In December 2011 Avoka Technologies commissioned Genroe to perform a survey of several of Avoka’s key customers. The result honoured Avoka with a Net Promoter Score of 41, and gave positive areas of focus for further building strong customer relationships.
The survey was commissioned in two parts:
- The first was to Identify Potential Loyalty Drivers via Qualitative Interviews: In the customer loyalty survey process, one of the keys to success is ensuring that the survey addresses all of the product and service attributes that are important to your customers. In this part of the survey process telephone interviews were undertaken with a range of customer roles in order to generate the list of attributes to be considered in the next stage of the research.
- And the second phase saw Genroe Gather feedback from customers: a survey was created based on the feedback from the first round of qualitative interviews. The questionnaire was then delivered to the Avoka customers.
The survey consisted of 25 questions covering a range of potential loyalty drivers attributes. It provided anonymously given comments and ratings which has facilitated analysis and review of Avoka’s strengths and weaknesses, as well as planning where to focus efforts in the future.
Responses with a quantitative result were graded on a seven-point scale with seven being the best response and one being the worst response. Extensive qualitative responses were also collected in order to aid in the diagnosis of ways to improve performance in the attributes. The scores that Avoka received in this round of customer feedback saw all questions averaging above the halfway point on the response scale.
Comment themes included staff that are easy to get along with, reliable and add value to the process. Avoka’s strengths were shown in Respectfulness, Can-Do Attitude, Transparency, and Understanding of Needs.
Avoka received significant feedback that many customers were not aware of the huge advances made with Avoka products, or many of the successful projects completed both in Australia and internationally – namely in the USA and UK. One of the areas we will be strengthening is our regular communication with customers. Over the remainder of 2012 and into the future, customers can expect to see some relevant news bulletins and they can keep in touch with Avoka updates through the Avoka blog, YouTube, Twitter, LinkedIn, or Facebook accounts: