Dear Manufacturers, The most valuable customer is one who has already been served. A study commissioned by the US Department of Commerce pointed out that for small and midsize manufacturing firms it costs five times as much to get a customer as it does to keep one. The study also showed that seven out of ten customers never complain when they have a problem. Those two facts alone are reason enough for manufacturers to get out and talk to customers, listen to what they say, and make some changes to keep them coming back. Customer loyalty works! | Published for Michigan’s Small and Midsize Manufacturers Volume 4, Issue 2, Spring 1998 Dear Manufacturers, Customer Satisfaction Monitoring The most valuable 10 Steps to Getting the Impact You Want customer is one who has already Listen to your customers! It been served. A study seems every business journal, commissioned by the US Department of Commerce magazine, and best selling pointed out that for small business guru are telling and midsize management to be customer manufacturing firms it focused and really listen to costs five times as much to customers. So, when a get a customer as it does to company decides to begin keep one. The study also monitoring customers showed that seven out of satisfaction through a survey, ten customers never the expectations are high. complain when they have a The company announces the problem. Those two facts alone are reason enough for process, develops a question- manufacturers to get out naire, sends it out, and then and talk to customers, awaits the results. The listen to what they say, and results trickle in, are tabu- make some changes to keep lated, and a presentation is them coming back. made to management. Many Customer loyalty works! times the survey finds no In this issue of Manufact- surprises, offers few, if any line, we focus on how to insights into customer s listen to customers. You attitudes, and after a couple may want to spot little of weeks the whole process is problems before they forgotten. The experience is become big problems, or disappointing. How can you To help you develop a winning Decide the Purpose for you may see the chance to use customer satisfaction customer satisfaction program, build more business with 1 Customer Satisfaction current customers. In any monitoring as an opportunity I d like to share some common Monitoring case, knowing your to increase your customers issues our business services customers has become a key loyalty, and have a positive team have discovered while There are many .
