Is your satisfaction survey creating dissatisfied customers?

Ironic as it may seem, the customer satisfaction measurement industry is guilty of creating dissatisfaction among the world's customers. There are several reasons for this and they all have to do with the process used to assess and remedy customer satisfaction. Regardless of the department or a...

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Bibliographic Details
Published in:Quality progress 1997-12, Vol.30 (12), p.51
Main Author: Vavra, Terry G
Format: Magazinearticle
Language:English
Subjects:
Attitude surveys
Customer satisfaction
Customer services
Guidelines
Internal customers
Marketing
Online Access:Get full text
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Summary:Ironic as it may seem, the customer satisfaction measurement industry is guilty of creating dissatisfaction among the world's customers. There are several reasons for this and they all have to do with the process used to assess and remedy customer satisfaction. Regardless of the department or area responsible for conducting a customer satisfaction survey, it must be understood that the survey is an important communication tool. It makes implied promises about the organization's interest in and responsiveness to its customers. It is imperative that a customer service measurement (CSM) be executed with more concern and follow-through than the typical one-shot marketing research survey.
ISSN:0033-524X