The Little Book of Big Customer Satisfaction Measurement

Though the topic of customer satisfaction is decades old, Ajit Rao and Subash Chandra, in this book provide a fresh perspective and valuable guidelines that will be of direct relevance to managers. Customers are the most valuable assets to any business and their satisfaction is a key to business success. A satisfied customer is more likely to spread positive word of mouth about the service or product, which is the most effective form of advertising. However, they are becoming increasingly demanding, less tolerant and very critical when their expectations are not met. Hence, it is essential to monitor the satisfaction levels of consumers on a continuous basis through market studies and experiments. In spite of the importance placed on the concept of customer satisfaction, many companies do not pay attention or are not aware of the correct approach to measure the same. The authors stress the importance of accurately measuring customer satisfaction through examples and illustrations. They also provide simple guidelines along with various tools for measuring customer satisfaction, followed by how it relates to loyalty and brand equity.