How to Measure Customer Satisfaction (2^nd Ed.)

Customer satisfaction and loyalty are key differentiators between the better and poorer performing businesses in most markets. Satisfaction drives loyalty and loyalty drives business performance. This new edition of How to Measure Customer Satisfaction takes readers step-by-step through designing and implementing a CSM survey, highlighting blunders that are commonly made and explaining how to make sure that the measures produced are accurate and credible. It also covers ways of gaining understanding and ownership of the CSM programme throughout the organization and clarifies the business case for customer satisfaction. If you are committed to the future of your company, the ability to measure what your customers think of you is essential - and so is this book!

Contents: Introduction; Setting objectives and project planning; Exploratory research; Sampling; Survey options; Maximising response rates; Questionnaire design; Rating scales; Introducing the survey; Analysing the results; Benchmarking and improving your performance; The mirror survey; Feedback; The business case for customer satisfaction. Appendices: Self-completion questionnaire; Telephone survey questionnaire; Mirror survey questionnaire; Satisfaction benchmark; Web links; Index.

Professional Practice & Development

Nigel Hill is founding Director of The Leadership Factor Ltd, a company which specializes in customer satisfaction measurement. He is author of the Handbook of Customer Satisfaction and Loyalty Measurement, Second Edition, also published by Gower, as well as many articles on the subject. John Brierley is Principal Consultant with The Leadership Factor Ltd and is highly experienced in all aspects of CSM. Before moving into research he held the positions of production manager and general manager in the electronics industry, and commercial manager in the service sector. Rob MacDougall is Managing Director of The Leadership Factor Pty Ltd and has 16 years' experience across the consumer goods, hospitality and industrial market sectors. His responsibilities have included marketing strategy, market research, customer satisfaction measurement and advertising.