Methodology

Context

Exposure to global markets and competitors has placed increasing demands on all sectors of the South African market. Differentiation has become a critical factor and customer service is a key element that contributes towards differentiation. If the South African economy, and South African companies, are to remain competitive and profitable, customer satisfaction is a basic requirement. Whilst this factor has been recognised by some industries and businesses, there remains a lack of transparency as to what service levels are really like in South Africa.

The motor industry has taken the first step towards transparency and has been publishing the results of their competitive research on customer satisfaction with dealership service levels. Since publication started, the scores have improved dramatically.

SAS Index™ was therefore developed within the context of a need for a common, public measurement of customer satisfaction. This measurement will serve to provide both local and international comparisons and will fuel the ongoing drive of local businesses to reach globally competitive levels of consumer satisfaction.

The public sector has been criticised for poor service delivery and hence, the inclusion of this sector in the scope of measurement. Using this model, the Office of the Public Service Commission conducted research on the Health, Housing , Education and Welfare sectors in 2002. The consumer will therefore have a comprehensive perspective of service across a broad spectrum of consumer interfaces.

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