Archive for May 10th, 2010

Ask Your Customers This One Question

May 10, 2010

A Simple Way To Measure Customer Satisfaction

Joe Delmont

If you’re like most other business owners, you have fewer customers today than you did two or three years ago. It’s not your fault, that’s just the way it is. The question now is, How well are you serving those fewer customers, when each one is more important than ever?

That brings us to today’s topic: Customer satisfaction surveys. These surveys are great and can provide plenty of valuable information for owners and managers, whether you’re running a bricks and mortar operation, an e-commerce business or an operation that does business in both spots. There are a number of experienced and competent research firms to chose from if you want to develop a full-blown customer satisfaction program. But what if you just want a snapshot; what if that’s all you can afford today?

Here’s my suggestion: Pick up a copy of the “Ultimate Question: Driving Good Profits and True Growth, a book written by Fred Reichheld and published by Harvard Business School Press. Then, consider asking your customers, The Ultimate Question. The approach, developed by Reichheld, is a relatively quick, easy and inexpensive way to find out what your customers are saying about your company, your products and your service. The approach is not perfect, but it could give you a useful snapshot of the way customers think—and talk— about your operation.