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Customer Satisfaction Measurement: how not to do it, how to do it and why it should be done.

Nigel Hill is founder and Managing Director of The Leadership Factor, a research company which specialises in measuring satisfaction and loyalty. Based in the UK, USA, Australia, France and Italy, The Leadership Factor conducts CSM surveys for many blue chip companies and runs seminars on measuring customer satisfaction and employee satisfaction both in Europe, America and Australia. Nigel is author of ëThe Handbook of Customer Satisfaction Measurementí and ëHow to Measure Customer Satisfactioní, both published by Gower. . | Customer Satisfaction Measurement how not to do it how to do it and why it should be done. by Nigel Hill. Nigel Hill is founder and Managing Director of The Leadership Factor a research company which specialises in measuring satisfaction and loyalty. Based in the UK USA Australia France and Italy The Leadership Factor conducts CSM surveys for many blue chip companies and runs seminars on measuring customer satisfaction and employee satisfaction both in Europe America and Australia. Nigel is author of The Handbook of Customer Satisfaction Measurement and How to Measure Customer Satisfaction both published by Gower. Nigel Hill Director The Leadership Factor Ltd Taylor Hill Mill Huddersfield HD4 6JA UK Telephone 44 0 1484 517575 Email uk@leadershipfactor.com Abstract Many organisations fail to apply adequate rigour to their customer satisfaction research process and consequently produce misleading results. This is detrimental even if the results are used only as a guide for service improvement strategies but could be very damaging if they are to contribute to strategic decisions. In the USA some leading companies have developed Profit Chain models enabling them to forecast the effect on financial performance of improving customer and or employee satisfaction. Since customer satisfaction measures usually occupy a pivotal place in such models the reliability of the measures becomes critical. This article highlights the main requirements of an accurate and effective customer satisfaction measurement process. Article If you want real value from customer satisfaction measurement CSM there are some key things you just have to get right - but many organisations don t. Customer surveys are sometimes seen as a common sense activity that anyone can organise. After all some say it s only a matter of asking a few questions to some customers and looking at what they say. This kind of attitude often results in responsibility for CSM being delegated to untrained staff with little .