A Better Way fifth Bi-annual Customer satisfaction Survey

摘要

Everyone these days accepts the importance of taking periodic readings on how well they are doing in satisfying customers. It is after all mandated by ISO standards and a key element of programs for performance excellence. However, we are aware of some sales and marketing managers who answer this need with a routine "how are we doing" note asking feedback, or an occasional email survey of their own design. "We know our customers and what questions to ask" seems to be their mantra. The problem of course is that such approaches are often too simplistic. Some feedback surveys leave the impression that the company is fishing for compliments. In other words, the real motive is that the company just wants to look professional, while not really caring at all about issues or concerns.