Customer satisfaction survey is about identifying what matters most to customers.

Zeiu Automotive Resources conducted a customer satisfaction survey in brunei. The team wanted to share some of the dos and don't with customer satisfaction survey.

(PRWEB) March 12, 2004 --Customer satisfaction survey is about identifying what matters most to customers.

Customer Satisfaction has become the key operational goal for many car brands. They have invested heavily to delight customers and have gone into 'database marketing, 'relationship management and 'customer planning to get closer to their customers.

Measuring the level of satisfaction is equally critical after the implementation process. However, many companies made the mistake of just measuring satisfaction without identifying elements important in satisfying customers.

In a survey conducted by Zeiu Automotive Resources (ZAR) for a continental car dealer in Brunei, 'ease of parking was found to score below average on a five-point scale (very satisfied to very dissatisfied). In fact, it has the lowest score among the 40 customer satisfaction attributes measured. Is improving parking sufficient enough to improve service since it is scored lowest?

The answer is no.

Customer satisfaction is also about 'doing best what matters most. Car brands/dealers have always to ask: how successfully are we satisfying our customers at what matters most". In a good customer satisfaction survey, analysis must be able to identify the importance of each attribute measured in determining satisfaction. By comparing the importance and satisfaction score, one can use 'gap analysis to identify priorities for improvement. The biggest gaps between importance and performance highlight where the dealer is failing to meet customer requirements and these are the attributes it needs to focus on if it wants to improve customer satisfaction.

Back to our survey for the Brunei car dealer, providing customer oriented services was what matters most to customers. Likewise, it has the largest gap between importance and satisfaction. Most owners are either part of the royal family, rich business people or professionals. Attributes which matter to them include delivering a personalized service, attending to their needs and taking care of their interest. Ease of parking is regarded as lower importance.

About Zeiu Automotive Resources (ZAR)

The team is not a new kid on the block in aftermarket research and intelligence. They have conducted passenger car- and commercial vehicle-related regional and international research projects in as many as seven different markets, including Korea, Thailand, China, Hong Kong, Taiwan, Indonesia and Singapore. Their work includes parts distribution, market potential, customer satisfaction analysis and others. Their clients include DaimlerChrysler, Audi and General Motors.

For further information about Zeiu Automotive Resources, or to ask any other questions please direct all inquiries to Mr Soh Tiong Hum (Tel: 65-6323-4117; Fax: 65-6323-1142). tionghum@zeiu.com

You may also visit the ZAR website at www.zeiu.com. For PR contacts, please write to pr@zeiu.com
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