Measuring and continuously tracking customer satisfaction and customer loyalty are often part of the tasks of controlling or even an element in certification processes today.
Results from these studies help companies to become more customer driven.
The best way to actually survey customers differs greatly and needs to be decided on an individual basis.
Employees are often in direct contact with customers: they are the company’s interface to its customers. It is, therefore, only sensible to consider employees’ satisfaction as well when planning a customer satisfaction study.
Satisfied employees produce satisfied customers.
Satisfied employees are less often on sick leave; they make fewer mistakes, and tend to be more motivated and more creative on their job.