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  • Moneycontrol

No progress without linking customer satisfaction to profits

Business executives often ask: "Is the money spent on customer satisfaction and loyalty measurement really worth it?" The answer is "No" – unless these programmes deliver the knowledge you need to attract, retain and increase business with your customers. Sigma and other quality programmes that rely heavily on satisfaction metrics won't help unless they focus on driving desirable customer behaviour. Here are some pointers that will help you succeed at this Hear the voice of the customer. Plan to go beyond a single, all-purpose survey. To get the customer information you need, you must use multiple listening posts that gauge satisfaction and loyalty at multiple levels – that provide the pulse of the overall relationship as well as the day-to-day transactions. The best listeners include all stakeholders, from customer decision-makers to customer end-users, to channel partners, to employees.

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