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Organizational Change

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Introduction
In today’s competitive marketplace, customer satisfaction is tied directly to long- term profitability. Customers whose needs and requirements are not met will take their business elsewhere. If a customer is happy they tend to be loyal, and if loyalty is measured they not only buy more, they will recommend it to others. The best way to find out if your customer is satisfied is to ask them. With there being many measurement tools available, what’s the best way to track and measure customer satisfaction and how does this data interpret a realistic action plan?

Identification of Best Practices
Companies face challenges when they seek to identify, measure, and track customer satisfaction. Tools such as surveys, scorecards and questionnaires are increasingly popular since they help measure critical information available to a broad range of industries. A standard customer satisfaction survey asks participants to convey their opinions characterized by quality, price and service. To be useful, the information needs to be tangible so companies can implement improvements. The difficulty in creating a survey is typical low response rates, questions must be well written, and questions need to target the issues. On the other hand they are quick, relatively inexpensive, and there is a large sample size. Customer satisfaction scorecards measure where a company stands in the eyes of its customers, thereby enabling service and product improvements which will lead to higher satisfaction levels. Advantages to the scorecard are large sample size, and quantitative data. Customer feedback questionnaire are used to measure the level of customer satisfaction with a product, service, or brand. It gives the company a better gage on how they are meeting or failing to meet its customers’ needs and expectations, which helps to pinpointing areas for improvement.

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