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German Client Surveys

AST have teamed up with Evonomie, a leading marketing consultancy, to provide surveys across borders.

In a recent project for an industrial lighting specialist, Evonomie worked with the client to develop a questionnaire that would work in the UK and Germany, and AST helped with the German part of the survey by harnessing a native German speaker to conduct the surveys in Germany.  We achieved a record response rate at 47%, which we believe was partially due to the lack of ‘survey fatigue’ sometimes encountered in the UK. Another factor was our caller agreeing specific call back times with the clients.

The surveys were designed using the SERVQUAL framework which is a protocol for measuring service quality. Evonomie has adapted the SERVQUAL framework for a business to business target audience. The major benefit of using this methodology is that at the end of the survey a score can be attributed to the clients’ answers.

Using the same questionnaire design for both the UK and German surveys meant that a direct comparison could be made for the clients in the UK and Germany, showing areas where there were major differences as well as similarities.

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