 ‘Keep
your customer satisfaction measurement as strategically focused
as your marketing and sales efforts, and the customers whose
loyalty you want most will lead you to success as long as you
–
and your leadership team
–
are
really
listening. Beware of ranking against one’s
competitors or setting unrealistic goals. Goals set to follow
others can focus the organization on competitors, and goals set
too high can focus it on attaining scores
–
instead of satisfying customers. When your customers come first,
your competitors are more likely to follow you
–
and your goals will take care of themselves!’”
–
Terry G. Vavra, Customer Satisfaction Measurement Simplified:
A
Step-by-Step Guide for ISO 9001:2000 Certification,
ASQ Quality
Press, Milwaukee, 2002, p. xx.
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