Customer Satisfaction

SERVICE QUALITY STUDY
Training Outline
Session I
Service Quality Model
Session II
10 Steps to design Customer Service Study
Session III
Moment of Truth and Attribute Development
SESSION 1
SERVICE QUALITY MODEL

Customer Satisfaction &
Marketing Process Non Customer
Competitor Customer
Non Customer
Customer Just Customer
Competitor Customer
Loyal Customer
Customer Customer Customer

Acquisition Satisfaction Retention
BAR FUTURE-BAR CONSULTANT

Why Customer Satisfaction
is important ?
96 % of customer who have had a service

problem will not verbalize their complaint –
they will simply take their business
elsewhere. (ONLY 4 % COMPLAINT)
ONLY 4 % OF THE COMPLAINT actually

launched will reach top management
Research by MARS

Why Customer do not complaint ?
• Customers do not know to whom they should

complaint
• Customer believe it is futile to complaint
• Customer may believe that the procedure is
too complicated
• Complaining can worsen the problem

Why Customer Satisfaction
is important ?
Cost for transforming an active customer into a loyal customer
Cost for winning a new customer
Cost for winning back dissatisfied customer

WHY CUSTOMER SATISFACTION
IS IMPORTANT
15% are switch 20% stay loyal

although they although they
are satisfied are not satisfied
65% can be transformed
Into loyal customers by
Customer satisfaction
Customer Satisfaction is not only the matter
of front liner services

SERVICE QUALITY MODEL
Past Experiences Personal Needs Word of mouth
Expected Service
GAP 5
Perceived Service
Service Delivery GAP 4 External

Communications
GAP 1 GAP 3
Service Quality
Specification
GAP 2
Management
Perceptions of
Customer Expectations
SERVICE QUALITY Customer
MONITORING Satisfaction
Research
Expected Service
GAP 5
Perceived Service
Service Delivery GAP 4 External

Communications
GAP 3
GAP 1 Service Quality
Specification
GAP 2
Management Mystery
Perceptions of Shopping
Service
Customer Expectations
Awareness
Research
Service Quality Component and
Measuring Stages
COMPONENTS Producer Company
Employee
Process System through which the
producers deliver service
quality
People Customer
STAGES Diagnosing Exploratory

Detailing Detailed Measurement
Delivering After Implementation
Tracking
6 Steps to Improve
Service Quality
Customer Satisfaction Understanding customer need & Expectation
Research Service is Important
Mystery Shopping Understand the current service delivery
Develop Service Standard Ideal Service vs Applicable Good Service
Training Transfer the Service Standard to the staff
Mystery Shopping Understand the implementation of service

standard
Customer Satisfaction Customer Satisfaction Level Monitoring

Research Tracking
THE PROCESS OF SATISFACTION
MONITORING
System Development
and Introduction
Satisfaction
Measurement
Realization of Analysis &
planned action Reporting
Definition of Activities
for improvements

METHOD OF CS DATA
COLLECTION
• Customer complaint analysis

• Customer feedback through staff
• Customer Advisory Board & Qualitative
Customer Group
• Qualitative customer satisfaction survey

SESSION 2
10 STEPS TO DESIGN
CUSTOMER SATISFACTION STUDY

WHY CS MEASUREMENTS
OFTEN DO NOT WORK
Measuring the wrong things

Un-focused measurement
Using too many measures
Using internal measurement that are detrimental
to external Customer satisfaction
Using rearview measurement
Measuring the wrong audience
Measuring things the wrong way (method)

10 STEPS TO DESAIN
Customer Satisfaction Study
1. Gather background data
2. Choose attributes to measure
3. Choose the right audience
4. Choose the basic CSM questions
5. Choose the right metric
6. Make analysis action oriented
7. Consider segmenting the market
8. Interpret the measure correctly
9. Use the result cautiously
10. Create tracking system
10 STEPS TO DESAIN
Gather background data
Objectives:
1. To gather effectively all preliminary information we
have and need
2. To bring focus to the measurement system by defining
how the information will be used

10 STEPS TO DESAIN
Choose attributes to measure
1. Measuring attributes that are relevant to the mission of

the organization
2. Measuring attributes that contribute to customer
satisfaction
3. Avoiding measures that are no longer valid
4. Avoiding measures that are detrimental to customer
satisfaction

