Dr.K.

Baranidharan

Present by

T OTAL Q UALITY
TQM M ANAGEMENT

17 August 2013

CUSTOMER COMPLAINT/FEEDBACK
Presented by

Dr.K.Baranidharan

CUSTOMER COMPLAINT/FEEDBACK
An expression of dissatisfaction with a product/service, either orally or in writing, from an internal or external customer. A customer may have a genuine causes for complaint, although some complaints may be made as a result of a misunderstanding or an unreasonable expectation of a product or services.
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Why customer FEEDBACK/COMPLAINT necessary

To discover customer dissatisfaction To identify the customer needs To discover relative priorities of quality To compare performance with the competition To determine opportunities, for improvement
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SOURCES OF CUSTOMER COPLAINT

CC are mainly either related to a product itself or after sales and service. 1. customer complaint RELATED PRODUCT itself 2. customer complaint RELATED TO AFTER SALES-SERVICE
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RELATED PRODUCT itself

Product is defective/non-functioning Product did not meet the basic requirements Customer expectation is higher than what the product could deliver Frequent breakdown of product Product has defective parts
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RELATED TO AFTER SALES-SERVICE

Service department responding to the problem Product complaint not resolved even after repair Basic behavior and courteousness of the service personnel Speed of response to a complaint call
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Common customer FEEDBACK collection tools

Comment Card. Customer Questionnaire. Focus Groups. Toll Free Telephone No. Customer Visits. Report Card. Internet & Computer. Employee Feedback. Customer complaints
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1.COMMENT CARD
Comment card can be attached to the warranty card & included with the product at the time of the purchase Intent of this card is to get simple information such as name , age, address, occupation & what made the customer buy that product
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COMMENT CARD
For customer there is little or no incentive to comment Customers do respond when there is something very good or very bad

Used in hospitality industry(hotels, restaurants)

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2.CUSTOMER QUESTIONNAIRE
Popular tool for obtaining opinion & perceptions about an org./Product/services

Costly & time consuming

Most surveys ask the customer to grade the question on a 1-5 or 1-10 likert scale
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TEACHING METHODOLOGY example

HIGHLY SATISFIED HIGHLY DISSATIS

PARAMETER COMMUNICATION SKILLS GRIP ON THE SUBJECT ANSWER TO THE QUESTIONS WHOLE CLASS PARTICIPATION DO U FEEL ANY VALUE ADDITION AFTER HIS CLASS DO U GO HOME SATISFIED AFTER ATTENDING HIS LECTURE

NEUTRAL

5 5 5 5 5

4 4 4 4 4

3 3 3 3 3

2 2 2 2 2

1 1 1 1 1

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CUSTOMER QUESTIONNAIRE
Does not tell about the importance individual question relative to others of

Nor does it tell what customers expect from organization Results are not representative of the normal population Those who feel very good or very bad respond only
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TO MAKE SURVEY MORE USEFUL REMEMBER

1. Clients & customers are not same 1. Survey raise customer expectation 1. How u ask a question will determine how the question is answered 1. The more specific the question, the better the answer
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TO MAKE SURVEY MORE USEFUL REMEMBER

5. U have only one chance & 15 min.( Max. Time a customer will give to respond a survey) 6. More time u spend in survey development, less time u get in data analysis & interpretation 7. Whom u ask is as important as what u ask 8. Before data are collected , u should know how u want to analyze & use the data
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 Popular way to obtain feedback

3.FOCUS GROUPS

Surveying a focus group is a research method used to find out what customers are really expecting Group of customers is assembled in the meeting room to collect information Carefully prepared answers asked by skilled moderator Who probes into participants perceptions & comments ideas, thoughts

People selected have the same profile as the expected customer Focus groups r sometimes used within the organization 18 to address internal issues

FOCUS GROUPS( IMPRINT ANALYSIS)

Imprint analysis is an emerging technique used in the focus groups Good way to obtain intrinsic feeling about the product/service Feeling r not easily obtained from the customers Customers often holdback information's on survey
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FOCUS GROUPS (IMPRINT ANALYSIS)

Word association, discussions & relaxation techniques can identify a customers emerging needs Imprint analysis helps to understand the human emotions involved in the purchase decision

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TOLL FREE PHONE NO.

