Customer satisfaction, a business term, is a measure of how products
and services supplied by a company meet or surpass customer expectation. It is seen
as a key performance indicator within business and is part of the four perspectives
of a Balanced Scorecard.
In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly
has become a key element of business strategy.
Measuring customer satisfaction
Organizations
are increasingly interested in retaining existing customers while targeting new
customers; measuring customer satisfaction provides an indication of how successful
the organization is at providing products and/or services to the marketplace.
Customer
satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological
and physical variables which correlate with satisfaction behaviors such as return
and recommend rate. The level of satisfaction can also vary depending on other options
the customer may have and other products against which the customer can compare
the organization's products.
Because satisfaction is basically a psychological state,
care should be taken in the effort of quantitative measurement, although a large
quantity of research in this area has recently been developed. Work done by Berry,
Brodeur between 1990 and 1998[3] defined ten 'Quality Values' which influence satisfaction
behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction.
These ten domains of satisfaction include:
- Quality,
- Value,
- Timeliness,
- Efficiency,
-
Ease of Access,
- Environment,
- Inter-departmental Teamwork,
- Front line Service Behaviors,
-
Commitment to the Customer and
- Innovation
These factors are emphasized for continuous
improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model.
The
usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement
in term of their perception on the performance of the organization being measured.
AnalyseSurvey survey software is a complete solution for measuring customer satisfaction.
The AnalyseSurvey customer satisfaction solution includes industry standard survey
templates, a platform for hosting survey, collecting responses, and an advanced
suite of analytical tools for analyzing customer satisfaction.
Building and deploying a customer satisfaction survey using AnalyseSurvey is very
simple, quick and relaible. AnalyseSurvey survey software does not require any programming skills
- all it takes to design a complete survey is only a few clicks. Responses are automatically
computed and presented in an easy to read graphical format in real time. AnalyseSurvey
includes an array of customer satisfaction survey templates.
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