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Trade Satisfaction Probe, (TSP) Customer satisfaction has taken on increased importance among the business community in recent years. Customer satisfaction, customer service and quality have become the rallying points of many businesses' marketing strategies. This is illustrated by the high interest in the Malcolm Baldridge Award which is heavily based on customer satisfaction. Many organizations, whether they apply for the Baldridge Award or not, look at its criteria as the model for operating their business, and customer satisfaction is the measurement tool used to determine whether they are successful or not in fulfilling their quality strategies. The purpose of a Trade Satisfaction Probe is to determine the trade's satisfaction with specific companies on a limited number of highly important and influential characteristics. Normative scores are computed, making it possible to compare an individual company's performance on any particular characteristic with the average scores of all companies or among individual market segments. The TSP program utilizes a mail methodology. Participants rate their satisfaction on a maximum of ten key determinants. A maximum of 36 companies/divisions are investigated per wave. Each company/division is evaluated by approximately 100 respondents. Subsequent waves can include the same or different companies. Services included in the TSP program:
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