customer satisfaction

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The measurement of quality and effectiveness of the customer care delivery system. There can be measures of both meeting customer expectations and also, which is more desirable, exceeding expectations. This gives management an immediate view of the organization's performance relative to customer expectations, and enables them to track customer response and perception over time, which helps with market planning. It also enables cross-comparison of customer service centres and, in some cases, can help with remuneration schemes, where remuneration is connected to excellent customer service. Those with the better customer satisfaction scores are given bonuses. Services can usually only be measured for customer satisfaction after consumption. Also, as customers become aware of, or actually experience, alternatives, their expectations will change and rise over time. Jan Carlzon, when CEO of the SAS airline, called the encounter between a service provider and the customer a ‘moment of truth’. These are the crucial interactions or touch points at which the customer forms an impression of the service provider; for example, at an airline check-in desk, being greeted at a restaurant, or dealing with a bank teller.

Subjects: Marketing.

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