Customer Satisfaction Management
Article Index
Customer Satisfaction Management
Expert Opinion
Survey and Research
Example Cases
Measure and Evaluate
Summary of Best Practices
Words of Wisdom

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:

  1. Understand that customer service is a holistic experience and seldom the result of a single exchange.
  2. 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.
  3. Understand that an organisation’s people reflect its brand.
  4. Provide products and services that reflect your organisation’s culture or brand, and which add optimal value for customers.
  5. Do not undertake repeated cost-cutting cycles without considering the impact on quality and service delivery, as this can be compromised.
  6. Beware of allowing repeated delays in responding to operational signals. This has the potential to have severe consequences that affect both customers and employees.
  7. 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 Benchmarking.
  8. 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 action plans to address performance gaps
    • act on employee recommendations for improvement
    • communicate and execute plans while holding appropriate persons accountable for results
  9. Develop long-term relationships with customers by identifying the drivers of customer satisfaction and loyalty.
  10. Seek to understand the importance that customers place on various dimensions of performance, and excel at the things that matter most to customers.


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