There are 4 stages in the survey:

The Management workshop where we talk about topics such as:

• Cross functional teams
• Introducing customer value framework
• Assessing the internal perspective of customer profile
• Etc

  In the next stage you have to design the survey which means that:

• Set questions incorporating management workshop output
• Who to survey
• How to survey? Web, telephone or face-to-face

  This is followed by stage 3, the survey and analysis part where you:

• Collate customer perspectives
• Identify the key attributes in the customers’ eyes
• Determine your relative strengths and weaknesses versus your competitors
• Analyse market segments

  The last stage is the Action Workshop where you

• compare internal & external perspectives
• linking the results to company strategy
• and formulating an action plan for change.