How to Write a Business Plan

4

Diagnosing and Measuring Customer Satisfaction

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 ...