Improving Customer Satisfaction

Need some help with the following questions:

1. How to build an effective customer focus strategy?
2. What can be done to minimize or eliminate customer complaint barriers?
3. What questions should be included in a customer service survey in a market research consultancy firm

I'll pass on 1 & 3 - I would want to know much more about the company before even hazarding some comments.

On 2, are you talking about internal barriers (complaints get buried?)? If so, is the feedback used punitively? That's a sure way to erect barriers! If you have a management philosophy that every complaint is a management problem or an opportunity for improvement, then there really shouldn't be any barriers.

yodon said:

I'll pass on 1 & 3 - I would want to know much more about the company before even hazarding some comments.

Click to expand...

As mentioned at the last it's a 360 degree marketing research consultancy firm that provides industrial research, in-depth reports, administrative support and data administration including digital marketing support - all that needs for business development.

And yes internal barriers.

Value = What a customer receives beyond what they pay. Therefore, value is an independent perception for each customer.

Robinson A said:

And yes internal barriers.

Click to expand...

Removing these barriers really starts with top mgmt making customer service a part of the core values. It should be relatively easy to make the case that the ROI from responding to, and resolving, customer complaints will result in improved customer retention, customer word-of-mouth, as well as improved internal processes, and thus, lower future complaint levels.

Whether mgmt acknowledges this or not depends on how wedded they are to their current dogma.

On a mechanical level, you might be able to improve complaint barriers by:

• reducing friction - make it easier for employees to submit complaints to a central location
• allow anonymous submittal of complaints by employees
• provide a customer advocacy role, for customers to directly submit complaints to

But it all starts at the top: if mgmt values complaints as a pathway toward improvement, and not as something requiring blaming employees for, then it can work.