Thesis On Customer Satisfaction And Loyalty
Costs will be incurred in the market research survey. Training may well be required to improve the customer service.
The implications of customer satisfaction studies go far beyond the survey itself and will only be successful if fully supported by the echelons of senior management.
For this reason customer surveys are necessary to measure and track customer satisfaction.
Developing a customer satisfaction programme is not just about carrying out a customer service survey.
Surveys provide the reading that shows where attention is required but in many respects, this is the easy part.
Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change.
But who should we interview to determine the satisfaction with breakfast cereal?
Is it the person that buys the cereal (usually a parent) or the person that consumes it (often a child)?
Conducting a customer satisfaction survey is a good way to start measuring where you stand in terms of customer loyalty.And even if your customers are completely satisfied with your product or service, significant chunks of them could leave you and start doing business with your competition.A market trader has a continuous finger on the pulse of customer satisfaction.The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff.However, there is a price to pay for these improvements.But what about other people in the channel to market?If the products are sold through intermediaries, we are even further from our customers.Direct contact with customers indicates what he is doing right or where he is going wrong.Such informal feedback is valuable in any company but hard to formalise and control in anything much larger than a corner shop.If money and time permit, different people could be interviewed and this may involve different interviewing methods and different questions.The traditional first in line customer is an obvious candidate for measuring customer satisfaction.