Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explains how to produce reliable measures of customer satisfaction and what needs to be done if those measures are to be successfully used as the basis for effective action. It covers the starting point for any project is to set objectives and plan a detailed critical path for the exercise. The book examines the various sampling options. It outlines the survey options, together with their advantages and disadvantages. The book also examines general questionnaire design principles. It focuses on the specific issue of rating scales. The book discusses several analytical techniques and highlights some common mistakes to avoid. It also explains how to calculate an accurate customer satisfaction index. The book also covers the subject of satisfaction benchmarking. It describes how to conduct and analyse a mirror survey.