Surveys provide the reading that shows where attention is required but in many respects, this is the easy part.
Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change.
But what about other people in the channel to market?
If the products are sold through intermediaries, we are even further from our customers.
Building an accurate, up-to-date list of customers, with telephone numbers and contact details is nearly always a challenge.
The list held by the accounts department may not have the contact details of the people making the purchasing decision.
And what of a complicated buying decision in a business to business situation.
Who should be interviewed in a customer satisfaction survey for a truck manufacturer – the driver, the transport manager, the general management of the company?