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This paper focuses on customer satisfaction as a central element of the total quality management (TQM ) philosophy. It examines the problems of measuring this important facet of corporate activity, and reviews various techniques in the literature for building a customer orientation into organizational operations, particularly customer satisfaction surveys. The research described takes the form of an interview-based survey of ten well-established TQM organizations, all of which are members of the European Foundation for Quality Management (EFQM ), which was designed to identify best practice in customer service. Analysis of the interviews showed that the use of customer satisfaction surveys was widespread and a key technique for listening to the customer. All the organizations were committed to proactive measures, rather than relying on reactive and delayed methods, such as complaint analysis.
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