Accurate. Authoritative. Relevant. At CCH, we say we are but how do we know if this is really true?

Simple - ask our customers!

Since 2006, CCH has surveyed customers across the Asia Pacific region in order to find out what they think about our products and associated services, as well as their perception of CCH in general. By regularly surveying our customers, we aim to develop and deliver high quality products and services which best meet our customers’ needs.

Customers are invited via email to complete an online survey where they firstly rate a chosen CCH product type on a range of factors, including accuracy, ease of use and relevance. They are then asked to rate this product type on overall quality, price and value for money.

Next, our customers are asked about how likely they would be to continue to use our products, recommend them to a colleague and how much they trust and rely on the products. A customer’s likelihood to recommend a product to a colleague tells us two key things: how loyal they are to us as a brand and how enthusiastic they are about our products and services. For example, a customer who said they would be “highly likely” to refer a CCH product to a colleague would also be likely to continue to buy our products for themselves. Understanding these responses ultimately allows us to see our products and services as our customers see them – an extremely valuable insight indeed. 

The results from this survey are shared through our Executive Group and management teams who use this information to better understand what customers think of us. Over the past three years of conducting this survey, we have been able to look at trends in customers’ opinions and use these to identify areas where we can plan strategies to improve in the future.

To thank our customers for taking the time to complete this survey, we donate $5.00 to a charity of their choice. This year, our customers could choose to make a donation to World Vision, Médecins Sans Frontières or the World Wildlife Fund. We raised over $3,300.00 for these three charities – so a big thank you is in order to all of our customers who took the time to complete this survey!

What’s been happening recently at CCH? Well, some major surveys have been carried out which really keep our Business Intelligence team busy. In September the annual “Your Say” Employee feedback survey was sent to all CCH employees across the Asia Pacific region and North America, Canada and the UK. We also recently completed the second Customer Satisfaction survey of the year. I haven’t seen the full report on the customer satisfaction survey yet so more on that in my next post.

CCH aims to be an “employer of choice”. The “Your Say” survey is used as a metric to track progress and benchmark performance. There’s a lot of research that shows a correlation between staff engagement and customer engagement and CCH aim to deliver improvements in both.

The on‐line “Your Say” survey comprises of 40 questions which are then summarized into 15 key indicative “dimensions”. Results are then summarised, using graphical reports which are given to managers and team leaders to help them understand strengths and weaknesses in their organization.

The survey also allows for optional individual commentary. This is collated and then included in each departmental report. I always find the individual commentary very interesting!  It’s  a chance to vent but also a forum to give some constructive criticism which can be quite insightful.

We rate the company on criteria such as role clarity; work/life balance; performance culture; customer focus; innovation and growth and quality processes.  The encouraging thing is that upper management actually sit up and take notice of the results. For example when innovation and growth scored low one year the decision was made to invest more in innovation and start an innovation program. This was effective and directly led to a lift in that rating.  It is heartening for us employees when action is taken and things change to improve our working life.

There are some more sceptical people at CCH who don’t think the survey is worthwhile and will not bother to do it. Like any survey it’s not perfect but I still would prefer the company asked our opinion about key matters and gave us the opportunity to comment (anonymously) then not at all.