CRM- G3

MBA III Semester

Lecture-3
Topics Covered in lecture 3
Unit 2

• Transaction VS Relationship Marketing

• Customer Satisfaction: Meaning, Definition, significance
• Customer satisfaction Model (Teboul Model)
• Components of Customer satisfaction
Breaking the term: Customer
Satisfaction
Who is a customer? What is Satisfaction ?

One who uses the product or service, a pleasant feeling that we get when

or one who purchases the product or we receive something we wanted
service. or when you have done something
you wanted to do
Two types of Customers:
• Internal customers
• External customers
 Other Definitions
Definition: Customer satisfaction indicates the fulfillment that customers derive from
doing business with a firm. In other words, it’s the measure of how happy the customers
are with their transaction and overall experience with the company.

Customer Satisfaction is a term used to describe a scenario when an exchange meets the
needs and expectations of its user.

Customer Satisfaction: It means the degree to which a company’s customers are happy
with their purchase or experience with the company.
Purpose of Measuring CSAT

Customer satisfaction is a
leading indicator of :
• Consumer purchase
intentions 
• Customer loyalty.
• Customer retention
• Superior business
performance
Purpose of Measuring CSAT
Measuring Customer Satisfaction
• Customer Satisfaction Surveys
• Customer Satisfaction Score (CSAT)
• Net Promoter Score (NPS)
• Customer Effort Score (CES)
• Social Media Monitoring
Customer Satisfaction Surveys

• In-App Surveys
• Post-Service Surveys
• Long Email Surveys
Customer Satisfaction Score
(CSAT)
Customer Effort Score (CES)
Example of a Customer Satisfaction
Survey
Thank
You