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Business Benchmarking is a survey of your customers based on the UK Customer Satidfaction Index (UKCSI) and customer priorities. To make the best of your insight, we recommend using the standard question set, so you can preserve the benchmark and effectively measure your CX performance against others in or outside your sector.

Our Business Benchmarking platform makes it easy to launch surveys in a few steps. Follow the guidance below to get started.

The below instructions cover:

How do I create a standard survey with no changes?

1. Sign in to your Institute of Customer Service account, then go to Dashboard

Member-dashboard

2. Scroll down, and click Access My Surveys, this will take you to Business Benchmarking platfrom login page

access-my-surveys

2A. Click ICS Account, this will take you to Business Benchmarking platform

Business Benchmarking platfrom

3. On the welcome page, click Start A Survey From Scratch

4. Click What You’ll Need to ensure you have all the required information to create a survey

 

5. Enter your project name (this helps to distinguish between your surveys in the future), then your company name exactly as it should appear on the survey

6. Let us know if you’re using this survey for ServiceMark accreditation or not

7. Select how you want to carry out your survey (our Business Benchmarking platform only supports online survey distribution method, if you want to set up a phone or postal survey please speak to your Client Relationship Director)

8. Select No next to Do you want to customise the standard survey? (our Business Benchmarking platform allows you to tailor elements of the survey question set. If you wish to do this, it is important to select this option now, otherwise it will skip this part in the survey setup)

9. Select your benchmark sector, then your additional benchmark sector (these are the sectors that appear in the UKCSI)

10. Let us know if you want a B2B benchmark

Tip: Throughout the portal you’ll see question marks that you can click for tips. Here, for example, you can see what kind of reporting you’ll receive if you select to include a business to business benchmark.

11. Let us know if you want to compare your results to any previous surveys. If you can’t see your previous survey on the dropdown list, select Survey not cusrrently on the list and we’ll add you previous survey results on the backend

12. Upload your logo(PNG, JPEG or GIF file), then select where you want the logo to be displayed, either on the email, survey or both

13. Let us know if you want to do a prize draw then click Save and Continue

14. Select survey distribution method: you can send survey invites to your customers directly via a generic link or we can do it for you using your customer database

15.  Only shown if you want us to send the survey invites. In your database we’ll need customer name and email address as standard. Let us know if you want to upload additional customer information such as age, geographical area, product segments and so on. Please note, additional customer information must not be personally Identifiable.

16.  You can upload up to 4,000 for free, larger volume options are available at the additional charges displayed. Select the size of your database click Save and Continue

Tip: Additional charges can be clearly seen with a running total in the top right hand side of the screen

17. Review your survey invitation email (it will only appear if we’re sending out survey invites on your behalf). Customise email page enables you to change the greeting and add extra text to your email. Once you’ve made all the required changes, scroll down, then click Save and Continue

Tip: You can select your greeting and add any extra text. If you’re offering a prize draw on your survey, this is a good time to tell your customers all about it.

18. Enter PO number in case you selected anything that comes at an additonal charge

19. Select any additional reporting or post-survey communications if needed, then click Save and Continue

Tip: You can view a number of additional reporting or post-survey communications options available by clicking the orange plus

20. Review your survey request, survey invitation email (this won’t appear if you’re sending out the survey invites to the participants directly), then scroll down to access your preview link and review your survey

Tip: If you need to make any changes to the survey request, scroll down and click the Back button on the bottom left 

21. In the Feedback section, click Yes, this captures all of my requirements. If you don’t think the platform captured all your reuirements, click No, I need to tell you about some additional requirements, then add extra information in the text box below.

22. Sign the Declaration then scroll down and click Submit

Your survey request is now with The Institute, where we will review prior to approving. Once the request is approved, you’ll receive an email to confirm. Then you can log in to the portal for your generic link or to upload your database depending on the distribution method you selected.

 

How do I copy a previous survey?

Now we’ll look at how to copy a previous survey using our Business Benchmarking portal. This means if you’re repeating an identical survey you ran in the past, you can copy it and use it again. You can only copy previous surveys that were setup using this platform. Please note, if your previous survey contained chargeable changes, these charges are still applicable on your new survey. Follow the steps below to get started.

