Abstract:

Within the mobile division of KPN, customer satisfaction and loyalty research provide essential information that helps guide the management of all business processes. In 2003 integral quarterly measurement of customer satisfaction as a leading Key Performance Indicator (KPI) was rolled out to all divisions in all countries (Germany, the Netherlands, Belgium) and to all brands, all market segments, all processes and all interaction channels. The focus of business processes is renewed annually through qualitative and in-depth quantitative loyalty analyses. Bonuses for managers are based on customer satisfaction targets. In addition, the salaries of all other employees partly depend on satisfaction scores. This extensive research program was carried out because, when it comes to churn, customer satisfaction really matters.