Customer Satisfaction

Overview What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our

organization Nuts and bolts Example Group activity Summary

What is a Customer Satisfaction Survey?

An Instrument that consists of a series of items that are designed to elicit customer

perceptions.

Benefits of using Customer Satisfaction Surveys

Builds a strong relationship with customers. Quantifies customer satisfaction levels Enables our organization to measure up to

customer expectations

Developing Customer Satisfaction Surveys

Identify customer requirements Develop and validate the instrument Implement the Survey Analyze the results

Identify Customer Requirements Understanding customer expectations:

quality, service, and performance Examine documents that were established

when relationship with the customer began Interview customers to go over customer

wants

Develop and Validate the Instrument

Develop items that will measure customer requirements

Use the critical incident approach Items should be declarative close-ended

questions Reliability and validity are two different but

interrelated issues

Implement the Survey Make survey available to customers Test/retest approach to ensure valid and

reliable responses

Analyze the Results Data processing should be kept simple Use Pareto’s analysis when analyzing open-

ended questions Use advanced statistical analysis only when

necessary

Day’s Inn Penn StateExample

Days Inn is a Universal chain of Hotels In such a customer based industry it is important for

them to understand customers expectations They have a survey available to all guests in their

rooms that they can mail after being completed

Group Activity Its your turn to develop a

Customer Satisfaction Survey!!!

Break off in teams of 4 and develop a customer satisfaction survey for a fast food restaurant

Using a 5 point scale, 5 being the most satisfied and 1 being the least

Helpful Hints when Constructing Survey

What is the critical incident? What is important to an individual when going to a

fast food restaurant? Balance focus between what is important to the

customer and what is important to marketing? Keep Survey short but ask important questions

Example Items on a Fast Food Survey

___ I was greeted on entering Henry’s ___ There was a server available when I

approached the service counter ___ My line had less than three people when I

arrived

Summary Customer Satisfaction is a key for an

organization to survive Surveys enable an organization receive

positive and negative feedback on products or services

Surveys increase Customer Retention.