CUSTOMER
SATISFACTION
CUSTOMER
SATISFACTION
- The most
important asset of any organization is its customers
- Satisfied
customers pay their bills promptly which greatly improves cash flow –
the lifeblood of any organization
ORGANIZATIONAL
HIERARCHIAL DIAGRAM
CUSTOMER
SATISFACTION
- CUSTOMERS
EXPERIENCE OF A PRODUCT OR A SERVICE IS MULTIFACETED SO HARD TO DETERMINE
- IT NEEDS
TO BE MEASURED INDIVIDUALLY TO GET AN ACCURATE TOTAL PICTURE OF CUSTOMER
SATISFACTION
CUSTOMER
SATISFACTION
- Customer
satisfaction should not be viewed in a vacuum.
- For example,
a customer may be satisfied with a product or service and therefore
rate the product or service highly in a survey and yet same customer
may buy another product.
CUSTOMER
SATISFACTION
- Similarly
customer��s view about a product or service
are useless if customer��s view about competitors products
are not understood.
CUSTOMER
SATISFACTION
- The value
customers places on the product compared to another may be a better
indication of customer loyalty.
External
Customer
Internal
Customer
TYPES OF CUSTOMER
CUSTOMER
PERCEPTION OF QUALITY
- PERFORMANCE
- FEATURES
- SERVICE
- WARRANTY
- PRICE
- REPUTATION
FEEDBACK
- Comment
Card.
- Customer
Questionnaire.
- Focus Groups.
- Toll Free
Telephone No.
- Customer
Visits.
- Report
Card.
- Internet
& Computer.
- Employee
Feedback.
- Customer
complaints
COMMENT
CARD
- COMMENT
CARD CAN BE ATTACHED TO THE WARRANTY CARD & INCLUDED WITH THE PRODUCT
AT THE TIME OF THE PURCHASE
- INTENT
OF THIS CARD IS TO GET SIMPLE INFORMATION SUCH AS NAME , AGE, ADDRESS,
OCCUPATION & WHAT MADE THE CUSTOMER BUY THAT PRODUCT
COMMENT
CARD
- FOR CUSTOMER
THERE IS LITTLE OR NO INCENTIVE TO COMMENT
- CUSTOMERS
DO RESPOND WHEN THERE IS SOMETHING VERY GOOD OR VERY BAD
- USED IN
HOSPITALITY INDUSTRY(HOTELS, RESTAURANTS)
CUSTOMER
QUESTIONNAIRE
- POPULAR
TOOL FOR OBTAINING OPINION & PERCEPTIONS ABOUT AN ORG./PRODUCT/SVS
- COSTLY
& TIME CONSUMING
- MOST SURVEYS
ASK THE CUSTOMER TO GRADE THE QUESTION ON A 1-5 OR 1-10 LIKERT SCALE
- COMMUNICATION
SKILLS
5
4
3
2
1
- GRIP
ON THE SUBJECT
5
4
3
2
1
- ANSWER
TO THE QUESTIONS
5
4
3 2
1
- WHOLE
CLASS PARTICIPATION
5
4
3 2
1
- DO
U FEEL ANY VALUE ADDITION
5
4
3 2
1
AFTER
HIS CLASS
- DO
U GO HOME SATISFIED AFTER
5
4
3 2
1
ATTENDING
HIS LECTURE
PARAMETER
HIGHLY SATISFIED
NEUTRAL
HIGHLY DISSATIS
TEACHING METHODOLOGY
OF MUHAMAD ASIF
CUSTOMER
QUESTIONNAIRE
- DOES NOT
TELL ABOUT THE IMPORTANCE OF INDIVIDUAL QUESTION RELATIVE TO OTHERS
- NOR DOES
IT TELL WHAT CUSTOMERS EXPECT FROM ORGANIZATION
- RESULTS
ARE NOT REPRESENTATIVE OF THE NORMAL POPULATION
- THOSE WHO
FEEL VERY GOOD OR VERY BAD RESPOND ONLY
TO
MAKE SURVEY MORE USEFUL REMEMBER
- CLIENTS
& CUSTOMERS ARE NOT SAME
- SURVEY RAISE
CUSTOMER EXPECTATION
- HOW U ASK
A QUESTION WILL DETERMINE HOW THE QUAESTION IS ANSWERED
- THE MORE
