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cs-doyouknowscore

Tham khảo tài liệu 'cs-doyouknowscore', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | IBM Institute for Business Value Customer satisfaction Do you know the score Now more than ever companies across industries are realizing the importance of putting the customer first paying attention to customer satisfaction translates to enhanced shareholder value. Surprisingly although corporations have spent millions on ad campaigns IT solutions new aistomer service programs and organizational changes customer satisfaction levels across almost every industry continue to erode. Can thecWwrndS lieridle- eoeoiedl . Is ts eaalty worth the effort By Melody Badgett Whitney Connor and Jennifer McKinley Customer satisfaction Contents 1 Customer satisfaction The score matters 3 Blame game 4 There are winners. and there are losers 10 Play to win 16 Improving your game 16 About the authors 17 References Customer satisfaction the score matters In today s marketplace customer dissatisfaction is a pervasive problem unfortunately it is not a new one. Between the first quarter of 1995 and the third quarter of 2001 1 the American Customer Satisfaction Index ACSI cross-industry average dropped 2.6 percent with several sectors falling 3 to 5 times that amount.2 Even within sectors that have faired better than average individual industries and major players have experienced declines. For example although Retail customer satisfaction ratings remained relatively flat between the fourth quarter of 1994 and the fourth quarter of 2001 one major player experienced an 8 percent decline during that same period.3 The sad state of customer satisfaction assumes additional significance when one examines the downstream effects. When customers are not happy they stop spending. In fact when adjusted for the one-quarter lag consumer spending trends correspond closely with customer satisfaction see Figure 1 . Figure 1. When customers are unhappy they stop spending. Note One quarter lag beween customer satisfaction decline and consumer spending decline. Source Professor Claes Fornell. Director .