Customer Satisfaction Surveys
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Customer Satisfaction Surveys
The Impact of the Surveys on Business Profit & Operations
Debbie Jacinto
BUS 308
Laura Cella
February 27, 2011
Customer Satisfaction Surveys
The Impact of the Surveys on Business Profit & Operations
As a consumer, most of us have been exposed to a Customer Satisfaction Survey. We either receive a questionnaire in the mail, or receive a phone call as a result of a product that we have purchased or a service that we have utilized. What most of us do not realize; however, is exactly what data is compiled from this survey and what it means to the business entity that receives it. This essay will stress the importance of the data contained in these surveys and how various business and governmental entities utilize this data to improve performance and implement changes in their daily operations.
Imagine that you are the owner of a company. It is obvious that you would want to provide excellent service to your customers; after all, a happy customer is bound to return and tell their friends, family, and co-workers what a great place your company is. Just how do you go about determining if your business is meeting the needs of your customers? One obvious determination factor would be the number of customer complaints that you receive. However, consider the possibility that dissatisfied customers may not contact you with their complaints and simply discontinue doing business with your company. The best way to determine if your business is achieving a high level of customer satisfaction is by conducting a survey.
Customer satisfaction levels have a direct influence on the profitability of a business. Repeat customer business, as well as “word of mouth” to increase your customer base are two important factors in any business entity’s bottom line profit margin. In an article in the Journal of Marketing (2007), authors Xueming Luo and Christian Homburg explain one way that customer satisfaction can affect a company’s...
The Impact of the Surveys on Business Profit & Operations
Debbie Jacinto
BUS 308
Laura Cella
February 27, 2011
Customer Satisfaction Surveys
The Impact of the Surveys on Business Profit & Operations
As a consumer, most of us have been exposed to a Customer Satisfaction Survey. We either receive a questionnaire in the mail, or receive a phone call as a result of a product that we have purchased or a service that we have utilized. What most of us do not realize; however, is exactly what data is compiled from this survey and what it means to the business entity that receives it. This essay will stress the importance of the data contained in these surveys and how various business and governmental entities utilize this data to improve performance and implement changes in their daily operations.
Imagine that you are the owner of a company. It is obvious that you would want to provide excellent service to your customers; after all, a happy customer is bound to return and tell their friends, family, and co-workers what a great place your company is. Just how do you go about determining if your business is meeting the needs of your customers? One obvious determination factor would be the number of customer complaints that you receive. However, consider the possibility that dissatisfied customers may not contact you with their complaints and simply discontinue doing business with your company. The best way to determine if your business is achieving a high level of customer satisfaction is by conducting a survey.
Customer satisfaction levels have a direct influence on the profitability of a business. Repeat customer business, as well as “word of mouth” to increase your customer base are two important factors in any business entity’s bottom line profit margin. In an article in the Journal of Marketing (2007), authors Xueming Luo and Christian Homburg explain one way that customer satisfaction can affect a company’s...