What should customer satisfaction do for an organisation
{"Image DocumentName": "What should customer satisfaction do for an organisation?", "Image ImageDescription": "Improve customer focus and move the organisation to be more outward looking. Understand what is driving satisfaction / dissatisfaction with services. Create strategic alignment within an organisation and provide a common framework and language for staff. Inform performance management to highlight good performance and areas for improvement. Drive efficiency and cost saving. Customer satisfaction measurement. helps an organisation focus on its. customers, and should galvanise. service owners, customer-facing staff, policy, strategy, and research staff, as well as senior management, around the aim of improving. the customer experience. Customer focus. By carrying out this kind of research the organisation is giving thought to the customer experience, and shifting the focus of the organisation to be more outward looking. Understanding of the key drivers of satisfaction. Also, importantly, help an organisation to differentiate between what people say influences how satisfied they are, and what is really driving their satisfaction during a service experience. Strategic Alignment. Programme of customer satisfaction measurement can act as a powerful tool for strategic alignment within an organisation. It enables clear objectives which can be shared across the different departments or agencies which touch the customer and provide a consistent focus. Customer satisfaction measurement makes customer focus concrete and provides a common framework and language for and motivating and connecting with customer-facing staff, which can help organisations to tackle the challenge of culture change. Performance management. Once customer satisfaction measurement has been put in place, the results can also be used for the internal management, to hold people to account and to highlight good and bad performance. However, it has dangers when used in isolation from other measures, as customer satisfaction measures tend to be influenced by many drivers, some of which may be out with the control of the organisation or individual. Efficiency and Cost Saving. One of the key advantages of focusing on customer satisfaction is its ability to reduce cost at the same time as improving service. Although it is important to recognise that this is not always the case and that there can be a tension between service and cost, there are also widespread examples of where this double benefit can be realised. These include situations such as reducing avoidable and repeated contact by improving customer communication, and reducing the cost of complaints by getting things right first time. Focusing on measurement is the wrong place to start. It\u2019s not about data collection, it\u2019s about changing what people think, so the challenge is how to create a shift in thinking in the organisation, not just to get customer information. (Professor Bob Johnston, Warwick Business school)", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}