121

CHAPTER SEVENTHE CHALLENGE IN MEASURING CUSTOMER EMOTIONS

Successful organizations understand that quantitative feedback concerning customer judgments about service quality is essential for assessing whether customer needs are being met. Recent and improved technologies have made it relatively easy to measure tangible indices such as telephone hold times, the number of times a customer calls, numbers of abandoned calls, average talk times, and so on. However, because emotions also affect customers’ judgments, it would be advantageous to measure and understand their strength in the service equation.

Unfortunately, customer emotional indicators are difficult to quantify and measure. Consider the examples in column 2 in the following chart: ...

Get Emotional Value now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.