Keeping customers satisfied will help you to increase market share and boost profitability. Your customer satisfaction measurement system should motivate changes inside your organization to constantly improve product and service delivery.

Discovery - conduct in-depth interviews with customers to fully explore how they define quality and what contributes to or diminishes their satisfaction. The results are used to create a set of customized questions for measuring satisfaction.

Report Card - using customized questions (some of which remain consistent for tracking purposes) to conduct a survey to measure performance. The Report Card also serves as a benchmark for tracking against future surveys and sets a goal: your performance against that of competitors in your industry.

Typical question areas for the customer satisfaction study:

• How long have you been a customer of....?(duration of experience)
• How would you rate your satisfaction with....?(satisfaction)
• Most common scale is extremely satisfied, mostly satisfied, somewhat satisfied, dissatisfied. This is preferred to an ordinal scale (1, 2, 3, etc...).
• What do you most like/least like about the product/service?
• What changes would increase your satisfaction with ...?