Total Customer Satisfaction

MADEEHA IRSHAD
A person's feelings of pleasure or disappointment resulting from comparing a product's
perceived performance (or outcome) in relation to his or her expectations.
Expectations

 Past buying experience

 Word of mouth
 Advertising and promotions etc.
 Match performance with expectations 
Values of Jet Blue

Safety Caring Integrity

Fun
Customer Loyalty

 Depends on many small encounters

 Forum Corporation says that in order for all these small

encounters to add up to customer loyalty, companies need to
create a "branded customer experience."
 Measuring Satisfaction

 IBM tracks how satisfied customers are with each IBM salesperson they encounter, and
makes this a factor in each salesperson's compensation.
 Regularly measure satisfaction
 Key to retention and loyalty
Methods to measure satisfaction

 Periodic Surveys: Respondents can also be asked additional questions to measure

repurchase intention and the likelihood or willingness to recommend the company and
brand to others.
 monitor the customer loss rate
 contact customers who have
stopped buying
 switched to another supplier
 Mystery shoppers
 Managers
 ‘’Would you recommend this product or service to a friend?"
 monitor competitors' performance
 Internet?
Product and Service Quality

 Quality?
fitness for use," "conformance to requirements," "freedom from variation," and so on
Or
Totality of features and characteristics of a product or service that bear on its ability to satisfy
stated or implied needs
Conformance Quality

 How close products and services come to meeting planned criteria once they are produced
or delivered.
Performance Quality

 How well the product functions or service performs when put to use?
Total Quality Management (TQM)

 an organization-wide approach to continuously improving the quality of all the organization's

processes, products, and services.