SUMMER TRAINING PROJECT REPORT

“CUSTOMER SATISFACTION”

SUBMITTED IN PARTIAL FULFILLMENT

FOR THE AWARD OF THE DEGREE OF
BACHELOR IN BUSINESS ADMINISTRATION
2019-20

Under the Guidance of: Submitted by:

MISS DIKSHA CHAWLA RADHIKA ARORA
Lecturer
Deptt. Of comm.

GURUNANAK GIRLS COLLEGE,

YAMUNANAGAR
Affiliated to kuruketra university,kuruketra
1
 Date: 15.07.2019

TO WHOM IT MAY CONCERN

This is to certify that Mr./ms.RADHIKA ARORA a student of

b.b.a. from GuruNanak Girls College, Santpura, Yamuna Nagar
(Haryana) has under-gone practical training in our organization
from 05.06.2019 to 15.07.2019 in our Accounts Department.
During his / her training period he/she has shown keen interest in
his /her training.

We wish him/her all the best in his / her career & future
endeavor.

For Ballarpur Industries Limited

Yamuna Nagar

Authorized Signatory

2
 ACKNOWLEDGEMENT
This training report has been made possible through the
direct &indirect co-operation of various people whom
researchers wish to express my thanks and gratitude's.

I also want to convey my sincere of gratitude to Dr.

Varinder Gandhi (Principal) & Dr.Madhu Kapoor (HOD
of Deptt. of Commerce & mgt.)for their inspiration & helpful
attitude.I would also like to grab the opportunity to thank all
those for their helping hand in the completion of the project
report.
Researcher would also like to express my thanks to facility
member of institute and my friends for their advice and
guidance along kindled inspiration in face of difficulties in
course of work.
Finally ,with blessings of my parents and who are source of
strength and aspirator for me in this endeavor.
RADHIKA ARORA

3
 STUDENT DECLARATION

This is to certify that I have completed the Summer Project titled

“CUSTOMER SATISFACTION” in “GURUNANAK GIRLS
COLLEGE YAMUNANAGAR” under the guidance of “MISS
DIKSHA CHAWLA” in partial fulfillment of the requirement
for the award of degree of Bachelor of Business Administration
(BBA) at Gurunanak Girls College,Yamunanagar
This is after undergoing 8 weeks of summer training at balarpur
industries, which is in partial fulfillment of the requirement for the
award of degree of Bachelor of Business Administration (BBA) at
Gurunanak Girls College,Yamunanagar

I further declare that this project report is an original piece of work &
has not been submitted to any other institute earlier elsewhere.

Date: Signature:

4
 EXECUTIVE SUMMARY
The intended research on " CUSTOMER SATISFACTION
FROM Ballarpur Industries Limited ,Yamuna Nagar''
has been carried out to identify significant factors of
organizational culture which need to be considered for
considered for organizational culture on organizational is a
system of shared beliefs and attitudes that develop within the
organization and guides the behavior of its members .this
project demonstrates the effect of organization and guides
the behavior of its members . this project demonstrates the
effect of organizational culture on organizational
effectiveness. this project demonstrates the effect of
organization and guides the behavior of its members. this
project demonstrates the effect of organization and guides
the behavior of its members . this project demonstrates the
effect of organizational culture on organizational
effectiveness in the paper industry in order to enhance their
culture at work place . the study has been conducted with
the objective measuring organizational in the paper industry
in order to enhance their culture at work place . the study has
been conducted with the object measuring organization
culture with regard to organization effectiveness of Ballarpur
industry ltd.
The research has been Exploratory-cum-descriptive in nature
as it seeks to discover ideas and insight to bring out new
relationship based on previous findings in other organizations
.The type of investigation is causal as the effect of
organization culture on organization effectiveness has been
studied. study setting in Non-contrived because the study has
been conducted with no interference of researcher.it is a

5
cross-sectional study as data has been collected at one point
of time.
The data has been collected by researcher from thought
questionnaire comprising of 67 items' scale in order to
measure the impact of organization culture on organization
effectiveness.She has deawn a sample of 50 repondents
working with Ballarpur Industry Itd. Yamuna nagar using
non probability sampling technique.
The data has been collected by researcher from through
questionnaire comprising of 67 items ' scale in order to
measure the impact of organization culture on organization
effectiveness. she has deawn a sample of 50 respondents
working with Ballarpur Industry Itd. Yamuna Nagar
using non probability sampling technique.
The null hypothesis has been made with an assumption that
working with others is no significant impact of new product
development, while the alternate hypothesis has been made
with an assumption that working with others is an significant
impact of new product development.
To test the hypothesis t-test has been applied which support
alternate hypothesis which establishes the fact that there has
been significant impact of working with others on new
product development.

6
TABLE OF CONTENTS

CHAPTER NO
Title

1. INTRODUCTION

1.1 Industry profile

1.2Company profile

2. Objective of the study

3. About the topic
4. Research Methodology
5. Literature Review
6. Data analysis and interpretation
7. Results and findings
8. Limitations
9. Suggestions
10. Conclusion
11. Bibliography
12. Annexure

7
 CHAPTER-1
INTRODUCTION

8
Introduction of customer satisfaction

Customer satisfaction is generally understood as the sense of

satisfaction that a consumer feels when comparing his preliminary
expectations with the actual quality of the acquired product. Thus,
satisfaction is closely linked with the quality of the product (service).
The quality of services is extremely difficult to assess, because
services is are intangible and heterogeneous. It is not feasible to
develop well-defined quality standards that will allow the
manufacturer to exercise full control and reject "unsuitable" services
before they are sold to the consumer. The direct involvement of
consumers in the provision of services leads us to talk about quality
not as the recruitment of certain objective characteristics
corresponding to stated standards, but as quality conceived by the
consumer.

“Quality” = “Customer satisfaction” = “Value”/ “Cost”

This definition of quality implies a close relationship between the

product or service and the consumers. In current market conditions,
the consumer plays the role of arbiter, so failure will result if customer
satisfaction is not taken into account.
The above defined concept of Customer Satisfaction has been
understood with respect to a supermarket retailing chain, RETAIL
STORE. In the survey conducted, I came across many factors that

9
influence the consumers’ perception of a store and their subsequent
shopping and buying decisions. Here, I present a culmination of the
findings gathered and the suggestions based on the data gathered and
analyzed.
If set in descending order of influence as indicated by the consumers,
the factors can be listed as: Quality, Affordability, Brand name, All
products under one roof, Proximity, Fashion, Loyalty, Service,
Variety and Store atmosphere. These are the factors influencing the
satisfaction level of the customers.
A little more than half of the respondents indicated that they are
satisfied with RETAIL STORE, while almost one-forth indicated that
they are highly satisfied with the store. However, almost one-fourth of
the number of respondents indicated that they were unsatisfied with
RETAIL STORE.
This goes to show that although RETAIL STORE may have an
overall goodwill from the consumers, there are still some things that
they are not doing right. RETAIL STORE must identify exactly what
the problem areas are and must address them quickly and swiftly.

