June 3rd 2009 07:28 am
Some Perspectives of Small Business Customer Satisfaction Survey
Many organisations use periodic surveys of customer satisfaction. There are two types:
Internal customer surveys
This is carried out to test the ‘people image’ of the organisation. It is the climate of the organisation that matters. For example, staff are required to fill in survey documents on what they like or dislike about their jobs.
External customer surveys
This type of survey is carried out to test what customers like and dislike about the company and its service. Many hotels, for example, leave questionnaires in bedrooms and invite guests to give their comments on standards of food and accommodation.
Measurement can also be undertaken on the following variables:
* Reliability: the ability to provide what was promised.
* Assurance: the knowledge and courtesy of employees and their ability to convey trust and confidence.
* Empathy: the degree of caring and individual attention provided to customers.
* Responsiveness: the willingness to help customers and provide prompt service.
Tangible aspects
Tangible aspects include an evaluation of the firm’s physical facilities and equipment. It may also include an evaluation of the appearance of the personnel.
These variables are ideal for general feedback, but really useful, directly applicable information can be had by talking regularly to customers to determine what aspect of the service is making them happy and/or letting them down.
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