Customer Satisfaction : A Journey Not A Destination
The customer drives everything that we do in our business, as it should do in any good business, so it is important that we measure our customer satisfaction.
Johnsons Apparelmaster began measuring customer satisfaction back in 2004 to help identify areas to increase customer service and retention levels with annual customer satisfaction surveys that interview both existing and new customers as well as the customers of our key competitors.
In order to ensure that these surveys are carried out professionally and objectively, we asked The Leadership Factor (an independent research agency) to conduct the surveys on our behalf. After several years of continuous improvement in 2010, we recorded our highest ever customer satisfaction score to date of 84.9%.
What Matters Most To Customers
The survey measures the 16 requirements that ‘matter most’ to our customers and our competitors customers and on all the 16 requirements measured Johnsons Apparelmaster has increased its satisfaction score over the previous year’s survey.
The largest increases in satisfaction were with ‘condition of delivered goods’, ‘responsiveness of staff’ and ‘general handling of enquiries’. Indeed, Johnsons Apparelmaster out performs its two main competitors in 14 out of the 16 criteria measured below but particularly in the ‘people requirements’ such as ‘handling problems/complaints’ and ‘ease of contacting account managers’.
What are we doing this year ?
We do not take customer service for granted as it takes a lot of hard work to build and maintain these levels of customer satisfaction. The results of the survey drive our staff training programmes and customer relationship management procedures so our priorities for improvement this year are;
• Lead times
• Maintenance of the garment
• Ease of contacting account manager
This information is being shared with our staff and by focusing on these areas further we aim to continually improve our performance in meeting our customers requirements.
For more details about our highest every customer satisfaction score, read our dedicated survey leaflet, available in PDF format, below.