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How to Measure Customer Satisfaction, 2nd edition
by Nigel Hill, John Brierley, & Rob MacDougall, softcover,
151 pages, 2004, $39.95



The success of your business is underpinned by competitiveness and profitability, both of which are maximized in the long run by doing best what matters most to customers - this book will help you reach that goal.

Written by three leading practitioners, How to Measure Customer Satisfaction is a highly practical guide to developing and running an effective customer satisfaction measurement (CSM) program. To be effective, a CSM program must first of all produce accurate measures - this book takes readers step-by-step through designing and implementing a CSM survey, highlighting blunders that are commonly made and explaining how to make sure that the measures produced are accurate and credible. It also covers ways of gaining understanding and ownership of the CSM program throughout the organization, the second key requirement for its long-term success. Finally, the relationship between customer satisfaction and concepts such as loyalty and delight are explored.

If you are committed to the future of your company, the ability to measure what your customers think of you is essential - and so is this book!

Table of Contents

  1. Introduction
  2. Setting objectives and project planning
  3. Exploratory research
  4. Sampling
  5. Survey options
  6. Maximizing response rates
  7. Questionnaire design
  8. Rating scales
  9. Introducing the survey
  10. Analysing the results
  11. Benchmarking and improving your performance
  12. The mirror survey
  13. Feedback
  14. The business case for customer satisfaction


  1. Self-completion questionnaire
  2. Telephone survey questionnaire
  3. Internal survey questionnaire
  4. Satisfaction benchmark


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Last modified January 17, 2012