This document discusses customer satisfaction surveys. It defines a customer satisfaction survey as an instrument designed to elicit customer perceptions. It notes that such surveys help build relationships with customers, quantify satisfaction levels, and allow organizations to measure up to customer expectations. The document outlines the key steps in developing and implementing a customer satisfaction survey: identifying customer requirements, developing and validating the survey items, implementing the survey, and analyzing the results. It provides an example of a hotel using surveys and describes a group activity to develop a survey for a fast food restaurant.

1. Customer Satisfaction

2. Overview
 What is a Customer Satisfaction survey?
 Purposes of Customer Satisfactions surveys in our
organization
 Nuts and bolts
 Example
 Group activity
 Summary

3. What is a Customer Satisfaction
Survey?
An Instrument that consists of a series of items
that are designed to elicit customer
perceptions.

4. Benefits of using Customer Satisfaction
Surveys
 Builds a strong relationship with customers.
 Quantifies customer satisfaction levels
 Enables our organization to measure up to
customer expectations

5. Developing Customer Satisfaction
Surveys
 Identify customer requirements
 Develop and validate the instrument
 Implement the Survey
 Analyze the results

6. Identify Customer Requirements
 Understanding customer expectations:
quality, service, and performance
 Examine documents that were established
when relationship with the customer began
 Interview customers to go over customer
wants

7. Develop and Validate the
Instrument
 Develop items that will measure customer
requirements
 Use the critical incident approach
 Items should be declarative close-ended
questions
 Reliability and validity are two different but
interrelated issues

8. Implement the Survey
 Make survey available to customers
 Test/retest approach to ensure valid and
reliable responses

9. Analyze the Results
 Data processing should be kept simple
 Use Pareto’s analysis when analyzing open-
ended questions
 Use advanced statistical analysis only when
necessary

10. Day’s Inn Penn State
Example
 Days Inn is a Universal chain of Hotels
 In such a customer based industry it is important for
them to understand customers expectations
 They have a survey available to all guests in their
rooms that they can mail after being completed

11. Group Activity
 Its your turn to develop a
Customer Satisfaction
Survey!!!
 Break off in teams of 4 and
develop a customer
satisfaction survey for a
fast food restaurant
 Using a 5 point scale, 5
being the most satisfied
and 1 being the least

12. Helpful Hints when Constructing
Survey
 What is the critical incident?
 What is important to an individual when going to a
fast food restaurant?
 Balance focus between what is important to the
customer and what is important to marketing?
 Keep Survey short but ask important questions

13. Example Items on a Fast Food
Survey
 ___ I was greeted on entering Henry’s
 ___ There was a server available when I
approached the service counter
 ___ My line had less than three people when I
arrived

14. Summary
 Customer Satisfaction is a key for an
organization to survive
 Surveys enable an organization receive
positive and negative feedback on products
or services
 Surveys increase Customer Retention.