Researching Customer Satisfaction and Loyalty

11Reporting the findings

In this chapter four aspects of reporting results from customer satis faction surveys are discussed. The first part covers the physical for mat of reports, including how to decide what types of reports are required, by whom, how often findings should be reported, and how to decide what to include and what to exclude. The second section looks at issues client researchers face when presenting research data. It includes the benefits and risks of the agency’s including commen tary about the findings in reports, and presenting the results in per son. It also looks at what can be done when the results from the survey contradict internal company data, and ways that client and agency researchers can overcome difficulties associated ...