Listening to Customers

This pack provides a series of tools to encourage everyone to gather feedback from customers and to act on the results.

The pack includes modules on:

• The importance of measuring customer satisfaction. It introduces the range of measurement techniques that are available to organisations, their advantages and disadvantages.
• How to interpret customer feedback and develop service improvement actions.
• How to run a customer focus group to gain ideas for innovation and the customer experience.
• How to design and implement a customer questionnaire that can be used face to face, on the internet, over the phone and in writing.
• This is intended for business leaders. It introduces the concept of listening posts. These are methods to proactively stay close to customer concerns.