ABSTRACT
A mirror survey is normally based on a self-completion questionnaire which should be given out to and collected from employees to achieve the highest possible response rate. By highlighting understanding gaps the mirror survey may help to pinpoint the causes of any customer dissatisfaction. The mirror survey has identified a significant staff training need since the organisation never satisfy its customers until staff understand what they must do to achieve customer satisfaction. The mirror survey chart indicates the difference in average scores for satisfaction given by customers and employees. There may be a problem where employees overestimate their success in satisfying customers. Even if the mirror survey does not: identify any understanding gaps or highlight any wider problems within the organisation, taking part in the survey is a very tangible way of involving employees in the customer satisfaction measurement process and making them think about the issues of importance to customers.
