faction and loyalty consultin.company, recently found the following:
infosurv.com/customer_satisfaction.htm MOST EFFECTIVE CUSTOMER SATISFACTION TOOLS AS RATED BY FORTUNE 1000 CORPORATE EXECUTIVES (GRAPHICAL PRESENTATION)
Given that almost a quarter of Fortune 1000 executives consider surveying the Smost effective tool they use in improving customer satisfaction,
shouldn"t ever.company start doing more surveys? Not necessarily. Think of it from the customer"s perspective. If your bank made you fill out a lengthy survey every time you tried to use their ATM, how long would you stay with them? Given tha.companies are limited in the number of Stouch points they can make to a customer, it is imperative that these touches provide informative and actionable information. In other words, it"s not about doing lots of customer surveys, it"s about conducting just a few customer surveys the
right way
SURVEYING THE RIGHT WAY
Most people are familiar with the phrase GIGO
(garbage in, garbage out). SA survey instrument is a measuring tool and as with any measuring tool, the measurements it takes are only as accurate as the tool itself. Since measuring customer sentiment is tricky, we consider the questionnaire design stage the most sensitive in the process. (Jared Heyman, Infosurv Senior Project Manager,
AMA Marketing News, Nov. 14, 200
4).
Many internally designed survehref=
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