Executive Summary (This is a document excerpt)

IT executives increasingly implement marketing initiatives to improve the communications with their business customers. But these efforts often focus solely on the brand aspects of the services under the IT's control without understanding the business' perception of IT. To maximize the success, IT must add business satisfaction assessments to its tool kit. Understanding business satisfaction requires qualitative and quantitative data that capture customer expectations and perceptions through different types of interactions such as interviews, panels, focus groups, complaint systems, and surveys. This report provides best-practice recommendations, survey templates, and questions to guide IT executives through the deployment of a business satisfaction assessment. It applies Forrester's deep expertise in external customer satisfaction to the interface between business customers and their internal IT suppliers.

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