The document presents an overview of customer complaints and feedback as essential components of total quality management. It emphasizes the importance of understanding customer dissatisfaction, gathering feedback through various tools, and responding effectively to complaints to improve service quality. Additionally, it outlines the principles of measuring service quality and handling customer complaints through structured approaches.

1. Dr.K.Baranidharan
Present by…

2. TOTAL
QUALITY
MANAGEMENTTQM
218 August 2013

3. CUSTOMER
COMPLAINT/FEEDBACK
Presented by
Dr.K.Baranidharan

5. CUSTOMER COMPLAINT/FEEDBACK
• An expression of dissatisfaction with a
product/service, either orally or in
writing, from an internal or external
customer.
• A customer may have a genuine causes
for complaint, although some complaints
may be made as a result of a
misunderstanding or an unreasonable
expectation of a product or services. 5

6. Why customer
FEEDBACK/COMPLAINT necessary
• To discover customer dissatisfaction
• To identify the customer needs
• To discover relative priorities of quality
• To compare performance with the
competition
• To determine opportunities, for
improvement
6

7. SOURCES OF CUSTOMER COPLAINT
• CC are mainly either related to a
product itself or after sales and
service.
• 1. customer complaint RELATED
PRODUCT itself
• 2. customer complaint RELATED TO
AFTER SALES-SERVICE
7

8. RELATED PRODUCT itself
• Product is defective/non-functioning
• Product did not meet the basic
requirements
• Customer expectation is higher than
what the product could deliver
• Frequent breakdown of product
• Product has defective parts
8

9. RELATED TO AFTER SALES-SERVICE
• Service department responding to the
problem
• Product complaint not resolved even
after repair
• Basic behavior and courteousness of the
service personnel
• Speed of response to a complaint call
9

10. Common customer FEEDBACK
collection tools
• Comment Card.
• Customer Questionnaire.
• Focus Groups.
• Toll Free Telephone No.
• Customer Visits.
• Report Card.
• Internet & Computer.
• Employee Feedback.
• Customer complaints
10

11. 1.COMMENT CARD
• Comment card can be attached to
the warranty card & included with
the product at the time of the
purchase
• Intent of this card is to get
simple information such as name
, age, address, occupation &
what made the customer buy
that product
11

12. COMMENT CARD
• For customer there is little or no
incentive to comment
• Customers do respond when there is
something very good or very bad
• Used in hospitality
industry(hotels, restaurants)
12

13. 2.CUSTOMER QUESTIONNAIRE
• Popular tool for obtaining opinion &
perceptions about an
org./Product/services
• Costly & time consuming
• Most surveys ask the customer to
grade the question on a 1-5 or 1-10
likert scale
13

14. • COMMUNICATION SKILLS 5 4 3 2 1
• GRIP ON THE SUBJECT 5 4 3 2 1
• ANSWER TO THE QUESTIONS 5 4 3 2 1
• WHOLE CLASS PARTICIPATION 5 4 3 2 1
• DO U FEEL ANY VALUE ADDITION 5 4 3 2 1
AFTER HIS CLASS
• DO U GO HOME SATISFIED AFTER 5 4 3 2 1
ATTENDING HIS LECTURE
PARAMETER HIGHLY
SATISFIED
NEUTRAL HIGHLY
DISSATIS
TEACHING METHODOLOGY example
14

15. CUSTOMER QUESTIONNAIRE
• Does not tell about the importance of
individual question relative to others
• Nor does it tell what customers expect from
organization
• Results are not representative of the normal
population
• Those who feel very good or very bad
respond only
15

16. TO MAKE SURVEY MORE USEFUL
REMEMBER
1. Clients & customers are not same
1. Survey raise customer expectation
1. How u ask a question will determine how
the question is answered
1. The more specific the question, the
better the answer
16

17. TO MAKE SURVEY MORE USEFUL REMEMBER
5. U have only one chance & 15 min.( Max.
Time a customer will give to respond a
survey)
6. More time u spend in survey
development, less time u get in data
analysis & interpretation
7. Whom u ask is as important as what u ask
8. Before data are collected , u should know
how u want to analyze & use the data
17

18. 3.FOCUS GROUPS
• Popular way to obtain feedback
• Surveying a focus group is a research method used to
find out what customers are really expecting
• Group of customers is assembled in the meeting room
to collect information
• Carefully prepared answers asked by skilled moderator
• Who probes into participants ideas, thoughts
perceptions & comments
• People selected have the same profile as the expected
customer
• Focus groups r sometimes used within the organization
to address internal issues 18

