CUSTOMER SATISFACTION

& VALUE
DR. MANOJ MISHRA
Figure 3-2: The High Performance Business
 The Nature of High
Performance Business
• Stakeholders
• Processes
• Resources
– Core competency
– Distinctive capabilities
• Organization and Organizational Culture
– Organization
– Corporate culture
– Scenario analysis
Defining Customer Value and
Satisfaction
• Total Customer Satisfaction
– Satisfaction
• Customer Expectations
• Delivering High Customer Value
– Value proposition
– Value-delivery system
• Measuring Satisfaction
Delivering Customer Value
and Satisfaction
• Value Chain
– Value chain
 Delivering Customer Value
and Satisfaction
– Benchmarks
• Core Business Processes
– The market sensing process
– The new offering realization process
– The customer acquisition process
– The customer relationship
management process
– The fulfillment management process
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 Delivering Customer Value and
Satisfaction

– Benchmarks
• Core Business Processes
– The market sensing process
– The new offering realization process
– The customer acquisition process
– The customer relationship
management process
– The fulfillment management process
 VALUE CHAIN

Tool for identifying ways in which value could be

created/enhanced by a firm
Used for competitor analysis - to analyze competitive
position within the industry
( compare value chain - own vs. Competitors)
The Generic Value Chain
 VALUE CHAIN
SUPPORT ACTIVITIES

Firm Infrastructure - General management,

accounting, finance, strategic planning
HRM - recruiting, training, development
Technology development - R&D, Product &
process improvement
Procurement - Purchasing of raw materials,
machines, supplies
4 support activities occur through all primary
activities
 VALUE CHAIN

PRIMARY ACTIVITIES

Inbound logistics - raw material handling &

warehousing
Operations - Machining, assembling, testing
Outbound logistics - Warehousing &
distribution of finished product
Marketing & Sales - Advertising, promotion,
pricing, channel relations
Services - Installation, repair, parts