“You can’t manage what you don’t measure.”
The triumphal march of customer satisfaction began at the end of the 1980s. The realisation that customer satisfaction today is an indicator of commercial success tomorrow sparked off a veritable customer satisfaction boom. From there on in, just about every single market researcher and institute laid claim to providing customer satisfaction research.
However, customer satisfaction research is more than just a few questions about the customer’s subjective emotional mood. Customer satisfaction is conceptual research: only the right questions, individually adjusted to the market environment of our respective clients, evaluated on the basis of drivers, enablers and barriers, will result in an intelligent system of key indicators. A system with which customer satisfaction is no longer measured, but managed.
We have been working on systems like this for many years with our clients. Our focus here could be on the performance of agents manning telephone hotlines, or on the process quality of the support departments behind them. Customer satisfaction research is a multifaceted subject. Some of our clients are market leaders in their particular area.
That speaks for itself, doesn’t it?