A Little Twist to Customer Satisfaction Research
Most of us at one time or the other have been involved in a manufacturer's
Customer Satisfaction Study. We understand the importance of this information
in keeping the brand or service healthy and viable in its market. The
Customer Satisfaction information, or as some call it, Customer Relationship
Management (CMR), is an integral part of the State of the Business Report
and the Business Plan. It is vitally important to know where you (and
your competition) stand in the eyes of your customers. It is equally
important to know the needs, wants and desires of your customers.
If Customer Satisfaction Data is so important in developing/improving relationships
between a corporation and its customers, why is this type of research not
used in other important relationships? While Customer Satisfaction has
always been focused on the relationship of a brand or service with the customer,
there are more important relationships where this type of research can be
Have you ever considered using this same approach to understand your personal
relationships where little or no research is put to use in improving those
relationships. I wonder how many talented managers ever consider adopting
their business practices to insure a better personal relationship between
them and their family or maybe more importantly between them and their spouses.
Maybe there would be a lot more happy marriages. Maybe the often
quoted 50% divorce rate would be lower. Maybe more of our children would
be raised in two adult families.
A little work could go a long way in improving relationships. The
Customer Satisfaction Research protocol could be a good starting point in
I just cannot let this go without a final thought. As a Christian,
I wonder if somehow I could use the technique to improve my relationship with
God? It would involve some real creative adjustments but I think it
is possible. What do you think? How or in what way would you attempt
this research? Besides a good examination of the conscience, who would
you interview for appropriate information?
Sponsor: Sorensen Associates Inc
Portland, OR 800.542.4321
Minneapolis, MN 888.616.0123
The In-Store Research Company -- Dedicated
to the relentless pursuit of - WHY?