BIZ104 Customer Experience: Measuring Customer Satisfaction

This document provides a comprehensive guide on how to measure customer satisfaction effectively. It begins by highlighting the shift in market dynamics, emphasizing the importance of customer focus and the need for objective measures. The document details the customer satisfaction measurement (CSM) process, including setting objectives, exploratory research using focus groups and depth interviews to determine customer requirements, sampling techniques to ensure accuracy, and survey options. It also covers maximizing response rates, questionnaire design, rating scales, and introducing the survey to participants. Furthermore, the document discusses analyzing the results, benchmarking performance against other organizations, and improving performance based on the feedback received. The mirror survey and the business case for customer satisfaction are also addressed. This document serves as a practical guide for organizations aiming to understand and improve their customer satisfaction levels, with the goal of increasing customer loyalty and retention.