Managing the Customer Satisfaction Process

Chap #1 Introduction

Learning Objectives

List the steps in customer satisfaction management Process State the role of customer satisfaction in a total quality management process Summarize the activities conducted during g each phase of a customer satisfaction management process Define the differences between customer satisfaction measurement and customer satisfaction management

Customer Satisfaction
What

or who is a customer ? What is satisfaction as far as customer are concerned? The principle determinant of a company`s success or failure, both in the marketplace and organizationally.

What Is a Customer?
Anyone who has an expectation of you The recipient of your product or service is your customer- the hotel guest, airline passenger, hospital patient, insurance claimant, machine operator, information handler, or general consumer Internal Customer the person at the next desk in your operation is ,in part , a customer toy our company.

Using your definition of customers as anyone having n expectation of us, make a list of external and internal customs for you business and your function with in that business Internal _________________ _________________ _________________ _________________ _________________ _________________ _________________ External ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________

What is Customer Satisfaction?

How

do we satisfy our customers? Satisfaction : supplying or gratifying all wants or wishes, fulfilling conditions or desires, or as pleased or contended feeling or sate of mind anything that makes person feel pleased or contended. PIMS : Profit Impact of marketing Strategy MBNQA : Malcolm Aldridge National Quality Award

The Seven Calories in the Malcolm Aldridge National Quality Award Selection criteria and the weight they are given I n the selection Process
Column1
Quality and operational Results Management of Process Quality Startegic Quality Planning Information and Analysis

Human Resource Dvelopment and Mangement Leadership

The Customer Satisfaction Management Process

The

intend of process improvement is to change our simple definition of a series of events that produce an outcome to a planned series of events that yield a predictable desired outcome. Three key words

Planned Predicable Desired

Think about it.

What are some of the expectations of a customer from a particular quality or service? Can the relative importance of the expectations and performance can be measured? How do requirements and expectations improve quality and services?

Conceptual model of a quality management process

objectives

Discovery

Critical needs and assessment

Action Planning

Product ,service and organization improvement

Ongoing measurement

Steps in customer Satisfaction Management Process

Objectives

Discovery
Critical

needs Assessment Action Planning Product Service and Organization Improvement Ongoing Measurement and Monitoring

Objectives
Hoe

the process works What information is needed and how to use it for customers Leaders betake ownership of the results Provides the environment to link customer satisfaction activities with any existing quality improvement initiatives

Discovery

Identify employee`s and customer`s perception Discovery is Qualitative, on measured research to provide guidance in designing the survey instrument. Company personals are interviewed to obtain their commitment and to ensure actionably of the process to fine tune objectives and to identify potential gaps with customer perceptions Customers are interviewed to discover everything that is really important to them concerning quality and satisfaction issues and tributes

Critical Needs and Assessments

Customer

Satisfaction Measurement

It is to measure the relative importance of the critical attributes This measurement is accomplished by means of quantitative interview among the representatives sample of customers and competitor's customers Interviews conducted by telephone or mail, or in person

 Organizational

Assessment

Access the organization`s ability to deliver customer requirements for quality and satisfaction Qualitative interviews conducted Employees are asked to rank perceived customer priorities perceived company performance on such priorities ,barriers to delivery of quality products and services and rewarded behavior with in the company

Action Planning
Framework

for improving quality Product ,Service and Organization Improvement Depends on the previous steps Make essential the performance of financial performance Modified quality function development matrix, called the condo of quality(based on customer revived information)

Products, Service, and Organization Improvement

Continuous

improvement in customer satisfaction is the result of continues improvement in all aspects of a company`s operations.

Ongoing Monitoring and Measurement

Provides

the feedback Data are collected by brief interviews Periodic monitoring Comparison of organizational units Immediate response to problems and opportunities