Customer Satisfaction...

There is much debate surrounding the use of customer satisfaction as a key business metric. The following quote clearly suggests satisfaction as a stand alone measure is somewhat unsound. 
‘65% - 85% of customers who defected stated they were satisfied or very satisfied with their former supplier’. Harvard Review 
 
Some regard the single measure of a customer’s ‘likelihood to recommend’ as the only true customer based indicator of future business growth. As with many suppliers this side of the Atlantic however, we believe these measures form an integral part of a balanced customer satisfaction survey that seeks opinion on product / service attributes and various aspects of the relevant communication and distribution channels of the particular proposition.
 
A more comprehensive customer satisfaction programme also seeks to determine the key drivers of satisfaction / loyalty and investigates their relative importance. By tracking these measures over time, clients are able to plan and prioritise the strategic allocation of resources. Similarly, by grouping customers into meaningful segments, communication strategies and NPD initiatives can be more effectively targeted. 
 
On-Site Research conduct over 2,000 customer satisfaction interviews every month of the year. We specialise in both face to face and web based data collection methodologies to offer our clients fast, economical access to their customer’s views.
 
A more comprehensive customer satisfaction programme also seeks to determine the key drivers of satisfaction / loyalty and investigates their relative importance. By tracking these measures over time, clients are able to plan and prioritise the strategic allocation of resources. Similarly, by grouping customers into meaningful segments, communication strategies and NPD initiatives can be more effectively targeted.