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摘要

In business today, customers are regarded as the focal point of a process-based quality management system (QMS) and, according to ISO 9000, senior management has to: 'Ensure that J customer requirements are determined and met with the aim of enhancing customer satisfaction.' This also applies to public services, which are driven by a commitment to a customer service culture. For example, the 'Modernising government' white paper of 1999 required local authorities in England and Wales to carry out a statutory customer satisfaction survey every three years with the aim of being responsive to the needs of citizens, not just the convenience of service providers. provide starting points for best practice initiatives Some surveys can act as a useful marketing tool to publicise lesser-known or new areas of the business to customers. Surveys are also one part of a customer-supplier relationship which maintains communication between the two parties, with the ultimate aim of retaining customers and, preferably, exceeding their expectations.