Don't Choose Between Customer Satisfaction and Profitability - Aftermarket
Construction Equipment Distribution magazine is published by the Associated Equipment Distributors, a nonprofit trade association founded in 1919, whose membership is primarily comprised of the leading equipment dealerships and rental companies in the U.S. and Canada. AED membership also includes equipment manufacturers and industry-service firms. CED magazine has been published continuously since 1920. Associated Equipment Distributors
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Don't Choose Between Customer Satisfaction and Profitability

By Ron Slee

Article Date: 06-01-2011
Copyright(C) 2011 Associated Equipment Distributors. All Rights Reserved.

Your market capture rate is a telling indicator of both, but measuring is crucial.

If you have a choice between customer satisfaction and profitability, what is your choice? I would take customer satisfaction - without satisfied customers the ability to make profit will be short-lived.

How to measure customer satisfaction becomes the challenge. Some people define it as repeat business; others measure the change in sales from one period to another; still others use surveys.

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Article Categories:  Product Support