Marketing Intelligence
Learning Outcomes 4, criteria 4.1 and 4.2
(A) Assessing customer satisfaction is a task that can benefit most companies, as precious and useful data about consumer attitudes can be gained through this typical marketer endeavour. Data on customer opinion relates to satisfaction experienced by the purchase of the product, here cheese sold by the Cheese company. The company can obtain information about whether its customers are happy or, as can be the case, dissatisfied. Various methods exist to evaluate customer satisfaction:
Customer Complaints System/Phone line:
The cheese company can open a free customer helpline, making sure that the phone number is displayed clearly on the product package, or on leaflets, cards, etc accompanying each purchase. Through careful wording, customers can be made to feel free to express satisfaction or make complaints. E.g.:" Cheese Company is committed to give you full satisfaction through our high-quality and local products. However, should......
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