CUSTOMER SATISFACTION UNIT-2
• The most important asset of any organization is its customers • Satisfied customers pay their bills promptly which greatly improves cash flow – the lifeblood of any organization
ORGANIZATIONAL HIERARCHIAL DIAGRAM
Therefore Every employee should understand the importance of customer.Customer Satisfaction
•The Customer is the King. •Quality is what customer wants.
. •TQM’s purpose is meeting customer expectations. •Customer satisfaction must be the primary goal of any organization.
WHO ARE THE CUSTOMERS?
Important people in business. Not interruption but purpose of work. Life blood of business. A part of business. organization depends. Not dependent on org.
. not outsiders. Doing a favour when they seek business but not vice versa.
Each dept is customer of another. Every person in the process.
.TYPES OF CUSTOMERS
Two Types Internal customers External customers Internal Customers : Customers inside the company.
External Customer Who uses the product Who purchases the product Who influences the sale of product
CUSTOMER PERCEPTION OF QUALITY
Quality is what customer perceives to be. Customer change their needs
Quality level needs are to be improved accordingly. ASQ survey ranked six customer perceptions. customer needs goes on changes.Customer perception of Quality
Quality is what customer perceives to be.
1. Performance Fitness for use Product/ service is ready for use. Features Secondary character Extra facilities
. Availability Reliability Maintainability 2.
Warranty Represents a promise of a quality product. Forces the org to correct the action system. even though the customer don’t complaint. Force the org to focus on customer needs.3. 4. It attracts and build the market
. Service Provide the service at right time.
verify the perception of value.
.5. To Succeed the org should identify. Price Now a days customer is ready to give high price towards Quality. Customer’s perception of value is continuously changing. Expects to get good product in lower price.
Reputation Customer wills to buy product from a known company. So org should strive for customer for life.
.6. Reputation brings market to the Org.
Customer Questionnaire. Toll Free Telephone No.FEEDBACK
• • • • • • • • • Comment Card. Customer Visits. Internet & Computer. Customer complaints
. Focus Groups. Employee Feedback. Report Card.
Components of customer satisfaction
Accuracy Adequacy Aesthetics Availability Cost dimension Functionality Reliability Quality & quantity Follow through Responsiveness Timeliness
Satisfaction with value for money . Loyalty in terms of repeat purchases.
.Measures of customer satisfaction
Overall customer satisfaction with the organization and its products / services. Rating in the industry on the basis of overall customer satisfaction. Desire to recommend the product or service to others.
. Customer feedback after delivery of product or service II. Customer complaints and suggestions III.Means of measuring customer satisfaction:
The customers should be immediately asked to evaluate the product or service and comment upon areas of satisfaction and dissatisfaction. fastest and the most effective method of measuring customer satisfaction.
.I. Customer feedback after delivery of product or service: This is one of the simplest.
Customer complaints must be taken very positively as valuable inputs by the organization and should immediately trigger the improvement activities.
.II. Customer complaints and suggestions:
The organization must have a formalized system of recording all customer complaints and as well as the methods of their disposal.
Conduct survey / Interview your customers
. Determine your survey methodology C. Identify your customers requirements under various segments. B. Develop survey / interview questions D.IV. Customer surveys Steps in conducting customer surveys : A.
MODELS OF CRM
Models of CRM :1. Kano’s model
Origins of the Kano Model
Professor at Tokyo Rika University International Consultant Received individual Demming Prize in 1997
Plot & Diagram
Satisfaction Satisfier One Dimensional Desired Quality Delighters Attractive Excited Quality
Service Performance Dissatisfier Must Be Expected Quality
Summary of Kano Model
• Analyze and rank the voice of the customer data • Develop into Categories
– Dissatisfier – Must be’s – Cost of Entry – Satisfier – More is better – Competitive – Delighter – Latent Need – Differentiator
• Identify and implement strategy
Performance attributes 3. Basic attributes 2.Kano Model: (Dr. Excitement attributes
. 1.Nariaki Kano) Kano model distinguishes between three types of product or service requirements which influence customer satisfaction in different ways when met.
1. Basic Needs – Dissatisfiers A dissatisfiers is a product or service characteristics that the customer takes for granted.
. Customer complaints are the primary source of information on existing dissatisfiers in our current product or service. Absence of basic attributes results in extreme customer dissatisfaction.
Performance Needs – Satisfiers A satisfier is something that customer want in their product or service. and usually ask for it.
. Better the performance more will be the customer satisfaction. They are easy to measure and they become the benchmarks used for competitive analysis.2.
Absence of delighter doesn’t result into customer dissatisfaction while its presence can help in enhancing customer satisfaction.3. Excitement Needs – Delighters A delighter is unspoken or unexpected requirement of a customer and can result into high level of customer satisfaction.
. Delighters are sometimes called exciting quality.