customer satisfaction for retail industry
DESCRIPTION
TRANSCRIPT
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Presented By: Sunil Pandey
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Internal Customers
Customers inside the company.
Every person in the process.
Each department is customer of another.
External Customers
Who uses the product. Who purchases the
product. Who influences the sale
of product.
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ORGANIZATIONAL HIERARCHIAL DIAGRAM
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CUSTOMER COMPLAINTS
Satisfied customer contributes 2.6 times as a satisfied customer.
Satisfied customer contributes 17 times as a dissatisfied customer.
A Dissatisfied customer decreases 1.8 times of a totally satisfied customer.
Dissatisfied customer should be reduced.
Therefore feedback and suggestions should be monitored.
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WHY CUSTOMER FEEDBACK
Discover customer dissatisfaction.
Identify customer needs.
Discover priorities of Quality.
Compare performance with the competition.
Determine opportunities for improvement.
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TOOLS FOR COLLECTING CUSTOMER COMPLAINTS
Comment cards - attached to warranty card.
Customer Questionnaire - survey –mail/e-mail/ telephone.
Focus groups – customer meeting/ discussions.
Toll free telephone numbers Customer visit.
Internet- Bulletin Boards.
Employee feedback
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SERVICE QUALITY / CUSTOMER SERVICE
Set of activities an org uses to satisfy customers.
BEFORE / DURING / AFTER THE SALE.
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ORGANIZATION
Identify each market segment.
Write down the requirements.
Communicate the requirements.
Organize processes.
Organize physical spaces.
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CUSTOMER CARE
Meet the customer’s expectations.
Get the customers point of view.
Deliver what is promised.
Make the customer feel valued.
Respond to all complaints.
Over-respond to the customer.
Provide a clean and comfortable customer reception area.
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COMMUNICATION
Optimize the swap between time and personal attention.
Minimize the number of contact points.
Provide pleasant, knowledgeable and enthusiastic employees.
Write documents in customer friendly language.
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LEADERSHIP
Lead by Example.
Listen to the frontline people.
Strive for the continuous process improvement.
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CUSTOMER RETENTION
Process of retaining the existing customers. Customer retention is powerful than customer
satisfaction.
Research
60% revenue- existing customer 96% customer don’t complaint- but share with others. 91% unhappy customer- never purchase goods again. 82-95% customer retain if responded properly. It costs 5 times to attract a new customer.
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