ABSTRACT
This chapter provides setting objectives for customer service measurement and explains how to gain buy-in for measurement. It describes how to select the best measurement techniques and external measurement providers. There are two main forms of customer measurement techniques: quantitative and qualitative. The chapter further explores how to determine sample size. The accuracy of customer measurement results is also affected by random sampling. There are three main types of sampling such as: random sampling, stratified random sampling and non-random sampling. The standard deviation is useful for those who measure customer service to know as it helps to identify the data that lies behind the average scores often presented as part of research reports. To understand the concept of standard deviation it is useful to consider the distribution curve. The normal distribution curve illustrates the distribution of scores across a scale.
