summary（HND商务沟通）.doc

SummaryThe main article content is methods to measure how much customer satisfaction they are creating, the following points:First，a customer-centered organization which make it easy for customers to make suggestions or complaints. Complaint and suggestion systems may not help the companies get full information about the satisfaction.Second，conduct regular surveys to take direct measures of customer satisfaction. Companies send questionnaires or make telephone calls to a sample of recent customers to find out how they feel about various aspects of the companys performance. In the next place, measure satisfaction directly by asking. Except collecting customer satisfaction data by asking the normal questions, companies often ask additional useful questions about the customers likelihood or willingness.In addition, hire people to pose as buyers to report their experiences in buying the companys and competitors products. These “ghost shoppers” can present specific problems to test whether the companys personnel handle difficult situations well.The last contact customers who have stopped buying in order to learn why this happened and avoid it.Measuring customer satisfactions is a good way，but companies are faced with problems in getting informations,such as:Customer satisfaction ratings are sometimes difficult to interpret because the company cant define every element in detail avoiding make customers facing a huge questionnaire.And customers also must recognize that two customers can report being “highly satisfied” for different reasons because of the different characters of customers , the manipulations of managers and salespeople before the survey, and the purposes of the customers who knew the survey.EvaluationPurpose：The purpose of this article is that illustrating methods to measure how much customer satisfaction they are creating. I know this in the first paragraph “companies usethey are creating.”Reader:The reader of this article is that the companys customer service or the relevant after-sale service of the workers. I can see this in the title “tracking customer satisfaction”.Language：Overall, this is a formal article, and its very respectful, concise and unambiguous, such as: Companies also must recognizefor different reasons.Content:From the content point of view, each measure is related to the example, and readers can gain more information by the examples. For instance, there are some quote likes the fifth section “when customers talk”, and there are some examples such as General Electric and Whirlpool.Format:I think this article is a business article, it has a clear title. But there is no subheading. If they have, it is easy for readers to understand.Structure:From the structure point of view, the article is beneficial to the reader to read. It has a clear beginning, and there have significant points of expansion in the main part of the article. However, there is a deficiency that the article is no definite conclusion.Layout:It has white space and only a picture. I suggest it should add some pictures or graphic communication about kinds