During stormy economic times, companies are under enormous pressure to decrease costs, but is cutting customer satisfaction measurement programs the right thing to do?
It's plain and simple... Even though improving customer satisfaction is what we all want to do, measuring and using customer satisfaction feedback is fundamental to cutting costs and keeping customers. In this article, several prominent service industry experts illustrate how customer satisfaction measurement is vital to helping the company ship stay on course until rough economic seas subside.
“With the economy in such disarray, companies are looking to save money. They might even consider replacing you with a less expensive vendor,” said Dave Smith, Vice President of CompuCom Systems, Inc. “This is when your service quality can save an important relationship. It can also put a relationship at risk if you aren’t on top of all aspects of your service delivery. Not measuring customer satisfaction or not using what is learned from the feedback is precisely the wrong thing to do when times are tough,” added Smith.
Smith and other forward-thinking service executives know that service is a differentiator and that cutting satisfaction measurement efforts could be extremely detrimental in turbulent economic waters. Some of the most astute executives from leading companies explain how customer satisfaction feedback, especially during a stormy economy can help streamline costs, increase revenue, enhance market share, strengthen reputation, boost customer loyalty, and help anticipate market changes.
“Running a service organization without customer satisfaction feedback is like driving with a blindfold. There is absolutely no way to know what direction you are headed or what roadblocks are coming,” stated Rhonda Watkins, Director of Call Center Operations for the Digital Products Division of Toshiba America Information Systems, a division of Toshiba Corporation of Japan. “We gather and analyze customer satisfaction feedback on an on-going basis to help us keep costs in check and run our service organization as efficiently as possible.”
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