Essays on Importance of Customer Feedback Coursework

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The paper "Importance of Customer Feedback " is a perfect example of marketing coursework. Feedback from customers and how it is managed is very important for businesses that are committed to establishing and pursuing long-term relationships with their customers. A word of mouth from a customer can have a powerful impact on the reputation of an organization and should, therefore, be well managed. Customer feedback helps the management of an organization to develop a sense of direction since the ultimate goal of an organization is to satisfy customers. This report looks at details regarding customer feedback including why it is important, its benefits and how it can be collected. Definition and types of Customer Feedback Customer feedback refers to any information given back by the customer regarding their satisfaction or dissatisfaction with a certain product or service received.

The information can be obtained through conducting surveys, filling online forms, emails or other means of delivering the message to the organization. Customer feedbacks are used by the organization in improving and addressing the needs raised by customers. There are two types of customer feedback; positive feedback and negative feedback.

Positive feedback refers to affirming comments from satisfied customers. It focuses on events that were successful and is a confirmation that the organization is doing well. It is important in motivating the staff since it informs that the events were successful and should be continued. Negative feedback refers to information from dissatisfied customers. It focuses on events that were not successful which should not be repeated. Negative feedback is an important indicator of the things that an organization needs to do so attract and maintain customers.

Negative feedback is usually obtained through complaints from customers. Methods of gathering customer feedback Modern technology has made it possible to use a variety of methods to gather customer feedback. These methods include: Customer surveys Surveys can be used to obtain feedback from a wide range of customers. They are used to uncover even the small things that an organization might be overlooking. Customer survey may be conducted by use of questionnaires that are well designed to capture adequate details. The questionnaires should contain short, few and precise questions. Surveys can be done in three different ways: Behavioral insight surveys: these are personalized surveys that help an organization to understand the needs of their customers on an individual level.

It is aimed at understanding the unique needs of each customer. The survey is conducted by listening to customers form their own environment. Telephone surveys: these are personalized customer surveys conducted via the phone, mostly used on specific customers. Such customers can be identified through other means and then phone calls can be used to obtain more detailed information that can make better customer feedback.

Phone call surveys can enable better control of that standard of information obtained as well as those to be interviewed. Mobile surveys: this involves obtaining customer feedback through text messages after an event. The organization can also send online links to customers via text messages where they can complete the survey. This method can also be to obtain information from busy customers.

Bibliography

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Hill, Nigel.& Alexander, Jim. The Handbook of Customer Satisfaction and Loyalty Measurement, 3 rd edition, Gower Publishing Limited, 2006.

Bell, Simon & Luddington, James. “Coping with customer complaints”. Journal of Service Research 8, No. 3 (2006) : 221-233.

Gustaffsson Anders, Johnson Michael, & Roos Ingers. “The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention”. Journal of Marketing, 69 No. 4(2006), 210-218.

Lucian Isac, Sergiu Rucu & Silviu Cureteanu. “Problems in measuring customer satisfaction”. Economy Series, Issue 4 (2012).

Hill Nigel, Roche Greg, & Allen Rachel. Customer Satisfaction: The Customer Experience through the Customer's Eyes. Hampshire, Gower Publishing Limited, 2007.

Gillin, Paul. “Five tips for reliable online survey results”. Business to Business Magazine, 91 No.6 (2006), 19.

Heerwegh, Dirk. Effects of personal salutations in email invitations to participate in a web survey. Opinion Quarterly 69 (2005), 588-598.

HM Government. How to measure customer satisfaction; a tool to improve the experience of customers. Accessed on 8th December, 2015. http://www.ccas.min- financas.pt/documentacao/how-to-measure-customer-satisfaction

Bielski, Lauren. Guided by Feedback: Measuring Customer Engagement. ABA Banking Journal, 100, Issue No. 8 (2008), p44.

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