Measuring Service Quality
My friend Phi-Hong and I were talking the other day about how to measure service quality as a critical step toward making the business case for Service Design. It’s tough since services are so ephemeral and hard to capture, but I came across a post over at Consumerist about the American Customer Satisfaction Index (ACSI) that seemed like it might provide some direction.
They posted some findings from the Journal of Marketing that found top companies on the ACSI outperformed the stock market, generating a 40% return. Of course, service quality is only one component of customer satisfaction. Price is another important factor and judging by McDonald’s unexpectedly poor showing, prevailing cultural attitudes can have an impact. Still it seems helpful to put numbers to the argument.
So which companies have the highest customer satisfaction ratings? Consumerist has got that list too.