CUSTOMERSATISFACTION
CONTENT OUTLINEWho   is the customer?Customer perception of TQMCustomer feedbackUsing customer complaintsCustomer ser...
Who is the customer?
A customer can bedefined as one whopurchases orpatronizes for thepurpose of receivingproducts or services
DR. W. EDWARDS    DEMING        Stated   quality         means         anticipating the         future needs of         t...
2 types of customers:External-   Internal Buys       Receive a product or product services    or             services
The formula for successfulinternal customer/ supplierrelationships: 3 basic questionsas advanced by LaBOVITZ; 1.   What do...
Every department orunit must determinewhat activities/ taskare important to bothexternal and internalcustomers andmanage q...
CUSTOMERPERCEPTION OF TQM
One of the fundamentals ofthe TQM philosophy iscontinuous processimprovements  The customer’s needs,  values, or expectati...
The AMERICAN SOCIETY FORQUALITY CONTROL (ASOC)- conducted a survey oncustomer’s perceptions ofimportant factors thatinflue...
PERFORMANCE- Fitness for use- ready for customer’s use at the time of sale. Availability- operate when needed Reliabili...
FEATURES-Serviceare psychological, time- oriented, ethical, and technological.- Are secondary characteristics  of the prod...
SERVICE-greatly       emerging as a method for business organizations to give customer added value.-contribute greatly to ...
WARRANTY-represents a business organization’s public promise-gives feedback-motivates customer to buy-generates more sales
PRICE-presentcustomers are willing to spend higher price to obtain value.-customer’s concept of value is continually chang...
REPUTATION-total customer satisfaction is based on the entire experience with the business organization, not just the prod...
CUSTOMERFEEDBACK
According to D.H.BESTERFIELDcustomer feedback must becontinually solicited andmonitored. Feedback enablesthe business orga...
3.   Compare performance with     the competition.4.   Identify customer needs5.   Determine opportunities for     improve...
Feedback has become veryimportant that it drives new productdevelopment.Effective business organizationstake time to liste...
Types ofmethod/techniques thatcan be used to obtain responses from the     customer:
COMMENT CARDLow cost method of obtaining feedbacks from customers.Purpose is to get basic information: name, sex, age, add...
SURVEYCommon techniques or tool for gathering opinions about a business organization and its product and services.
FOCUS GROUPSMethod used to determine what the customers are thinking.Gather in a meeting room to answer several questionsM...
TOLL- FREE TELEPHONENUMBERS Are good technique for receiving complaint feedback business organizations can respond faster ...
CUSTOMER VISITSManagers should be evolved in these visits and should not be delegated to just anybody.Nice to bring alon...
REPORT CARDNormally it is sent to every customer on a quarterly basis.The data shall be analyzed to determine areas of imp...
Other methods of gathering dataare:1. Evaluating customer   satisfaction during contract   review2. Reviewing service or f...
USING CUSTOMER  COMPLAINTS
In a study conducted byAMERICAN SOCIETY FORQUALITY CONTROL (ASQC)revealed that more than half ofdissatisfied customers wil...
Some activities undertakenaccording to ASQC:1. Investigate customers experiences2. Develop procedures for complaint   regu...
6. Establish customer satisfaction   measures7. Communicate compliant   information8. Provide a monthly complaint report9....
 Front personnel should know how  to handle a wide range of  situations that arise. Training from personnel becomes  the...
CUSTOMER SERVICE
 It is a set of activities that a  business organization uses to  win and retain customers  satisfaction. It can be prov...
Elements of CustomerService according toJacques Horovits andChan Cudennec-poon:
ORGANIZATIONIdentifyeach market segmentWrite down the requirementsCommunicate the requirements
CUSTOMER Meet  the customers  expectation Get the customers point of  view Deliver what is promised Make the customer ...
COMMUNICATION Optimize the trade-off between time  and personal attention Minimize the number of contact  points Provid...
FRONT LINE PEOPLE Hire people who like people Challenge them to develop better  methods Give them the authority to solv...
LEADERSHIPLead by exampleListen to front line peopleStrive for continuous process improvement
TRANSLATING NEEDSINTO REQUIREMENTS
Realistically, the customer doesn’t buy specification, the customer buys the product or services to fulfill a need. Just ...
Management must knowthat continuousimprovement and customersatisfaction go hand inhand. Maximize customersatisfaction and...
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Customer satisfaction [autosaved]

  1. 1. CUSTOMERSATISFACTION
  2. 2. CONTENT OUTLINEWho is the customer?Customer perception of TQMCustomer feedbackUsing customer complaintsCustomer serviceTranslating needs into requirements
  3. 3. Who is the customer?
  4. 4. A customer can bedefined as one whopurchases orpatronizes for thepurpose of receivingproducts or services
  5. 5. DR. W. EDWARDS DEMING  Stated quality means anticipating the future needs of the customer.  Because satisfied customers will lead to increase profits
  6. 6. 2 types of customers:External- Internal Buys Receive a product or product services or services
  7. 7. The formula for successfulinternal customer/ supplierrelationships: 3 basic questionsas advanced by LaBOVITZ; 1. What do you need from me? 2. What do you do with my output? 3. Are there any gaps between what you need and what you get?