OBJECTIVES

 To identify and analyze the factors that influences the buyers to

visit RETAIL STORE.
 To understand the factors leading to customer satisfaction with
respect to RETAIL STORE.

10
 To critically examine the factors leading to customer
satisfaction with respect to RETAIL STORE and suggest
recommendations, if necessary.

11
Structure of customer satisfaction
Following diagram gives the structure of customer satisfaction:

12
 According to Philip Kotler, “satisfaction is a person’s feelings of
pressure or disappointment resulting from product’s perceived
performance (outcome) in relation to his or her expectations.
Customer satisfaction is the level of a person’s felt state resulting
from comparing a product’s perceived performance (outcome) in
relation to the person’s expectations”.
A major goal of any enterprise is to create a ratings system of
customer satisfaction, goods and services. It is obvious that the
company cannot change what is not measured. In order to get a
clearer picture of the preferences of the major consumer groups,
this stage should be based on extensive research, including a
variety of interviews and surveys. It is necessary to know the key
benefits, which determine customer satisfaction in the market
segment, of the properties of certain goods and services. It is
important to estimate the terms of these preferences from the
viewpoint of the client. This article discusses the importance of
customer satisfaction, and ways of assessing it.

13
1.1 INDUSTRY PROFILE;
The intended research on " CUSTOMER SATISFACTION
FROM Ballarpur Industries Limited ,Yamuna Nagar''
has been carried out to identify significant factors of
organizational culture which need to be considered for
considered for organizational culture on organizational is a
system of shared beliefs and attitudes that develop within the
organization and guides the behavior of its members .this
project demonstrates the effect of organization and guides
the behavior of its members . this project demonstrates the
effect of organizational culture on organizational
effectiveness. this project demonstrates the effect of
organization and guides the behavior of its members. this
project demonstrates the effect of organization and guides
the behavior of its members . this project demonstrates the
effect of organizational culture on organizational
effectiveness in the paper industry in order to enhance their
culture at work place . the study has been conducted with
the objective measuring organizational in the paper industry
in order to enhance their culture at work place . the study has
been conducted with the object measuring organization
culture with regard to organization effectiveness of Ballarpur
industry ltd.
The research has been Exploratory-cum-descriptive in nature
as it seeks to discover ideas and insight to bring out new
relationship based on previous findings in other organizations
.The type of investigation is causal as the effect of
organization culture on organization effectiveness has been
studied. study setting in Non-contrived because the study has
been conducted with no interference of researcher.it is a
cross-sectional study as data has been collected at one point
of time.

14
The data has been collected by researcher from thought
questionnaire comprising of 67 items' scale in order to
measure the impact of organization culture on organization
effectiveness.She has deawn a sample of 50 repondents
working with Ballarpur Industry Itd. Yamuna nagar using
non probability sampling technique.
The data has been collected by researcher from through
questionnaire comprising of 67 items ' scale in order to
measure the impact of organization culture on organization
effectiveness. she has deawn a sample of 50 respondents
working with Ballarpur Industry Itd. Yamuna Nagar
using non probability sampling technique.
The null hypothesis has been made with an assumption that
working with others is no significant impact of new product
development, while the alternate hypothesis has been made
with an assumption that working with others is an significant
impact of new product development.
To test the hypothesis t-test has been applied which support
alternate hypothesis which establishes the fact that there has
been significant impact of working with others on new
product development.

It is important to provide for the customer:1

 User-friendly and reliable devices

 Qualified technical services on time
 Characteristics that correspond to product prices

15
Typically, improved quality of a product is accompanied by an
increase in the cost of establishing it, but this trend can be reduced by
using scientific and technological advances, by introducing
innovations, by improving the production management, and by
increasing labor productivity. Moral aging of products also leads to a
relative decrease in quality, though the cost of production remains
unchanged.
This satisfaction level is a function of difference between perceived
performance and expectations. If the product’s performance, exceed
expectation the customer highly satisfied or delighted. If the
performance matches the expectations the customer is satisfied. If the
products performance fall shorts of expectations the customer is
dissatisfied.
1. Many companies are aiming for high satisfaction because
customers who are just satisfied still find it easy to switch when
a better offer comes along. High satisfaction or delight creates
an emotional affinity with brand.
2. Variety of factors that affect customer satisfaction includes
product quality, product availability and after sales support such
as warranties and services. Customer satisfaction is seen as a
proof of delivering a quality product or service. It is believed
that customer satisfaction brings sales growth, and market
share. A company can always increase customer satisfaction by
lowering its price or increasing its services but this may result
in lower profits. Thus the purpose of marketing is to generate
customer value profitability.

16
3. India is on the threshold of a new millennium. India chose for
global economy, exposing her to winds of change in the market
place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view
the marketing concept as the key to success. Marketing in
practice has to manage products, pricing, promotion and
distribution.
4. A successful product can be developed by exploding these
opportunities. While delivering the value of the consumer we
make use of marketing support. This support is based on the
knowledge of consumers and distribution. Marketing support
both at the introduction of products and maturing is considered
5. Marketing, as suggested by the American Marketing
Association is "an organizational function and a set of processes
for creating, communicating and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholders".
6. The two major factors of marketing are the recruitment of new
customers (acquisition) and the retention and expansion of
relationships with existing customers (base management).
Marketing methods are informed by many of the social,
particularly psychology, sociology, and economics.
Anthropology is also a small, but growing, influence. Market
research underpins these activities. Through advertising, it is
also related to many of the creative arts.

17
7. For a marketing plan to be successful, the mix of the four "Ps"
i.e. product, price, place, promotion must reflect the wants and
desires of the consumers in the target market. Trying to
convince a market segment to buy something they don't want is
extremely expensive and seldom successful. Marketers depend
on marketing research, both formal and informal, to determine

what consumers want and what they are willing to pay for.
Marketers hope that this process will give them a sustainable
competitive advantage. Marketing management is the practical
application of this process. The offer is also an important
addition to the 4P's theory.