SPECIFIC THE QUESTION, THE BETTER THE ANSWER
TO
MAKE SURVEY MORE USEFUL REMEMBER
6. MORE TIME U SPEND
IN SURVEY DEVELOPMENT, LESS TIME U GET IN DATA ANALYSIS & INTERPRETATION
8. BEFORE DATA ARE
COLLECTED , U SHOULD KNOW HOW U WANT TO ANALYSE & USE THE DATA
FOCUS
GROUPS
- POPULAR
WAY TO OBTAIN FEEDBACK
- SURVEYING
A FOCUS GROUP IS A RESEARCH METHOD USED TO FIND OUT WHAT CUSTOMERS ARE
REALLY EXPECTING
- GROUP OF
CUSTOMERS IS ASSSEMBLED IN THE MEETING ROOM TO COLLECT INFORMATION
- CAREFULLY
PREPARED ANSWERS R ASKED BY SKILLED MODEARTOR
- WHO PROBES
INTO PARTICIPANTS IDEAS, THOUGHTS PERCEPTIONS & COMMENTS
- PEOPLE SELECTED
HAVE THE SAME PROFILE AS THE EXPECTED CUSTOMER
- FOCUS GROUPS
R SOMETIMES USED WITHIN TE ORGANIZATION TO ADDRESS INTERNAL ISSUES
FOCUS
GROUPS( IMPRINT ANALYSIS)
- IMPRINT
ANALYSIS IS AN EMERGING TECHNIQUE USED IN THE FOCUS GROUPS
- GOOD WAY
TO OBTAIN INTRINSIC FEELING ABOUT THE PRODUCT/SERVICE
- FEELING
R NOT EASILY OBTAINED FROM THE CUSTOMERS
- CUSTOMERS
OFTEN HOLDBACK INFORMATIONS ON SURVEY
FOCUS
GROUPS (IMPRINT ANALYSIS)
- WORD ASSOCIATION,
DISCUSSIONS & RELAXATION TECHNIQUES CAN IDENTIFY A CUSTOMERS EMERGING
NEEDS
- IMPRINT
ANALYSIS HELPS TO UNDERSTAND THE HUMAN EMOTIONS INVOLVED IN THE PURCHASE
DECISION
TOLL
FREE PHONE NO.
- EFFECTIVE
TECHNIQUE FOR COMPLAINT FEEDBACK
- ORGANIZATION
CAN RESPOND FASTER & CHEAPLY TO THE COMPLAINTS
CUSTOMER
VISITS
- VISIT TO
A CUSTOMERS PLACE OF BUSINESS IS AN EFFECTIVE WAY TO GATHER INFORMATION
- ACCURATE
INFORMATION OBTAINED –PEOPLE CAN SEE FIRST HAND HOW
THE PRODUCT IS PERFORMING
- THE INTERNET
& THE COMPUTER
- EMPLOYEES
R UNTAPPED SOURCE OF INFORMATIONS
- CONVENTIONALLY
COMPANIES LISTEN MORE TO THE EXTERNAL CUSTOMERS & LESS TO THE INTERNAL
CUSTOMER
- EMPLOYEES
USUALLY PROVIDE DEEPER INSIGHT INTO CONDITIOINS
EMPLOYEES
FEEDBACK
EMPLOYEES
FEEDBACK
- CUSTOMERS
RESAERCH REVEALS WHAT IS HAPPENING
- EMLOYEES
REASEARCH REVEALS WHY IT IS HAPPENING
- IT SHOULD
BE REGULARLY SOLICITED RATHER THAN CHECKING THE WOODEN BOX ANNUALLY
USING
CUSTOMER COMPLAINTS
- THE FEEDBACK
OBTAINED IN ALL ABOVE CASES IS PROACTIVE
- CUSTOMER
COMPLAINT IS REACTIVE BUT VERY USEFUL
- ASQ
SURVEY REVEALS THAT ABOUT
- 1.5%
COMPLAINTS REACH TOP MANAGEMENT
- 20%
TO FRONT LINE PERSONNEL
- 80%
DON��T REPORT
- IT INDICATES
THAT IT IS EASY FOR THE TOP MANGMNT TO PERCEIVE
THAT EVERY THING IS OK
- WHEN SATISFIED
CUSTOMERS R INCLUDED IN THE DATA, NO. OF COMPLAINTS TO MANGMNT IS LOWER
THAN 1.5%
- FREQUENTLY
DISSATISFIED CUSTOMERS DON��T SAY ANYTHING & QUIETLY
SWITCH OVER TO COMPETITOR
- THOSE WHO
DONT COMPLAIN R THE ONE WHO SHOULD WORRY THE ORGANIZATION MOST
- BY TAKING
THE POSITIVE APPROACH TO THE COMPLAINTS IT IS POSSIBLE TO IMPROVE THE
PRODUCTS/SERVICES
- IN FACT
COMPLAINTS GIVE THE ORGANIZATION A SECOND CHANCE
- ONCE U HAVE
IDENTIFIED THE COMPLAINTS/ PROBLEMS
NOW
TURN TO ELIMINATION.
