ACTIVIDAD DE APRENDIZAJE 14

EVIDENCIA 3: WORKSHOP “CUSTOMER SATISFACTION TOOLS”

OSCAR IVAN ARIZA LUQUE

SENA
GESTION LOGISTICA
FICHA 1881655
VALLEDUPAR-CESAR
2020
 Actividad de aprendizaje 14

Evidencia 3: Workshop “Customer satisfaction tools”

Expresar una idea en inglés de manera oral o escrita, requiere de un uso

adecuado de los verbos y su correcta conjugación, ya sea en pasado o presente.
Por eso, es necesario apropiar el uso de los verbos en este idioma que pueden
usarse para la elaboración de documentos que midan la satisfacción de un cliente
de habla inglesa que consuma los productos de una empresa.

Partiendo de lo anterior, se sugiere desarrollar los puntos planteados a

continuación:

1. Lea el siguiente texto:

What is customer satisfaction?

Business leaders must realize that pursuing customer satisfaction is a

critical and strategic decision. It’s not something an organization does
simply to satisfy a standard or win an award: It’s something an organization
does to stay in business. Top management must embrace this reality by
acknowledging, communicating and acting upon three basic truths:

 Customer satisfaction is the ultimate goal. There’s no higher

achievement than satisfying the customers an organization has
committed itself to serving. This doesn’t mean that the organization
should abandon its competitive business sense and become a nonprofit
institution. Financial control is needed, along with accountability and
sound decision making. But customer satisfaction is the ball everybody
must keep his or her eyes on. Revenues and profits are nothing more
than the results fulfilling customer needs and expectations.
  Customer satisfaction is an investment. This is important because
customer satisfaction processes often don’t produce results in the very
short term. Payoffs more often are realized in the medium or long term.
Resources must be applied to understanding customer requirements,
collecting data on customer perceptions, and analyzing it.

 Everyone must be involved in customer satisfaction. All the

personnel have the capability to influence customer at some level. Top
management must communicate exactly how personnel will be expected
to contribute because it’s often not intuitively obvious how this is
possible. (Cochran, 2003)1

2. Conteste las siguientes preguntas de verdadero/falso sobre el texto anterior:

a. Customer satisfaction is something an organization does simply to satisfy a

standard or win an award.

FX V

b. Customer satisfaction is something an organization does to stay in business.

F VX

c. Satisfying the customers is the most important achievement an organization

has committed itself to serving.

F VX

d. Payoffs more often are realized in the short term.

FX V

e. Not all the personnel have the capability to influence customer at some level.
FX V

1
Cochran, C. (2003). Customer Satisfaction: Tools, Techniques, and Formulas for Success. Chico,
California: Paton Professional.
3. Escriba y clasifique los verbos en regulares e irregulares contenidos en el texto
(solo debe escribir los espacios que están en el cuadro (5))

Regular Irregular
Committ Do
Need Have
Satisfy become
Produce Make
Communicate Keep

4. Escribe un párrafo de 10 renglones donde expliques las razones por las cuales
es importante escuchar la opinión del cliente o usuario de un determinado
producto, ten presente que el grado de satisfacción puede variar entre excelente,
bueno, regular y malo, NO OLVIDES DAR TUS RAZONES.

Businessmen agree that customer satisfaction is the best way to improve

companies; the best way to get there is by knowing what the client wants. There
are many reasons why it’s important to listening customer's opinion, if the client
feels dissatisfied to the product, he would not buy more of the product, and would
give the company a bad reputation, so this would be negatively reflected in the
profit of the company.

Otherwise if the client feels very satisfied to the product, he could become a
frequent customer, recommend the product to his friends, and provide a good
reputation that would attract new customers, which means more profit, so it’s
essential that clients feel very satisfied to the product and knowing their opinion of
it.
5. Realiza una infografía (combinación de imágenes y texto) donde hables sobre
un caso exitoso de satisfacción al cliente y sobre un caso negativo de satisfacción
al cliente; éstos pueden ser casos reales o inventados.

6. Por último, me envías el documento de Word con las 5 evidencias que te acabo
de explicar, en el mismo orden.
 SATISFIED CUSTOMER CASE

Happy Customer

Ana calls an advisor to help her with the follow-up

of her order, the advisor responds and attends to
her very kindly, giving her all the necessary
information to locate her order, Ana is super
happy with the excellent service provided.

UNSATISFIED CUSTOMER CASE

Pedro calls the accounting office of the company
where he has a loan, so they can give him all the
information on how his debt is going, but the person
who attends him “Juan”, when answering the phone
does not know how to give an answer to his client
since he says that he cannot collaborate with him at
the same moment, since he has to look for the
information in the folders because this company does
not handle a systematized structure, the client
“Pedro” gets very angry since he needs the
information, therefore he will become on a
dissatisfied customer.

Unsatisfied Customer