What is it?
A Critical Player Survey is a study of an organization's key non-employees - that is, its dealers, clients, passengers, customers, patients, franchise holders, direct sellers, etc. It covers levels of satisfaction with all important aspects of their interface with the company.
Why do it?
The perceptions of Critical Players are vital to sales, profitability and the company's reputation. A Critical Player Survey measures perceptions on:
- The key determinants of purchasing decisions
- How you "stack up" vis-à-vis your competitors
- What changes would significantly distinguish your products and services in the marketplace?
- Do Critical Players perceive a need for extensive new products or services?
- Are there one or two major issues which would dramatically improve Critical Player satisfaction?
When to do it?
At rigorously disciplined set intervals, thus measuring Critical Player attitudes during all circumstances.
How does it work?
A sample of Critical Players is interviewed to determine the criteria by which they judge the organization's performance and that of its competitors. Composite measures are incorporated in an instrument for completion by all or a representative sample of Critical Players. Key issues addressed often include:
- Range, design, and quality of products and services
- Speed and accuracy of delivery mechanisms
- Quality of after-sale service
- Efficacy of pricing, credit policies
- Responsiveness to Critical Players' ad hoc needs
- Critical Players' concerns regarding integrity and ethics
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