INCORPORATE
CUSTOMER VOICE INTO PRODUCT/ SERVICE
- GIVE CUSTOMER
EXACTLY WHAT CUSTOMER WANTS
Mass
Customization
Mass
customization
- IN THE OUTSET,
PRICE TAG ON SUCH PRODUCTS WAS PROHIBITIVE, BUT M.C PROVIDES THIS
AT AFFORDABLE PRICE
- M.C IS RESULT
OF FLEXIBLE MANUFACTURING SYSTEM(FMS),JIT,& CYCLE TIME REDUCTION
Mass
customization
- IN AUTOMOBILES
IT IS SINCE MANY YEARS
- CUSTOMER
MAY DETERMINE WHAT TYPE OF SEAT COVERINGS, COLOUR & STEREO SYSYTEM
THEY WANT
- COMPUTER
MFRs & ASSEMBLERS DO IT
Mass
customization
MODULAR
DESIGN
Is a form of standardization
in which component parts are subdivided into modules that are easily
replaced or interchanged. It allows:
- Easier diagnosis
and remedy of failures
- Easier repair
and replacement
- Simplification
of manufacturing and
assembly
DISADVANTAGE:
Variety Decreases
Delayed
differentiation is a postponement tactic
- Producing
but not quite completing a product or service until customer preferences
or specifications are known
DELAYED
DIFFERENTIATION
DELAYED
DIFFERENTIATION
��Over the Wall�� Approach
Design
Mfg
New
Product
CONCURRENT
ENGINEERING
Concurrent
engineering
is bringing together marketing, engineering, manufacturing, purchasing,
service, packaging, etc. people early in the design phase.
Design
that results in products or services that can function over a broad
range of conditions
ROBUST
DESIGN
CUSTOMERS�� REQUIREMENTS
- NORMAL
REQUIREMENTS Are typically what one gets by
just asking customers what they want.
- EXPECTED
REQUIREMENTS Are the obvious / compulsory
requirements. For example, if meal is served hot, customers barely notice
it. If it's cold or too hot, dissatisfaction occurs. Expected requirements
must be fulfilled.
- EXCITING
REQUIREMENTS
Beyond
the customer's expectations.
If
provided , customer would be excited
If
not ,they would hardly complain
IN
OTHER WORDS
- NORMAL
REQUIREMENTS
- MORE
IS BETTER
- EXPECTED
REQUIREMENTS
- MUST
BE
- EXCITING
REQUIREMENTS
DELIGHTENING,EXCITING,
WOW FACTOR
+
+
-
-
Satisfaction
Dissatisfaction
Service Dysfunctions
Service
Fully Functions
EXCITERS
Must Be
MORE IS BETTER
Less satisfied
when the product or service is less functional, but cannot increase
satisfaction substantially if operational - "up-time"
If the requirement
is absent it does not cause dissatisfaction, but it will delight clients
if present - "camera options"
The more requirements
are met the more one is satisfied
KANOS MODEL
QUESTIONS?
