Ongoing monitoring of customer satisfaction

The ongoing monitoring of customer satisfaction is an important element in sustaining a service initiative. Action which can be taken includes:

• using CRM techniques to identify most profitable target customers
• using CRM techniques to tailor your offered services
• measuring customer satisfaction on a regular basis
• conducting an annual audit of customer satisfaction
• sending questionnaires to internal as well ass external customers
• undertaking telephone and internet surveys
• visiting customers on a regular basis
• providing a Freephone telephone line for customers to phone in with their comments
• doing the same for staff
• holding focus groups and user panels with customers
• conducting attitude surveys among staff
• improving the time it takes to conduct and feedback results of surveys
• telephoning competitors
• asking customers to identify those areas most in need of improvement and auctioning these improvements
• reviewing the effectiveness of measurement systems on an ongoing basis
• feeding back results to all employees
• conducting an internal audit on employee care
• publishing a league table of results of customer satisfaction surveys
• linking measurement to reward systems
• making awards for the most significant service improvement
• reviewing how results of customer surveys are presented
• taking action as a result of customer feedback
• involving employees in this action
• recognising successes