Pulling down the walls of the tower. Effective use of customer satisfaction research in the cable industry

Alex Johnston and Liz Judson

This paper describes a customer satisfaction programme carried out for Telewest Communication. It focuses on the initial selling of the survey to the internal clients and the communication of the results to the different audiences within Telewest.

Pulling Down the Walls of the Tower. Effective Use of Customer Satisfaction Research in the Cable Industry

Liz JudsonTelewest Communication, United Kingdom andAlex JohnstonResearch International, United Kingdom

INTRODUCTION

For a client researcher, carrying out a research project and collecting the data is usually the least of their worries. This is particularly true for large scale customer satisfaction surveys. The aim of this paper is, therefore, to concentrate not only on the detail of how a large scale customer satisfaction survey was set up, but to discuss the equally important areas of:

  • How to ensure that a...

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