| Definition |
Customer Satisfaction Measurement helps to determine customer requirements and identify better ways to anticipate and fulfil them. Companies collect input from customers on a regular basis to understand their needs and satisfaction levels. Firms use this information to improve customer loyalty by identifying and eliminating the roadblocks to achieving complete customer satisfaction. |
| Implementation |
Customer satisfaction surveys are used to focus a firms priorities on pleasing customers. To measure customer satisfaction, companies should:
- Interview customers to determine critical dimensions of performance
- Actively solicit input from customers on their level of satisfaction through surveys, phone calls and site visits
- Analyse the results to determine opportunities for improvement
- Disseminate the results and design changes to improve satisfaction levels
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| Purpose |
Managers use customer satisfaction surveys on a perpetual basis to understand how well they are meeting their customers needs. Customer Satisfaction Measurement focuses attention on the most highly leveraged opportunities for improvement. This process provides timely feedback on the firms success in meeting customer needs and enables employees to seek ways of improving customer satisfaction. Companies can also use survey results to tie employee incentives to customer satisfaction. |
