Talk:Customer satisfaction/Archives/2011

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Customer Satisfaction
By Wood Holmes Group

Customer Satisfaction research identifies how well an organisation is performing from the customer’s viewpoint. It allows any organisation to understand how their customers are with the level of service they are providing at any point in time, and to track how satisfaction levels change over time. It does not investigate the reasons or reality behind the Customer Satisfaction, unlike Service Evaluation research but still provides extremely valuable information – such as highlighting an area where service needs improving.

Tracking satisfaction levels can be particularly powerful when it concentrates on identifying levels of satisfaction against the specific elements of service that most matter to customers and which the organisation can change; and where possible, compare satisfaction levels across competing organisations. This can also be used to highlight differences between customer segments, potentially identifying segments at greatest risk.

Customer Satisfaction research is often used as part of a wider project designed to help an organisation or company improve its service provision, customer satisfaction and customer interaction.

A variety of techniques can be used depending on the aims of the project, the nature of the organisation and the extent of the customer base but would typically incorporate a customer survey and may include depth interviews or focus groups in order to more fully understand the service elements which most matter to customers,

Customer Satisfaction, by nature, is dependent on an individual’s expectations and previous experience of service.

In order get the most out of the research for your organisation, it is best for a Customer Satisfaction research project to link to your organisation’s service standards (whether formal or informal). For example, there may be a service standard which states that all customers should be given an appointment within two weeks of making a request. It would be relatively easy to ascertain whether this standard was being met in practice. But customers’ satisfaction with how quickly they receive an appointment would need to be tested through direct research with customers.