18
SKILLS OF MARKETER
Marketers have 4 main skill sets that they bring to an enterprise:
1. Opportunity Identification
Marketing begins before there is a product to sell. Many people
think marketing is just selling whatever comes out of the
manufacturing plant. It's the job of marketing to decide WHAT
comes out of the manufacturing plant in the first place. Before a
business can make money there must be opportunities for
money to be made and it's marketing's job to define what those
opportunities are. Marketers analyze markets, market gaps,
trends, products, competition, and distribution channels to come
up with opportunities to make money.

2. Competitive strategy/positioning

Markets consist of groups of competitors competing for a

customer's business. The job of marketing is to decide how to
create a defensible sustainable competitive advantage against
competitors. Marketers conceive strategies, tactics, and business
models to make it hard if not impossible for competition to take
away customers from their business.
3. Demand generation/management

It's the job of marketing to create and sustain demand for a

company's products. Marketers manage demand for a company's
products by influencing the probability and frequency of their
customer's purchase behavior.

19
 4. Sales

The ultimate goal of marketing is to make money for a business. In

most company’s sales is a different discipline and department from
marketing. But in order for salespeople to have any long term
success in a company they must be led by marketing. The better
job a company does of identifying opportunities, creating a
differential sustainable competitive advantage, and generating
demand for their products the easier it will be for salespeople to
make sales.

EVALUATION METHOD OF CUSTOMER SATISFACTION

Evaluations of customer satisfaction are based on an examination of

two major factors:
Firstly, how well the staff of organizations focused on the consumer
understand the relationship between consumer satisfaction and
stability of consumers on the one hand, and profit on the other.
Employees of these organizations know how to use market research in
order to achieve a competitive advantage. However, they are aware
that there is no simple model of management and no research
methodology that will give a clear and unambiguous answer to the
question: what drives. Secondly, the business device that helps the
organization to understand problems related to the perception, attitude
and behavior of their customers. Some of these tools are located inside
the company, and others are located in the professional agencies
involved in market research. Those two teams have to cooperate with

20
each other to help customer-oriented companies fully realize their
potential. To achieve this goal, market researchers should be the “right
hand” of business, rather than just “information providers”. Market
researchers must therefore extend their knowledge into other business
disciplines: from finance to manufacturing processes, from marketing
to strategic planning, and from the relationships among employees to
customer service.
Options for analyses:
 Non-recurrent - Individual assessment of customer satisfaction
is used to compare a product or service with the products or
services of major competitors
 Periodic (every three, six or twelve months) - Periodic
evaluation of customer satisfaction is applied in order to
compare the product/service with the products/services of
competitors, to evaluate the dynamics of changes in satisfaction
that occurred following the market activities or implementation
of changes, etc.

In the case of a periodic study, the customer satisfaction rating is

evaluated on the basis of a comparison of the composition (conditions
of selection, sex, age, etc.) and the size of consumer audiences.

In the evaluation, the following indicators are measured:

 Overall satisfaction with products/services

21
  Satisfaction with the parameters of a product or service (an
example of the attributes - price, range of assortment, speed of
supply, shopping convenience, etc.)
 The parameters of the product/service are based either on
results of earlier studies (e.g., quality) or they are established by
an expert.

The method can be expanded by including in the study not only an

evaluation of satisfaction with the various parameters of a product or
service, and also an evaluation of the importance each parameter to
the consumer. Methods for evaluating satisfaction with a
product/service provide an opportunity to:
 Evaluate the overall satisfaction of customers
 Identify “narrow” points of a product or service (i.e., aspects
that do not evoke enough satisfaction)

In addition, the evaluation of customer satisfaction with a product or

service provides an opportunity to:
 Evaluate the importance that consumers attach to a particular
parameter
 Define the strategic direction of work with the parameters of a
product or service2

22
It is therefore advisable to use several methods simultaneously. It is
important to remember that when choosing the direction for
improving the company it is necessary not only to have a reliable
evaluation of satisfaction, but also to take into account the importance
for clients of each of the criteria by which they evaluate the
effectiveness of the company.
1. The Likert scale, Likert’s multi-evaluation method, in which
respondents have to make choices, using the suggested answers:
completely satisfied, somewhat satisfied, etc.
2. The Importance-Satisfaction (I-S) model.
3. SIMALTO (Simultaneous Multi-Attribute Level Trade-Off) - a
descriptive verbal scale;
4. Customer Satisfaction Measurement

Customer satisfaction affects the efficiency of the company’s

operation as a whole. Statistics confirm that the cost of attracting new
customers is many times higher than the cost of retaining existing
customers (depending on the business sector, but in the service sector
this is the most important parameter). The current service market
leaves no other choice, because of:
1. Excess supply - A wide range of services in the market makes
consumers more readable and weaker
2. High quality - The massive improvement in the quality of
products and services as a result of the development of new
management systems in all market segments.

23
 3. Information - Modern consumers have almost full information
about products and services and are able to compare prices, the
characteristics of the goods, etc. They can adequately assess
what value they get for their money.
4. Education - The rising level of education has led to the
formation of consumer confidence in their range of consumer
rights
5. Service suppliers - Suppliers are forced to engage in tough
competition for each customer, and therefore make more efforts
to meet the requirements of customers.

Thus objective and accurate indicators of customer satisfaction are the

best and the main indicator of consumer loyalty.

METHOD TO MEASURE CUSTOMER SATISFACTION

Companies use the following methods to measure customer

satisfaction.
1. Complaints and suggestion system: companies obtaining
complaints through their customer service centres,
and further suggestions were given by customers to satisfy their
desires.
2. Customer satisfaction surveys

Responsive companies obtain a direct measure of customer

satisfaction by periodic surveys. They send questionnaires to
random sample of their customers to find out how they feel

24
 about various aspects of the company’s performance and also
solicit views on their competitor’s performance. It is useful to
measure the customer’s willingness to recommend the company
and brand to other persons.
3. Lost Customer Analysis

Companies should contact customers who have stopped buying

or who have switched to another supplier to learn why this
happened.
4. Consumer Behavior Vs Consumption Behavior