Video Overview

 

1. Click ‘copy a historical survey’ on the welcome page

2. Scroll down and select the survey you want to copy

3. Click Load button on top of the survey

4. Now you’ll see a survey set-up page prepopulated with the information you entered last time. Please rename the Project name to differentiate this survey from the previous one.

5. Make any changes if required, then click Save and continue

6. Update any information regarding your distribution method then click Save and continue

7. Now you’ll see the survey invite email you used last time. Review and make changes if required then click Save and continue

8. Add in a new PO number if required and check and/or change your previous additional options, then click Save and continue

9. Review your survey request and survey invitation email (this won’t appear if you’re sending out the survey invites to the participants directly)

10. Scroll down to preview your survey and get a test link

Tip: If you need to make any changes to the survey request, scroll down and click the Back button on the bottom left 

11. Sign the Declaration then scroll down and click Submit

Your survey request is now with The Institute, where we will review prior to approving. Once the request is approved, you’ll receive an email to confirm. Then you can log in to the portal for your generic link or to upload your database depending on the distribution method you selected.

 

How do I make changes to the standard question set?

Business Benchmarking platfrom allows you to personalise surveys to your sector and customers at no extra charge. Follow the steps below to get started.

Video Overview

1.Sign in to your Institute of Customer Service account, then go to Dashboard

Member-dashboard

2. Scroll down, and click Access My Surveys, this will take you to Business Benchmarking platform login page

access-my-surveys

2A. Click ICS Account, this will take you to Business Benchmarking platform

Business Benchmarking platfrom

3. On the welcome page, click Start A Survey From Scratch

4. Click What You’ll Need to ensure you have all the required information to create a survey

5. Enter your project name (this helps to distinguish between your surveys in the future), then your company name exactly as it should appear on the survey

6. Let us know if you’re using this survey for ServiceMark accreditation or not

7. Select how you want to carry out your survey (our Business Benchmarking platform only supports online survey distribution method, if you want to set up a phone or postal survey please speak to your Client Relationship Director)

8. Select Yes next to Do you want to customise the standard survey? (our Business Benchmarking platform allows you to tailor elements of the survey question set. If you wish to do this, it is important to select this option now, otherwise it will skip this part in the survey setup)

9. Select your benchmark sector, then your additional benchmark sector (these are the sectors that appear in the UKCSI)

10. Let us know if you want a B2B benchmark

Tip: Throughout the portal you’ll see question marks that you can click for tips. Here, for example, you can see what kind of reporting you’ll receive if you select to include a business to business benchmark.

 

11. Let us know if you want to compare your results to any previous surveys. If you can’t see your previous survey on the dropdown list, select Survey not cusrrently on the list and we’ll add you previous survey results on the backend.

12. Upload your logo(PNG, JPEG or GIF file), then select where you want the logo to be displayed, either on the email, survey or both

13. Let us know if you want to do a prize draw then click Save and Continue

14. Select survey distribution method: you can send survey invites to your customers directly via a generic link or we can do it for you using your customer database

15. Only shown if you want us to send the survey invites. In your database we’ll need customer name and email address as standard. Let us know if you want to upload additional customer information such as age, geographical area, product segments and so on. Please note, additional customer information must not be personally Identifiable.

16. You can upload up to 4,000 for free, larger volume options are available at the additional charges displayed. Select the size of your database click Save and Continue

Tip: Additional charges can be clearly seen with a running total in the top right hand side of the screen

17. Review your survey invitation email (it will only appear if we’re sending out survey invites on your behalf). Customise email page enables you to change the greeting and add extra text to your email. Once you’ve made all the required changes, scroll down, then click Save and Continue

Tip: You can select your greeting and add any extra text. If you’re offering a prize draw on your survey, this is a good time to tell your customers all about it.

 

18. Carefully read the instruction on the Customise Survey page

19. Make Global Changes by selecting one of the drop-down options under Product/Service, Staff, and Customers

21. Hide and unhide questions and response options by clicking the eye icon. When hidden the icon will change to red, this means this answer option or question is no longer visible.

Tip: When you see Mandatory written next to a question, this means the question forms part of the standard survey question set and is recommended by The Institute to gain key data insights. 

22. Add new answer options by clicking the plus icon.

23. Tweak question wording by selecting the appropriate option in the drop downs. For example, change Price/Cost to Rent

24. To add an extra library question, click red eye button. When the icon changes its colour to green, this means the question will now be visible to your customers. We recommend adding no more than 1 extra library question to make sure your survey isn’t too long.

