How (and how often) should Sonic monitor customer satisfaction? Sonic should establish hot lines with toll-free numbers to monitor customer satisfaction. In this way, Sonic may be able to keep track of the customers’ complaints and suggestions regarding the product. The established hot lines should be available 24 hours everyday to ensure that all complaints and suggestions of the customers will be known. Sonic should also conduct customer satisfaction surveys to find out how satisfied, or dissatisfied, the customers are. This will also be an opportunity for Sonic to ask additional questions to measure repurchase intention and to measure the likelihood or willingness to recommend the company and brand to others.
Would you recommend that Sonic use the Net Promoter method? Explain your reasoning. Yes, because we believe that it would be wise for Sonic to use such service to monitor customer feedback. Since Sonic is a new company that aims to capture a certain percentage of the PDA market share it has to keep its customers satisfied. Therefore, one way for Sonic to find out if whether the customers are pleased with the products they offer in the market or not is to acquire as many feedbacks from customers as possible. The loyalty of the customers can also be retained through the use of Net Promoter because customers are somewhat particular in the services offered by the company from which they bought their products from. If the company shows concern in the level of satisfaction of their customers, then there is a great chance that the company will be able to retain their customers’ loyalty.
Which customer touch points should Sonic pay particularly close attention to, and why?
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