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Mind the gap in customer satisfaction

Gap analysis helps you make informed decisions to improve customer satisfaction

April 22nd 2014, by jack

Measuring the gap between what your customer expects and what they think they received to make informed decisions to improve customer satisfaction

Understanding where challenges exist in customer relationships can be a daunting task.

Reviewing hard measures such as revenue, profit, delivery times, staff turnover metrics etc can identify some of these customer service challenges.

The real challenge is understanding causes - what is creating the problem and the action that might be required to correct it? This requires an understanding of soft measures.

Using effective research built on the SERVQUAL model developed by Parasuraman, Zeithaml and Berry in 1985 we help organisations to make informed decisions and take action to improve customer satisfaction and increase customer loyalty. This process is enhanced through simple, prioritised, research outputs.

What does your customer expect from you?

The most effective starting point for any internal or external customer research is to understand what customers expect from the vendor, service provider, department… the diagram below describes this approach.

Your customer's expectations

Measuring customer expectations in tandem with their perceptions means we can understand where gaps exist.

To this gap analysis, we add competitor performance evaluation to deliver even more insight into your opportunities.

If you would like to understand how we can help you develop customer gap analysis surveys, please call us or use the contact form and one of our team will call you back.