USING CUSTOMER SATISFACTION MEASUREMENT AS A KEY STRATEGIC TOOL AND DRIVER OF CUSTOMER-FOCUSED CHANGE IN A TRANSFORMING ORGANIZATION

As the environment in, which Telecom Eireann operates undergoes extens ive transformation, Telecom Eireann itself recognises the need for cus tomer-oriented change. But how can an organisation focus on customer n eeds without knowing what is important to customers, what makes their experiences satisfactory or unsatisfactory and ultimately what will ma ke them loyal when they possess the power and have the choice to leave . The Customer Barometer is a hey fool for Telecom Eireann, not only a s a means of measuring transformation but also as a mechanism for focu sing the organisation on what is important to customers. It also provi des focus on what needs to happen before customers are truly loyal and satisfied with every 'moment of truth' they have. Bringing customer m easures to the heart of Telecom Eireann business allows the organisati on to align its business units with customer demands, adapt to changin g needs and equip employees with a tool that empowers and enables them to maximise customer loyalty.