|
Description:
|
In IT services, client satisfaction is a primary driver for brand image,
service quality, repeat business, supplier selection, and positive word
of mouth. In this context, demonstrating to clients and prospects alike
that your organisation provides a measurable, and therefore proven, service,
can serve as a key differentiator. Best practice marketing organisations
therefore treat client satisfaction programs like any other critical communications
effort where messages, means of communications, and target segments are
clearly defined and creatively executed.
This ITSMA Europe Update presents a framework for effectively
measuring and marketing client satisfaction. The framework outlines seven
stages in successful program development:
- Gaining internal buy-in
- Setting objectives and scope
- Designing a research approach
- Conducting fieldwork
- Analysing results
- Making service improvements
- Promoting client satisfaction to key audiences
Based on extensive industry-wide research as well as detailed insight
from two European companies, Steria and Comunica, the Update provides
a highly effective model for improving the impact of client satisfaction.
|
