How to Measure Customer Satisfaction / Edition 2

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The success of your business is underpinned by competitiveness and profitability, both of which are maximized in the long run by doing best what matters most to customers - this book will help you reach that goal.

Written by three leading practitioners, this fully revised second edition of How to Measure Customer Satisfaction is a highly practical guide to developing and running an effective customer satisfaction measurement (CSM) programme. To be effective, a CSM programme must first of all produce accurate measures - this book 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, the second key requirement for its long-term success. Importantly this new edition now includes a new section on electronic surveys, which are much more prominent now than when the book was first published in 1999. Finally, the relationship between customer satisfaction and concepts such as loyalty and delight are explored.

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!

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Editorial Reviews

From the Publisher
9/10 Excellent! ... an extremely well written and practical guide to the art (and science) of measuring satisfaction, being well laid out, easy to read and assimilate...Conclusion: an excellent book.' Professional Marketing

'...a highly practical guide...If you're committed to your firm's future, the ability to measure what your customers think is essential - and so is this book.' IT Training

'The book is well-constructed and easy to read, acting as a comprehensive knowledge source for anyone involved in customer service. But it also provides a business case for the importance of CSM that will be illuminating for any company as a whole. The academic prowess of the authors is clearly enhanced by direct industry experience that is evident throughout, providing a book that is as relevant as it is detailed.' ccf (Call Centre Focus)

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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

Introduction; Setting objectives and project planning; Exploratory research; Sampling; Survey options; Maximising response rates; Questionnaire design; Rating scales; Introducing the survey; Analysing the results; Benchmarking and improving your performance; The mirror survey; Feedback; The business case for customer satisfaction. Appendices: Self-completion questionnaire; Telephone survey questionnaire; Mirror survey questionnaire; Satisfaction benchmark; Web links; Index.

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