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Usha, India
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Overall Satisfaction in Customer Satisfaction Questionnaire?
Should we have a question capturing "overall satisfaction" in a survey form, apart from individual product/service attribute rating? If required, what is the additional value?
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Mrinal Ghosh
Business Consultant, India
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Yes, ask for the Overall Satisfaction with the Brand
I believe apart from the checking the overall satisfaction with the product we need to check the overall satisfaction with the brand as whole.
Say for example in case of a bank, the customer might be happy with the fixed deposit he is having with the bank, however there are other dynamics involved which reassure the wisdom of purchase. Fort example touch points like the call centre, ATM, etc.
All these as a whole creates a perception about the brand which is measured by the overall satisfaction with the brand.
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Charles Shillingburg
Director, United States
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Overall Customer Satisfaction Rating
Absolutely, you need an overall satisfaction rating. In addition you should be asking about brand loyalty and recommendations. These variables can be used as dependent variables in multivariate analysis to reveal which of your product attibutes, and groups of attributes, are driving satisfaction, loyalty and advocacy.
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Javier V. Echeverria
CEO, Ecuador
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Esteemed Charles, Regard to My Analysis
To make sure I get you point right, how accurate o...
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Jaap de Jonge
Editor, Netherlands
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Measure Customer Satifaction + Loyalty + Recommendation
I believe the main point Charles makes is that you...
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Jagdish B Acharya
Consultant, India
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Taking the Horses to the Water and Making them Drink
The Overall Satisfaction Index (OSI) of the brand...
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Frederick Hamnett
Business Consultant, Italy
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CSAT Index in the B2B Sector
When you act in the B2B sector, it is more importa...
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Javier V. Echeverria
CEO, Ecuador
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Good discussion, Thank You...
@Jaap de Jonge (Editor): Thanks everyone for this ...
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