KEY STEPS AND MAJOR CHALLENGES IN IMPROVING CUSTOMER SATISFACTION

摘要

In spring 2004, Quadstone commis-sioned a study of the approach that large consumer enterprises are taking to improve customer service experiences. The research mainly consisted of in-depth interviews with executives in the financial services and telecommunications sectors, but it also included an e-mail questionnaire with con- sumers and a "mystery shopping" investigation into customer service centers. The study finds that improving cus- tomers satisfaction with service is a rapidly rising corporate priority and companies are increasing investment in tracking customer satisfaction and what drives it. While the majority of companies are beginning to understand aggregate-level trends in cus- tomer satisfaction, only a few companies are able to systematically identify how to change service delivery processes for the better — yet this is what all of the interviewed companies most want to do.