Presenting in Hong Kong - "Making customer satisfaction feedback actionable for societal benefit"

I’ve been working in Hong Kong this week presenting at the 10th POMS-HK International Conference hosted by City University Hong Kong (with a conference theme of ‘Operations Management Excellence for a Better World’), and visiting the CIH Asian Pacific Branch in Kowloon Bay.

My presentation focused on my PhD research exploring how to make customer feedback actionable in social housing - a real challenge for all sectors, irrespective of whether they are public, private, or non-profit. The findings of my research confirmed that higher performing organisations are better at using customer feedback to inform service performance improvements, and also that there are particular best practices that can be undertaken to achieve this that any organisation could adopt.

However, even higher performing organisations face challenges when trying to operationalise customer satisfaction, with the ‘actionability’ element being the most difficult feedback process to deploy. It is hoped by providing a service operations management model detailing process stages and associated practices, that it will help social housing organisations maximise their customer feedback in future.

If you’d like to know more about my research findings, please get in touch.

Simon Williams

Director, Service Insights Ltd

Customer Journey Mapping Training with Uxpressia

Service Insights Ltd are excited to announce we will be providing customer journey mapping training with Uxpressia, the leading provider of customer journey mapping software. The software, which has been used by companies such as Deloitte, Phillips, Microsoft, and Dell, enables users to visualise, analyse and export professional customer journey maps, personas, and impact maps.

Training dates in London will be available soon, or get in touch to find out more about our in-house training offers at

What is customer satisfaction? Defining it isn't easy...

We all intuitively have an understanding of what customer satisfaction is, but when it comes to writing it down, why is it so difficult to summarise?

On reviewing the literature over a 30 year period, Giese and Cote (Academy of Management Science Review, 2002) found a wide variance in the definitions of satisfaction but three common elements were notable:

1) Customer satisfaction is a response (emotional or cognitive) ;

2) The response relates to a particular focus (expectations, experience, etc) ; and,

3) The response occurs at a particular time (after consumption, after choice, based on accumulated experience, etc) .

Whilst useful, Giese and Cote stopped short of providing their own single definition of customer satisfaction, which perhaps says more about the complexities of defining the concept than anything else.

A further approach of interest can be seen by Rust and Oliver (Service Quality: New directions in theory and practice, 1994). They looked at the linguistic structure of the word 'satisfaction' and noted the word is derived from the Latin satis (meaning 'enough') and facere (meaning 'to do or make'), from which they suggested it implies that satisfaction is a consumers fulfilment response.

For me, the most concise yet fully encompassing definition I have found in recent years has been from the Institute of Customer Service (What Customers Really Want, 2006) who wrote, "Customer satisfaction, or dissatisfaction, is the extent to which a customer feels their experience with an organisation has met their needs".

This definition makes no distinction between product or service, it recognises that satisfaction is perceived on a range of cognitive emotion, it focusses upon the customers' perspective and not the organisations' perspective, and perhaps most importantly of all, it focusses upon customer needs.

Think you can beat that one? Have a go by trying to write a definition yourself - I'd be genuinely interested to hear of any suggestions.

Simon Williams, Director, Service Insights Ltd. 



Presentation at the European Operations Management Association Conference 2017

Simon Williams, Director of Service Insights Ltd, will be presenting in the Performance Measurement and Management track of the European Operations Management Association Conference, July 2017. He will be presenting his latest research which developed a customer feedback model for service performance improvement. Simon said, "I'm really looking forward to connecting with colleagues from across the world at the conference. It's a great opportunity to showcase new research which shows the importance of using customer feedback as a strategic and operational performance tool, and the consequences of not applying it in a robust manner."  The model will be available as part of a toolkit being developed by Service Insights Ltd.