Measuring Customer Satisfaction
Introduction
This paper covers the best available practice for Measuring Customer Satisfaction, how it relates to my organization’s current practices for measuring satisfaction of customers and provides a detailed analysis of our current trend in meeting or exceeding these best practices.
Customer satisfaction measurement allows an organization to understand the issues, or key drivers, that cause satisfaction or dissatisfaction with a service experience. When an organization is able to understand how satisfied its customers are, and why, it can focus its time and resources more effectively.
Customer satisfaction measurement may also enable an organization to understand the extent to which satisfaction with a service is influenced by factors outside of its control (such as the media) and to differentiate between what people say influences how satisfied they are, and what is really driving their satisfaction during a service experience. Customer satisfaction measurement can help an organization understand what it can and cannot control.
Most importantly, customer satisfaction measurement helps an organization focus on its customers, and should galvanize service owners, customer-facing staff, policy, strategy and research staff, as well as senior management, around the aim of improving the customer experience.
Identification of best practices
There are several suggested ways to measure customer satisfaction. Key amongst those is:
1. Net Promoter - In 2003, Fred Reichheld introduced the concept of a Net Promoter Score, a simple, and therefore popular, way to measure satisfaction. The Net Promoter Score required the measurement of only one question: “How likely are you to recommend (your company) to a friend or colleague?”
This single question enabled firms to easily measure customer satisfaction. They interpreted the results by subtracting the detractors (those who rate the firm 0-6 on a 10 point scale) from the promoters (those who rate the firm a 9 or
This paper covers the best available practice for Measuring Customer Satisfaction, how it relates to my organization’s current practices for measuring satisfaction of customers and provides a detailed analysis of our current trend in meeting or exceeding these best practices.
Customer satisfaction measurement allows an organization to understand the issues, or key drivers, that cause satisfaction or dissatisfaction with a service experience. When an organization is able to understand how satisfied its customers are, and why, it can focus its time and resources more effectively.
Customer satisfaction measurement may also enable an organization to understand the extent to which satisfaction with a service is influenced by factors outside of its control (such as the media) and to differentiate between what people say influences how satisfied they are, and what is really driving their satisfaction during a service experience. Customer satisfaction measurement can help an organization understand what it can and cannot control.
Most importantly, customer satisfaction measurement helps an organization focus on its customers, and should galvanize service owners, customer-facing staff, policy, strategy and research staff, as well as senior management, around the aim of improving the customer experience.
Identification of best practices
There are several suggested ways to measure customer satisfaction. Key amongst those is:
1. Net Promoter - In 2003, Fred Reichheld introduced the concept of a Net Promoter Score, a simple, and therefore popular, way to measure satisfaction. The Net Promoter Score required the measurement of only one question: “How likely are you to recommend (your company) to a friend or colleague?”
This single question enabled firms to easily measure customer satisfaction. They interpreted the results by subtracting the detractors (those who rate the firm 0-6 on a 10 point scale) from the promoters (those who rate the firm a 9 or
References: (at least three). October 21, 2010 Best Practice in measuring customer satisfaction, Blaridge.com Quality Digest Magazine, Kevin Cacioppo, Measuring and Managing Customer Satisfaction September, 2000 Stop Measuring Customer Satisfaction and Start Understanding It Kimberly A. Whitler Sep. 7, 2012 HOW TO MEASURE satisfaction, HM Government, November 2007