The Customer Satisfaction Audit : An Eight Step Approach to Ensure That Your Firm Stays Focused on C

ASSESS YOUR CUSTOMER CONTACT STRATEGYResearch has shown that an unhappy customer will tell on average 9 other people about an unsatisfying experience. Yet a totally satisfied customer is less likely to be attracted by price reductions offered by your competitors and hence will remain loyal to a company.This audit shows you how to achieve competitive advantage by achieving total customer satisfaction. It provides you with a mechanism for auditing your existing customer satisfaction process and companies fail to satisfy their customersThe requirements of an effective customer service programmeHow to plan your audit in a straightforward and practical mannerThe steps needed to conduct a comprehensive customer satisfaction auditHow to implement a customer satisfaction audit

Michael Moriarty is principal of A.T Kearney, Inc., a global management consulting firm based in Chicago. His consulting specialties include customer-focused logistics strategy, integrated operations management, competitive strategy and decision-making systems. Prior to joining Kearney in 1997, he was director of marketing in the International group of Bell and Howell.co, Chicago. In addition to management positions in operations, logistics and new product development with Bell and Howell, he was quite specialist for Book Inventory Systems, Ann Arbor, Michigan. Abraham I. Bluestein is a vice-president of A.T Kearney, Inc. He assists clients in improving their competitiveness through strategic and operational improvements. He has been head of the company's Global Benchmarking Center of excellence and the Business Marketing Strategy Group. Ronald J.Sanderson is a manager of A.T Kearney, Inc. He is experienced in projects involving logistics strategy, business strategy, customer service, and marketing and sales. He has worked with the food and beverage, pharmaceutical, medical products and chemical industries. Part 2 has been adapted from The Company AuditGuide published by Cambridge Strategy Publications Ltd. Part 3 has been developed by Cambridge Strategy Publications Ltd.