Modern methods of customer satisfaction measurement


  • Zdeněk Vrba Lékařská fakulta, Univerzita Karlova, Kateřinská 32, 121 08, Praha 2; Vysoká škola DTI, s. r. o., Dukelská štvrť 1404/613, 018 41, Dubnica nad Váhom


Acquisition of feedback from customers has become a necessity. It can be divided into direct and indirect. The indirect feedback is pursued via mystery shopping or via a secret or inspecting customer who observes feelings while drawing services or shopping for goods. He did not spend his own money, so the impression differs. Since about 2005, D Telecom and Skoda Auto, direct feedback has been used. It was copied very early by other telecommunication companies and automobile factories, followed by e-shops. We introduce development, risks and difficulties of these methods called Customer Satisfaction Index, used as CCS, CSI, ICCA etc., including misusing these tools in employees´ assessment based on customers´ opinions.