10 STEPS TO DESAIN
Choose the right audience
Dissatisfied customer may be few, but they may be

important
- so, do not only aggregate
Customer dissatisfaction is usually localized
Think not only people (segment) but also process
Think in term of subgroups

10 STEPS TO DESAIN
Choose the basic CSM questions
Incidence
Frequency - problem incidence
Importance - customer need
Performance - Product
- Service
- Purchase
Problem Resolution
Overall Criterion Measure BAR FUTURE-BAR CONSULTANT
10 STEPS TO DESAIN
Choose the right metric
Single Item Itemized Category
Rank Order
Comparative, etc
Multi Item Likert
Thurstone
Semantic Differential, etc
Continuous Graphic

10 STEPS TO DESAIN
Make analysis action oriented
• Mean Score
• Top Two Boxes - Very Satisfied & satisfied
- Very Dissatisfied & dissatisfied
• Benchmarking
• Quadrant Analysis
• Service Attribute Hierarchy

10 STEPS TO DESAIN
Consider segmenting the market
All customer may not seek the same benefit
Segment by:
Demography
Need
Product Used
Psychography
Life Style, etc
10 STEPS TO DESAIN
Interpret the measure correctly
Measurement consistency across time
Always referred the objectives
Planned the analysis from the beginning

10 STEPS TO DESAIN
Use the result cautiously
CSI (Customer Satisfaction Index) Tracking
Resolution Index
High Satisfaction Score

10 STEPS TO DESAIN
Create tracking system
Customer satisfaction is ongoing process
Track CS on a continuous basis
Frequently measurement with fewer customer is better
than larger customer but less frequent
Combine standard tracking with proactive tracking

HAVE A BREAK !!!

SESSION 3
MOMENT OF TRUTH &

ATTRIBUTE DEVELOPMENT
MOMENT OF TRUTH
A combination of service
attributes that the customer
group together into a discrete
service experience

MOMENT OF TRUTH
Car Sale
After Sale Service
Airline Pre-Flight
In-Flight
Post-Flight
Golf Entry
In House
Exit
POINT OF CONTACT
GOLF COURSE
Main Gate
Porter
Reception Moment
Locker Of
Starter Truth ?
Golf Course
Restaurant
ATTRIBUTE DEVELOPMENT PROCESS
1. Define the Point of Contact

Between company & customer
2. Explore the customer need in each
point of contact
- Focus Group Discussion
- In Depth Interview
3. Classify the attribute
4. Test & Confirmation
POINT OF CONTACT
GOLF COURSE
Main Gate
Porter
Reception
Locker
Starter
Golf Course
Restaurant

Customer Need
Main Gate Keramahan
Memberi Rasa Aman
Porter Keramahan, Kecepatan
Reception Keramahan, Kecepatan,
Ketepatan & Handal
Locker Keramahan, Keamanan,
Kebersihan & Kelengkapan
Starter Keramahan, Kecepatan,
Ketepatan & Handal
Golf Course Kebersihan & Kerapihan
Restaurant Keramahan, Kecepatan,
Ketepatan, Kenyamanan & Handal
Universal Performance
Attributes
Attributes related to product
Attributes related to service
Attributes related to purchase

Attributes
Attributes related to product
Product quality
Product benefits
Product feature
Product design
Product reliability and consistency
Range of products or service

Attributes
Attributes related to service
Guarantee
Delivery
Complaint Handling
Resolution of Problem

Attributes
Attributes related to purchase
Courtesy
Communication
Ease or convenience of acquisition
Company reputation
Company competence

THANK YOU

Customer Satisfaction

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SERVICE QUALITY STUDY

SERVICE QUALITY MODEL

Customer Customer Customer

BAR FUTURE-BAR CONSULTANT

96 % of customer who have had a service

ONLY 4 % OF THE COMPLAINT actually

BAR FUTURE-BAR CONSULTANT

• Customers do not know to whom they should

BAR FUTURE-BAR CONSULTANT

Cost for winning a new customer

Cost for winning back dissatisfied customer

BAR FUTURE-BAR CONSULTANT

15% are switch 20% stay loyal

BAR FUTURE-BAR CONSULTANT

Service Delivery GAP 4 External

Service Delivery GAP 4 External

STAGES Diagnosing Exploratory

Mystery Shopping Understand the current service delivery

Develop Service Standard Ideal Service vs Applicable Good Service

Training Transfer the Service Standard to the staff

Mystery Shopping Understand the implementation of service