customer satisfaction survey. that’s the topic of this post.
so what is customer satisfaction? wikipedia describes it as,
“… an indication of how successful the organization is at providing products and/or services to the marketplace.”
so, now we know that customer satisfaction helps us to see how successful an organization at providing products and/or services to a marketplace. but, why is it important for the organization? one of the reasons is as follow:
Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. (Thorsten Hennig-Thurau and Alexander Klee, University of Hanover)
the answer to the question why customer is important lies in the last part of the above quote. it’s important in order to ensure that the organization’s customers come back to buy its products and/or services over and over again. why is this issue vital for the organization? take a look at the following reasons:
so, my assignment this time is to prepare a survey to measure customer satisfaction of a hospital in east java, indonesia. the first draft is submitted to my clients. the draft is basically drawn from various patient feedback forms found on the net, which are compiled and adjusted to fit the need of the hospital.
hospital’s customers are strange, as i believe they dont want to be its customer in the first place. so, where will customer retention lie in this case? is it necessary for a hospital to conduct a customer satisfaction survey? or is mouth to mouth advertising useful for a hospital? i will soon find the answers out.