Consumer behavior refers to the manner in which an individual

reaches decision related to the selection, purchases and use of
goods and services. Walters and Paul says that, consumer
behavior is the process where by the individuals decides what,
when, how and from whom to purchase goods & services.
Consumer behavior relates to an individual person (Micro
behavior) where as consumption behavior relates to and to the
mass or aggregate of individuals (Macro behavior) consumers
behavior as a study focuses on the decision process of the
individual consumer or consuming unit such as the family.
In contrast the consumption behavior as a study is to do with
the explanation of the behavior of the aggregate of consumers
or the consuming unit. Consumer is a pivot, around which the
entire system of marketing revolves. The study of buyer
behavior is one of the most important keys to successful mark.
THE IMPORTANCE OF CUSTOMER SATISFACTION

25
The most obvious reason why companies have to worry about
customer satisfaction is that they need customers to be ready to
repurchase their services in future. A positive evaluation of products
that have been purchased helps to retain customers. People who
evaluate a product or service negatively are unlikely to use them and
pay for them again. It is usually cheaper to retain existing clients than
to attract new ones. Therefore, companies focus on ensuring that their
customers have a satisfactory experience of using their products.
Frustrated consumers not only have a negative experience and share it
with their friends and relatives, but may even go to court to seek
redress. Companies will receive negative publicity that will affect
their prestige and will require extra effort, time and money to be
invested in protecting the reputation of the business, including dealing
with court cases and the press. In a tough competitive environment,
rival firms can take advantage of the situation.
“The gulf between satisfied customers and completely satisfied

customers can swallow a business.”

If you don’t care about customers’ satisfaction, don’t expect them to

care about your services or products. Sad, but true. The sooner you
face it, the better you’ll perform.

26
High-standard customer service can win your clients’ hearts and make
you recognizable within your target group. Nowadays when social
media play such an important role in making decisions it’s crucial to
keep an eye on the quality of customer service you provide.
Not convinced
yet? What if we
provide you with
5 more solid
reasons why
customer
satisfaction is not
only important
but also beneficial
for your brand?

Why customer satisfaction is

important?
1. A Loyal customer is a treasure you
should keep and hide from the world
According to the White House Office of Consumer Affairs, on
average, loyal customers are worth up to 10 times as much as their

27
first purchase. Some research says that it is 6-7 times more expensive
to acquire a new customer than it is to keep a current one.
Banks or mobile providers know it best, so they don’t have any
problem with going the extra mile for a customer who is not quite
satisfied and often offer him something special. Not only it is more
expensive but also much more difficult to keep existing and loyal
clients (let alone keeping them fully satisfied and happy!) than to gain
some new ones.
Take this rule into account while organizing your customer service
processes and do your best to look after them.

2. They can stop being your clients in a

heartbeat
Is not rocket science, nowadays clients easily switch their love brands.
It is often caused by terrible customer service. Clients waiting for ages
to get feedback or comment from a brand? Unacceptable! But it still
happens. And gaining clients’ trust takes up to 12 positive experiences
to make up for one unresolved negative experience.
“When customers share their story, they’re not just sharing pain
points. They’re actually teaching you how to make your product,
service, and business better. Your customer service organization
should be designed to effectively communicate those issues.” –
Kristin Smaby, “Being Human is Good Business”.
You can’t gain customers’ satisfaction forever, you need to look after
them all the time. Try to talk to them, instead of to them. Ask
questions, offer constant support, send personalized messages or

28
offers, use targeted website surveys, email surveys or any other
technique that will help you communicate with your customers.
Take care of each and every one of your clients’ need and you’ll be
rewarded with their gratitude and loyalty. Sounds like a good deal,
doesn’t it? Brands often take their audience for granted, and they’ve
never been so wrong – one decision, or lack of it, can result in losing a
lot of clients and their respect.
That’s why measuring clients’ satisfaction is so important.

3. It’s (all) about the money, too

It shouldn’t be surprising, but customer satisfaction is also reflected in
your revenue. Customers’ opinion and feelings about the brand can
affect, in both positive and negative way, the essential metrics – such
as the number mentions and repeated transactions, and also customer
lifetime value or customer churn.
Happy customers won’t look at your competitors offers – they will
happily interact with your brand again, make a purchase and
recommend the product further. If you meet all of their requirements
and answer their needs while delivering the best quality of your
services, they will be fully satisfied.
Not to mention your brand will increase sales revenue!
Measuring customer satisfaction should become your daily habit – not
something you do from time to time and only if you’re about to face
crisis management. If you don’t know how to do it right, you can take
a look at our guide to measuring customer satisfaction to make things
easier.

29
4. Customer satisfaction is a factor that
helps you stand out of the competition
Kate Zabriskie once said that “Although your customers won’t love
you if you give bad service, your competitors will.” and we couldn’t
agree more.
Your competitive rivals are just waiting for you to make a wrong
move. What is more, they can often play the role of an instigator.
Being prepared for their provocations is not enough if you don’t know
how to deal with the negative backlash.
However, if you provide your customers with amazing customer
service, you will gain arguments to convince those uncertain of your
services.

5. Great customer experience can take

your brand places
The importance of customer satisfaction should never be neglected.
You should consider it especially while planning your marketing and
positioning campaigns. Satisfied customers are more likely to share
your content across social media.
They will also more keenly interact with your posts, leaving some
delightful and admirable comments. Later you can use it as the source
for case studies and success stories. Being an example of a company
that provides a ravishing customer satisfaction? Every brand should
aim for it.
Final thought

30
Providing great customer service will satisfy both you and your
targets. They get proper service, you get a proper revenue and
everyone is happy.
As simple as that. Think, is there something more you can do to better
treat your audience? That’s why you should never forget the
importance of customer satisfaction.
It’s high time to face the truth – your brand can always do better!

31
32
33
 CUSTOMER
SATISFACTION
WORK FLOW

34
Customer satisfaction is important in any business operation. In a
survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful
in managing and monitoring their businesses. (Marketing Metrics,
2010Paul W. Farris).In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business
strategy (The Future of Business: The Essentials, 2005Lawrence J.
Gitman).Asking customers to rate their satisfaction on a scale of 1-10
is a good way to see if they will become repeat customers or even
advocates. Any customer that give you a rating of 7 and above, can be
considered satisfied, and can safely expect them to come back and
make repeat purchases. It is said that customers who gives a rating of
9 or 10 are potential customer advocates who can leverage to a
competitive marketplace where businesses compete for customers;
customer satisfaction is a vital gauge of an excellent service.
Customer satisfaction is the metric a company can use to reduce
customer churn. By measuring and tracking customer satisfaction one
can put new processes in place to increase the overall quality of
customer service. A study by Info Quest found that a ‘totally satisfied
customer’ contributes 2.6 times more revenue than a somewhat
satisfied customer. Furthermore, a totally satisfied customer
contributes 14 times more revenue than a somewhat dissatisfied
customer. Satisfaction plays a significant role in how much revenue a
customer generates for a business. Current successful businesses
understand the importance of customer lifetime value. Customer

