NLS Customer Survey Findings 2010

Introduction

We ran our third, annual on-line customer survey in March 2010, thank you to all those who participated. With three years of data we can now see some very important trends emerging both in how well we are meeting your requirements and in how your perceptions of the NLS are changing. Whilst participation in the survey is on an anonymous basis almost 64% of those responding indicated that they were happy to have their individual responses revealed to NLS.

The survey is part of our process of continual improvement and therefore we will be focussing on the areas where we can improve things and further develop the positive relationships which already exist. We are aware that there may be other customers with different views who did not have time to complete our survey - if this is the case then please do contact us with your feedback at any time so that we can take any necessary actions. There was a slight fall in the number of survey participants in 2010 and we would encourage all our customers to take part in our survey next year.
In the sections below we have summarised the results provided to us by our marketing consultants, 4sight Business Development who undertook the survey on our behalf.

What our customers buy

The results indicated that many of you come to the NLS or to other suppliers for specific services only and most do not buy the full range of services on offer. Fresh and Saline Water and Sewage and Industrial Effluents are the analyses bought by the highest proportion of respondents. The majority of those buying these analyses come to the NLS for them.

How customers find out about new laboratory services

In 2010 Web Searches has replaced Business Contacts as the most common way of finding out about new laboratory services amongst our respondents.

Which service criteria are important to you and how do we rate

Quality Controlled Reporting, Value for Money and Fast Turnaround of Samples are the most important for respondents (as in the two previous years).

• - On quality controlled reporting 86% of respondents scored NLS very strong or strong, a sharp rise over 2009.
• - Almost 60% of respondents scored NLS very strong or strong on value for money another improvement on 2009 (50%).
• - On fast turnaround of samples 75% of respondents scored NLS very strong or strong, yet another improvement on 2009 (56%).
• - These improvements were all reflected in the scores for our overall level of service, where we were scored very strong or strong by almost 80% of respondents (60% in 2009).

We are delighted with these excellent results and we will be looking to maintain and indeed build on these improvements over the coming year.

The NLS website

The NLS website at www.natlabs.co.uk was re-launched in early 2009 and 60% of respondents have now visited it. We have also recently made enhancements to the site and further developments are planned. Most of those who have visited the site rate it excellent or good on a range of criteria.

Your perceptions of the NLS

Your perceptions of the NLS improved significantly in 2010.

• - Over 90% of respondents strongly agree or agree that NLS is a trusted brand (68% in 2009).
• - Almost 90% strongly agree or agree that the NLS are good to do business with (60% in 2008).
• - Almost 90% of commercial respondents strongly agree or agree that NLS is responsive (60% in 2009).

Your Business Relationships with the NLS

Over 40% of respondents now describe your business relationship with the NLS as 'Delivering an important part of what my business does'. For a further 25% of respondents we are one of several suppliers you use regularly.

Recommending NLS to business contacts and colleagues

Over 80% of respondents would recommend the NLS (66% in 2009) and a further 17% would possibly do so. Again, we are delighted with the confidence in the NLS that this demonstrates.

Summary

Once again you have provided invaluable information for the development of NLS and our relationship with you, our customers. These results clearly indicate that you have seen significant improvements in the service we have provided over the past three years and this has dramatically changed your perceptions of the organisation.

We are particularly pleased that over 90% of our customers strongly agree or agree that NLS is a trusted brand and indeed almost all respondents would recommend or possibly recommend the NLS to business contacts and colleagues. Your personal recommendations are very important in helping us to win new business.

We are concerned that there was a slight fall in the number of participants in the survey in 2010 and would encourage as many customers as possible to participate in 2011 so that the results can truly reflect all your views.

We also recently held our second Customer Forum during SustainabilityLive! at the NEC. Further events are planned and we would encourage as many customers as possible to come along to learn more about future developments at the NLS and to take the opportunity to provide us with your views and opinions.

Finally, please do not feel that these surveys and events are your only opportunity to provide us with feedback, we are happy to receive and indeed welcome your comments at any time.

Ian Rippin
Commercial Director