CE Customer satisfactionNo matter how effectively a company meetsthe needs of its customers, it must remainconstantly alert and responsive to the dynamic competitive environment and continuouslychanging needs and expectations of thecustomers.
CE Customer satisfactionCustomer satisfaction is determined by the value-to-price ratioCustomer Value the customer gets =Satisfaction Price the customer pays
CE Components of customer value Product• Performance• Reliability• Durability• Serviceability• Aesthetics• Perceived quality
CE Components of customer value Service• Security• Reliability• Accessibility• Timeliness• Responsivenes s• Empathy• Assurance
CECustomer satisfaction- Characteristics Japanese scientist, N.Kano identified three characteristics of customer satisfaction : A. Basic B. Performance C. Delight
CEA. BasicBasic relates to requirements that the customer takes forgranted. Customers expect the products they use to display suchbasic, hidden or assured characteristics.When we travel on an aircraft, we expect the flight to be safe. Thisis hardly a subject for negotiation with the airline. Meeting suchrequirement may not necessarily create satisfaction, although notmeeting it may result in creating considerable dissatisfaction.
CE B. Performance- expected requirementsPerformance parameters relate to customerrequirements that are negotiated and agreed .For example, if the airline releases the flightschedule, the passenger expects the flight totake off and land at the specified time.Meeting these stated requirements createscustomer satisfaction and not meeting them willcertainly lead to customer dissatisfaction.
CEC. Delight Finally wherever the organization performs far beyond the expectations, so as to create pleasant surprises , the customer feels delighted.Example a TV screen at each seat.
CEDelightIt is therefore quite clear that satisfaction of the basic needs of thecustomer is not going to help the organizations any more. Theorganizations will have to constantly strive to meet more thanthe basic needs of the customer and delight or excite them tohave the competitive edge.