35
lifetime value is a beneficiary of high customer satisfaction and good
customer retention. It reduces negative word of mouth McKinsey
found that an unhappy customer tells between 9-15 people about their
experience. In fact, 13% of unhappy customers tell over 20 people
about their experience.
Without customers, there would be no restaurants, pub, hotel, kitchen,
bar, or leisure center. In other words, customers means job. Customers
mean job for two ways; they can provide with business, by being in
the establishment and they can provide with new business by
returning to an establishment or recommending it to other people.
Likewise, the staffs are important to customers for some reasons like,
the impression the customers gets or the impression he or she gets of
the establishment and the company as a whole, the staffs are able to
provide help and information to the customer and in the position to be
able to make the customer feel at home in what may be to him/her a
strange environment. It has been said that working in the hotel,
catering, leisure and tourism industry is like an actor on stage where
the guests are placed on the center stage first; the character parts that
the staff play is like what actor plays and similarly guests expect to
render good service( Punlaan School Hand Out for students).
Customer Satisfaction plays a significant role in how much revenue a
customer generates for business. Successful businesses understand the
importance of customer lifetime value. Customer lifetime value is a
beneficiary of high customer satisfaction and good customer retention.
Customer satisfaction is tightly linked to revenue and repeat
purchases. What often gets forgotten is how customer satisfaction

36
negatively impacts the business. It is one thing to lose a customer
because they were unhappy. It’s another thing completely to lose 20
customers because of some bad word of mouth (Blog-client
heartbeat.com/why-customer-satisfaction-is-important/).
To exclude bad word of mouth, one needs to measure customer
satisfaction on an ongoing basis. It will help businesses identify if
customers are actually happy with their product or services when they
trace changes in satisfaction. It is cheaper to retain customers than
acquire new ones. This is probably the most publicized customer
satisfaction statistics out there. It costs six to seven times more to
acquire new customers than it does to retain existing customers.
Customer satisfaction surveys help companiesmeasure
satisfaction, identify unhappy customers and find potential advocates.
For most companies, customer satisfaction ratings can have powerful
effects. Firstly, they help focus employees on the importance of
fulfilling and exceeding customer expectations. Secondly, when
satisfaction ratings dip, they warn of potential problems that can affect
future revenue.
Customer satisfaction metrics assist with understanding exactly
how happy (or unhappy) customers are. Research from Financial
Training Services found that 96% of unhappy customers do not
complain, but 91% of those actually leave and never come
back.Businesses who succeed in these cut-throat environments are the
ones that make customer satisfaction a key element of their business
strategy. An Accenture global customer satisfaction report (2008)
found that price is not the main reason to seethed customer; it is

37
actually due to the overall poor quality of customer service. This is
astounding and shows how important it is to understand and exercise
the use of customer satisfaction surveys within company. “Customer
satisfaction provides a leading indicator of consumer purchase
intentions and loyalty.” (Marketing Metrics, 2010Paul W. Farris). The
purpose of this type of survey is to gauge how satisfied customers are.
A happy customer is valuable to the company. Happy customers come
back and make repeat purchases; they have higher customer lifetime
values and are less likely to defect to competitors. On the flipside, an
unhappy customer is a nightmare. They are more likely not to
continue to buy from you, and even worse, they tell lots of people
about their bad experience. Customer satisfaction surveys help the
organization identify the overall level of satisfaction and assist with
finding the happiest and unhappiest customers.To follow up with the
happiest customers, feedback from a survey is a must (To turn them
into advocates), and the unhappiest customers (to fix problems and
retain their business). (www.Mckinsey .com 2014)
The most effective customer satisfaction surveys use rating
scales. The end goal of a customer satisfaction survey is to get
actionable customer feedback that can be used to improve the overall
customer experience. Creating amazing customer experiences is the
main focus of all companies around the world. To create amazing
experiences, the management first needs to measure and track
customer satisfaction. Surveys are the best way to do that (Ross
Beard, 2014).There aretwo dimensions that constitute an ideal
customer service. The first one is the procedural dimension, which has

38
something to do with technical procedures in executing the service;
the other one comprises the human and personal touch that livens the
procedural aspect of the job so that it creates the total impression of
professional and at the same time warns and gracious service.
There are two Dimensions of Satisfactory Customer Service:
Procedural Dimension and Personal Dimension; Procedural
Dimension deals with the system policies and procedure that supports
the delivery of consistent, efficient service.
First is timeliness- The time it takes for the customer to be served.
Long waiting time before service is rendered is one of the most
discouraging experiences of a customer. Henceforth, system and
procedure must be designed in such a way that it can render prompt
and fast service.Convenience on the other hand is a satisfactory
service; one that works best to ensure the customer’scomfort and
convenience of the customer which prevail over that of the service
personnel.Organized and smooth flows are the systems and
procedures that can ensure a smooth and steady flow of operations;
then unnecessary delays, interruption and inconveniences can be
avoided.Anticipation is a system that enables service personnel to
know what is going to happen next and what costumer needs will have
to be set will sure pave the way for greater customer satisfaction.
Next is communication. Costumers expect to be sufficiently informed
about the products as well as the company policies, extra charges, etc.
hence, the need for communication system that can disseminate
necessary and relevant information to the customer in accurate,
prompt and thorough manner.Feedback mechanism means to build

39
costumer goodwill, service must be able to respond to customers’
needs and expectations. An attempt to get feedback from customer on
this respect is the best way on finding out how well they have done is
satisfying to customers and exploring areas for improvement.Problem
solving mechanism means feedback is worthless unless complaints
and concern are given proper attention and action. Therefore, there is
a need for a problem solving mechanism that facilitates the resolutions
of operational problems.Monitoring of the service ensures that the
system and procedures are effectively and efficiently executed, the
organization must see to it that the operations are consistently
monitored/supervised and that corrective action is immediately
taken.For service to reflect professionalism, procedures are expected
to meet acceptable or professional standards, such as image reflected
in, their physical appearance, grooming and service performance.
Third is personal Dimension. This has something to do with the ability
of service personnel to relate to costumer as persons, establish
goodwill and rapportwith them and to tune into their needs as human
beings.P- Personalized Service- while there are mechanical devices
that customers are able to use in availing the assistance they need,
nothing can match a personalized service wherein service personnel
personally attend to the customer.E- Enthusiasm and
Endurance;Enthusiasm is manifested in the willingness and desire to
provide consistent positive and pleasant service even to those who
seem rude or irritating. Endurance is the ability to accept, tolerate, and
endure customer behaviour that displeasure us.R is for
Respect.Treating the customer as a person by being sensitive to his

