The Right Message

Hansen, Robert A.
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p42
This article presents a four-step process to help establish a meaningful dialogue with customers. A meaningful dialogue occurs when consumers are able to tell you what they think about your products and services and your employees are able to interpret these responses and craft meaningful responses. The goal of a customer satisfaction measurement project is to establish a meaningful dialogue between employees and customers, and the questionnaire is the primary vehicle for beginning that dialogue. The first step is to make the mental commitment that you really want to find out what your customers have to say, both good and bad. Next, communicate this commitment within your organization and to the project team, first in word, then in action. Third, ask the project leader or manager to prepare a project summary for your review and acceptance. This should be done in the very early stages of the initiative. The fourth step is to require the project manager to conduct a series of user audits prior to the actual collection of customer data. A top manager has to address two important issues to implement a customer satisfaction measurement project. First, his willingness to support the effort with time and resources. Second, if he is prepared to listen to both the positive and the negative feedback.


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