Customer Surveying: A Guidebook for Service Managers [Paperback]

Frederick C. Van Bennekom (Author)

Book Description

Publication Date: February 1, 2002

"Customer Surveying: A Guidebook for Service Managers" is written to assist the services manager to effectively plan and manage a survey project. It is not an encyclopedia on the subject of surveying or a textbook on survey theory. Rather, its 256 pages aim to provide the tools the survey novice needs to collect real and useful information about customers’ perceptions of service quality. The Survey Guidebook introduces theories and concepts, but always with a focus on practical application.

The term "guide" is used very explicitly here. A guide in the classic sense helps show the path through unknown territory, helping the journeyer to avoid pitfalls, but also answering questions along the way and pointing out features that enhance the value of the trek. The Survey Guidebook plots a path for the surveyor from planning the project, designing the questionnaire, administering the survey, to analyzing and reporting the results using standard desktop software. Tasks for each stage are described and the pros and cons of various options are outlined. The Survey Guidebook pays particular attention to options for questionnaire design and techniques for survey administration, including web and email surveying techniques. 67 charts and figures are included in the book to help explain the concepts, and four exercises help readers practice their new-found skills.

Editorial Reviews

Review

As a complete novice I was asked to do surveys. Van Bennekom’s Guidebook and workshop helped our efforts succeed. -- Sandee Kennedy, Manager, Data Resources, Sabre, Ft. Worth, TX, January 2002

Dr. Van Bennekom clearly communicates his message about how to get useful survey results that will positively impact an organization. -- Richard Reiter, Director of Technical Support, NetManage, January, 2002

Dr. Van Bennekom’s easy-to-understand, approachable presentation of otherwise dry material makes the book a pleasure to read. -- David Keifer, Manager, Global Customer Support Services, Eaton Cutler-Hammer, Pittsburgh PA, January 2002

About the Author

Dr. Van Bennekom is Principal of Great Brook Consulting. He is also a Lecturer at Northeastern University's College of Business Administration where he teaches Operations and Service Management courses in the graduate and executive programs. Fred's business practice examines the use of customer feedback for organizational improvement, with a special focus on the strategic linkage between customer support and product engineering. Fred has co-authored a major research report on "Best Practices in Design for Supportability: Gaining Competitive Advantage from Customer Support," with Keith Goffin of the Stuttgart Institute of Management & Technology in Germany. Fred’s has also authored many surveys used by service organizations for service program development and quality control purposes, and he serves on the Board of Advisors of MarketQuiz with whom he has partnered to deliver a complete customer research solution. Fred recently authored, "Customer Surveying: A Guidebook for Service Managers," published by the Customer Service Press.

Prior to his academic career, Fred served ten years as an information systems consultant for Digital Equipment Corporation's Field Service organization, developing management reporting systems for field management. He received his A.B. from Bowdoin College and his masters and doctoral degrees from Boston University's School of Management. Fred has published in both industry and academic journals and is a frequent speaker at industry conferences worldwide. He is president of the Boston chapter of AFSMI and vice president in the Boston Chapter of the Association of Support Professionals.

Product Details

• Paperback: 256 pages
• Publisher: Customer Service Press (February 1, 2002)
• ISBN-10: 0971340609
• ISBN-13: 978-0971340602
• Product Dimensions: 8.9 x 6 x 0.8 inches
• Shipping Weight: 14.4 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #224,121 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars A must for managers who care about customers!, September 3, 2002

By A Customer

This review is from: Customer Surveying: A Guidebook for Service Managers (Paperback)

Many managers complain of "flying blind" or being unsure what customers, prospects or even employees really want. One way to address that is through surveys. However, a poorly designed or implemented survey is worse than no survey at all, because a survey can present "facts" that have little basis in reality. Obtaining a valid survey requires hard work and care at each stage. Van Bennekom lucidly takes readers through each stage, explaining everything from the trade-offs involved to potential pitfalls. Everything is clearly explained; even those without a math or science background will be able to understand the concepts behind survey analysis. Especially useful was demonstrating how to analyze surveys using common commands in Excel. This book is a must for everyone who cares what customers and employees think, and is driven to do something about it.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Jam packed with practical tips, yet easy to read!, March 12, 2003

By 

Dorene Sykes (Falmouth, MA USA) - See all my reviews
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This review is from: Customer Surveying: A Guidebook for Service Managers (Paperback)

I couldn't put the book down. Seriously. I started it yesterday and finished reading it at 12:30 am. Powerful info, yet easy to understand and actually fun to read. Great practical tips that I could immediately apply. While I'm familiar with much of what was in the book through my MBA statistics and market research courses, and from conducting many surveys for employers and clients, this book provided me with new insights and a highly useful framework for methodically approaching survey analysis to ensure thorough and accurate results.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Customer surveying, April 24, 2010

By 

Pedro Lopez Eiroa "Book Twister" (DF , Mexico) - See all my reviews
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Amazon Verified Purchase

This review is from: Customer Surveying: A Guidebook for Service Managers (Paperback)

First thing to be said , is that this book is NOT only for service managers , it is an unvaluable tool for whoever tries to enter to this world of measuring what the customer thinks, experiences and feels.

It is a simple an easy "step by step" manual (easy to understand and comprehensive), so it can be used for non experienced novices , as well as for those who want to optimize the surveying methods.

Definitively helps on : survey design and management , administration of surveys , analizing and presenting results . Goes beyond reaching the limits of survey automation tools and survey outsorcing. Lots of examples and exercises.