The Customer Satisfaction Audit - Abram Bluestein I

The only sustainable competitive advantage is based on satisfying customers thoroughly. Yet research shows that less than one third of all companies have a well developed and coherent customer satisfaction process linked to operating strategies and plans.

This audit is the ideal business tool for any company seeking to analyse and improve customer satisfaction levels. It first explains the customer satisfaction process in detail, then analyses why companies fail to satisfy their customers and sets out a framework - the Stages of Excellence Framework - within which to implement an effective customer service programme.

The audit sets out questions that you will ask at each of these eight stages: Understand customer requirements Analyse current capabilities Assess competitors' capabilities Identify gaps Identify options to gain strategic service advantage

Analyse trade-offs

Select service dimensions

Structure service offerings and set goals

Overall, the audit will help you to:

Understand and define customers' needs and requirements

Analyse your current capabilities

Assess your competitors' capabilities

Measure gaps between your capabilities and your customers' requirements

Compare the options for gaining a strategic service advantage

Analyse costs, benefits, risks and trade-offs

Develop new strategies, prioritise initiatives and apportion resources.