This how-to manual takes you step-by-step through the design, implementation
and analysis of a customer satisfaction measurement program. The books
16 chapters are organized in logical sequence for setting up a complete program,
with information on:
How to select the best survey method. Includes the pros, cons and costs
of telephone, computer, mail and in-person interviews.
How to select the right sample size for your survey. Understanding
biases in samples and how to avoid them for truly significant results.
How to increase your survey response rates: survey methods, timing, incentives
How to survey large and small customer bases for accurate results.
How to write survey questions that will get you meaningful results. With
examples of survey scales and formats which you can adapt to your own work.
How to design a survey questionnaire which is easy to read and use. With
guidelines on questionnaire length, placement of specific types of questions,
and writing an effective cover letter or script.
How to implement your survey. Includes data gathering, coding and data
How to analyze your survey results and accurately compare data gathered over
How to produce actionable reports based on your findings.
Listening to the Voice of the Customer will show you how to develop a customer
satisfaction measurement program which provides actionable information to
help your organization become truly customer-focused. Throughout the
book you'll find very specific tips and advice based on the authors' work
developing and implementing customer satisfaction measurement programs.
Whether you're new to customer satisfaction measurement or have a program
in place you'll find Listening to the Voice of the Customer an invaluable
Table of Contents
Focusing on customer satisfaction in the new economy
Making the case for a customer satisfaction surveying program: linking surveys
to the bottom line
The foundation concepts of customer satisfaction surveying
Gathering the tools: hardware, software, and staff
Clarity of vision: setting measurement goals and objectives
Attribute scan: understanding the attributes that are key to customer
Sampling decisions and surveying issues: selecting the right sample size
and avoiding biases
Survey method and data collection issues: selecting the best survey method
How to write a survey: an introduction to the major types of survey scales
with question writing guidelines
How to design a survey: creating attractive, easy-to-use survey forms
Implementing a survey: data gathering and entry, training for data collection
Introduction to analysis: survey error, measures of central tendency, statistical
and substantive significance
Explanation and application of the major types of analysis: univariate, bivariate
and multivariate analysis techniques
Reporting the results: producing actionable reports in both written and oral
Taking action: strategies for gaining buy-in at all levels
Continuous improvement: maintaining the momentum of your program
Glossary of terms
Plus 45 charts, graphs and tables