Page 325 - Duct Tape Marketing

309Chapter 19: Fortifying Customer Relationships

Benchmarking customer satisfaction levels

Table 19-1 helps you analyze areas where customers might praise or fault
your business. Use it to assess your business from your customer’s view-
point. Then look for up to five services you could offer to make your cus-
tomers feel more appreciated by your business.

Table 19-1 Customer Satisfaction Analysis

Customer Satisfaction Factor How We Rate
on a 1–10 Scale

Communication

Clear, friendly communication from informed, courteous staff

Error-free correspondence, estimates, invoices

Prompt follow-up

Open to ideas, concerns, and complaints

Attention by owners/managers

Responsiveness

Customized solutions for customer wants/needs

Flexible to special requests

Effective, prompt response to ideas and problems

Answers phones, mail, and e-mail promptly

Greets customers upon arrival

No unnecessary management layers

Competence

Expertise in customer’s field of interest

Experience with customer’s problems

Delivers high value

Convenience

Convenient hours, toll-free phone line, good Web access

Good location, parking, access, services

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