Essay Measuring Customer Satisfaction

943 Words May 20th, 2013 4 Pages
Managing Quality


Customer satisfaction is vital to any business, big or small. It is one of the distinct gauges of customer loyalty. No company exists without customers and it is very important to keep customers satisfied to have a chance to gain their loyalty. There are several ways a business can keep their customers loyal to their company and measuring and analyzing customer satisfaction can help them accomplish that but also gain knowledge on how to acquire more loyal customers. Customer loyalty is important because it drives repeat business, even if there is a lower price on offer from competitor. Loyal customers come back more often to take up cross sell opportunities and are more likely to try new
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Surveys measure satisfaction -- or dissatisfaction -- with your offerings, determine critical needs and offer an opportunity to effectively communicate and build truly personal relationships with your customers.

Focus groups is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.

Complaints Analysis
Customers are essential in business and keeping customers satisfied is a goal of every company. But customer complaints are not uncommon, and they range from minor to major problems. It is important to take complaints seriously to retain customers. Companies will hear about complaints one of two ways. The first is through the customer's voice. The voice is written or verbal and states the customer's problem. The second way is through exit, which is when the customer leaves, often without warning, due to a negative experience with a company. To analyze a complaint thoroughly, you must look at a variety of factors. Start by examining whom the complaint came from and if he complains often. Also, look at how large the complaint is and if you can change actions to assure the issue does not occur again. When dealing

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