Is it the person that buys the cereal (usually a parent) or the person that consumes it (often a child)?
And what of a complicated buying decision in a business to business situation.
One of the greatest headaches in the organisation of a b2b customer satisfaction survey is the compilation of the sample frame – the list from which the sample of respondents is selected.
Building an accurate, up-to-date list of customers, with telephone numbers and contact details is nearly always a challenge.
The choice of a brand of cigarettes is very personal and it is clear who should be interviewed to find out satisfaction with those cigarettes.
But who should we interview to determine the satisfaction with breakfast cereal?
The traditional first in line customer is an obvious candidate for measuring customer satisfaction.
But what about other people in the channel to market?
It seems self evident that companies should try to satisfy their customers.
Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust.