Costs will be incurred in the market research survey. Training may well be required to improve the customer service.
The implications of customer satisfaction studies go far beyond the survey itself and will only be successful if fully supported by the echelons of senior management.
Therefore, when we win a customer, we should hang on to them.
Conducting a customer satisfaction survey is a good way to start measuring where you stand in terms of customer loyalty.
The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff.
Thesis Questionnaire Mobile Phones Customer Satisfaction
However, there is a price to pay for these improvements.In other b2b markets there may well be influences on the buying decision from engineering, production, purchasing, quality assurance, plus research and development.Because each department evaluates suppliers differently, the customer satisfaction programme will need to cover the multiple views.For this reason customer surveys are necessary to measure and track customer satisfaction.Developing a customer satisfaction programme is not just about carrying out a customer service survey.Surveys provide the reading that shows where attention is required but in many respects, this is the easy part.Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change.And even if your customers are completely satisfied with your product or service, significant chunks of them could leave you and start doing business with your competition.A market trader has a continuous finger on the pulse of customer satisfaction.There are six parts to any customer satisfaction programme: Some products and services are chosen and consumed by individuals with little influence from others.The choice of a brand of cigarettes is very personal and it is clear who should be interviewed to find out satisfaction with those cigarettes.