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Customer Satisfaction Surveys
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Measurement of customer satisfaction is vital. It is a way of determining what customers think and enables strategies to be developed that aim to lead to improvements that will assist in ensuring customers repurchase or recommend the organisation or its products to others. The best way of assessing customer satisfaction is by asking customers directly and this is usually done through a customer satisfaction survey. However this is not the only method with 'symposiums', focus groups and the like, also being used.

Whatever method is chosen, 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 and well-planned event.


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