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Customer Satisfaction Surveys
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Customer Satisfaction Surveys
Expert Opinion
Research Data
Measure and Evaluate
Example Cases
Summary
References
A survey designed to obtain customer feedback on satisfaction with an organisation's products and/or services.

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The Stage

Over the last couple of decades measurement of customer satisfaction has received considerable interest as organisations attempt to determine what their customers think about them. An overall aim is to use this information to develop strategies that will differentiate them from their competition. It is an important measure as, theoretically, customers must be satisfied if they are to repurchase or recommend the organisation to others. Although there are many ways of determining this information the best way of assessing customer satisfaction is by asking customers directly. This is usually done through a customer satisfaction survey.

However, not all surveys are effectively undertaken or the results used to drive organisational strategies and improvement. Many writers also believe that surveys are not the best method of collecting such important information with 'symposiums', focus groups and the like, being more effective methods, and there is also a movement towards measuring and managing customer perceived value in place of, or at least in tandem with, customer satisfaction measurements.

Whatever method of collection is used, to be most effective:

  • The organisation should determine why it wants to collect customer satisfaction data and how it intends to use this information;
  • Senior management should drive the process;
  • Collection, analysis and use of the data should be integrated into strategic and organisational plans;
  • The data that is collected should be linked to strategic and organisational plans and measure what the organisation is aiming to achieve;
  • Baseline data should be collected to provide a benchmark for measuring improvements;
  • Results should be widely distributed and action plans developed to make required improvements;
  • Data collection should be a regular event.

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