Measuring the Effectiveness of Customer Term Paper

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65). This level of customer service could reasonably be expected to affect customer perceptions of quality of the service they were provided, making this an important CRM metric to monitor as well.

These two components of success, customer satisfaction with the initial inquiry and customer perceptions of quality of the service they were provided thereafter, can be measured in several ways. For instance, customer satisfaction could be measured using a brief telephonic survey following the conclusion of the customer inquiry that simply asked customers to rate their satisfaction on a continuum ranging from "highly satisfied" to "highly dissatisfied" and the results recorded, trended and opportunities for improvement identified (Silverman, 2005). This would be a completely objective way to assess customer satisfaction, but response rates would likely be low, especially if the survey required significant amounts of time to complete (Neuman, 2003).

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In the alternative, the customer's level of satisfaction could be determined by the supervisor monitoring the call. Although this approach might introduce potential bias in the subjective analysis of quality by the supervisor, supervisors currently monitor calls on a routine basis anyway using a checklist and the results are used for counseling purposes (both positive and negative) (Gale, 2002). Therefore, assigning a formal ranking at the same time to these calls would also provide some indication of current trends in customer satisfaction with these services. Likewise, the second component of success, customer perceptions of quality of service provided by follow-up responses, could be measured in either way as well, with the same corresponding advantages and disadvantages of each approach being relevant......

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