Transcription of CONDUCTED PROPERLY, CUSTOMER RELATIONS …
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CONDUCTED PROPERLY, CUSTOMER RELATIONS …
LATE LAST YEAR, THE CEO OF AN INTERNATIONAL SUPPLIER OF TEST Equipment to the semiconductor industry sat down at his desk to review the findings of his firm s recent CUSTOMER satisfaction survey. He was excited because the company was in the second year of a three-year plan to improve sales by 25%, and he expected the survey results to help him fine-tune the plan. Yet, much to his dismay, the survey offered little insight. He had hoped that the results would help him learn which products held the most inter-est to specific customers. But the CUSTOMER service staff had asked only about satisfaction with day-to-day services and not about the customers purchasing plans.
Guidelines for Success Here are eight general guidelines to help you establish a useful customer satisfaction survey program, one that will provide
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