Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
Many businesses use customer satisfaction surveys of one type or another, such as asking clients to fill in a comments form in a hotel, or following-up after a car-repair and asking for feedback. These mechanisms provide customer feedback, however quite often the information is unstructured and ambiguous. There are many measures that can ascertain the real level of customer satisfaction in a more innovative and structured way, such as customer needs analysis, which produce a much more reliable and useful result.
Recent trends would suggest that most customers regard a low price as the best value offering. It is wrong to think that increased customer service comes at an increased cost, but without economic means service will be unsustainable and will not retain customers.
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