How to Waste Money Measuring Customer Satisfaction

Abstract

Discusses the problems of customer satisfaction surveys, namely that hardly any department other than marketing receives the data collected; questionnaires are biased towards positive answers and are merely a political exercise – they are handed out by different departments and sent out too regularly. Enumerates a number of programmes to stamp out dissatisfaction and concludes that the team which collects and analyses the data should present the line manager with a range of solutions.

Fuzzy AHP-based study of cleaner production implementation in Taiwan PWB manufacturer

“…For instance, certification bodies can assess an organization's quality performance and provide useful advice on improvements. Nevertheless, improper external performance may also bring along the pitfalls leading to incorrect decisions, wasted resources, and poor reputation of the organization [31]. Despite having different emphasis of performance measurement, continuous improvement creates value for the customer since it seeks to march demands and it is a mechanism for eliminating waste, so allowing costs to be cut [32][33][34].…”

Customer Relationship and Satisfaction

“…The European Quality Award puts a similar emphasis on measuring customer satisfaction. Suddenly everybody was doing it (Ademson, 1994). The Customer Focus and Satisfaction examination category contributes 30% to the score, with the remaining six categories contributing only from 9 to 18% each (USDC, 1994).…”