crm unit-ii

8/14/2019 CRM UNIT-II

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CUSTOMER SATISFACTION

UNIT-2


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CUSTOMER SATISFACTION

The most important asset of any organization

is its customers

Satisfied customers pay their bills promptly

which greatly improves cash flowthe

lifeblood of any organization


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ORGANIZATIONAL HIERARCHIAL

DIAGRAM


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Customer Satisfaction

The Customer is the King.

Quality is what customer wants.

TQMspurpose is meeting customer

expectations.

Customer satisfaction must be the

primary goal of any organization.

Therefore Every employee shouldunderstand the importance of customer.


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WHO ARE THE CUSTOMERS?

Important people in business.

Not dependent on org. organization

depends.

Not interruption but purpose of work.

Doing a favour when they seek business

but not vice versa.

Life blood of business. A part of

business, not outsiders.


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TYPES OF CUSTOMERS

Two Types

Internal customers

External customersInternal Customers :

Customers inside the company.

Every person in the process.

Each dept is customer of another.


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External Customer

Who uses the product

Who purchases the product

Who influences the sale of product

CUSTOMER PERCEPTION OF

QUALITY

Quality is what customer perceives to be.

Customer change their needs


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Customer perception of Quality

Quality is what customer perceives to be.

customer needs goes on changes.

Quality level needs are to be improvedaccordingly.

ASQ survey ranked six customer

perceptions.


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1. Performance

Fitness for use Product/ service is readyfor use.

Availability

ReliabilityMaintainability

2. Features

Secondary character Extra facilities


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3. Service

Provide the service at right time, eventhough the customer dont complaint.

4. Warranty

Represents a promise of a quality

product.Force the org to focus on customerneeds.

Forces the org to correct the actionsystem.

It attracts and build the market


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5. Price

Now a days customer is ready to give

high price towards Quality.

Expects to get good product in lower

price.

Customers perception of value is

continuously changing.

To Succeed the org should identify,

verify the perception of value.


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6. Reputation

Customer wills to buy product from a

known company.

Reputation brings market to the Org.

So org should strive for customer for

life.


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FEEDBACK

Comment Card.

Customer Questionnaire.

Focus Groups.

Toll Free Telephone No. Customer Visits.

Report Card.

Internet & Computer. Employee Feedback.

Customer complaints


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Components of customer

satisfaction

AccuracyAdequacy

Aesthetics

Availability

Cost dimensionFunctionality

Reliability

Quality & quantity

Follow through

Responsiveness

Timeliness


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Measures of customer satisfaction

Overall customer satisfaction with the

organization and its products / services.

Rating in the industry on the basis of

overall customer satisfaction.

Satisfaction with value for money .

Desire to recommend the product or

service to others.

Loyalty in terms of repeat purchases.


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Means of measuring customer

satisfaction:

I. Customer feedback after delivery of

product or serviceII. Customer complaints and suggestions

III. Customer Surveys


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I. Customer feedback after delivery of

product or service:

This is one of the simplest, fastest andthe most effective method of measuring

customer satisfaction. The customers

should be immediately asked to evaluatethe product or service and comment

upon areas of satisfaction and

dissatisfaction.


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II. Customer complaints and suggestions:

The organization must have a formalized

system of recording all customer complaints

and as well as the methods of their disposal.

Customer complaints must be taken verypositively as valuable inputs by the

organization and should immediately trigger

the improvement activities.


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IV. Customer surveys

Steps in conducting customer surveys :A. Identify your customers requirements

under various segments.

B. Determine your survey methodologyC. Develop survey / interview questions

D. Conduct survey / Interview your customers


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MODELS OF CRM

Models of CRM :-

1. Kanos model


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Origins of the Kano Model

Noriaki KanoProfessor at Tokyo Rika University

International Consultant

Received individual Demming Prizein 1997


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Plot & Diagram

Delighters

Attractive

Excited Quality

Dissatisfier

Must BeExpected Quality

Satisfier

One Dimensional

Desired Quality

Dissatisfaction

Satisfaction

Service

Performance

Service

Performance


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Summary of Kano Model

Analyze and rank the voice of the customer

data

Develop into Categories

DissatisfierMustbesCost of Entry

SatisfierMore is betterCompetitive

DelighterLatent NeedDifferentiator

Identify and implement strategy


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Kano Model: (Dr.Nariaki Kano)

Kano model distinguishes between

three types of product or servicerequirements which influence

customer satisfaction in different

ways when met.1. Basic attributes

2. Performance attributes

3. Excitement attributes


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1. Basic NeedsDissatisfiers

A dissatisfiers is a product or service

characteristics that the customertakes for granted.

Absence of basic attributes results in

extreme customer dissatisfaction. Customer complaints are the primary

source of information on existing

dissatisfiers in our current product orservice.


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2. Performance NeedsSatisfiers

A satisfier is something that customer

want in their product or service, andusually ask for it.

Better the performance more will be

the customer satisfaction.

They are easy to measure and they

become the benchmarks used for

competitive analysis.


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3. Excitement NeedsDelighters

A delighter is unspoken or unexpected

requirement of a customer and can resultinto high level of customer satisfaction.

Delighters are sometimes called

exciting quality.Absence of delighter doesnt result into

customer dissatisfaction while its

presence can help in enhancing customersatisfaction.


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crm unit-ii

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