BECAUSE DIRECT MARKETERS usually don’t get to speak with their customers in person, they face unique challenges when attempting to assess how satisfied those customers are. They can roughly judge satisfaction by the number who return to buy again, but these are just statistics and offer little insight into a company’s strengths and weaknesses. Complaints provide some insight, but most dissatisfied customers don’t take the time to complain. They simply disappear.
Customer satisfaction surveys can provide a road map for a marketing program, and also help increase a company’s customer base or the value of an average purchase. Well-designed surveys help firms understand customers’ reactions to their marketing efforts
