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Measuring Customer Satisfaction
Introductory concepts @ OxfordCambridge.Org all for free and free for all.
The information...
Measuring Customer Satisfaction – Introduction.
☺ A CEO once made the case that business success is built on the millions ...
Measuring Customer Satisfaction - Aim of publication
To introduce the reader or the learner to contributing to
customer lo...
Measuring Customer Satisfaction – Summary.
☺ Too often, organizations seeking to improve customer satisfaction and
loyalty...
Measuring Customer Satisfaction - Learning Objectives.
 After developing the KeyPoints outlined in this publication, you ...
Measuring Customer Satisfaction - Sections List.
 (Section 1) Discovering What Your Customers Want.
 (Section 2) Develop...
(Section 1) Discovering What Your Customers Want – Summary.
☺ The data are in, and there's no doubt about it: the return o...
(Section 1) Discovering What Your Customers Want – HighPoints.
 Building a Customer Satisfaction System.
 When Customers...
(Section 1) HighPoints: Building a Customer Satisfaction System.
☺ recognize benefits of planning a customer satisfaction ...
(Section 1) HighPoints: When Customers Complain.
☺ recognize the value of learning from customer complaints and customers’...
(Section 1) HighPoints: Applying the Critical-incident Approach.
☺ recognize the values of determining critical product an...
(Section 1) HighPoints: Moving from Incidents to Customer
Requirements.
☺ recognize the importance of consolidating interv...
(Section 2) Developing Customer Satisfaction Surveys – Summary.
☺ By the time most people have the chance to develop their...
(Section 2) Developing Customer Satisfaction Surveys – HighPoints.
 Determining How to Conduct the Survey.
 Selecting an...
(Section 2) HighPoints: Determining How to Conduct the Survey.
☺ recognize the importance of obtaining a high response rat...
(Section 2) HighPoints: Selecting and Managing Question Formats.
☺ recognize benefits of selecting the appropriate questio...
(Section 2) HighPoints: Introductions and Item Wording.
☺ recognize the importance of appropriate wording to ensure the re...
(Section 2) HighPoints: Sampling.
☺ recognize the benefit of using a statistical sampling method for selecting
customers f...
(Section 3) Customer Satisfaction Analysis and Implementation –
Summary.
☺ What one gets out of a well-designed customer s...
(Section 3) Customer Satisfaction Analysis and Implementation –
HighPoints
 From Data to Information.
 Analyzing Relatio...
(Section 3) HighPoints: From Data to Information.
☺ recognize the importance of applying sound basic data-analysis techniq...
(Section 3) HighPoints: Analyzing Relationships in Data.
☺ recognize the value of using analyses that show relationships i...
(Section 3) HighPoints: Making Measurements Operational.
☺ recognize benefits of reporting data in forms that can be easil...
(Section 3) HighPoints: From Information to Action.
☺ recognize the importance of developing a strategy to deploy customer...
Measuring Customer Satisfaction – Conclusion.
☺ At this point you should be familiar with the following:


communicating ...
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Measuring Customer Satisfaction (beta)

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A CEO once made the case that business success is built on the millions of brief interactions between a business and its customers.
Those interactions were referred to as "Moments of Truth".
Since then, the importance of flawless customer service has become accepted across most industries.
The essential role of measurement in customer satisfaction improvement is well recognized.
However, measurement must be tied to management action to create a truly world-class customer satisfaction
Explore the bottom-line payoffs for building customer satisfaction and you'll discover elements of an effective customer satisfaction system.