40
feelings, by avoiding sarcastic embarrassing or rude language that
hurts or antagonize him.
S- Smiling Body Language whichincludes the facial expressions
smile, eye contact, hands and body movements that are expressive of
positive attitude and interest in serving the customer.O- Open
Mindednessis the virtue that is reflective in the ability to open hearts
and ears as one listens attentively to whatever complaints, comments
or reactions from customers without having to show signs of irritation
or defensiveness.N- Need is for Satisfaction;more than the customer’s
need for the product sold, he also has a need for:Attention, recognition
and appreciation; Need for sufficient and necessary information; Need
for acceptance and belonging; Need for Safety and security. A for
Attentiveness;if there is one thing that irritates the customer; it is the
experience of not being able to find service personnel who can attend
to his needs for assistance. Even if the need is not immediate, still a
service staffs that stand by is ready to attend to him anytime and
makes pleasant impressions.L – Loving concern- Service to people is
not just a matter of profession for earning one’s bread and butter. It is
a service of love that should be manifested in our sincere concern and
attention to customers’ needs and expectations. This may radiate in
our friendly tone of voice, helpful suggestions, honesty and sincerity
in our dealings with customers.

41
A Six-Stage Process For Customer Satisfaction
Studies
There are six parts to any customer satisfaction programme:

1. Who should be interviewed?

2. What should be measured?
3. How should the interview be carried out?
4. How should satisfaction be measured?
5. What do the measurements mean?
6. How to use a customer satisfaction study to greatest effect?

Who Should Be Interviewed?

Some products and services are chosen and consumed by individuals
with little influence from others. The choice of a brand of cigarettes is
very personal and it is clear who should be interviewed to find out
satisfaction with those cigarettes. But who should we interview to
determine the satisfaction with breakfast cereal? Is it the person that
buys the cereal (usually a parent) or the person that consumes it (often a
child)? And what of a complicated buying decision in a business to
business situation. Who should be interviewed in a customer satisfaction
survey for a truck manufacturer – the driver, the transport manager, the
general management of the company? In other b2b markets there may
well be influences on the buying decision from engineering, production,
purchasing, quality assurance, plus research and development. Because
each department evaluates suppliers differently, the customer
satisfaction programme will need to cover the multiple views.

PROCEDURE:
Collaborative Partnerships and Internal Committees General
Expectation
Coalitions, committees, partnerships, advisory groups, etc. that are led by
health department employees may be evaluated.
1. For external collaborative partnerships, a web-based survey tool
collects information about community involvement, perceived
impact of the coalition on the community, and other logistical
feedback. Specific information about a committee’s activities can be
added to the survey. A paper format can be used, if necessary. Staff
can determine when to survey committee members, but usually once

42
 a year or at least every other year. Surveys are typically kept open
for two to four weeks with one to two reminders sent to complete it.
Staff can decide whether to send to all members or just those who
attend regularly.

2. A similar process and survey is available for internal standing

committees who meet regularly. A sample survey for external and
internal use is attached to this policy.

Customer Service Satisfaction General Expectation

Public Health programs that provide direct client service, telephone
reception, or serve internal customers may conduct customersatisfaction
surveys.
1. For customers, the survey collects information assessing client
satisfaction with health department services. Assessment methods
may include verbal, paper or on-line surveys. A core set of questions
will be used by all customersatisfaction surveys, but staff can add
additional questions, if desired. A sample survey is attached to this
policy. The QI Activity Schedule will dictate the target customers
and frequency of the survey process. The survey could be given
randomly or to all customers throughout the year, during one month,
or other time period. Staff should ensure a sufficient number of
responses are obtained.

DOCUMENTATION:
1. Findings will be recorded on the QI Summary Report Form (see
PM/QI Plan for form).
2. The QI Summary Report Form will be provided to the Performance
Management/Quality Improvement (PM/QI)Committee for analysis
and recommendations.
3. The PM/QI Committee report and recommendations will then be
forwarded to the Professional Advisory Committee.

43
ANALYSIS

44
There are several ways to gather input from customers. The simplest
way to find out how customers’ feel about the brand is to gather
information through questionnaire. If you have only 20 customers,
you can talk to each one personally. The advantage of this approach is
that you'll get a personal "feel" for each customer.
The disadvantage is that you'll gather different information from each
customer depending on how the conversation goes.
Therefore, in order to overcome the disadvantage, a close-ended
questionnaire has been prepared using measurement tools such as
Likert’s Scale and Rating Scale. Customer surveys with standardized
survey question insure that you will collect the same information from
everyone. Remember that few of your customers will be interested in
"filling out a questionnaire". It's work for them without much reward.
By launching a customer survey as an attempt to find out "how we can
serve you better" -- your customers will feel less put upon.
Here are a few of the possible dimensions that one could measure:
 Quality of product
 Pricing
 Offers and discounts
 Staff’s behavior
 Complaints or problems
 Billing experience
 Security’s behavior
 Store’s ambience & cleanliness

45
  Overall experience in store
 Parking Facility

Using satisfaction Surveys to achieve a Competitive advantage

Consider these statistics:
 Only 4% of all customers with problems complain
 The average person with a problem eventually tells 9 other
people
 Satisfied patients and customers tell 5 other people about their
good treatment
 Cost of acquiring a new customer is usually 5-7 times greater
than retaining current ones
 Cost of hiring and training a new employee is up to 10 times
greater than retaining current ones.

