Magazines Archives - 2012 April

Customer satisfaction index
Part 1: What does it tell? Insights from a Singapore experience
Story 1 - One Viewpoint

Despite its crucial importance, customer satisfaction has hardly ever been measured by retailers themselves in any rigorous way. Thankfully, there have been efforts recently among research bodies at systematic approaches to assessing customer satisfaction across major industry sectors. One outcome in such efforts is an index of customer satisfaction based on econometric modelling. One such indicator is the Customer Satisfaction Index of Singapore (CSISG). The big question is: will it develop into an informed basis for retailers to make functional decisions concerning their value proposition and their customer satisfaction strategies?.

by Steven HL Goh

Steven HL Goh is the executive chairman of RETAIL ASIA. He is also CEO of The Business Company, a consulting firm advising multinational retailers on retail strategies and business development opportunities in the Asia-Pacific.

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