It seems self evident that companies should try to satisfy their customers.Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust.A market trader has a continuous finger on the pulse of customer satisfaction.
It seems self evident that companies should try to satisfy their customers.Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust.A market trader has a continuous finger on the pulse of customer satisfaction.Tags: The Culture Of Consumption Critical Essays In American HistoryShow Me A Research Paper About ExitBusiness Plan For Cleaning CompanyPoisonwood Bible Rachel EssayThe Namesake EssayExport Business Plan PowerpointResearch Paper On Ing Vs Public SchoolsStress In The Workplace EssayFact About HomeworkOptometry School Application Essays
If the products are sold through intermediaries, we are even further from our customers.
A good customer satisfaction program will include at least the most important of these types of channel customers, perhaps the wholesalers as well as the final consumers.
The choice of a brand of cigarettes is very personal and it is clear who should be interviewed to find out satisfaction with those cigarettes.
But who should we interview to determine the satisfaction with breakfast cereal?
However, there is a price to pay for these improvements.
Costs will be incurred in the market research survey. Training may well be required to improve the customer service.Because each department evaluates suppliers differently, the customer satisfaction programme will need to cover the multiple views.The adage in market research that we turn to again and again is the need to ask the right question of the right person.Such informal feedback is valuable in any company but hard to formalise and control in anything much larger than a corner shop.For this reason customer surveys are necessary to measure and track customer satisfaction.Developing a customer satisfaction programme is not just about carrying out a customer service survey.Surveys provide the reading that shows where attention is required but in many respects, this is the easy part.Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change.The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff.Is it the person that buys the cereal (usually a parent) or the person that consumes it (often a child)?And what of a complicated buying decision in a business to business situation.