How to track customer satisfaction

There is increasing interest in and money spent on `customer satisfaction surveys'. The author discusses the reasons for this interest (the new understanding that markets are maturing and it is cheaper to retain customers than acquire new ones).

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands