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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000005165745 | HF5415.5 A56 1997 f | Open Access Book | Advance Management | Searching... |
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Summary
Summary
Listening to the Voice of the Customer is the only how-to manual that takes you step-by-step through the design, implementation and analysis of a customer satisfaction measurement program. In it you will learn: How to develop a customer satisfaction measurement program that provides the information you need to increase customer retention and profits. How to select the best survey method. Includes the pros, cons, and costs of telephone, mail, and in-person interviews, and computer-assisted surveys. How to select the right sample size for your survey, and avoid biases for truly significant results. How to increase your survey response rates: survey methods, timing, incentives and more. How to survey large and small customer bases for accurate results. How to write survey questions that will get you meaningful results. Including examples of survey scales and formats that you can adapt to your own work. How to design a survey questionnaire that is easy to read and use. Including guidelines on questionnaire length, placement of specific types of questions, and writing an effective cover letter or script. How to implement your survey. Including data gathering, coding and data entry techniques. How to analyze your survey results and accurately compare data gathered over time. 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 that provides actionable information to help your organization become truly customer-focused. Throughout the book you will find very specific tips and advice based on the authors work developing and implementing customer satisfaction measurement programs. So 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 resource.
Table of Contents
About The Authors | p. vii |
Acknowledgments | p. viii |
Foreword | p. ix |
Step 1 Focusing On Customer Satisfaction In The New Economy | p. 1 |
Step 2 Making The Case: A Customer Satisfaction Surveying Program | p. 9 |
Step 3 Customer Surveying: The Foundation Concepts | p. 21 |
Step 4 Gathering The Tools | p. 27 |
Step 5 Clarity Of Vision | p. 31 |
Step 6 Attribute Scan | p. 39 |
Step 7 Sampling Decisions And Surveying Issues | p. 43 |
Step 8 Survey Method And Data Collection Issues | p. 51 |
Step 9 How To Write A Survey | p. 57 |
Step 10 How To Design A Questionnaire | p. 69 |
Step 11 Implementing A Survey | p. 73 |
Step 12 Analyzing The Survey | p. 81 |
Step 13 Introduction To The Major Types Of Analysis | p. 91 |
Step 14 Reporting The Results | p. 121 |
Step 15 Taking Action--Making The Most Of The Presentation | p. 129 |
Step 16 Continuous Improvement In The Customer Satisfaction Process | p. 135 |
Glossary | p. 141 |
References | p. 145 |
Index | p. 149 |