How to Improve Contract Renewal with Customer Satisfaction Surveys

How to Improve Contract Renewal with Customer Satisfaction Surveys

If your business offers services on a contract renewal basis, you may be familiar with the constant struggle of customer retention

What do you need to do to keep your customers happy enough to renew their contracts? 

Stop guessing. Start relying on data-driven decision making with customer satisfaction surveys.

You could make these decisions based on gut instincts or hearsay from individual customers, but the best way to understand this problem is through proper customer research.

For example, our market research firm recently supported a pest management company in their quest to identify improvement areas and core competencies in their customer experience.

This blog post features the overall objectives, approach, and outcomes from the market research study.

Find anything you ever wanted to know about customer satisfaction surveys in this ultimate guide.

How to Improve Contract Renewal Rates

Objectives of the Pest Management Company

A Wisconsin-based pest management company partnered with Drive Research to conduct a benchmark customer satisfaction survey.

The market research project goals were to:

  • Understand net promoter score (NPS)
  • Drivers to satisfaction
  • Improvement areas with the office and technicians,
  • Other measurements and feedback

These and other secondary objectives were addressed in the customer survey.

The survey ultimately provided results to aid the pest management company with operations, marketing, and strategy.

What are market research benchmarks? We cover the four most common audiences brands can benchmark their data against.

Approach to Improving Contract Renewal

To address the pest management company's objectives, Drive Research recommended an online survey among its active customers.

Online surveys are a popular type of market research for a variety of reasons.

Quantitative data collection such as online surveys are:

  1. Cost-effective
  2. Quickly turned around
  3. Measurable
  4. Effective in gathering quality data

These advantages often create a strong ROI for our clients over other methodologies.

Details of the Customer Survey 

The survey was conducted through client-provided email lists. The email lists contained contacts who have used the client’s services during the past 12 months.

Our market research firm sent three reminder emails in addition to the initial invitation to boost the response rate.

Other customer survey details included:

  • The online survey took an average of 6 minutes to complete and included 15 questions.
  • The survey received 155 responses.
  • Fieldwork for the survey began on December 14, 2020, and lasted until January 11, 2021.

Recommended Reading: 7 Examples of Customer Satisfaction Survey Questions

Outcomes of the Customer Satisfaction Survey

The detailed findings from the survey outlined in a market research report remain confidential with the pest management company.

The customer satisfaction topline report included background and methodology, key findings, and data visualizations.

The report also included links to reporting dashboards featuring detailed question-by-question breakdowns of the survey.

Several crosstabulation reports were included to cut the data by key segments such as geography, customer type, and service frequency.

The market research answered the following research objectives:

  1. Where is the pest management company falling short for its customers?
  2. Where is the pest management company excelling for its customers?
  3. How well are contractual customers retained?
  4. Why do customers choose the pest management company?
  5. How do customers rate the experience with office staff?
  6. How do customers rate the experience with field technicians?

Improve Contract Renewal Rates with Drive Research

Drive Research is a national market research company located in New York. Our team has experience with both B2B and B2C customer satisfaction studies across numerous industries.

Interested in learning more about our market research services? Reach out through any of the four ways below.

  1. Message us on our website
  2. Email us at
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

tim gell - about the author

Tim Gell

As a Research Analyst, Tim is involved in every stage of a market research project for our clients. He first developed an interest in market research while studying at Binghamton University based on its marriage of business, statistics, and psychology. 

Learn more about Tim, here.

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