Measures to Ensure Customer Satisfaction and Loyalty

Reflection: What measures could you put in place to avoid this situation happening in
future?
Mr. Kern Lee a client who has been consulting with Iash Inc. Company on web
communications and web design registered complaints regarding fewer hours spent on his
project. Also, Mr. Kern Lee requested a breakdown of the activities done regarding his project in
the 3 months duration. From the case given, it’s clear that we as Iash Inc. Company had even
spent overtime on Mr. Kern Lee’s project.
The question of what measures to put in place to avoid this situation is answered though
ensuring customer satisfaction. It is well known that customer satisfaction largely leads to
customer loyalty. Loyal customers bring in a higher share of their expenditure, repeat business,
referrals and word-of-mouth publicity. As deregulation and liberalization increase the number of
players competing in an industry, the net effect for the service providers is heightened customer
expectations.
Assuming that customer satisfaction will lead to customer loyalty for Iash Inc. Company,
there are a number of possible questions that may be included in a customer satisfaction survey
to measure how satisfied is the customer. For instance,
(i) How likely or unlikely are would you be to recommend us?
(ii) How satisfied are you overall with us?
It is necessary to record answers to all the questions we chose to include in Iash Inc.
Company customer satisfaction survey on a simple scale of not more than 1 to 10 in order to
make it convenient for the respondents and to keep the record for benchmarking. Customer
satisfaction measurement must be integrated into the marketing strategies in order to be able to
drive the goals of Iash Inc.