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Customer satisfaction research

It is very important to determine the customers' perception of quality for products and services provided. It is a known fact that customers rarely complain - they just don't come back. Customer loyalty is considered worth ten times more than the price of a single purchase. Moreover, researchers claim that if a customer doesn't like the product or service, he will tell on an average eleven more people about his experience. This illustrates the importance of ensuring customer satisfaction.

Customer satisfaction research is increasingly becoming an essential ingredient of any program aimed at maintaining the existing customers and revenue, increasing the customer database and enhancing brand value. Conducting customer satisfaction research by a third-party organization has an advantage that the responses obtained are more reliable. It eliminates the errors due to perception and stereotyping of in-house researches. This is because in third-party research, the customer-vendor relationship does not get affected.

Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist unit of IMRB International. CSMM is also a exclusive member of the Walker Information Global Network (WIGN) in the Indian subcontinent. CSMM has many proven methodologies and processes for customer satisfaction research.

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