Customer Satisfaction Management
Page 7 of 10
Summary of Best Practices
The following is a summary of the best practices and/or
insights associated with customer satisfaction management that are
covered in this Management Brief:
- Understand that customer service is a holistic experience
and seldom the result of a single exchange.
- Serve customers consistently by asking what they need,
telling them what the organisation will do and when this will be done,
delivering the service or product on time, and advising them what has
been done and when it was done.
- Understand that an organisation’s people reflect its brand.
- Provide products and services that reflect your
organisation’s culture or brand, and which add optimal value for
- Do not undertake repeated cost-cutting cycles without
considering the impact on quality and service delivery, as this can be
- Beware of allowing repeated delays in responding to
operational signals. This has the potential to have severe consequences
that affect both customers and employees.
- Take care when outsourcing or eliminating customer
assistance resources; any cuts contemplated should be part of ongoing
process improvements using appropriate tools such as Lean, Six Sigma or
- Use customer satisfaction survey feedback to make changes
and improvements to products, services, and processes. Run the same
survey at regular intervals to benchmark performance then:
Develop long-term relationships with customers by
identifying the drivers of customer satisfaction and loyalty.
Seek to understand the importance that customers place on
various dimensions of performance, and excel at the things that matter
most to customers.
- develop action plans to address performance gaps
- act on employee recommendations for improvement
- communicate and execute plans while holding appropriate
persons accountable for results
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