sure that customers are happy with the product or service and
being treated well by staff is essential to a successful and
profitable business. So it is no surprise that Customer
Satisfaction research has been the mainstay of research
programmes in recent years.
The research industry has used traditional Customer
Satisfaction surveys to help clients determine which factors
have most influence on the satisfaction of their customers,
and then measure the clients success in keeping their
customers as satisfied as possible in these key areas.
Nevertheless, despite very high satisfaction scores, customers
often choose to defect to the competition. Clearly,
satisfaction is an imperfect predictor of loyalty and customer
Lansdowne has therefore taken Customer Satisfaction research
to the next stage by ensuring that, where appropriate, we are
measuring customer commitment or retention as well as simply
The key research objective of any customer satisfaction survey
is to provide empirical data on customer perceptions of
service, quality, back-up etc. More specifically, the research
needs to be developed to:
customer satisfaction across various key
issues among all customers.
an overall measure of satisfaction that can be used
in the calculation of a weighted index, in order to
measure the relative importance of each
aspect of service.
measure of customer loyalty and referral intention
to highlight those services which impact most on commitment
to the brand.
both those satisfaction and impact measures to:-
1. To determine those issues where
satisfaction is low and specify which of them
clients should target for immediate improvement in
overall customer satisfaction
2. To pinpoint those issues where, although
the client's performance is currently
"OK", any further improvement would lead
to customer "delight"