Increasingly, organizations are becoming dissatisfied with running customer satisfaction surveys and turning instead to designing and implementing customer feedback programs. The reason is simple, after 10 years of running national customer satisfaction surveys the American Customer Satisfaction Index has, basically, not moved at all. This is despite industry reportedly investing USD 800,000,000 each year on improving customer satisfaction.
So what to do?
It has become clear that it’s not just about satisfaction. In order to improve their businesses companies must to listen customer feedback and change what they do to improve customer loyalty. The real goal is to understand and improve the areas of the business that drive customer loyalty.
In my experience, there are five key steps to implementing good customer feedback programs. [Read more…]