Stop Managing Customer Satisfaction Reactively

Assessing customer satisfaction is like trying to put toothpaste back in a tube. This situation exists when the assessment of customers' satisfaction with a supplier does not combine a traditional, reactive assessment of customer satisfaction with a nontraditional, proactive analysis and evalua...

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Bibliographic Details
Published in:Industrial Management 2009-05, Vol.51 (3), p.27
Main Authors: Cicerone, Bob, Hekele, Aaron, Morado, Jason
Format: Article
Language:English
Subjects:
Brand loyalty
Customer satisfaction
Customer services
Employees
Human performance
Job performance
Market strategy
Performance management
Regions
Security services
Online Access:Get full text
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Summary:Assessing customer satisfaction is like trying to put toothpaste back in a tube. This situation exists when the assessment of customers' satisfaction with a supplier does not combine a traditional, reactive assessment of customer satisfaction with a nontraditional, proactive analysis and evaluation of the supplier's two internal functions that are the root causes of a customer's level of satisfaction and dissatisfaction. A proactive assessment of performance can eliminate weaknesses that threaten customer retainment and new prospects. [PUBLICATION ABSTRACT]
ISSN:0019-8471