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Canon Cameras was looking to increase customer satisfaction and decrease unresolved customer complaints by developing a system to measure and improve customer experiences.

Canon turned to online web surveys for customers to respond at the most convenient times with more detailed and accurate information. Turning to online surveys showed immediate results:

  • Unresolved customer satisfaction issues dropped over ten percent.

  • Resolved issues increased by nearly fifteen percent.

  • Canon was been awarded PC Magazine's prestigious Readers' Choice Award four years in a row

"The customer support experience is unquestionably a major differentiator, especially among digital products", said Cathleen Combs, Senior Manager of Support Planning in Canon U.S.A.'s Customer Support Operation.

Canon had been measuring customer satisfaction via telephone surveys. But calling people was becoming very ineffective: low response rates due to answering machines, the time length required for an effective Q&A session, and the risk of annoying customers by calling at bad times all factored in to making telephone surveys less than satisfying.

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Canon's experience mirrors many other businesses as they discover that phone and mail surveys cannot match the speed, accuracy, and massive data acquired through web surveys. Additionally, web surveys are not interruptive and consumers are much less likely to grow annoyed with these attempts to engage them.

Retailers and merchandise companies can use online surveys to measure customer satisfaction instantly, thereby allowing companies to begin improving their businesses practices without waiting on months-long market research projects to finish.

Sources:

CANON CAMERAS

http://www.markettools.com/sites/default/files/customers/case_studies/Canon.pdf


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