These facts underscore the need to satisfy your current customers so

they remain with your organization. Ensuring their satisfaction is vital
to your long-term business survival and profitability. The technology
available to both you and your competitors has made it easier to
duplicate each other’s products or services.
Because of this, it is increasingly difficult to rely on features alone to
differentiate yourself from the competition. Excellent customer
satisfaction is one of the few ways to achieve a sustainable
competitive advantage.
Satisfaction (and dissatisfaction) affects your organizations bottom
line
46
The value of satisfaction is often underestimated. Loyal customers
affect an organization’s success, which can be difficult to quantify.
Loyal customers grow your business by increasing market share. Over
a lifetime, a loyal customer purchases more, purchases at a premium
(they are less sensitive to price), costs less to sell to, and refers your
business to others.
An essential part of assessing satisfaction includes identifying
dissatisfaction. Dissatisfied customers often hold the information you
need to succeed. Understanding when and why dissatisfaction occurs,
helps you implement changes to gain and retain future customers. No
matter what type of business you are in, surveys are an important tool
to help you collect the information you need to understand and
evaluate satisfaction.
Questionnaire Analysis

The questionnaire is close-ended and most of the questions are based

on Likert’s Scale and Rating Scale for objective measurement. Since
there is no standard tool for measuring satisfaction, therefore, the
above questionnaire has been prepared for objective analysis. This
questionnaire has been filled by 20 random RETAIL STORE’s
customers without prejudiced by age, sex, race caste or religion.
 The first pie diagram deals with the prices of products sold by
RETAIL STORE. As per the findings, 80% of the customers
are satisfied with the pricing of the hyper-market. Rest 20% of
the respondents feel that prices not justifying the quality.

47
 The second pie diagram deals with quality and variety of
products offered by RETAIL STORE. This is the most
satisfying prospect for the organization as 90% of the customers
feel that quality offered is very good.
 The third pie diagram deals with offers and discounts. The
survey says that 60% agree that the offers and discounts are one
of the major constituents determining the levels of satisfaction
whereas 40% doesn’t agree.
 The fourth pie diagram deals with behavior of the staff
employed in the retail store. 80% of the survey population says
that the behavior is decent whereas 20% of the respondents say
that the staff behavior is rude and indecent. This aspect also
influences satisfaction levels; therefore, it is good for the
organization as majority is in favor.
 The fifth pie diagram deals with the ambience and cleanliness
of the retail chain. As per 50% of the sample, it plays a very
important role in determining satisfaction of the customers
whereas 20% of the customers think it to be an unimportant
factor. Rest of the population of the survey is indifferent
towards this factor of satisfaction.
 The sixth pie diagram deals with customer desk service and in-
store announcements. 40% of respondents do not care about the
announcements. 20% of them say that it is a good feature and
40% of them don’t agree with announcements made. They feel

48
 that the sound is unclear and hazy and this needs to be worked
upon.
 The seventh pie diagram deals with billing experience. 60% of
the respondents say that the billing experience is not at all
satisfactory. The long queue and the inefficiency of the billing
staff is a prospect which harms the reputation of the store. 20%
of the sample is fine with it and rests of the respondents are
indifferent.
 The eighth pie diagram deals with the behavior of security
personnel. The number of respondents favoring are equal to
number who are against it. Therefore, since everybody has to go
through security checks this prospect is also lowering down the
satisfaction levels of the customers.
 The ninth pie diagram deals with overall experience in the
store. 20% of the customers say that the overall experience was
good, 20% of them say it was very good, 30% say it to be
excellent and rest say it to be bad.
 The tenth pie diagram deals with parking facility at the store.
As per the 60% of the respondents, the parking spacious and
more uniform and systematic. Rest of the sample says that it is
not very much hazzle free.
 The last pie diagram deals with the factors which influences the
satisfaction level of the buyers. The order of preference of the
respondents is as below:
o 30% - Quality

49
o 25% - Price
o 15% - Brand
o 10% - Proximity & One-Stop Shop
o 5% - Store Layout & Staff Behavior

50
CONCLUSION

51
RETAIL STORE is a major shopping complex for today’s customers.
It is a place where customers find variety of products at a reasonable
price. RETAIL STORE has a good reputation of itself in the market. It
has positioned itself in the market as a discounted store. It holds a
huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around
RETAIL STORE. Volume sales always take place in RETAIL
STORE. Impulse buying behavior of customers comes in to play most
of the times in RETAIL STORE.
RETAIL STORE is a hypermarket as it provides various kinds of
goods like apparels, grocery, stationary, food items, electronic items,
leather items, watches, jewellery, crockery, decorative items, sport
items, chocolates and many more. It competes with all the specialty
stores of different products which provide goods at a discounted rate
all through the year. It holds a large customer base and it seemed from
the study that the customers are quite satisfied with RETAIL STORE.
As of now there are 30+ RETAIL STOREs in different cities of India,
it seems that there is a vast growth of RETAIL STORE lying as
customers demand is increasing for RETAIL STOREs.
PROS:
1. Variety: RETAIL STORE offers a wide variety of products of
different prices and different qualities satisfying most of its
customers.

52
2. Quality: Providing quality at low prices and having different
types of products for different income customers is another
advantage.
3. Price: As noted the prices and offers in RETAIL STORE have
been one of the main attractions and reasons for its popularity.
The price ranges and the products offered are very satisfying to
the customers.
4. Location: The location of RETAIL STORE has been mainly in
the heart of the city or in the out skirts giving a chance to both
the City and the people living outside the city to shop.
5. Advertisements: RETAIL STORE has endorsed very popular
figure like M S Dhoni and other famous personalities which has
attracted a lot of customers. This has resulted in increase of sale
and the outdoor advertising techniques have also helped
RETAIL STORE.
6. Middle class appeal: Considering the fact that there are a lot
middle class families in India, RETAIL STORE has had a huge
impact on the middle class section of India, the prices, quality
and sales strategy has helped in getting the middle income
groups getting attracted towards RETAIL STORE.
7. Attractive sales: RETAIL STORE has been known for its great
sale and great offers. RETAIL STORE has had long lines of
people waiting to get into the store for the sale. Therefore, the
sales that RETAIL STORE has had has increased sales in a

53
 huge way due to the sales and offers, thus this has been one of
the main advantages of RETAIL STORE.

CONS:
1. Store layout: The store layout and the assortment of goods is
not the best at RETAIL STORE, as the quantity of goods sold is
more the arrangement and assortment of goods in the store is
the greatest. Hence at times customers find it hard to find what
they require, this leads to dissatisfaction of customers.
2. Lower quality of goods: As RETAIL STORE aims more toward
the middle income group, the quality of goods is not of the
highest quality, and this is sometimes a disadvantage as some
would prefer better quality to the price, making customers to
search for different places. Moreover, as the sore is trying to
concentrate on the middle income group the type of products
used is not of the most superior quality and most of the times
nor branded, this may dissatisfy certain customers
3. Does not appeal to the elite: As mentioned above, the main
customers are middle income and a few high income groups,
the elite do not like to shop at RETAIL STORE as the quality
of goods is lower and they would prefer a higher price and get a
better brand, this decreases sales from the elite class
4. Not acclaimed for very good service: RETAIL STORE is not
known for high class service. The staff recruited is not very
well trained and the billing queues take a long time to move,

54
 this irritates customers which makes them visit the store more
seldom
5. Consumer satisfaction: Long queues and lower quality leads to
dissatisfaction of customers. Due to factors mentioned above
RETAIL STORE shoppers are not always satisfied, this is not a
positive for the store.

