“We want to pick up the feedback from our customers,” says Charlotte Emanuelsson, WCS (World Class Services) Analyst at SWEP. “We need to know what we are good at, or where we do not perform well enough. This feedback is very important because it helps us take the necessary actions to improve our performance.”
Voice Of the Customer is a web-based survey with a questionnaire. It is the first such global survey that SWEP has ever done. SWEP's aim is to ask about 1,000 customers per year to answer the questions in the survey.
“Typically, we send a link to the survey from our Voice Of the Customer e-mail address, asking customers to participate,” Charlotte says.
In the survey, there are a number of multiple-choice questions. Other questions involve ranking issues on a scale ranging from one to five. The most recent survey was launched in July 2009, and was offered in seven languages: English, Chinese, French, German, Italian, Japanese and Spanish.
“We approach customers from all our segments, from the largest to the smallest,” Charlotte says. “We will also monitor trends in the surveys over the coming years. We want to see key indicators of what we need to do to make things even better.”
For instance, the results of the Voice Of the Customer survey can help SWEP's sales staff take immediate action in terms of offering customers help or services that may be lacking.
“It is vital that we can respond very quickly to what our customers are asking us to improve, not least because they give their time and commitment to answer the questions in the survey,” Charlotte says. “For each customer that carries out the survey, SWEP gives five US dollars to WWF, the World Wide Fund for Nature.”
