Measuring Success in Customer Satisfaction

Measurement is useful for many reasons in the business environment. As a marketing major, the first thing i could think of to measure for a business was customer satisfaction, and/or wants and needs of one's target market. Without a system to measure customers/clients demands we'd still be at square one, asking ourselves "what should we make/offer to our market?"

First we need to think of what questions to ask, ie market research, then we need to find a way to categorize, store and measure those results. One must also embrace the concept that it takes continuous effort to maintain high customer satisfaction levels.

Since completing his master's degree in 1998, Kevin Cacioppo has been working for the leading integrated enclosure manufacturer. In his present role as global account leader, he has applied both theory and experience to support the world's largest semiconductor original equipment manufacturer in the United States and abroad. His work continues to indentify, in the perception of the customer, what steps must be taken to solidify relations and secure future business. E-mail him at http://www.blogger.com/kcacioppo@qualitydigest.com

"As markets shrink, companies are scrambling to boost customer satisfaction and keep their current customers rather than devoting additional resources to chase potential new customers. The claim that it costs five to eight times as much to get new customers than to hold on to old ones is key to understanding the drive toward benchmarking and tracking customer satisfaction."Kevin Cacioppo