Total Quality Management Chapter 3: Customer Satisfaction Atit Patumvan Faculty of Management and Information Sciences, Naresuan University 1
Agenda • Introduction • Who is the Customer? • Customer Perception of Quality? • Feedback • Using Customer ComplaintsAtit Patumvan, Faculty of Management and Information Sciences, Naresuan University
Agenda (cont.) • Service Quality • Translating Needs into Requirements • Customer RetentionAtit Patumvan, Faculty of Management and Information Sciences, Naresuan University
Customer Satisfaction Organization CEO Senior managers Function operational areas Front-line representative Customer 4
Customer Satisfaction Model Customer needsCompany offer 5
Who is the Customer• External Customer • Who uses the products or services. • Who purchases the products or services. • Who inﬂuences the sale of the products or services.• Internal Customer • Every one in the business process 6
Categories of external Customers• Current• Prospective• Lost Customer 7
Customer/supplier ChainInputs from Outputs to Internal External External CustomersCustomers Customer• What do they need from me?• What do you do with my output?• Are there any gaps between what you need and what you get? 8
Feedback (cont.)• Report Card• The Internet and Computer• Employee Feedback• Mass Customization• The American Customer Satisfaction Index
Using Customer Complaints• Senior manager resolve the customers concern• Establish customer satisfaction measures and monitor• Communicate complaint information to all people in the organization• Provide a monthly complaint report to the quality council
Elements of Customer Service• Organization• Customer Care• Communication• Front-line people• Leadership
Quantization• Identify each market segment.• Write down the requirements.• Communicate the requirement.• Organize processes.• Organize physical spaces.
Customer Care• Meet the customers expectations.• Get the customers point of view.• Deliver what is promised.• Make the customer feel valued.• Respond to all complaints.• Over-respond to the customer.• Provide a clean and comfortable customer perception area.
Communication• Optimization the trade-off between time and personal attention.• Minimize the number of contact points.• Provide pleasant, knowledgeable, and enthusiastic employees.• Write documents in customer-friendly language.
Front-line people• Hire people who like people.• Challenge them to develop better methods.• Give them the authority to solve problems.• Serve them as internal customers.• Be sure they are adequately trained.• Recognize and reward performance.
Leadership• Lead by example.• Listen to the front-line people.• Strive for continuos process improvement.
Kano Model Customer satisﬁed Easily identiﬁed Quickly become expected Spoken and expected Requirement InnovationsRequirements Requirementsnot satisﬁed satisﬁed Unspoken but expected requirements Customer dissatisﬁed
Voice of the CustomerHow is the voice of the customer heard? Who is the customer? Customer reports NBA Design reviews Internal Surveys External Interview Focus groups Site visits Voice of the customer Clarify verbatim For listening Afﬁnity diagrams QDF For evaluating Data control IPD team meetingsHow is the voice of the customer evaluated? Who has what responsibility?