Chapter 3.

Customer Satisfaction

Critical for Any Organization to

Survive Global Competition
 Who are customers?

• External
• Internal
 Understand Customers Needs I:
Total Customer Perception
• Performance
• Features
• Service and technical support
• Warranty
• Price
• Reputation
• Customer communications
 Customer Feedback
• Comment card
• Survey
• Focus group
• Customer complaint line
• Customer visits
• Report card
• Internet
 Employee Feedback
• Product innovation
• Product quality
• Productivity
• Customer services
• etc.
 Customer Service Quality
• Leadership
• Organization and system
• Customer care
• Communications
• Front-line: training and training
 Understand Customers Needs II:
Translating needs into requirements

• Explicit requirements
• Innovations
• Unstated and unspoken requirements