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All organisations strive to continually enhance customer
satisfaction - don't they? There's no doubt the most successful
ones do! The only business performance indicator that ranks above customer
satisfaction in my book is profit - without satisfied
delighted customers though?
Success with satisfaction
Why should we strive to satisfy customers? Perhaps this is a rhetorical
question but nevertheless we should be clear about the answer. It is not
because we want them to go away happy, it is because we want them to come
back and spend more money!…
Jim
Alexander The Leadership Factor
Does customer satisfaction pay? In 1987 the American Consumer Association revealed that it cost
five times as much to win a new customer as it did to keep an existing
one. This was the trigger, which propelled many organisations in the advanced
economies into a customer focussed business strategy…
Nigel
Hill The Leadership Factor
Why
measure customer satisfaction
An excellent and easy to digest presentation - why and how to measure
customer satisfaction...
The
Leadership Factor
Oh no,
not another questionnaire!
I will not take the time to complete and send back a questionnaire. I
am not in the minority however, nearly everyone I speak to feels the same.
So why do organisations assume their customers will complete a questionnaire?
Batalas
Ask and you will know
Companies engaged in B2B sales need to constantly
measure satisfaction amongst their key customers. Often the success of
the business can sometimes hinge on the views of the top 50 clients. Unlike
consumer marketing where there are always many more customers to replace
those who drop out; in B2B marketing it can sometimes takes months or
years to replace a key account...
Michael
Herson The Strategy Works
Customer
satisfaction measurement: how not to do it, how to do it and why it should
be done
Many organisations fail to apply adequate rigour to their customer satisfaction
research process and consequently produce misleading results. This is
detrimental even if the results are used only as a guide for service improvement
strategies but could be very damaging if they are to contribute to strategic
decisions…
Nigel
Hill The Leadership Factor
Questionnaire
design
The customer satisfaction measurement requirements of ISO 9000:2000 will
lead to an increase in the use of surveys. The best response rates will
be achieved by the most professional questionnaires…
Nigel
Hill The Leadership Factor
A
representative sample
An accurate measure of customer satisfaction will be generated only if
it is based on a statistically robust sample of customers. However, the
technical aspects of achieving a robust sample are poorly understood and
often neglected...
Jim
Alexander The Leadership Factor
Sample size
calculator
Try the sample size calculator...
Survey
Guy
Complain, Complain
JoAnna Brandi urges us to take a look
at the process we have designed to deal with our customer's complaints
(and feedback) to see if it reflects the level of customer caring and
appreciation we want to portray...
JoAnna
Brandi "The Customer Care Lady"
How
to get higher response rates for your employee satisfaction survey
Response rates when conducting an employee survey are notoriously variable
anything from 20% up to 95% is possible. So why do employees sometimes
respond to surveys and other times don't? - And more importantly what
can be done to achieve a response rate high enough to give you confidence
in your own survey results…
The
Leadership Factor
Food
for Thin Cats
Is your organisation healthy, well fed and contented. If so, then lucky
you. Many organisations are lean and hungry; scavenging for scraps and
success is not easy to come by...
Brian
Birkby Birkby Lancaster Consulting
| Further reading |
|
How to Measure
Customer Satisfaction
Nigel Hill, John Brierley, Rob MacDougall |
| Written
by three leading practitioners, How to Measure Customer Satisfaction
is a highly practical guide to developing and running an effective
customer satisfaction measurement (CSM) programme. To be effective,
a CSM programme must first of all produce accurate measures - this
book takes readers step-by-step through designing and implementing
a CSM survey, highlighting blunders that are commonly made and explaining
how to make sure that the measures produced are accurate and credible.
It also covers ways of gaining understanding and ownership of the
CSM programme throughout the organization, the second key requirement
for its long-term success. Finally, the relationship between customer
satisfaction and concepts such as loyalty and delight are explored. |
| Buy
UK |
Buy
US |
|
Links
The
American Statistical Society
Link to a range of handy brochures about survey research...
The Business Research
Lab
A US site with plenty of useful information on customer and employee
satisfaction - especially in 'the research tips' section...
Group Plus
A US commercial organisation specialising in focus groups. The site contains
useful background information and lots of articles by Tom Greenbaum...
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