"Customer Mirror" studies

The Mirror Study consists of taking the questions from the satisfaction survey conducted among the customers and putting these same questions to the company's employees.

By looking at the answers side by side, we can see whether or not the employees' perception matches what the customers feel.

The strength of this lies in its ability to get employees to assimilate the customer centric approach.

1. By answering the same questions as the customers, employees are inevitably informed of and involved in the approach.
2. They find out in details what questions are being put to the customers
3. After replying, employees show a natural curiosity to know what the results are, and thus become askers.
4. When the results are reported, the discrepancy between the internal perception given by the mirror study and the actual customers' opinion produces the final shock treatment required for questioning accepted ideas.

ILLUSTRATION

Quite often, our staff suggest a small game to the management team to help persuade them of the relevance of combining these two tools.

1. Each manager takes a Post-it sheet and notes down the five main causes of customer satisfaction on it.
2. All the Post-its are collected together on a big board and classified in a way that makes a hierarchy appear.

This usually brings to light quite a different classification from that obtained in customer survey results...