TAILIEUCHUNG - crmmay_2003

Tham khảo tài liệu 'crmmay_2003', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Customer satisfaction measurement may not be the answer to customer service problems AMR MANAGEMENT BULLETIN Used badly customer care programmes can do more harm than good. Used well they have great potential value. But that value will only be realised if managers accept that measuring satisfaction is only the tip of a very large iceberg says AMR consultant Ed Corbett. Not surprisingly given AMR s culture of giving clear recommendations based on robust market data we are often called in to carry out customer satisfaction studies. Building and retaining loyal customers is more important now than ever. Understanding how well you serve the customer is therefore very important. The range of satisfaction measurement techniques used is wide. Although in many cases it is our reputation for intelligent interviewing on the telephone which has won us the assignment in the first place in fact we use a number of techniques depending on the market and on client preferences. In many cases we will combine in-depth telephone interviewing with face-to-face interviews mystery shopping focus groups and mass market interviewing. However deciding on the measures and the methodology is the easy part. Customers are not fair and they are not logical but it is their money and they will choose how and where to spend it. Management does not know best the customer does. It is management s job therefore to understand what needs to be done to keep them spending with its company. In turn this means Understanding what really produces customer value satisfaction and loyalty Building a market strategy based on differentiation to create a robust and sustainable value proposition to customers Making sure the whole organisation is focused on delivering that proposition These three points are obvious. Or are they If they were as obvious as they look when written down there would not be such a rich fund of anecdotes about just how bad companies can be at dealing with customers let alone delighting them.