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Measuring Customer Satisfaction Essay Example

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Measuring Customer Satisfaction

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To start with, transactional surveys have been widely used to gather information about customer satisfaction. This kind of approach is simple because it provides immediate feedback shortly after customer encounter (California Employers Association, n. Data collected through transactional survey may be regarded as qualitative because the kinds of responses obtained mainly include impressions of customers to general services and products relating to a particular business. Transactional surveys have advantages that can help businesses to measure customer service more effective. To start with, data from transactional surveys is obtained immediately after customer experience hence enabling the businesses to get actual responses as opposed to getting responses that taint impartial ‘picture’ of the business. For instance, customers can be asked to rate call center services immediately they have been served.However, some practices have to be exercised if businesses have to attain good results from transactional surveys. To begin with, transactional surveys can be effective if the number of questions included are few and require short answers. This is logical because many questions may demoralize the customers because of consuming significant amount of their time. In addition, questions that involve a lot of writing can cause customers to think a lot on how to answer the questions and instead of answering, they may opt to ignore the questions. Secondly, transactional surveys are effective when customers are informed of the estimated time that can be used to complete answering the questions. In most cases, the time consumed to answer the questions is usually short in order to point out to customers that only a small fraction of their precious time is consumed in answering the questions. This is arguably true because customers need their demands to be solved quickly and consuming much of their time can portray a negative image to them.Another method used in measurement of customer satisfaction is by conducting relationship surveys. Relationship surveys are types of surveys conducted to regular customers in a particular type of business (California Employers Association, n. This kind of survey is usually performed to customers with continued relationship with the business. According to the Business Research Lab, relationship surveys are performed when a business has customer contacts, a business serves the customers frequently

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References

California Employers Association. (n.d). Best Practices in Customer Satisfaction Research. Retrieved from http://www.employers.org/files/resources/Best_Practices_in_Customer_Satisfaction_Research.docx

Grigoroudis, E and Siskos, Y. (2010). Customer satisfaction evaluation: Methods for measuring and implementing service quality. New York: Springer.

Hayes, B. E. (2008). Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods. Milwaukee, Wis: ASQ Quality Press.

The Business Research Lab. (2013). Relationship Versus Transaction Measurement. Retrieved from http://www.busreslab.com/index.php/articles-and-stories/research-tips/customer-satisfaction/relationship-versus-transaction-measurement/

Union Pay International. (n.d). About Union Pay. Retrieved from http://en.unionpay.com/comInstr/aboutUs/list_aboutUs.html

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