customer satisfaction ppt @ bec doms 2010
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Customer satisfaction ppt @ bec doms 2010TRANSCRIPT
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Customer Satisfaction
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Overview What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our
organization Nuts and bolts Example Group activity Summary
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What is a Customer Satisfaction Survey?
An Instrument that consists of a series of items that are designed to elicit customer
perceptions.
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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
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Developing Customer Satisfaction Surveys
Identify customer requirements Develop and validate the instrument Implement the Survey Analyze the results
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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
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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
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Implement the Survey Make survey available to customers Test/retest approach to ensure valid and
reliable responses
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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
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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
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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
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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
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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
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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.