How to Measure Customer Satisfaction / Edition 2

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Overview

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.
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Product Details

  • ISBN-13: 9780566085956
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 12/1/2003
  • Edition description: REV
  • Edition number: 2
  • Pages: 160
  • Product dimensions: 9.61 (w) x 6.77 (h) x 0.43 (d)

Table of Contents

List of figures
1 Introduction 1
2 Setting objectives and project planning 7
3 Exploratory research 11
4 Sampling 26
5 Survey options 36
6 Maximising response rates 48
7 Questionnaire design 56
8 Rating scales 65
9 Introducing the survey 75
10 Analysing the results 80
11 Benchmarking and improving your performance 95
12 The mirror survey 106
13 Feedback 110
14 The business case for customer satisfaction 118
App. 1 Self-completion questionnaire 123
App. 2 Telephone survey questionnaire 129
App. 3 Mirror survey questionnaire 137
App. 4 Satisfaction Benchmark 143
App. 5 Web links 145
Index 147
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