Customer Satisfaction

1
Customer Satisfaction

• The way to profitability and security

2
Outcome

• On completion of this workshop you will
• understand how your job impacts customer
  satisfaction and hence the performance of the
  whole business.
• have identified ways in which you can improve
  customer satisfaction.

3
Profit/Security

• Delighted customers boasting about your products
  and services and bringing their friends with
  them!
• Dr Edwards Deming

4
Chain Reaction
5
Who are the best and why?

• Discussion

6
Ritz-Carlton

• Two time winners of the Baldrige Award
• The 20 Basics
• We are Ladies and Gentlemen serving Ladies and
  Gentlemen
• All employees have the right to be involved in
  the planning of the work that affects them
• Each employee is empowered
• Never lose a guest
• Think safety first

7
Your Customers

• Who are they and how well are you doing?

8
A Customer

• Anyone who receives a product or service from you
• They may pay directly for service or not
• There will be internal customers as well as
  external ones
• Requirements may conflict

9
Exercise 1

• Identify your internal and external customers
• Considering your main external customer
  brainstorm all their wants and needs
• Identify the most important things to the
  customer
• Assess how well you are doing

10
Generic Expectations

• Accuracy
• Reliability and Timeliness
• Responsiveness
• Knowledge and Courtesy
• Empathy

11
Grid
12
Tensions A Laboratory

• One orders
• One receives
• One pays

13
The Delight Factor

• Surprise!

14
Customer Responses

• Peak
• Trough
• End Theory

15
Exercise 2

• What things dissatisfy your main external
  customer?
• What things might delight them?

16
How Customers Behave

• Not obvious

17
Customer Research

• 63 of buyers go to alternative suppliers due to
  quality of interaction with people not due to
  product or service quality
• Acquiring a new customer cost 5 times that of
  retaining an existing one (auto)
• Customers are far more emotional than we care to
  admit

TARP 1979
18
The Complaints Mushroom
Note Varies by industry based on small problems
19
Facts (1)

• Dissatisfied individual and business customers
  tend not to complain.
• Complaints often do not directly identify the
  source or cause of the problem.
• Retail, field sales and service systems filter
  and discourage complaints.
• Brand loyalty can be retained by merely getting
  customers to articulate their problems.

20
Facts (2)

• Increasing the ease of access to the provider can
  reduce the complaint ratio.
• The propensity to complain is directly
  proportional to the perceived severity of the
  problem and damage to the respondent.
• Complainers tend to be the heaviest users of the
  product or service.
• Problem experience, especially in the case of
  those consumers who remain unsatisfied after
  complaining, results in substantial amounts of
  negative word of mouth.

21
The Voice of the Customer

• Listening

22
Understand Customers

• Typical Methods
• Research
• Focus Groups
• Questionnaires
• Interviews
• Just be a customer!
• Treat others how you would like to be treated

23
Exercise 3

• Consider the products or services you provide to
  your external customers
• What things can you do differently to improve
  satisfaction, improve reputation and hence
  improve business performance?