CRM Readiness #2 - Content

Customer-Alignment Self-Survey

Survey GuidelinesThe survey includes 45 multiple choice questions that should require 12 – 15 minutes to answer, depending on how long you think about each question. Following these guidelines will help you learn the most possible from your participation:

• Select the most accurate answer, even if it’s not exactly right.
• Typical of surveys of this type, your initial “gut response” will most often be your most accurate answer (but you do have the opportunity to go back and change responses).
• If a question does not apply to your company, don’t answer. “No replies” will not factor into scoring.
• If you’re with a multi-division company, take the perspective that you know best – your division. If you feel it would be appropriate, you may take the survey a second time from the enterprise perspective.
• If you’re a consultant, you may take the survey from the perspective of a client you know extremely well.
• Try to take a fresh look at your company free from internal perspectives. On some questions, putting on your “customer hat” will help you maintain objectivity.

var sg_first_number = 1; 1. Please describe how employees who come in regular contact with customers approach relationships with customers? 2. Describe how line supervisors view approach relationships with customers? 3. Describe how middle managers approach relationships with customers? 4. Describe how VP-level managers approach relationships with customers? 5. Describe how C-level executives approach relationships with customers? 6. How often do you conduct strategic planning sessions of sufficient depth to change what you offer customers or how you behave with customers? 7. How would describe your company’s attitude towards changing in-place, internal business process to add new value to customers? 8. What’s the most common impetus for your company to introduce a new product/service? 9. When you are considering introducing a new product or service, how frequently do you usequalitativecustomer research to help guide product development? 10. When you are considering introducing a new product or service, how frequently do you usequantitativecustomer research to help guide product development? 11. What’s your most common response when customers stop buying from you? 12. What’s the primary criterion for segmenting your customer base? 13. When a highly-profitable customer has a problem and contacts you, what’s your first response? 14. If your company reorganized, what would be the central guiding principle? 15. How do you select automation technology for sales, marketing and customer service?Thank you.You’re about one-third of the way through the survey. Remember, as you are responding to the items, use the perspective of your company or, if you work for a multi-division firm, take the perspective that you know best – your division.16. How often do your top three executives visit with customers? 17. How would you characterize your knowledge of customers? 18. How involved are customers in your product/service development process 19. How do you monitor your success in achieving customer goals? 20. How would your company design organizational change? 21. When you discover a significant problem with one of your products or services, what’s your first response? 22. Which statement best summarizes your corporate view of customers? 23. Considering your company’s values, what would be the most likely reaction to an employee breaking policy to help a customer? 24. How does your company handle “opt-in/opt-out” policies for direct, promotional communication with customers? 25. How would your top three executives be involved in organizational change 26. How does your company view Customer Relationship Management? 27. What drives business process design in your company? 28. How does your company use available market intelligence provided by research, trade sources and direct customer feedback? 29. How does your company set sales goals? 30. How well aligned are business process & technology?Thank you. You’re about two-thirds of the way through the survey. Remember, as you are responding to the items, use the perspective of your company or, if you work for a multi-division firm, take the perspective that you know best – your division.31. What’s the marketing department’s principal role? 32. Which functions does your company believe should be “customer responsive?” 33. How well integrated are sales and marketing? 34. How well integrated are sales and customer service? 35. How much "rope" does your company give customer contact staff to deviate from company policies to address customer issues? 36. Who in your company is most responsible for deciding how to treat customers? 37. When was the last time your company conducted a planned, strategic reorganization to better meet customer needs? 38. How is your company reacting to customers becoming increasingly empowered? 39. How does your company approach product/service pricing? 40. How do you compensate your sales staff? 41. How do you measure process improvement in functions with direct or indirect involvement with customers? 42. What are your company’s standards regarding issuing false or misleading advertising? 43. What is your stance regarding selling only goods and services that are in customers best interests? 44. How does your company treat overly demanding customers? 45. What’s your leading measure of customer service representative effectiveness? We would appreciate the following information about your company to help us identify customer-alignment trends by industry segment and company characteristics. 46. Company revenues (revenues of your unit if a subsidiary) 47. Industry 48. Age of company 49. Your geographic location Copyright 2007 High-Yield Methods LLC and Mangen Research Associates Inc. This survey may not be reproduced without permission of the authors.Online Surveyspowered by SurveyGizmo