Customer Satisfaction
Introduction of metrics to judge the efficiency of the association.
Business Challenge
To establish an objective measure of customer satisfaction. To evaluate the findings to guide allocation of resources to maximise member satisfaction.
Solution
Three stage programme. Internal audit with key decision makers. A qualitative stage with four different customer groups based on focus groups, face-to-face executive depth interviews and telephone depth interviews. Followed by a quantitative stage of 300 telephone interviews.
Results
The findings established a basis of measurement to judge customer satisfaction, provided a basis to evaluate member loyalty, provided metrics for the company balanced scorecard and provided a basis for a director bonus scheme.
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