Voice of the customer: Customer satisfaction measurement results, recommendations and action plans

Southern California Edison has instituted a new business plan in 1991 for its Customer Solutions Department. One of the goals is to increase customer satisfaction through the measurement and continuous enhancement of value in each major customer segment. One of many tactics employed to implement this strategy was the establishment of a customer satisfaction measurement program and a customer satisfaction implementation program. The measurement of customer satisfaction baselines and development of feedback systems focuses on business lines with a high volume of customer transactions: customer communication centers, local/front offices, field services/meter readers, energy efficiency services and the electric distribution system design function. The customer satisfaction surveys are administered to approximately 10,000 customers annually. Using the results of the customer satisfaction baseline measurements, more than 200 employees formed teams to identify and implement more than 225 action items aimed at improving customer satisfaction. These strategies remain in place for 1994 and beyond.