Meaningful rather than measurable customer satisfaction.

David J. Jamieson

This paper describes the actionability of a range of Customer Satisfaction measurement techniques which have been developed specifically to provide data which can genuinely sustain quality of service improvement programmes.

Meaningful rather than measurable customer satisfaction.

David J. JamiesonTaylor Nelson AGB Business Services, United Kingdom

INTRODUCTION

In today's fiercely competitive market environment, companies are being increasingly confronted with the agonising dilemma of trading-off the management of each service or customer 'event' at minimum cost, whilst developing a long-term relationship or partnership with a hopefully satisfied customer.

Shareholder pressure to return to short-term profitability is the bane of many US corporations with their professed intention of moving away from the transaction-based sales (quick-sell) approach to one which focuses on genuine relationship building. There is ample evidence however that a two...

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