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Transcript of "Measuring Customer Satisfaction (beta)"

  1. 1. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  2. 2. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  3. 3. Measuring Customer Satisfaction Introductory concepts @ OxfordCambridge.Org all for free and free for all. The information gathered here is under KeyPoints format and may be use: - Either to give the reader an overview before deciding for a full scale study of the topic. - Or act as a study guide for learners in expanding their knowledge on that given topic. Some recommendations, perhaps: - Identify each KeyPoint on which you feel a need to expand your knowledge, - Choose a good book or academic magazine and info from the Internet. - And then work towards gaining that knowledge, at your own pace. Please enjoy! Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  4. 4. Measuring Customer Satisfaction – Introduction. ☺ A CEO once made the case that business success is built on the millions of brief interactions between a business and its customers. ☺ Those interactions were referred to as "Moments of Truth". ☺ Since then, the importance of flawless customer service has become accepted across most industries. ☺ The essential role of measurement in customer satisfaction improvement is well recognized. ☺ However, measurement must be tied to management action to create a truly world-class customer satisfaction. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  5. 5. Measuring Customer Satisfaction - Aim of publication To introduce the reader or the learner to contributing to customer loyalty, whether with responsibility for customer satisfaction, or as employee present in the customer loyalty chain. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  6. 6. Measuring Customer Satisfaction – Summary. ☺ Too often, organizations seeking to improve customer satisfaction and loyalty begin with a survey. ☺ To build a successful customer satisfaction system, you have to begin with the basics. ☺ You must begin by developing a customer satisfaction system before you develop the survey. ☺ Explore the bottom-line payoffs for building customer satisfaction. ☺ And you'll discover elements of an effective customer satisfaction system. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  7. 7. Measuring Customer Satisfaction - Learning Objectives.  After developing the KeyPoints outlined in this publication, you should mainly be able to:   know key elements of an effective complaint-tracking system.  recognize the importance of obtaining high response rates in satisfaction surveys.  distinguish good from poor data editing and coding practices.  draw appropriate conclusions about surveyed attributes.  assess the relative importance and degree of correlation of customer satisfaction attributes.  identify expected outcomes of using perceptual maps in customer satisfaction measurement.  sequence the steps of converting attributes into production requirements.  Curricula/Curriculum recognize benefits of planning a customer satisfaction system. apply marketing strategies to different customer satisfaction profiles. (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  8. 8. Measuring Customer Satisfaction - Sections List.  (Section 1) Discovering What Your Customers Want.  (Section 2) Developing Customer Satisfaction Surveys.  (Section 3) Customer Satisfaction Analysis and Implementation. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  9. 9. (Section 1) Discovering What Your Customers Want – Summary. ☺ The data are in, and there's no doubt about it: the return on customer loyalty goes directly to your company's bottom line. ☺ Too often, however, organizations seeking to improve customer satisfaction and loyalty begin with a survey. ☺ To build a successful customer satisfaction system, you have to begin with the basics. ☺ When customer satisfaction programs begin with a survey, and not a plan, the result is frequently customer dissatisfaction. ☺ To overcome this risk, you must begin by developing a customer satisfaction system before you develop the survey. ☺ There is a need to explore the bottom-line payoffs for building customer satisfaction. ☺ You'll discover the elements of an effective customer satisfaction system. ☺ Most important, you'll learn how to discover what your customers want before you try to measure whether you're delivering it. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  10. 10. (Section 1) Discovering What Your Customers Want – HighPoints.  Building a Customer Satisfaction System.  When Customers Complain.  Applying the Critical-incident Approach.  Moving from Incidents to Customer Requirements. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  11. 11. (Section 1) HighPoints: Building a Customer Satisfaction System. ☺ recognize benefits of planning a customer satisfaction system before undertaking a customer satisfaction survey. ☺ consider the type of criteria customers use to evaluate products. ☺ identify key elements in an effective customer satisfaction system. ☺ analyze a customer satisfaction system to determine the consequences of one or more missing crucial elements. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  12. 12. (Section 1) HighPoints: When Customers Complain. ☺ recognize the value of learning from customer complaints and customers’ defection. ☺ select business responses most likely to prevent defection of a complaining customer. ☺ compare key elements of an effective complaint-tracking system with their purpose. ☺ discover the techniques for making defected-customer interviews. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  13. 13. (Section 1) HighPoints: Applying the Critical-incident Approach. ☺ recognize the values of determining critical product and service attributes as a basis for understanding customer expectations. ☺ sequence the steps in the critical-incident approach. ☺ consider principles for conducting a critical-incident interview. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  14. 14. (Section 1) HighPoints: Moving from Incidents to Customer Requirements. ☺ recognize the importance of consolidating interview data into attributes and expected benefits. ☺ identify key steps in gathering attributes from critical incidents. ☺ discover attributes assigned to appropriate expected-benefit categories. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  15. 15. (Section 2) Developing Customer Satisfaction Surveys – Summary. ☺ By the time most people have the chance to develop their first survey, they've read many surveys that they think developing one will be a straight run. ☺ To a certain extent, this could be right. ☺ Indeed, developing a survey is a no-brainer. ☺ Developing a survey that gets valid, reliable data, however, is both science and art. ☺ Then, get accustomed to using the principles of survey design to develop a customer satisfaction survey that works. ☺ In the same go, one should explore factors that influence selection of the survey method. ☺ Not to forget learning to design the survey instrument itself, including selection of question formats, sequencing of questions, and wording of the items themselves. ☺ One will examine issues relating to selection of a sampling method and determination of sample size. