Track Performance To Goals

Track program goals and return-on-investment target. The establishment of quantifiable metrics for the customer satisfaction program, the recognition of this expenditure as an investment, and the encouragement to establish payback measurement is covered earlier in this document. Monthly, quarterly and annual reporting on these metrics is important to keep awareness and commitment high. Where employee recognition and/or compensation are involved, more frequent updates may be appropriate.

When executed properly, customer satisfaction programs result in a variety of positive outcomes for an organization:

• Everyone is more sensitive to the cost of a bad customer experience.
• The company has fewer bad customer experiences.
• The company has a good opportunity to reverse a bad impression and save a customer.
• The company gains knowledge that enables it to eliminate the inefficiencies that cause customer dissatisfaction.