Q: Why should we use the FLASHtrack System™ when we can conduct our own customer satisfaction survey?
A: The FLASHtrack System™ provides strong benefits that you could not achieve without investing significantly greater time, cost and effort…

• We take care of all the headaches – developing questions to industry standards, four-color printing, data entry, software licenses and training, programming, statistics know-how, in-depth analysis, detailed reporting, etc. – associated with customer satisfaction surveying
• You receive access to a broader range of reports and insights from the data than you might otherwise, including cross-tabulation reports, statistical modeling and highly professional executive briefing reports, all developed using rigorous techniques and standards to meet your needs
• FLASHtrack continually adds to its storehouse of easily accessible, historical data
• You will have access to comparative industry data
• Your internal staff can focus on making better decisions instead of managing surveys

Q: Who specifically should receive these survey cards?
A: Your customers receive these survey cards, which your fulfillment personnel add to every order that they ship. If your organization delivers any of its products digitally, you can direct these customers to the online version of the survey.

Q: Can we customize the postcard design?
A: Absolutely. We want every FLASHtrack System™ customer to have a card that reflects their company’s individual personality and strengths. Add your logo. Use your slogan. The design on your postcard will never be duplicated elsewhere.

Q: What questions can we customize on the postcard?
A: Customizing questions on the postcard probably isn’t necessary. We know that every industry is unique, so we design a standard postcard to fit a wide range of similar companies. If you’re in publishing, for instance, the standard card enables FLASHtrack to deliver benchmarks for all publishing companies.

That being said, we recognize that companies also have unique information needs. So that our customers can get the most out of FLASHtrack, we make it possible for you to ask customized questions through the online survey. Your company is the only one that will see the response to your custom questions.

Just so you know, each postcard question is carefully designed in accordance with research industry best practices to provide you with a low cost solution and the most compelling results, comparative insights and robust measures of satisfaction. Changing even one satisfaction question on the postcard could prevent us from delivering critical insights to your management.

Q: How and when does Campbell Rinker deliver results?
A: You may log in at any time to your online FLASHtrack account to review results, create graphs, and compare responses to various questions. Internet responses are reported in real-time, while there is about a one-week lag for returned postcard responses.

Q: How will I know when one of my customers needs individual attention?
A: One of the built-in benefits of the FLASHtrack System™ is that we provide immediate feedback about low satisfaction scores. If one of your customers is completely dissatisfied for any reason, we either fax you a copy of their response card or e-mail you a copy of their web responses right away. You can quickly follow up and fix service issues, improving the likelihood that your customer will repurchase and reducing the chance that they might circulate negative opinions about your company.

Q: How accurate will the results of our research be?
A: To a researcher, accuracy is a statistical measurement usually given as a range in combination with a measure of confidence in the results. Most of us have heard polls reported in the media as having a “margin of error of plus or minus three percentage points.” This “margin of error” is a common way to state the accuracy of a survey. Confidence level is a way for researchers to say “how confident we are that the result will be within the given range if we conducted the same survey numerous times.”

Assuming that your company fulfills more than 5,000 orders each year, a survey that generates 1,000 responses might be said to have a margin of error of ±3.1% at the 95% confidence level. In plain English, this means that an initial result of 80% satisfaction might fall below 76.9% or rise above 83.1% only once after conducting 20 identical surveys.

The following is a table that outlines the margin of error at the 95% confidence level for various response quantities, assuming you fulfill 5,000 or more orders annually.

Q: How many responses will come to the Internet?
A: Based on the results of previous similar efforts, we expect organizations to experience a 5-10% response via the Internet and 90-95% via the postcard.

Q: What is the best way to use FLASHtrack™?
A: One of the many great things about the FLASHtrack System™ is how customers can customize and adapt it to meet their needs. A small organization might use just the basic services we offer, while a larger firm might require more robust deliverables, e.g. more reports, data exports or high-level analysis. Some firms will add the initials of the fulfillment team member to every card they send out – when inputted, this will enable them to track customer satisfaction at desk-level.

Q: Why would we want the raw data from the survey?
A: Your survey data may be used in myriad statistical applications – to identify unique marketing segments, to validate hypotheses of customer behavior, to project sales growth, to chart historical trends among various customer groups, etc.

FLASHtrack System™ customers own their raw survey data and may request a copy for a nominal charge. However, unless your respondents give us permission, we cannot release any information that might identify them personally.

Q: Why hire an outside research firm?
A: There are six main benefits to outsourcing research services. The chief benefits of outsourcing are Objectivity, Experience, Comparisons, Credibility, Methodology and Efficiency.

Independent results assure your team and management that the results are not motivated by internal interests, and you instantly gain the benefit of years of research experience in relevant fields when you hire a firm like Campbell Rinker. We can also elaborate on results using comparable benchmarks that you might need to purchase or develop from scratch. Hiring an outside firm lends name-brand credibility to your results, due to their experience and market-leading methodology. Furthermore, the research is more efficient since you pay only for the results you receive – there is no need to staff up or cut back due to seasonality or business cycles. Also, you leverage the specialty of an outsider to achieve efficiencies not available internally.

Q: How much will this cost me, and how many responses will I get back?
A: That depends on how responsive your customers are, but the average organization receives 5-10% response. The FLASHtrack System™ would cost $4,120 for an organization that ships 10,000 orders each year and experiences a 10% return rate on survey cards (1,000 respondents). That works out to just $4.12 per response, plus the cost of any customized reports or questions you might order.

Q: How much would this kind of survey cost if done by phone, or if our organization did it on our own?
A: A typical phone survey of the same scope would cost about $15 per complete, including questionnaire design and reporting. That represents a savings of 75%!
Conducting such a survey on your own would require investment in statistical analysis software, staff to write your questionnaire (ours is copyrighted), design the postcard and manage postcard printing, time and expense to set up and maintain the survey web site, and a significant amount of effort in data entry. Your costs could easily be double the cost of the FLASHtrack System™. In addition to these costs, your organization would need to invest a significant amount of time in analyzing the survey results.

Q: How are we billed?
A: Your first invoice includes your first annual service fee of $950 plus the cost of postcard surveys you order. The annual service fee pays for a year of hosting your survey online and the time we will spend on your behalf in managing the results. Every month, you will receive an invoice for the number of responses your firm receives, at a cost of $1.30 per response, plus any other services you order from your representative, such as custom questions and in-depth reports.

Q: Why does Campbell Rinker provide this service?
A: There are three basic reasons. We want to equip organizations – the ones typically underserved by the research industry – with high-quality tools to help them become better. We take particular delight in delivering a great product at a fair price. And finally, we want to grow as a company, too.

Q. How much do you charge for this service?