Findings from the Customer Champions benchmarking survey

Customer Champions’ ongoing benchmarking survey gives visitors to this website the opportunity to benchmark their organisation’s performance in relation to their customer feedback programme.

This article assesses the first tranche of results the key ones of which are:

• The quality of their customer databases is considered by many organisations to be high
• Multiple data sources for customer feedback is causing some concern with nearly a third claiming they are being overwhelmed with data
• In terms of what is being measured, the vast majority measure customer satisfaction but less than half capture feedback on what their customers think of their competitors
• The lowest performing aspect within the survey was the lack of a link between customer feedback and the financial performance of the business
• Ownership is seen as being crucial, particularly in respect to the deployment of actions.

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