TAILIEUCHUNG - Measuring and managing customer satisfaction

Measure Overall Level of Satisfaction Measure Satisfaction With Service Components Measure Satisfaction By Program Type Be Customer Centered Let consumers tell you what they want Measure consumer autonomy Provide Actionable Recommendations Metric Must: | The gulf between satisfied customers and completely satisfied customers can swallow a business. -Harvard Business Review Measuring and Managing Customer Satisfaction It takes continuous effort to maintain high customer satisfaction levels. As markets shrink companies are scrambling to boost customer satisfaction and keep their current customers rather than devoting additional resources to chase potential new customers. The claim that it costs five to eight times as much to get new customers than to hold on to old ones is key to understanding the drive toward benchmarking and tracking customer satisfaction. Measuring customer satisfaction is a relatively new concept to many companies that have been focused exclusively on income statements and balance sheets. Companies now recognize that the new global economy has changed things forever. Increased competition crowded markets with little product differentiation and years of continual sales growth followed by two decades of flattened sales curves have indicated to today s sharp competitors that their focus must change. Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits. The problem companies face however is exactly how to do all of this and do it well. They need to understand how to quantify measure and track customer satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect analyze and use the data as a strategic weapon to drive the business no firm can be effective in this new business climate. Plans constructed using customer satisfaction research results can be designed to target customers and processes that are most able to extend profits.

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