Toll free telephone number are an Effective technique for complaint feedback Organization can respond faster & cheaply to the complaints

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CUSTOMER VISITS
Visit to a customers place of business is an effective way to gather information Accurate information obtained people can see first hand how the product is performing

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 REPORT CARD THE INTERNET & THE COMPUTER

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EMPLOYEES FEEDBACK
Employees are untapped source of information's Conventionally companies listen more to the external customers & less to the internal customer Employees usually provide deeper insight into conditions.

Also employee feedback will provide valuable insights into their motivational level, the moral, etc.,
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CUSTOMERS REQUIREMENTS
NORMAL REQUIREMENTS Are typically what one gets by just asking customers what they want.

EXPECTED REQUIREMENTS Are the obvious / compulsory requirements. For example, if meal is served hot, customers barely notice it. If it's cold or too hot, dissatisfaction occurs. Expected requirements must be fulfilled.
EXCITING REQUIREMENTS Beyond the customer's expectations. If provided , customer would be excited If not ,they would hardly complain
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Customer Complaints
A customer complaint is communication that alleges deficiencies during or after purchase. Appropriate response to customer complaints is essential to a business. A customer with a complaint that is resolved is more likely to return than a dissatisfied customer who doesnt voice any complaints.
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Customer Complaints
The average customer with an unresolved complaint will tell 9 to 10 other people. For every complaint received, the average company has 26 unhappy customers that dont complain.

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8 Steps to Handle a Customer Complaint

1. 2. 3. 4. 5. 6. 7. 8. Provide customers with the opportunity to complain. Give customers your full and undivided attention. Listen carefully. Ask key questions to fully understand the complaint Agree that a problem exists; never argue. Apologize for the problem. Resolve the complaint. Thank the customer for bringing the complaint to your attention.

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Defining Service Quality

Specifications
Company: Standard operating procedures Customer: Personal expectations Misalignment of company and customer specifications can lead to dissatisfaction, even if the service is delivered as designed
Effective communication is key in eliminating misalignment

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Measuring Service Quality

Reliability: Consistency of performance and dependability Responsiveness: The willingness or readiness of employees to provide service. Assurance: The knowledge, competence and courtesy of service employees and their ability to convey trust and confidence Empathy: The caring and individual attention provided to customers Tangibles: Physical evidence of the service

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Service Quality (SERVQUAL) Attributes

RELIABILITY
n n

EMPATHY
n

n
n n

Providing service as promised Dependability in handling customers service problems Performing services right the first time Providing services at the promised time Maintaining error-free records

n
n n n

Giving customers individual attention Employees who deal with customers in a caring fashion Having the customers best interest at heart Employees who understand the needs of their customers Convenient business hours

RESPONSIVENESS
n n n n

Keeping customers informed as to when services will be performed Prompt service to customers Willingness to help customers Readiness to respond to customers requests Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Employees who have the knowledge to answer customer questions

TANGIBLES
n n n n

Modern equipment Visually appealing facilities Employees who have a neat, professional appearance Visually appealing materials associated with the service

ASSURANCE
n n n n

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Dimensions of Service Quality

Reliability: Perform promised service dependably and accurately. Example: receive mail at same time each day. Responsiveness: Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.
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Dimensions of Service Quality

Assurance: Ability to convey trust and confidence. Example: being polite and showing respect for customer. Empathy: Ability to be approachable. Example: being a good listener. Tangibles: Physical facilities and facilitating goods. Example: cleanliness.
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Dr.K.Baranidharan
THANK YOU