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| The
Core Decision Support Tool that Undergirds Our Approach to Customer
Satisfaction and Service Quality. |
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| Customer
Satisfaction |
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| Born in the aftermath of the TQM movement,
customer satisfaction is no longer the new kid on the block. It has
been around long enough for practitioners to begin to ask the tougher
questions: "What real-world behaviors (e.g., sales, retention,
cross-sell) will occur when service quality is improved? What is the
relationship between satisfaction and profitability? What exact combinations
of changes will produce desired customer behaviors at the lowest possible
cost? |
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| Of all the questions surrounding the
current practice of customer satisfaction, it is this last one, the
issue of cost justification, that has moved front and center in the
ongoing debate about customer satisfaction. After twenty years of
doing customer satisfaction research, the CS community has come to
recognize that, fundamentally, it is not difficult to improve customer
satisfaction. The challenge is to do it affordably.
The traditional
approach does not adequately address this challenge, nor was it
designed to. Our
approach identifies which changes will yield which desired behaviors
(e.g., sales, retention and revenue) at the lowest costs. |
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| These new, tougher questions have outstripped
the current "measurement-only" tracking approaches. They
demand new, fundamentally more powerful approaches. Click on any of
the links to the left to discover what the new world of customer satisfaction
can do for your firm. |
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