Department of Agricultural Leadership, Education and Communications

Organizational Development

Customer Satisfaction by Paul Pope

Conceptually, customer satisfaction is the degree to which there is match between the customer's expectations of the product and the actual performance of the product. Expectations are formed based on information consumers receive from promotions, family, friends, opinion leaders, research, and past experience with the product.

Customer satisfaction is an important measure of the ability of an organization to successfully meet the needs of its customer. It also helps demonstrate an organization's worth and effectiveness to its stakeholders - to maintain their support.

The concept of customer satisfaction is easily transferred to Extension programming – with the product being an “educational program.” To assure continued relations with our clientele in the future, we need to ask basic questions:

• How satisfied are they with the product they receive?
• Are we meeting their expectations?
• What are we doing right, wrong?
• How can we improve to keep their support?
• Did the product help them make a decision about their own situaiton?

The customer satisfaction program within Texas Cooperative Education is designed to address these basic questions - to help ensure the agency continues to provide timely, relevant, and effective educational programs to the citizen of Texas.

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