About Surveys and Measuring
Why do surveys if we can buy 3rd party reports?
One of the main reasons to measure and
manage customer satisfaction is precisely
because of its influence on your competitive
position, hence your market share.
industry satisfaction reports typically correlate
with market shares over time, due to the link to sales and
referrals. So, even if you are moving up from 5th or 10th in market
share, these reports will usually tell you your
products and services are in 5th or 10th
missing is that your business may be ranked first
by your customers. Industry
reports include your competitors’
evaluate your business, since they
done business with you
yet. By knowing and delivering what customers value most, you
position your business to earn greater market share, while
setting the pace for others.
That is, the best way to
move your future market share is by asking your
customers: how you compare to others; how to
improve; and what to do more to delight them
and keep them
while attracting new customers away from your competitors!