How to track customer satisfaction
Dominic Moseley
Most companies buy them. every researcher seems to provide them. Many are dreadful. 'Customer satisfaction surveys' often ask too much, too insensitively, and about things having little to do with real customer grumbles. This paper briefly notes why so many companies undertake consumer satisfaction studies these days, and some of the more obvious failings of the genre. It includes a lucid and valuable 7-point checklist which should be required reading for those who really want to know their service or product quality problems, and intend to take action on the findings.
Customer satisfaction...