Customer satisfaction and loyalty are key differentiators between the better and poorer performing businesses in most markets. Satisfaction drives loyalty and loyalty drives business performance. This new edition of How to Measure Customer Satisfaction takes readers step-by-step through designing and implementing a CSM survey, highlighting blunders that are commonly made and explaining how to make sure that the measures produced are accurate and credible. It also covers ways of gaining understanding and ownership of the CSM programme throughout the organization and clarifies the business case for customer satisfaction. If you are committed to the future of your company, the ability to measure what your customers think of you is essential - and so is this book!

chapter 1|6 pages


chapter 2|4 pages

Setting Objectives and Project Planning

chapter 3|15 pages

Exploratory Research

chapter 4|10 pages


chapter 5|12 pages

Survey Options

chapter 6|8 pages

Maximising Response Rates

chapter 7|9 pages

Questionnaire Design

chapter 8|10 pages

Rating Scales

chapter 9|5 pages

Introducing the Survey

chapter 10|15 pages

Analysing the Results

chapter 11|11 pages

Benchmarking and Improving Your Performance

chapter 12|4 pages

The Mirror Survey

chapter 13|8 pages