customer relationship mgmt. customer satisfaction
Post on 02-May-2017
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MeaningCustomer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation.Its seen as a key performance indicator within business as a BALACED SCORECARD.It warns about Sales and Profitability.When a brand have loyal customers, it gains positive word-of-mouth marketing.Customer satisfaction differs depending on the situation and the product or service.
DefinitionCustomer Satisfaction: Improving quality and access to services and support in vulnerable neighborhoods.Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom line.Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals.When a product or service meets or exceeds a customers exceptions, the customer is usually satisfied.
In short customer satisfaction is "The provision of goods or services which fulfill the customer expectation in terms of quality and service, in relation to price paid.Conceptualized as a feeling developed from an evaluation of the experience.
Purpose of CS
Customer Satisfaction Process-Five StepsStep 1 Understanding Customer ExpectationsStep 2 Promises to CustomersStep 3 ExecutionStep 4 Ongoing Dialog with a CustomerStep 5 Customer Satisfaction Surveys
Step 1- Understanding Customer ExpectationsWe must know what our customers expect from us. We work with our customers to precisely learn their expectationsCustomer expectation differ by region by country. Sample Question How customers wants and needs, customer standards and expectations, are incorporated into our promises to customers to not only make a sale, but achieve high Customer Satisfaction(repetitive business)
Step 2 Promises to CustomersSet promises that can be keptAim to exceed expectations rather than to meet them Delight Customers by surprising them (Surprise is something not promised, yet delivered).
Step 3 - ExecutionProducts and services are provided to customersCustomers had certain expectations before products/services were deliveredOccasionally there are problems with products/services providedCustomer problems are eventually solved Sample Question How ongoing work towards better Customer Satisfaction is communicated to organization (development, sales, etc.)?
Step 4 Ongoing Dialog with a CustomerExecutive meetingsUser Group meetingsOther meetings Sample Question How feedback received from a customer (current Customer Satisfaction) is communicated?
Step 5 Customer Satisfaction SurveysCS SurveysEvent Driven SurveysInternal Indicators of Customer Satisfaction Tickets resolved within objectives Ticket overdue Resolve time Response timeSample QuestionHow survey results are communicated to organization?Corrective actions?Pro-active actions?
Significance of CSA business can be successful only if the end customers are satisfied. Customers are the real kings of business so it is very important to keep them happy.The level of satisfaction customer with a company has profound effects.A totally satisfied customer contributes 2.6 times as much revenue to a company.Customer Satisfaction doesnt guarantee the repurchases from a company but it does play a vital role in achieving customers loyalty.CS research needs to make informed decisions in order to retain and increase your customer base and improve customer relationships.
IT costs at least 7 times more to source a new customer than it does to retain existing oneA 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-15 peopleCompanies can boost profits anywhere from 25% to 125% by retaining a mere 5% more of their exciting customersTotally satisfied customers were 6 times more likely to use that services and commend it than ' satisfied' customersCustomers who have a bad experience with you and do not complain are only 37% likely to still do business with youCustomers who have an opportunity to complain and the complaint is achieved are 95% likely to still do business with you
Components of CSYou provide value when you deliver the four components that reliably create customer satisfaction.A perfect product or serviceDelivered in a caring, friendly mannerOn time (as defined by customer)With the backing of an effective problem-resolution process
Factors of customer satisfactionService of qualityReliability of serviceKnowledge of the staffBeing kept informed of progressThe way service kept its promisesThe way the service handled any problem Friendliness of staffHow sympathetic staff were to your needsSpeed of enquiriesNumber of time had to contact the service.
Figure 1: Traditional Macro-Model of customer satisfaction (adapted from Woodruff & Gardial, 1996) * includes intent to purchase, word-of-mouth, loyalty, and complaints.
Perceived performanceComparison standard(s)Perceived disconfirm.Satisfaction feelingsOutcomes *
Rationale of Customer SatisfactionIt improves business repo.It helps to increase total revenue.It helps to find out what customers are thinking and feeling about product and services.
Measuring Customer SatisfactionCustomer satisfaction measurement has a critical role in informing service improvement. It allows an agency to understand what its customers value, how values vary between different types of customers, and where the agency can take action to improve service delivery. It requires a set of activities such as preparation of questionnaire, conducting surveys and analyzing the result.Questions and scales: 1 2 3 4 5Highly Moderately Neutral Moderately Highlydissatisfied dissatisfied satisfied satisfied
1 2 3 4 5Strongly Moderately Neutral Moderately Stronglydisagree disagree agree agree
Open ended questions: Good measurement involves asking open-ended questions aboutwhat the customer feels the way he/she does,the ways the programme can be changed to improve his/her level of satisfaction,what he/she liked best about the programme, andwhat he/she disliked most about it.
Choosing programs to measure Although there are no hard and fast rules about which programs and services should be assessed first, the following are some recommended criteria to consider (not in ranked order): Largest number of people served Largest program, in terms of budget or staff Clear opportunities are available to improve (programs with known complaints/issues) Highest strategic priority High profile programs or programs with known controversy
Principles for customer satisfaction measurement The ultimate goal for all customer service should be service excellence. A good way to find out what your customers care about and what their experiences are is to ask them. Customer satisfaction results are important to understand service delivery, will be used by management and employees to improve services, and will be reported to the public along with changes made based on the results. Differences in programs, services, and customer populations may require differences in data collection procedures, measures, and strategies for improvement. Customer satisfaction measurement should focus on the entire customer experience, not just the final result or decision. Customer satisfaction data collection efforts should be adapted to and modified for diverse customer populations. Customer satisfaction measurement should be proximal, or close in time, to the time of service or interaction. Assess customer satisfaction when a customers experience is fresh. Measurement should reflect the various ways (channels or methods) customers access the service.
CS and Marketing Program evaluation
CS PracticesUse a scientific questionnaire designDefine the goalKeep surveys short & sweetMeasure what mattersUse the right scaleDont strive for a benchmark- find the rightmarkCoordinate with ITDont use surveys results to individualsReport often and make results accessibleIf youve invested, make it work
Cases of Customer Satisfaction