Saturday, 25 March 2017 16:43

Customer Satisfaction Measurement

Theodore Levit, who is credited with coining the term “globalization”, says: from a practical viewpoint, the primary goal of an organization has to be customer retention.  This simplistic statement highlights the fact that customer loyalty is the foundation of any successful company.  In order to achieve customer loyalty, a company must understand and maintain their customers’ satisfaction.  

Today it is more important than ever to develop and foster a “Customer Satisfaction Measurement” (CSM) program. Maintaining and strengthening relationships with existing customers is a critical strategic weapon that can bring increased market share and increased profits. Graven Austin and Drake designs CSM programs which include an ongoing customer satisfaction survey customized for each client.  The data collected from thoroughly planned CSM program can help your organization manage customer loyalty from a Macro, as well as a Micro level.

At the Macro level you will be provided with measurement that is necessary to identify and implement changes within company processes and systems.  These changes will have long and lasting effects on your customer loyalty.

At the Micro level your Account Team will be given the opportunity to connect with customers that respond unfavorably to your product or service.  Instead of focusing on modifying processes and systems, the focus is on addressing a specific customer’s concern.  This allows your team to correct the problem, gain goodwill from your customer, as well as provide important feedback directly to management.  There are many ways GAD can communicate these “at-risk” customers to you:

  • Trigger Emails (Immediate) – Emails sent to a distribution list triggered by the customer’s response to satisfaction survey questions.
  • Trigger Reports (Daily) –Reports identifying at-risk customers.
  • Trigger Recordings – Since we record each survey with the respondents permission, you have the ability to hear first-hand how the customer responded to the survey.  Our system can distribute these recordings when certain triggers are activated indicating that the customer is “at-risk”.