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  16. 16. (Section 2) Developing Customer Satisfaction Surveys – HighPoints.  Determining How to Conduct the Survey.  Selecting and Managing Question Formats.  Introductions and Item Wording.  Sampling. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  17. 17. (Section 2) HighPoints: Determining How to Conduct the Survey. ☺ recognize the importance of obtaining a high response rate in a customer satisfaction survey. ☺ align key survey requirements with the most appropriate survey method. ☺ identify key elements of an effective email survey. ☺ analyze whether email survey procedures used will be effective at optimizing customer response rates. ☺ consider appropriate procedures for optimizing customer response rates to a phone survey. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  18. 18. (Section 2) HighPoints: Selecting and Managing Question Formats. ☺ recognize benefits of selecting the appropriate question formats in developing a customer satisfaction survey. ☺ distinguish between appropriate and inappropriate uses of open-ended questions. ☺ select types of closed-ended items with the appropriate use of each type. ☺ determine whether customer expectations justify decreased or increased improvement efforts based on responses to comparative survey items. ☺ apply principles for sequencing questions appropriately in a customer satisfaction survey. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  19. 19. (Section 2) HighPoints: Introductions and Item Wording. ☺ recognize the importance of appropriate wording to ensure the reliability of a customer satisfaction survey. ☺ consider elements of an effective survey introduction. ☺ evaluate the impact of types of confusing wording or construction. ☺ assess whether survey items are well- or poorly written. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  20. 20. (Section 2) HighPoints: Sampling. ☺ recognize the benefit of using a statistical sampling method for selecting customers for a survey. ☺ know sample types qnd their status of being generalizable or not. ☺ assess a business case to determine the best sampling method. ☺ analyze a business situation to determine what change in variables must be made to allow a change of sample size, confidence level, margin of error, or cost when planning sample size of a survey. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  21. 21. (Section 3) Customer Satisfaction Analysis and Implementation – Summary. ☺ What one gets out of a well-designed customer satisfaction survey will depend largely on the power of the analytical tools applied to the data and the effectiveness of actions taken based on the resulting information. ☺ Although the analysis itself is best conducted by a statistical team, one will be able to use survey results more effectively to understand how key analytical tools are applied. ☺ One is to examine how to transform data into information that can be acted on. ☺ It’s worth learning the tools of basic statistical analysis as well as those that show relationships and allow you to plan improvements. ☺ All the same important, one should find out how to move from understanding customer satisfaction situation to implementing improvements to increase satisfaction. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  22. 22. (Section 3) Customer Satisfaction Analysis and Implementation – HighPoints  From Data to Information.  Analyzing Relationships in Data.  Making Measurements Operational.  From Information to Action. Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  23. 23. (Section 3) HighPoints: From Data to Information. ☺ recognize the importance of applying sound basic data-analysis techniques. ☺ distinguish good from poor data editing and coding practices. ☺ carry out basic statistical presentations with matching explanations. ☺ draw appropriate conclusions about surveyed attributes relying on business statistical presentations. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  24. 24. (Section 3) HighPoints: Analyzing Relationships in Data. ☺ recognize the value of using analyses that show relationships in determining action priorities. ☺ assess the relative importance and degree of correlation of customer satisfaction attributes. ☺ dissect the Kano factors for determining whether an attribute is a basic, performance, or wow factor. ☺ review the three gap conditions and their corresponding explanations. ☺ assess attributes for action based on gap data. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  25. 25. (Section 3) HighPoints: Making Measurements Operational. ☺ recognize benefits of reporting data in forms that can be easily operationalized. ☺ identify expected outcomes of using perceptual maps in customer satisfaction measurement. ☺ determine appropriate interpretations given a set of control chart data for the mean for a product attribute over time. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  26. 26. (Section 3) HighPoints: From Information to Action. ☺ recognize the importance of developing a strategy to deploy customer satisfaction improvement plans. ☺ identify communication channels for making customer satisfaction data visible throughout the company. ☺ sequence the steps of converting attributes into production requirements. ☺ apply marketing strategies to different customer satisfaction profiles. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  27. 27. Measuring Customer Satisfaction – Conclusion. ☺ At this point you should be familiar with the following:  communicating customer product-evaluation criteria.  dealing with customer complaints.  capturing data while handling complaints.  conducting lost-customer interviews.  conducting a critical-incident interview.  drafting workable survey items.  drawing appropriate conclusions about surveyed attributes.  knowing the Kano factors.  developing a strategy to deploy customer satisfaction improvement plans.  making customer satisfaction data visible throughout the company.  applying marketing strategies to different customer satisfaction profiles. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  28. 28. Curricula/Curriculum (This picture: Harcourt Hill, West Oxford) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  29. 29. Thank you for your interest! Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
  30. 30. We shall always be on SlideShare! Curricula/Curriculum (This picture: Trinity College, Cambridge) Contact Email Design Copyright 1994-2013 © OxfordCambridge.Org
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