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How to Write a Business Plan by Michael P. Griffen

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4

Diagnosing and Measuring Customer Satisfaction

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Learning Objectives

By the end of this chapter, you should be able to:

Identify the three sets of factors that define a company’s operating environment.

Describe at least three reasons for measuring customer satisfaction.

Define customer value model.

Explain the difference between demographic data and psychographic data.

Define customer research and customer satisfaction measurement and explain when each is used.

List the three basic questions to ask when measuring customer satisfaction.

Identify ten key steps in customer satisfaction measurement.

External diagnosis, the second ...

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