"Our key differentiating feature is our fanatical approach to customer satisfaction."
- John Chambers CEO, Cisco
Any company wishing to maintain its competitive edge must relentlessly focus on its customers. Any customer driven company needs to not only anticipate its customer’s needs and expectations but also fulfil them.
The only way this can be achieved is through asking your customers to let you know what is important to them and then go about fulfilling them. An objective and systematic way of doing it is through conducting regular customer satisfaction surveys.
“IBM conducts fourteen comprehensive customer surveys that are administered by an independent research firm. Names are sourced from external lists (not the sales force) and we interview almost 100,000 customers and non customers every year. Surveys are conducted in thirty languages in fifty-five countries, and they compare our performance against those of all our major competitors. Most important, the data are incorporated into our tactical and strategic plans on a semi-weekly basis.”
Who Says Elephants Can’t Dance
– Louis V Gerstner, Jr.
Jigyasa conducts customer satisfaction surveys, through interviews, online and paper based questionnaires.