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CEA Releases Consumer Satisfaction Study

Arlington, Va. — The Consumer Electronics Association (CEA) released its 2004 Customer Care Council Customer Satisfaction Benchmarking Study.

Findings from the survey focus on how manufacturers can track overall customer satisfaction with and loyalty to companies. The study is based on information from 15 participating companies. Additionally, the study provides a detailed profile of the industry’s consumer care effectiveness across all key consumer care metrics, CEA said. The study was also done in 2002 and 2003.

“The Customer Care Council and this study help provide manufacturers with the most important information on how to improve their customer relations,” said Customer Care Council’s chair Teresa Omar, customer service manager of Hitachi Home Electronics. “Each participating company gets a scorecard with their own results and a copy of the full study, so it is a great way for them to receive feedback from their key audience.”

The study, conducted through telephone interviews with more than 3,000 consumers who had contacted one of the 15 consumer electronics manufacturers within the previous two months, found that manufacturers continue to achieve the highest level of satisfaction with questions on product use or setup, which echoes findings from the previous years. Lower satisfaction rates were recorded regarding product complaint issues. Survey respondents also noted they are making more contacts in an attempt to obtain a response to their primary question, request or problem and more than 50 percent responded that they were completely satisfied with the action taken to resolve their problem. This figure has been sustained over the past two years.

For more information on the Customer Care Council or their findings, contact Deborah Kassoff at [email protected]. Data cited in this release is available for purchase through CEA’s Market Activity Reports and Analysis (MARA) program. With more than 500 reports published annually, the MARA program is recognized as the “authoritative source” for data on the consumer electronics industry. For a list of available reports and purchasing information, visit or send an e-mail request to [email protected].