Thursday, September 20, 2007

Big Statistics on Customer Satisfaction

I recently completed a study of customer satisfaction using 350,000 survey responses from around the world. I used the data from 10 companies that used a phone survey (translated into the local language. The surveys covered field service, help desk and depot service for technology equipment.

One finding was that countries in North and South America and Asian countries scored higher in cusotmer satisfaction than European countries. I have spoken with some people I consider knowldgeable about technical service and global business about my findings. Much to my surprise, without exception they all nodded affirmatively that the results matched their expectations.

The purpose of the study was to examine customer satisfaction from a cultural perspective and detect differences in satisfaction. The diffrences I found were mostly in Europe and, in general, the satisfaction levels in Europe were lower than other areas of the world. One comment was that the Europeans do not regard service at the same level of importance as those in other areas of the world.

With this amount of data, there will be further investigations into the differences around the world. One of the projects I expect to investigate is to detect the differences, if any, between companies who out-source help desk activities and those that keep the help desk in house. Of course, a country-by-country examination is also an interesting project.


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