19. FOCUS GROUPS( IMPRINT ANALYSIS)
• Imprint analysis is an emerging technique
used in the focus groups
• Good way to obtain intrinsic feeling about the
product/service
• Feeling r not easily obtained from the
customers
• Customers often holdback information's on
survey
19

20. FOCUS GROUPS (IMPRINT ANALYSIS)
• Word association, discussions &
relaxation techniques can identify a
customers emerging needs
• Imprint analysis helps to understand
the human emotions involved in the
purchase decision
20

21. TOLL FREE PHONE NO.
• Toll free telephone number are an
Effective technique for complaint
feedback
• Organization can respond faster &
cheaply to the complaints
21

22. CUSTOMER VISITS
• Visit to a customers place of business
is an effective way to gather
information
• Accurate information obtained –
people can see first hand how the
product is performing
22

23. • REPORT CARD
• THE INTERNET & THE
COMPUTER
23

24. 24

25. • Employees are untapped source of information's
• Conventionally companies listen more to the
external customers & less to the internal
customer
• Employees usually provide deeper insight into
conditions.
• Also employee feedback will provide valuable
insights into their motivational level, the
moral, etc.,
EMPLOYEES FEEDBACK
25

26. CUSTOMERS’ REQUIREMENTS
• NORMAL REQUIREMENTS Are typically what one
gets by just asking customers what they want.
• EXPECTED REQUIREMENTS Are the obvious /
compulsory requirements. For example, if meal is
served hot, customers barely notice it. If it's cold or
too hot, dissatisfaction occurs. Expected
requirements must be fulfilled.
• EXCITING REQUIREMENTS
Beyond the customer's expectations.
If provided , customer would be excited
If not ,they would hardly complain
26

27. Customer Complaints
• A customer complaint is communication
that alleges deficiencies during or after
purchase.
• Appropriate response to customer complaints
is essential to a business.
• A customer with a complaint that is resolved is
more likely to return than a dissatisfied
customer who doesn’t voice any complaints.
27

28. Customer Complaints
• The average customer with an unresolved
complaint will tell 9 to 10 other people.
• For every complaint received, the average
company has 26 unhappy customers that
don’t complain.
28

29. 8 Steps to Handle a Customer Complaint
1. Provide customers with the opportunity to complain.
2. Give customers your full and undivided attention.
3. Listen carefully.
4. Ask key questions to fully understand the complaint
5. Agree that a problem exists; never argue.
6. Apologize for the problem.
7. Resolve the complaint.
8. Thank the customer for bringing the complaint to your
attention.
29

30. Defining Service Quality
• Specifications
– Company: Standard operating procedures
– Customer: Personal expectations
– Misalignment of company and customer
specifications can lead to
dissatisfaction, even if the service is
delivered as designed
• Effective communication is key in eliminating
misalignment
30

31. Measuring Service Quality
• Reliability: Consistency of performance and
dependability
• Responsiveness: The willingness or readiness of
employees to provide service.
• Assurance: The knowledge, competence and
courtesy of service employees and their ability to
convey trust and confidence
• Empathy: The caring and individual attention
provided to customers
• Tangibles: Physical evidence of the service
31

32. n Providing service as promised
n Dependability in handling customers’
service problems
n Performing services right the first time
n Providing services at the promised time
n Maintaining error-free records
n Keeping customers informed as to
when services will be performed
n Prompt service to customers
n Willingness to help customers
n Readiness to respond to customers’
requests
RELIABILITY
RESPONSIVENESS
n Employees who instill confidence in
customers
n Making customers feel safe in their
transactions
n Employees who are consistently courteous
n Employees who have the knowledge to
answer customer questions
ASSURANCE
n Giving customers individual attention
n Employees who deal with customers in a
caring fashion
n Having the customer’s best interest at heart
n Employees who understand the needs of
their customers
n Convenient business hours
EMPATHY
n Modern equipment
n Visually appealing facilities
n Employees who have a
neat, professional appearance
n Visually appealing materials associated
with the service
TANGIBLES
Service Quality (SERVQUAL) Attributes
32

33. Dimensions of Service Quality
• Reliability: Perform promised service
dependably and accurately. Example:
receive mail at same time each day.
• Responsiveness: Willingness to help
customers promptly. Example: avoid
keeping customers waiting for no
apparent reason.
33

34. Dimensions of Service Quality
• Assurance: Ability to convey trust and
confidence. Example: being polite and
showing respect for customer.
• Empathy: Ability to be approachable.
Example: being a good listener.
• Tangibles: Physical facilities and
facilitating goods. Example: cleanliness.
34

35. Dr.K.Baranidharan
THANK YOU