When it comes to measuring customer satisfaction, collecting the proper data is the key to keeping existing customers and attracting new ones. Not only do you need a way to track opinions, but also a method to analyze the information and turn it into solutions to improve your products and services.

Choose a plan of attack from a customer satisfaction directory of services. Select options to help you target customers, receive accurate data and turn the findings into customer service policies to help grow your business.

1. Hire a consulting firm to gather and interpret customer satisfaction information.

2. Create customer satisfaction surveys to track trends and uncover problem areas.

3. Draft company policies for properly handling customer complaints to ensure customer satisfaction.

Action Steps
The best contacts and resources to help you get it done

Find customer satisfaction specialists to help you gather and analyze data

Although you can conduct your own customer satisfaction measurement campaign, an experienced consulting firm will know the proper questions to ask to obtain the data you need. Point out specific areas of concern when working with a firm to develop a customer survey and information analysis program.

I recommend: LRA Worldwide aims to help with customer satisfaction measurement by gathering feedback from phone, mail and web-based interviews. In addition to online reporting and analysis services, the company also provides instant alerts to help you resolve customer complaints quickly. Survey Value conducts one-time customer satisfaction surveys or offers long-term satisfaction tracking studies. Both services provide satisfaction and loyalty indexes, statistical analysis and ways to turn the findings into enhanced customer service.

Generate your own customer satisfaction survey to gather the information you need

Use a customer satisfaction survey to gauge overall performance, value or responses to a specific product or service. Present the survey to new, long-time and dissatisfied customers alike for a true range of feedback.

I recommend: Vanguard Software offers Vanguard Vista, a web-based survey tool designed to measure customer satisfaction, gather feedback and even conduct product testing. Click links for a feature tour or video overview. Web-based software tools from QuestionPro features a wizard interface to help you create questions, distribute the survey and analyze the results.

Develop a customer satisfaction list of procedures and policies to guide employee behavior

Improve customer satisfaction, encourage repeat business and even avoid potential lawsuits by developing customer satisfaction policies and training for your employees. For example, draft guidelines for handling disgruntled customers, responding to questions and referring problematic visitors to supervisors or management.

I recommend: Personnel Policy Service resources will help you generate lawyer-reviewed regulations and custom employee policies regarding customer relations, behavior and other conduct issues. Draft a single policy or an entire customer satisfaction index with the online resources of HRTools.com.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Consider subscribing to the American Customer Satisfaction Index. The service can help you compare your customer satisfaction results with those of similar organizations, direct competitors or best-in-class companies. In addition to discovering new factors that drive customer satisfaction, you'll also discover new ways to benchmark quality satisfaction.