One of the major rules of business is that you wont satisfy all your customers – No one group is totally satisfied – a lack of customer complaints can show two things – firstly that the customer may not be being honest in their appraisal and second they may not be being asked.

We all experience bad customer service at some stage – however how is dealt with can have a significant impact on our impressions of the offending organization. Unhappy customers can tell friends (influencing other purchasers) – they may not purchase from the same company again. Given the accepted business rule that acquiring new customers costs, it makes sense to measure and aim to improve customer satisfaction.

While various tried and tested methods exist with regard to how to improve customer satisfaction many organizations fail to implement the basics.

There are several common methods and tools in capturing and analyzing customer satisfaction

1/ A system to trap and monitor customer complaints
2/ Surveys to measure customer satisfaction
3/ Industry benchmarking

Trapping customer complaints can help improvement teams analyze results and then focus attention on problem areas. Business should ensure appropriate customer feedback exists to brief on what is being done with complaints and ongoing analysis is imperative in order to measure trends.

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