Improving Your Measurement Of Customer Satisfaction

Since more and more attention is being focused on customer value management, it's important to have a resource that synthesizes many bodies of research about how to obtain and interpret customer satisfaction data. it also provides the rationale, identifies opportunities, and suggests specific programs to improve the measurement of customer satisfaction in your organization. Serving as a single reference for customer satisfaction measurement technology, this book describes and teaches the five critical skills that should be part of each of your projects. *Sampling/customer-participant selection *Questionnaire design *Interviewing/survey administration *Data analysis *Quality function deployment-building action plans This book is an ideal follow-up and companion to the book by Bob E. Hayes, Measuring Customer Satisfaction (H0925).

Customer satisfaction and loyalty are key differentiators between the better and poorer performing businesses in most markets. Satisfaction drives loyalty and loyalty drives business performance. This new edition of How to Measure Customer Satisfaction takes readers step-by-step through designing and implementing a CSM survey, highlighting blunders that are commonly made and explaining how to make sure that the measures produced are accurate and credible. It also covers ways of gaining understanding and ownership of the CSM programme throughout the organization and clarifies the business case for customer satisfaction. If you are committed to the future of your company, the ability to measure what your customers think of you is essential - and so is this book!

A Book in the University of Michigan Business School Series It's a simple equation: no customers equals no profits. So how can a company ensure that its customers enjoy a consistently satisfying experience? In this book, two experts from the University of Michigan Business School lay out a five-stage process that links all of the key measures of customer satisfaction with marketing strategy and product development to guarantee excellent customer service. Johnson and Gustafsson show managers how to break down the organizational barriers that defy great customer service and instead tie together their customer value chain to create a cohesive customer measurement and management system. So, if like most companies, yours has only a fleeting understanding of its relationship with its customers, this book offers the organizational know-how to make and keep them happy.

Listening to the Voice of the Customer is the only how-to manual that takes you step-by-step through the design, implementation and analysis of a customer satisfaction measurement program. In it you will learn: How to develop a customer satisfaction measurement program that provides the information you need to increase customer retention and profits. How to select the best survey method. Includes the pros, cons, and costs of telephone, mail, and in-person interviews, and computer-assisted surveys. How to select the right sample size for your survey, and avoid biases for truly significant results. How to increase your survey response rates: survey methods, timing, incentives and more. How to survey large and small customer bases for accurate results. How to write survey questions that will get you meaningful results. Including examples of survey scales and formats that you can adapt to your own work. How to design a survey questionnaire that is easy to read and use. Including guidelines on questionnaire length, placement of specific types of questions, and writing an effective cover letter or script. How to implement your survey. Including data gathering, coding and data entry techniques. How to analyze your survey results and accurately compare data gathered over time. How to produce actionable reports based on your findings. Listening to the Voice of the Customer will show you how to develop a customer satisfaction measurement program that provides actionable information to help your organization become truly customer-focused. Throughout the book you will find very specific tips and advice based on the authors work developing and implementing customer satisfaction measurement programs. So whether you're new to customer satisfaction measurement or have a program in place, you'll find Listening to the Voice of the Customer an invaluable resource.

Since more and more attention is being focused on customer value management, it's important to have a resource that synthesizes many bodies of research about how to obtain and interpret customer satisfaction data. It also provides the rationale, identifies opportunities, and suggests specific programs to improve the measurement of customer satisfaction in your organization.!--nl--Serving as a single reference for customer satisfaction measurement technology, this book describes and teaches the five critical skills that should be part of each of your projects. *Sampling/customer-participant selection Questionnaire design *Interviewing/survey administration *Data analysis *Quality function deployment-building action plans This book is an ideal follow-up and companion to the book by Bob E. Hayes, Measuring Customer Satisfaction. Contents: The Philosophy of Customer Satisfaction, Gaining Access to Customers, Identifying Key Measurement Issues, Designing the Questionnaire, Collecting Satisfaction Data, The Data Cube-A New Way to Look at CSM Data Analysis, Basic Tools of CSM Analysis, Reporting Basics-A Graphical Approach, Monitoring Changes in Importance, How to Achieve "Buy-In" of Results Globalizing Satisfaction Measurement

Successful organizations have shifted from being product-based organizations to customer-based organizations, and customer satisfaction management (CSM) is an integral aspect of this new way of thinking. Successfully measuring customer satisfaction can be complicated and very detailed, requiring a great deal of in depth research and analysis. Customer Satisfaction Research Management is intended for advanced service quality managers and marketing researchers involved in the management of customer satisfaction programs. This is the third book in a series by author Derek Allen, focusing on customer satisfaction measurement, analysis, and implementation. Allen begins with the assumption that the reader has at least a minimal familiarity with the psychometric aspects of customer satisfaction measurement, statistical analysis, and linkage research that attempts to establish a causal relationship between customer attitudes and business outcomes. He then builds on this base to first discuss the theoretical relationship between customer satisfaction and financial performance, and then to dive deep into specific applications of customer satisfaction programs. Some of the areas covered include dealing with the challenges of conducting global customer satisfaction measurement programs, linking performance metrics to management compensation systems and financial outcomes, and results deployment. "This book will prove an invaluable resource for research managers charged with developing and implementing customer satisfaction research programs for their organization." Albrecht (Al) Grabenstein First Vice President, Corporate Marketing Comerica "This book describes with outstanding examples how insights gained from deep analysis of customer satisfaction research results can be used to create successful customer relationship marketing strategies and to design effective business processes which improve both customer satisfaction and business results." Lyle Kan Senior Vice President, Performance Management Countrywide Home Loans "Derek Allen offers managers of customer retention programs the tools necessary for the implementation and management of a successful program Managers whose companies have customer relationship management systems in place will also find the discussions on CRM, marketing research, and customer satisfaction very useful." Manuel Gutierrez Director of Market Research Kohler Co.

Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well documented. This book presents a thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, as well as providing internal feedback and taking effective action to address issues raised by the survey. There is also comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and associated modelling and forecasting techniques.