o It is a measure of how products and services supplied by a company

meet or surpass the customer’s expectations.

o Customer expectation is the need , wants, and preconceived ideas of a

customer about a product or a services.

o If customer expectations are met then the customer is satisfied.

Internal customers: are people, departments, units and
groups within an organization served by what we do.

External customers: are end users of the organizations

product or services depositors, borrowers, investors ,etc.
 Customer is the boss of the market.
 Customer dictates market trends and direction.

 The organization is dependent on the customer and not the

other way round.

 The satisfied customers will help in bringing the new

customers by the “word of mouth”.
 PRICE
 QUALITY
 SERVICE
 BRAND NAME
 REPUTATION
 FEATURES
 Toyota’s Philosophy

“ A product should never be sold

unless it has been carefully
Manufactured and has been tested
thoroughly and satisfactorily..”

“ Customer First ’’
Mr. Sakichi Toyoda,
Toyota Group Founder
 5% increase in loyalty can increase profits by 25% to 85%.

 Only 4% of unsatisfied customers will complain.

 An unhappy customer tells 9 other people.

 A happy customers tells to about 5 other people.

 Step 1 : Understanding customer expectations.

 Step 2: Promises to customers

 Step 3: Execution

 Step 4: Ongoing dialog with a customer

 Step 5: Customer satisfaction surveys

 Surveys
 Customer feedback
 Comparison with alternatives
 Employee feedback
 Internet/blogs
 Toll free numbers
 Customer feedback must be continually done and monitored.
It enables an organization to:

 Discover customer’s dissatisfaction

 Discover relatives priorities of quality
 Identify customer need
 Determine opportunities for improvement