Chapter 3. Customer Satisfaction

1
Chapter 3. Customer Satisfaction

• Critical for Any Organization to Survive Global
  Competition

2
Who are customers?

• External
• Internal

3
Understand Customers Needs I Total Customer
Perception

• Performance
• Features
• Service and technical support
• Warranty
• Price
• Reputation
• Customer communications

4
Customer Feedback

• Comment card
• Survey
• Focus group
• Customer complaint line
• Customer visits
• Report card
• Internet

5
Employee Feedback

• Product innovation
• Product quality
• Productivity
• Customer services
• etc.

6
Customer Service Quality

• Leadership
• Organization and system
• Customer care
• Communications
• Front-line training and training

7
Understand Customers Needs II Translating needs
into requirements

• Explicit requirements
• Innovations
• Unstated and unspoken requirements