Tip: Here is the list of free library questions:

  • Is there a person from ABC company you would like to recognise for providing exceptional customer service? If so, please give their name and details of the exceptional service provided.
  • How do you expect your level of spend with ABC company to change over the next 12 months, compared to the last 12 months?
  • Which of the following best describes your age group?
  • If Example company wanted to contact you about your survey responses, would you be okay with this?

25. Scroll down to the end of the page to add extra questions by clicking Insert a new page, then click the Green plus, select which type of question you want to add

26. Once you’ve finished making changes, click Save and continue

17. Enter PO number in case you selected anything that comes at an additonal charge

18. Select any additional reporting or post-survey communications if needed, then click Save and Continue

Tip: You can view a number of additional reporting or post-survey communications options available by clicking the orange plus

19. Review your survey request and survey invitation email (this won’t appear if you’re sending out the survey invites to the participants directly)

20. Scroll down to preview your survey (the survey will reflect the changes you’ve made on the Customise Survey page) and get a test link

Tip: If you need to make any changes to the survey request, scroll down and click the Back button on the bottom left 

21. In the Feedback section, click Yes, this captures all of my requirements. If you don’t think the platform captured all your reuirements, click No, I need to tell you about some additional requirements, then add extra information in the text box below.

22. Sign the Declaration then scroll down and click Submit

Your survey request is now with The Institute, where we will review prior to approving. Once the request is approved, you’ll receive an email to confirm. Then you can log in to the portal for your generic link or to upload your database depending on the distribution method you selected.

How do I request additional analysis or  post-survey communications?

Using a free data split(s) included in your membership

Discovery Road (DR) members get 1 free data split for free. Trusted Advisory Network (TAN) members get either 2 data splits or satisfaction and loyalty analysis for free.

1. On the Additional Options page, select Data Split

2. Choose a headline measure (CSI, NPS, Effort), then how you want to split it: by a question in your survey or a database column.

2A. By column in my database will only appear if you’ve added this column during Distribution stage*.

*Distribution page: This is where you need to enter your additional column information

2B. If you’re selecting By a question in my survey, you can request reporting only by the following questions: Q2, Q3, Q18, Q19, Q20, Q21, Q22 & Q26 along with  custom multiple choice questions.

Using extra data splits on top of your membership allowance

1. Click View additional options, extra charges will apply as shown

2. Under Do you need any other data splits? select Additional headline measure split slide (CSI, effort or NPS)

3. Choose a headline measure (CSI, NPS, Effort), then how you want to split it: by a question in your survey or a database column.

4. Click plus icon on the right to add more splits

Using additional detailed reporting by customer groups, previously known as ‘multi-site’

1. Click View additional options, extra charges will apply as shown

2. Under Do you need any other data splits? select Additional detailed reporting by customer groups (in Excel and summary slides, previously known as ‘multi site’)

3. Choose how do you want to split your data: by a question in your survey or a database column.

4. Then select the number customer groups within this database field/question. For example, Region1/Region2/Region3 would be 3 customer groups.

Using link between satisfaction and loyalty analysis

This analysis enables you to understand the link between satisfaction and loyalty.

1. Click View additional options, extra charges will apply as shown

2. Scroll down, then tick the box next to Your report will include analysis demonstrating how loyalty varies between customers who score you 8 for satisfaction, compared to those who score you 9 or 10.

Using Verbatim analysis

1. Click View additional options, extra charges will apply as shown

2. Scroll down, then tick the box next to Your report will include a slide with themes from customers’ responses to the question “What is the one thing Example company could do to improve their service?”. (This fee is based on up to 200 comments)

Requesting infographic

1. Click View additional options, extra charges will apply as shown

2. Scroll down, then tick the box next to This fee is based on customising our recommended infographic template with your survey results and logo/colour scheme. For any other changes to our template, contact us to discuss requirements and get a bespoke quote.

Requesting animated video

1. Click View additional options, extra charges will apply as shown

2. Scroll down, then tick the box next to If you’re interested in a customised animated video visualising your survey results, please tick this box and your CRD will be in touch.

Once you’ve selected all required additional options, click Save and Continue

 

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