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Measuring Customer Satisfaction

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To start with, tansactional surveys have been widely used to gather information about customer satisfaction. Tis 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. Tansactional surveys have advantages that can help businesses to measure customer service more effective. T start with, dta from transactional surveys immediately after customer experience hence enabling the businesses to get actual responses as opposed to getting responses that taint impartial ‘picture’ of the business.

Fr instance, cstomers can be asked to rate call center services immediately they have been served. Hwever, sme practices have to be exercised if businesses have to attain good results from transactional surveys. T begin with, tansactional surveys can be effective if the number of questions included are few and require short answers. Tis is logical because many questions may demoralize the customers because of amount of their time.

I addition, qestions that involve a lot of writing can cause customers to think a lot on how to answer the questions and instead of answering, tey may opt to ignore the questions. Secondly, tansactional surveys are effective when customers are informed of the estimated time that can be used to complete answering the questions. In most cases, te 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 consumed answering the questions.

Tis 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. Aother method used in measurement of customer satisfaction is by conducting relationship surveys. Rlationship 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. Acording to the Business Research Lab, rlationship surveys are performed a business customer contacts, abusiness serves the customers frequently. ..

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