Background
Baker Tilly is a leading independent firm of accountants and business advisers that specialises in providing an integrated range of services. The firm has national coverage through its network of offices and is represented internationally through its independent membership of Baker Tilly International. Mackman Research was commissioned to survey clients across the East Anglian region on behalf of Baker Tilly. The survey measured the overall satisfaction levels of Baker Tilly selected clients and their experience of dealing with Baker Tilly.
Approach
Mackman Research designed a client satisfaction questionnaire in accordance with Baker Tilly’s requirements. Mackman Research was supplied with a sample of Baker Tilly’s contact database. The sample was pre-selected by Baker Tilly. Clients were asked to participate in a telephone interview lasting six minutes with a Mackman researcher. Mackman Research made numerous attempts to reach as many potential respondents as possible over a four week period. The survey consisted of 15 closed questions and 3 open questions.
Results
The client satisfaction survey achieved a 62% response rate. Because the supplied contact data was pre-selected, we were unable to comment on how representative the findings were to the entire client database. The findings presented an exhaustive insight into clients’ opinions of Baker Tilly services and overall satisfaction levels, identifying areas of strength and where improvements were needed. The findings contained a large amount of verbatim, which was varied and valuable in identifying and assessing priority action points arising from the results.
Mackman has undertaken research for a number of regional Baker Tilly offices as well as the National Head Office located in London.
Dr Gemma Mackman
Research Director
Dr Gemma Mackman is co-founder and Research Director of the Mackman Group. Her professional career has given her a broad knowledge of business practices, an appreciation of good customer service and experience of a diverse range of sectors. Gemma is also a member of the Market Research Society and has completed research training provided by the Economic and Social Research Council.
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