|
| |
 "Our Take"
| |
"Our Take"
"Our Take" is a collection of daily
vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions,
epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
|
3/19/07 - BenchMarch Madness
Last week, we talked about the 'soft' nature of many customer satisfaction measurement initiatives. It seems the scales are tipped heavily on the side of measuring customer satisfaction but little weight is given to the results. To put it bluntly, many organizations take the time to measure customer satisfaction but often don't put enough science into the effort to feel comfortable that the measurements mean anything.
What happens when no one has confidence in the customer satisfaction metrics? You guessed it - nothing. How maddening! One reader wrote, "Developing a useful customer satisfaction survey is an art and needs to be done to ensure that the right questions are asked of the right audience and the format of data provides actionable information. There is little point is asking if customers are satisfied on a scale of 1-5 if there is no detail that would help identify what it needs to change."
The reader goes on to say, "Is it poor quality, slow response, busy signals, unchangeable company policies, bad product instructions, or something else that is causing the problems? Without that detail, no action can take place. If no action takes place, there is no point in asking the questions and annoying the customers." Does your customer satisfaction measurement system do nothing but annoy your customers?
Gary Lemke, Publisher
(Share your thoughts)
| |
|
