Why Is Measuring Customer Satisfaction Important
3. Why is measuring customer satisfaction important?
There are a number of reasons why it is important to measure customer satisfaction:
• As an engagement and information collection tool, customer satisfaction measurement provides service delivery organisations with a structured means of collecting information from service users to better infuse the needs and values of the customer into their organisation.
• As a service improvement tool, customer satisfaction measurement provides a means of assessing what the main drivers of satisfaction or dissatisfaction are and focusing efforts on improving customer experience as part of an ongoing cycle of service improvement.
• As a performance management tool, customer satisfaction measurement provides
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Organisations armed with the right information about customer satisfaction can use it to better target services to their customers’ needs or better manage customer expectation by improving the way program benefits are communicated. This information also allows organisations to improve those aspects of service delivery which are most important to customers , focusing time and resources more effectively.
It is important to note that the measurement of customer satisfaction is not the same as measuring overall service quality but one distinct part of an integrated framework for analysing service quality and efficacy. A broader quality improvement framework would likely include methods and processes to measure unmet service demand, customer outcomes, evaluation of external programs impacting on customers and support for continuous quality improvement .
While customer satisfaction measurement at its most basic level generally involves some form of survey to elicit this information about customer satisfaction, this is only one part of an ongoing service improvement cycle. It should be seen as a means to an end, in which the measurement of customer satisfaction forms one part of an ongoing process of ‘insight, measurement and improvement’
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