Customer Sex, Essay Example

Why Measure

The measurement of customer satisfaction allows a company or organization to understand what issues may be directly affecting customer satisfaction. Once a company knows this valuable information, it can begin to focus all time on those particular resources more effectively.

What Should Be Asked

A survey is an important tool to help company reach customer service perfection; however, the survey must ask the right questions. Questions that are too broad will only give a company a gist of what customers want. Questions must be direct and to the point. First, ask customers for an overall rating. Second, ask them specific service rendered questions. Third, ask them what their priorities are. Finally, the company needs to know the characteristics of its customers.  With overall rating customers are asked to give the company a score based upon their overall experience with the company from beginning to end. The overall score only provides the company with a snapshot of it services. The service specific allows the customer to rate specific aspects of the company. These questions allow the customer to give specific details that may be as simple as a rude worker. The customer’s priorities play a large role in how the customer rates a company. If a customer is more concerned with obtaining a cut rate price than he/she is with encountering a nice worker, he/she is less likely to fill out a survey to begin with. Finally, customer characteristics may be the most important aspect of customer service. People with certain character traits may patronize one company and not another. For example, women are less likely to return to a company that they received poor customer service from than a man.  (Babakus & Yavas, 2008). Customers with strong religious backgrounds may refuse to patronize companies that are open on the Sabbath day. Using survey questions that gather information about the clientele is very helpful in attempting to meet the needs of the majority of customers served. Talking to customers as they enter the business or surveying them without having them to sit down and fill out a survey is usually most accurate. When people are asked to fill out paper work, they often over think the questions.

References

Babakus, E. &Yavas, U. (2008). Does customer sex influence the relationship between perceived quality and share of wallet? Journal of Business Research 61(9), 974-981.