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TOPIC 4 RESEARCHING CUSTOMER NEEDS, Measuring Customer Satisfaction &…
TOPIC 4 RESEARCHING CUSTOMER NEEDS
Measuring Customer Satisfaction & Engagement
Gathering and analysing customer information
Key approaches in gathering Voice Of Customer (Voc)
Comments Cards and Formed Surveys
Focus Groups
Direct Customer Contact
Field Intelligence
Complaint Analysis
Internet Monitoring
Analysing & Using Customer Feedback
Customer Feedbacks is important to improve company product & process
Good measurement
One of the two ways to evaluate
Designning Satisfactions Survey
Determine- Determine its purpose
Identify- Identify who should conduct the survey
Select- Select appropriate survey instrument
Choose- Choose carefully the questions that matter the most customers
Design- Design reporting format & data entry method
Factors to measure Customer Royalty
Likelihood to switch to a different provider
Likelihood of first time purchaser to repurchase
Likelihood to recommend
Likelihood to increase frequency of purchasing
Likelihood to purchase different P/S
Likelihood to continue purchasing the same P/S