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Learning Outcomes 4, criteria 4.1 and 4.2
(A) Assessing customer satisfaction is a task that can benefit most companies, as precious and useful data about consumer attitudes can be gained through this typical marketer endeavour. Data on customer opinion relates to satisfaction experienced by the purchase of the product, here cheese sold by the Cheese company. The company can obtain information about whether its customers are happy or, as can be the case, dissatisfied. Various methods exist to evaluate customer satisfaction:
? Customer Complaints System/Phone line:
The cheese company can open a free customer helpline, making sure that the phone number is displayed clearly on the product package, or on leaflets, cards, etc accompanying each purchase. Through careful wording, customers can be made to feel free to express satisfaction or make complaints. E.g.:" Cheese Company is committed to give you full satisfaction through our high-quality and local products. However, should you have any queries or complaints, we will be glad to help you at the 091 XXXXXX". This method, because it allows direct and live contact between the company and its customers, provides valuable information about consumer attitude. Customers may also appreciate to have their say even after purchasing and consuming cheese sold by the company. Complaints however need to be handled effectively. This means, whether they are treated directly by the company or through a call centre, staff receiving the complaints should be well-trained; the process should be customer friendly and the company's response immediate. For the company, complaints can be positive if they help improve quality or service, e ...