In today’s economy retaining and growing your existing customer base is more important than ever. One key to retaining customers is to measure customer satisfaction. I recommend that every company assess customer satisfaction on a yearly basis at a minimum.

Some of the key baseline measurements that you should make are:

  • Overall customer satisfaction
  • Overall value of products/services sold
  • Availability/Lead times
  • Customer service
  • Delivery
  • Problem resolution
  • Quality
  • Sales personnel
  • Technical support

Some other questions that may benefit your company are asking customers about additional services/products that you may be considering. Also include an open ended comment to solicit any additional feedback your customers may have to help improve your service to them.

Although most marketers would agree that conducting a customer satisfaction survey is beneficial to the company, many do not do it.

Some of the typical reasons companies do not conduct a satisfaction survey are:

  • Lack of in-house research expertise
  • No money for research
  • No time to put it together
  • We already talk to our customers all the time through sales and customer support
  • I already know what our performance is on many key quality areas like delivery, product quality, order processing
  • What we don’t know won’t hurt us

In my next post I will offer suggestions on how to overcome these objections.

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