Customer Satisfaction

One customer, well taken care of, could be more valuable than

$ 10,000 worth of advertising.

-Jim Rohn

Revisit the plan

If not take corrective action, if so take prevent action

Check whether they are really satisfied

Implement the identified measures to satisfy them

Plan for satisfying customer

PDCA

Service Quality

Definition of Service “ The result generated, by activities at the interface between the organization and the customer and by the organization’s internal activities, to meet customers needs”.

Importance of Service

According to Deming, in the United States of America, 75 percent of the people are employed in service organizations.

Examples of service providers such as:

CollegesHospitalsRestaurantsGovernment DepartmentsTelecommunication Service etc.

Features of Services

Speed:

Delivery Schedule:

Care in Handling:

Each Service Offering is Different:

Customer Requirements are Difficult to Comprehend:

Difficulty in Estimating Cost:

Difficulty in Measuring Performance of Services:

Difficulty in Marketing Services:

Difficulty in Measuring Customer Satisfaction:

Psychology of Customers

The most important requirement for success in any industry is to understand the psychology of the customers.

Customers Delight

Business Thrives on Customers Customers are the very reason for being in business. Profits can be reaped only if an organization has customers who will pay for the products or services on a continuing basis. It depends on the ability of the entrepreneur to get into the right areas of business for success.

Customer Attrition

“If product is good then customer will come back (again) ; If not, the product will come back (returned)”.

50 % of Problems are Due to Misunderstood Requirements

Major problems in a service industry is identifying the real requirements of the customers.

It include the following parameters:• Quality• Time schedule for delivery• Price• Services such as responsibility

for installation, service during warranty and post warranty, etc.

• Documentation support• Training support

It include the following parameters:• Quality• Implied requirements• Value for the money spent• Environment of conducting

business and the friendliness of the customer service personnel of the organization, etc.

Contractual and Non-Contractual Requirements of Customers

Delighting Customers

If the organization just tries to satisfy only the written requirements, then it is unlikely to delight the customer and retain them forever. The organization should be familiar with general human nature and try to understand the hidden requirements of their customers.

Customer Contact Personnel

The customer orientation dictates that customer contact personnel should be specifically chosen. There should always be a separate set of people to talk to and accept orders from the customers. they could be different from the actual procedures since manufacturing and customer service are two distinct chore requiring different caliber.

According to D.H. Stamatis COMFORT stands for the following customer attributes:

C for Caring The customer service employees should not only be, but perceived to be very interested in finding out the real needs of the customers and help them to buy what they really intend to buy, product or service. They should not drive away customers.

O for Observant Each customer service personnel should be a good observer. The customer contact person should pay attention to the body language of the customers and should also be able to read their requirements.

M for Mindful The customer contact employees have to remember that the organization is dependent on its customer.

F for Friendly The customer service employees have to be friendly with the customers. At times if the customers or their representatives are not very friendly, then such situations have to be tactfully handled by the customer service employees.

O for Obliging The organization should feel obliged that the customer has visited them with an enquiry.

R for Responsible While the proposals are being submitted, the organization should feel responsible for successfully accomplishing the proposal if accepted by the customers.

T for Tactful The customer is supreme. But this does not mean that they cannot be wrong. The organization tactfully handle such situations.