How do you know if your customer satisfaction is headed in the right direction?
If you started correctly from square one and designed your products or services based on random, valid potential customer input, such as in focus groups, then you can be a lot more sure that your customer satisfaction is going to go in the right direction.
If you have a toll free customer line and a clear method of reaching your customer relations department on your company/organization web site URL, and both are clearly visible to customers, clearly informing them that they are welcome to contact you through these channels if they have any problems, and you take the appropriate action on any negative input from them, then there will be a greater possibility that your customer satisfaction is headed in the right direction.
If you monitor, log, measure, and report on customer complaints internally to the right key leadership, and if they take corrective action when necessary, then you can be more sure that your customer satisfaction is headed in the right direction.
If you conduct random, valid customer surveys by telephone or via the Internet on at least a quarterly basis, and take the appropriate corrective action on key negative results from the survey, then it is much more likely that your customer satisfaction will be headed in the right direction.
If you have customer contact employee focus groups and allow them to openly give input when they perceive that some aspects of customer satisfaction are headed south, and take the appropriate corrective action based on this input, then you can be more certain that your customer satisfaction is headed in the right direction.
So, pay attention to customer satisfaction levels on a regular basis, take improvement actions when necessary, and you should be very satisfied that your customer satisfaction is going in the right direction.