Customer Satisfaction

Chapter 3: Initial Assessment - Page 3.3

Customer Satisfaction

Leading experts in developing customer satisfaction look to a mission statement to define customer satisfaction goals. Developing customer care programs depends on spreading the idea and its importance within a company. That should normally start with a goal included in your mission statement.

Workplace Philosophy

Some mission statements also define internal goals, such as maintaining a creative work environment and building respect for diversity. Experts in employee relations look immediately to a mission statement for a definition of a company's stand on some of these fundamental issues.

Value-Based Marketing

Experts developed the value-based marketing framework to help companies understand their business better. This framework starts with a business value proposition, which states what benefits a business offers, to whom, and at what relative price level. For example:

An automobile manufacturer offers reliable, safe automobiles for families at a relative price premium.
A fast-food restaurant offers quick and consistent lunches at a low price.

Put it Together in a Simple Mission Statement

If you don't already have it, you should develop a useful mission statement and make it a foundation of long-term strategy. Make sure it addresses what the company offers to each of three important groups: customers, employees, and owners. Make sure it can last for years.

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