ABSTRACT

In this chapter, the authors cover the various analytical techniques used for customer satisfaction measurement (CSM) surveys and look at how to analyse the results for different types of rating scales. They explain how to calculate a customer satisfaction index. The explanations are accompanied by charts to illustrate the outcomes. Any data included in the charts and tables is fictitious and does not apply to any specific organisation. CSM surveys are not usually difficult to analyse. A good spreadsheet such as Microsoft Excel would perform all the statistical analysis required to produce the results. Unless supplier are carrying out a large number of surveys it probably not be cost-effective to go beyond a spreadsheet, particularly if people in their organisation are already competent at using Excel but would have to be trained to use specialist survey software. The first part of supplier report should focus on customers' requirements and their relative importance.