Therefore, in order to keep its brand image and improve the level
of satisfaction, these cons must be countered through policy
decisions and provide greater services to the customers through
improvised mechanisms and greater choice.

55
RECOMMENDATIONS
 Billing should be hassle free.
 There should be no security hassles before entering the store.
 There should be a delivery desk so that Customer receives the
goods from delivery desk and does not have to carry the same.
 Home delivery should provide with area limitations.
 Allow the carrying of water bottles in the store.
 There should be a customer care number to solve any problems
faced by customers.
 Parking should be more spacious, organized and hassle free.
 The announcements must be audible.
 The staff should be properly trained and must be polite.
 Increase the range of other company product, especially in

apparels and food items.

 RETAIL STORE should include more of branded products its

product category so as to attract the brand choosy people to

come in to RETAIL STORE.
 It should make different cash counters for different customers.

Cash counter and credit card payment counter should be placed

differently in order to reduce the rush and save the customer’s
time. This will be a kind of motivator for the customers of
RETAIL STORE.
 During the off peak hour’s RETAIL STORE should provide

some offers to its customers so that people would be

56
encouraged to come to RETAIL STORE during off peak hours.
The customers who are present in the mall during the off peak
hours of RETAIL STORE will definitely go in to RETAIL
STORE if surprise offers are made at that time.

57
LIMITATIONS

58
These are limitations with respect to the market survey and the
instruments used for the market research.
 The study is limited to the areas of Jodhpur.
 Data collected is based on questionnaire and other secondary
information.
 The information collected by the method adopted is limited.
 Non availability of adequate data also limited the scope of the
study to some extent.
 Respondents were reluctant to go into details because of their
busy schedules.
 The result would be varying according to the individuals as
well as time.
 Some respondents hesitated to give the actual situation.
 The findings and conclusions are based on knowledge and
experience of the respondents sometime may subject to bias.
 Some respondents level of seriousness while filling the
Questionnaire is doubted (although effort was made to make the
process more interactive and interesting).
 Since there is no standard scale to measure level of satisfaction,
therefore, the findings cannot be said to be accurate.
 Due to time constraint and other imperative work load during
the t period it could not be made possible to explore more area
of concern pertaining to study.
 Also impossible for company to prove information is
confidential.

59
 Due to fast pace of life, some customers were not able to do
justification to the questionnaire.

60
BIBLOGRAPHY

61
 Books: -

1. Kotler Philips, Marketing Management, 11th Edition,

Prentice Hall of India, 2002;
2. C.R. Kothari, Research Methodology: Methods and
Techniques, 2nd revised Edition, New Age International
Publishers, 2008
3. Derek R. Allen, Customer Satisfaction Research
Management, ASQ Quality Press, 2004
4. Berman B and Evans J.R, Retail Management (Pearson
education, 10th edition)
5. Louden D.L. & Bitta Delia, Consumer Behavior (Tata
Mc. Graw hill, 4th edition )
6. Newman A.J. and Cullen P, Retailing, Environment and
Operations(Vikas,1st Ed.)

 Articles: -

1. Olga V. Krivobokova, Evaluating Customer satisfaction

as an Aspect of Quality Management, 2009

 Websites: -

1. en.wikipedia.org/wiki/Big_Bazaar
2. http://www.learnmarketing.net

62
3. http://www.scribd.com/doc/21349941/Big-Bazaar-
Project
4. http://www.qualtrics.com/university/researcsuite/survey-
types/market-survey/customer-satisfaction-theory
5. http://www.docstoc.com/?doc_id=46500277&download=
1
6. http://www.scribd.com/doc/49255595/Customer-
Satisfaction-in-Big-Bazaar

63
ANNEXURE

64
HILTON HOTELS

What's the point of doing a survey if nothing comes out of it? Hilton
Hotels seem to be exemplary in following up after every survey. It's
called the Hilton Surveying Program. Every survey is looked into
regularly, and live data is updated every night. Their response rate is
now 30% for online surveys, and the abandonment rate fell by 6% in a
year.

65
UBER

Uber has two customers -- the drivers and the passengers -- and it
does a great job collecting opinions and reviews from both. The
passengers give ratings after every ride, and the drivers rate the
passengers as well.
66
This makes it fair and transparent for both kinds of "customers," and
these ratings affect the drivers' and passengers' reputation as well. If a
passenger has a lower rating, the driver has the authority to decline the
booking.
4. Netflix

Netflix brings out its A-game when it comes to customer experience.

With its recommendation system, it is as customer-friendly as one can
get. It studies the behavior of all of its customers and recommends
them movies/shows per their ratings, likes/dislikes, or just what they
have been watching.

67
SLACK

For Slack, customer feedback is at the epicenter of its efforts. The

company based its product development entirely on the customer
feedback. In fact, there's a command within the application where
users can send them feedback, or just tell them what features the users
would like to have. The co-founders read all the user feedback and
made sure they responded to every ticket raised.

68
DRIFT

Drift sends Net Promoter Score®, or NPS, surveys. NPS is a critical

SaaS metric and a method to measure customer satisfaction. The only
question it asks is whether the customer is likely to recommend Drift to
a friend or colleague.

PAYTM

69
Paytm has always taken customer opinions into account and has taken
serious steps to improve customer experience.
Taking customer experience and security to another level, Paytm
recently removed 85,000 sellers from the Paytm mall and put in some
strict steps to verify the quality of existing sellers. To help its
customers who book movie tickets by using the Paytm platform, it
allowed them to get refunds on their bookings if they were fraudulent.

SKYPE

70
 Source: My Skype Lab
Another example of a product that provides great customer service is
Skype. If you call people often using Skype, you know that it asks for
feedback after every call. But more than that, it believes in
immediately solving customers' problems. In one instance, Skype left
a customer overwhelmed by its quick response time.

71
AMAZON
Amazon seems to be exceeding user expectations by collecting all
kinds of information and making these easily accessible such that
users can find the answers themselves in a knowledge base to provide
customers with self-service support. This reduces the chances of

incorrect purchases, which can make all the difference in a customer's

buying decisions.
.

72