Customer satisfaction research to optimise customer loyalty
How a standard survey technique can be adapted to cement relationships with key business customers
Elizabeth Judson and Jules Hall
Telewest Communications is one of the largest cable communications companies in the UK, formed in 1992. Telewest provides entertainment, information and advanced telecommunications services to households and businesses in five business regions, from Scotland to South London, via broadband digital fibre-optic cable.
In the past Telewest has concentrated on residential customers, and has run a regular residential customer satisfaction survey since 1994.
More recently Telewest has made strides marketing...