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Click here for details and the table of contents Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs, by Terry G. Vavra, hardcover, 490 pages, 1997, $55.00



Written to answer almost any issue faced by the customer satisfaction professional, this definitive book will help to improve the structure and content of your satisfaction program.   It provides the rationale, identifies specific opportunities, and suggests distinct programs to improve the measurement of customer satisfaction in your organization.   Serving as a single reference for customer satisfaction technology, this book describes and teaches the five critical skills that should be a part of each of your projects:

  • Sampling and customer-participant selection
  • Questionnaire design
  • Interviewing and survey administration
  • Data analysis
  • Quality function deployment - building action plans.

Virtually no other book covers as many new techniques for customer satisfaction measurement.  Packed with numerous figures and tables, it explains all the basics of satisfaction measurement but also includes more complex forms of analysis and interpretation.

Table of Contents

  1. The Philosophy of Customer Satisfaction
    • Definition of satisfaction
    • Role/importance of customer satisfaction in corporate America
    • Economic support/reasons
    • History of customer satisfaction measurement
    • The American Satisfaction Index
    • The multiple roles of CSM
    • Is satisfaction enough to keep customers?
    • Whose responsibility is CSM?
  2. Gaining Access to Customers
    • The importance of a customer base
    • A research orientation v.s. a customer orientation
    • Which customers should be interviewed?
    • How to store customers' names and information
    • Incentives?
  3. Satisfaction and the Key Measurement Issues
    • The value of exploratory investigation
    • Customers' requirements and needs
    • Types or requirement exploration
    • A reality check
    • Balancing management's needs with customers' interests
    • Reducing the list
  4. Designing the Questionnaire
    • Macro considerations of questionnaire design
    • Micro considerations of questionnaire design
    • Reliability and validity
    • Customized surveys
    • Pretesting the survey
    • Measures of satisfaction
  5. The Logistics of Satisfaction Data Collection
    • A comparison of field procedures
    • Whom to interview
    • When to interview
    • Follow-up after response
    • Recording your satisfaction data
    • Methods of data entry
  6. The Basic Tools of CSM Analysis
    • Establishing an Analytical Plan
    • Basic CSM analysis
    • Special tools for verbal analysis of CSM data
    • The problem of missing data
  7. The Basic Graphical Tools for CSM Reporting
    • A philosophy of graphical reporting
    • The uses of graphs in CSM
    • Graphs depicting actionability
  8. Advanced CSM Analysis
    • Multivariate Analytical techniques
    • CSM data is three-dimensional
    • Aggregated analysis versus disaggregated analyses
  9. Monitoring Changes in Performance
    • Changes in customer requirements
    • Different views of satisfaction
    • Key driver analysis
    • Keeping your CSM questionnaire up-to-date and relevant
  10. How to Achieve Buy-In of CSM Results
    • The relationship between satisfaction and profitability
    • Organizing for improvement
    • Methods for directing change from CSM results
    • Disseminating the findings of your CSM
    • The what-if analysis
    • Linking satisfaction to employee compensation
  11. Globalizing Satisfaction Measurement
    • The special challenges of international measurement
    • The role of translation
    • The logistics of a world-wide survey
    • Analyzing international data
  12. Appendix
    • Z-values representing areas under the normal curve
    • Critical values of the chi-square statistic
    • Sample questionnaire
    • The medical equipment data

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Last modified January 17, 2012