vendor can also float questions on the list serv in order to "pre-search" the mindset of the customer and obtain guidance for developing the satisfaction survey questionnaire. By using a mechanism that is already in place and which customers use on a regular basis, the vendor can assist the market research company in fleshing out the specific aspects of product and service that customers really care about. Measuring key performance indicators as defined by the customer allows the vendor to target resources to specific needs.

  • Satisfaction stewards - Responsibility for resolving problems usually rests with the department or division in which the problem arises. But managers should be an integral part of the research process, not just the recipients of the research report. By making managers stewards of those sections of the satisfaction survey dealing with the performance of their own departments, managers become stakeholders in the satisfaction research process and have ownership of the results. Management can then use survey findings to come up with creative solutions that go beyond resolving a specific problem, and enhance overall customer service.
  • Key driver analysis - Even vendors with the deepest pockets must make choices. By asking customers which of the key performance indicators measured in the survey relates most to their perceptions of the vendor overall, the vendor can prioritize responses and areas of improvement.
  • Communication of results - Sharing is caring. When vendors acknowledge customer feedback, they are clearly demonstrating commitment to anticipating the needs of their customers. The feedback should include a thank-you for what the customers say the vendor has done well, and an acknowledgment of those areas that customers say need improvement, along with what steps the vendor plans to take to make those improvements.

This communication chain also extends to the vendor’s internal constituents who, in turn, should share the information with their staff.

  • Quality process improvement - Customer satisfaction surveys are not just research, but an integral part of a total quality program. By incorporating the satisfaction research process into the total quality program, the vendor demonstrates a strong commitment to continuous partnership with customers in pursuing improvements in business practices and in delivering products and services.

Strengthen retention

Most companies seek to get the most from their customer satisfaction research and strengthen customer retention. For technology companies, the ability to think out of the box can spell the difference between thriving and just surviving.