Best practices for customer surveys - Step 4: Develop the process

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers

Step 4: Develop the process

In this step, you should document what is required to move from this point to a successful completion of the project, including:

Each significant activity
The sequence of the tasks
A brief description of each task

Although one might argue that this process should be developed prior to getting manager buy-in (Step 3), in most cases it is premature to lay out the entire survey process until the senior decision-makers have bought into the concept.

Staffing

This is a good time to consider which of your colleagues you will enlist for the project. My strong suggestion, based on years of experience, is to avoid the temptation to form a committee. Too many times I have seen the research “broth” spoiled by too many “cooks” on a cross-functional team. Although it is highly important to get the buy-in of all of these stakeholders, trust me: this is not the time to engage them. Wait until Step 8.

So who should be involved? At this point, if you are the owner of the process, I recommend that you enlist the assistance of only one or two enthusiastic, capable colleagues. Keeping the team small and nimble will pay multiple dividends.

Example

For a typical customer survey, the process might look something like this:

Activity	Description
1. Identify possible suppliers	Short-list suppliers that seem like a good fit
2. Request quotes	Get estimates (not firm bids) from 2 or 3 suppliers that seem like the best fit
3. Review quotes	Compare quotes from suppliers. Follow up with each regarding questions or clarifications
4. Request proposals	Request firm bid from one or two suppliers
5. Select supplier	Make selection, inform supplier, schedule kick-off
6. Kick-off call or meeting	Meet with supplier to plan path forward, determine contents of survey
7. Prepare invitation list	Compile list of potential respondents
8. Draft questionnaire	Send first draft of questionnaire
9. Draft invitation	Develop email to invite customers to complete the survey
10. Revise questionnaire	Refine and revise questionnaire as needed
11. Get buy-in from stakeholders	Review questionnaire with relevant managers. From each, get either approval or suggested revisions
12. Finalize questionnaire	Make and approve any additional changes
13. Program survey	Program online survey
14. QA testing	Comprehensive Quality Assurance testing of survey programming
15. Test-drive	Pre-test online survey before potential respondents are invited to participate
16. Get buy-in from employees	Announce upcoming survey, communicate purpose and benefits
17. Invitation	Send email invitation to potential respondents
18. Data collection	Respondents complete online survey
19. Analysis & reporting	Cross-tabulation, statistical analysis, and comprehensive report
20. Review results with supplier	Review draft report
21. Finalize report	Make any necessary changes prior to internal distribution
22. Present results to management	Review results, implications, and recommendations
23. Take action	What will we do differently based on results? Include objective, actions, implementation plan, metrics for success
24. Repeat survey	Repeat survey to measure success