  8. 8. Every department orunit must determinewhat activities/ taskare important to bothexternal and internalcustomers andmanage quality stepby step of the way.
  9. 9. CUSTOMERPERCEPTION OF TQM
  10. 10. One of the fundamentals ofthe TQM philosophy iscontinuous processimprovements The customer’s needs, values, or expectations are constantly changing and becoming more and more demanding
  11. 11. The AMERICAN SOCIETY FORQUALITY CONTROL (ASOC)- conducted a survey oncustomer’s perceptions ofimportant factors thatinfluenced purchasesshowed the ffng. Ranking:
  12. 12. PERFORMANCE- Fitness for use- ready for customer’s use at the time of sale. Availability- operate when needed Reliability- freedom from failure overtime Maintainability- product can be kept operable
  13. 13. FEATURES-Serviceare psychological, time- oriented, ethical, and technological.- Are secondary characteristics of the product or service.
  14. 14. SERVICE-greatly emerging as a method for business organizations to give customer added value.-contribute greatly to customer satisfaction
  15. 15. WARRANTY-represents a business organization’s public promise-gives feedback-motivates customer to buy-generates more sales
  16. 16. PRICE-presentcustomers are willing to spend higher price to obtain value.-customer’s concept of value is continually changing.
  17. 17. REPUTATION-total customer satisfaction is based on the entire experience with the business organization, not just the product.-willing to pay a premium for a known or trusted brand name and often become customer for life.
  18. 18. CUSTOMERFEEDBACK
  19. 19. According to D.H.BESTERFIELDcustomer feedback must becontinually solicited andmonitored. Feedback enablesthe business organization to: 1. Discover customer dissatisfaction. 2. Discover relative priorities of quality
  20. 20. 3. Compare performance with the competition.4. Identify customer needs5. Determine opportunities for improvement.
  21. 21. Feedback has become veryimportant that it drives new productdevelopment.Effective business organizationstake time to listen to the voice ofcustomer and feed that informationback to the idea stage
  22. 22. Types ofmethod/techniques thatcan be used to obtain responses from the customer:
  23. 23. COMMENT CARDLow cost method of obtaining feedbacks from customers.Purpose is to get basic information: name, sex, age, address, occupation, monthly income, and what influenced the customer’s decision to buy the product.
  24. 24. SURVEYCommon techniques or tool for gathering opinions about a business organization and its product and services.
  25. 25. FOCUS GROUPSMethod used to determine what the customers are thinking.Gather in a meeting room to answer several questionsMeetings are designed to focus on current, proposed and future products or services.
  26. 26. TOLL- FREE TELEPHONENUMBERS Are good technique for receiving complaint feedback business organizations can respond faster and cheaper to the complaint.
  27. 27. CUSTOMER VISITSManagers should be evolved in these visits and should not be delegated to just anybody.Nice to bring along skillful/ knowledgeable employee
  28. 28. REPORT CARDNormally it is sent to every customer on a quarterly basis.The data shall be analyzed to determine areas of improvement
  29. 29. Other methods of gathering dataare:1. Evaluating customer satisfaction during contract review2. Reviewing service or field staff reports3. Systematically following up on last sales4. Utilizing the services of
  30. 30. USING CUSTOMER COMPLAINTS
  31. 31. In a study conducted byAMERICAN SOCIETY FORQUALITY CONTROL (ASQC)revealed that more than half ofdissatisfied customers will buyagain if they believe theircomplaint has been heard andresolved
  32. 32. Some activities undertakenaccording to ASQC:1. Investigate customers experiences2. Develop procedures for complaint regulation3. Analyze complaints4. Work to identify process and material variations5. Managers should contract the customer and strive to resolve the concern.
  33. 33. 6. Establish customer satisfaction measures7. Communicate compliant information8. Provide a monthly complaint report9. Identify customers expectations beforehand rather than afterward through compliant analysis
  34. 34.  Front personnel should know how to handle a wide range of situations that arise. Training from personnel becomes the top priority to encourage customers to discuss their complaints and deal with them skillfully.
  35. 35. CUSTOMER SERVICE
  36. 36.  It is a set of activities that a business organization uses to win and retain customers satisfaction. It can be provided before, during, or after of the sale of the product or exist on its own.
  37. 37. Elements of CustomerService according toJacques Horovits andChan Cudennec-poon:
  38. 38. ORGANIZATIONIdentifyeach market segmentWrite down the requirementsCommunicate the requirements
  39. 39. CUSTOMER Meet the customers expectation Get the customers point of view Deliver what is promised Make the customer feel valued Respond to all complaints Over respond to the customer
  40. 40. COMMUNICATION Optimize 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 languages
  41. 41. 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 award performance
  42. 42. LEADERSHIPLead by exampleListen to front line peopleStrive for continuous process improvement
  43. 43. TRANSLATING NEEDSINTO REQUIREMENTS
  44. 44. Realistically, the customer doesn’t buy specification, the customer buys the product or services to fulfill a need. Just meeting a customers need is not enough; the organization must exceed the customers needs.
  45. 45. Management must knowthat continuousimprovement and customersatisfaction go hand inhand. Maximize customersatisfaction and financialresults will follow.
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