This document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines CRM as establishing and maintaining long-term, mutually valuable relationships between customers and organizations. Customer satisfaction measures how well products and services meet customer expectations, and is important for CRM to develop positive customer relationships. Strategies to increase satisfaction include improving quality, service, and resolving complaints. Customer delight exceeds customer expectations and can be achieved through surprising customers. This leads to increased loyalty, sales, and positive word of mouth.

1. CUSTOMER
SATISFACTION AND
CUSTOMER DELIGHT
SUBMITTED BY- RISHAV SARKAR
PRAMANDRA PRAKASH
RAJARAM CHAUDHURY
RAKESH KOLHE
RAVINDRA KUMAR

2. Customer Relationship Management
 CRM is the establishment, development,
maintenance and optimization of a long-term
mutually valuable relationship between consumer
and organization.
It enables an organization, the capabilities to
maintain 1:1 relationship with the customer.
CRM has changed the outlook of the companies
which is ‘helping buyers buy and not helping seller
sell’

3. Is there need for CRM????
 Before 1990, call of the INDUSTRIAL REVOLUTION was
‘This is what I make, won’t you please buy it?’
 After 1990, call of the CUSTOMER REVOLUTION was
‘This is what I need won’t you please make it?’
 ‘There is only one boss, “The Customer”. And he can fire
everybody in the company from the chairman on down,
simply by spending his money somewhere else’
WALT DISNEY
CRM IS NECESSARY FOR BUSINESS NOWADAYS

4. CUSTOMER SATISFACTION
 A measure of how products and services supplied by a company meet or
surpass customer expectation.
 A key performance indicator.
Need of Customer satisfaction in CRM-
CRM establishes the relation between a company and its organization.
However to develop this relation there should be customer satisfaction on
the customers side. Otherwise there would be a negative relation between
the customer and the company. Hence there is need of Customer satisfaction
in CRM.

5. Benefits of Customer Satisfaction
 Increase in revenue and profitability of companies.
 Retention of customers.
(Existing customer is easier to retain than finding new customers)
 Happy customers are like free advertising.
(If customers are satisfied, they will tell others about the product)
“Do what you do well, that people want you to do it again and will tell
others what you do.”
Anonymous
 Means of satisfying customers can lead to new product lines.
(Nintendo, a gaming company launched anime series of a game called
Pokemon to meet the expectations of the customer. It became the most
viewed cartoon series between 1998-2000)

6. Key questions to be answered for
attaining customer satisfaction
 What makes our customer buy from us and not from our
competitor?
 Is there any way of improving our product or services for
the customer?
 What are the reasons other customers buy from a new
company or an existing competitor?
 Can those reasons be removed?
 How can we entice this customers to buy from us?

7. Strategies of customer satisfaction
 Improving quality of product.
 Improving service quality.
 Identifying and executing buying influences.
 Showing CARE for the customer needs-
C- Credible (reliability, do what you promise to do)
A- Accessible (make yourself available)
R- Responsive (answer promptly, meet the unique service needs
and experiences)
E- Excellence (strive for excellence)
 Resolve cognitive dissonance.
 Making the product unique and sophisticated.

8. Strategies of customer satisfaction
 Let the customers co-create and co-develop.
(The maggi brand has always remain ahead of its
competitors by letting its customer co creating and
developing the brand like developing new recipe for
maggi. It gives a positive vibe of being part of the family)
 Behaviour of the employees who sell the products or avail
the services to the end customer.(focus should be given
more in case of services)
 Acknowledging the customer and reward them.
 Listen to the customer complaints and resolve them.

9. A good customer satisfaction model
 Don’t have the same model for every type of customers.
- Understand the different type of customers and their
relationship styles.
- Designing different strategies for different customer
segments.
 Let the customer decide the channel for relationship.
- don’t bombard the customers with unnecessary mails,
telemarketing.
( Phillips company uses touchpoint management to
interact with the customer).

10. Customer delight
 The next step of customer satisfaction where your
product or services exceeds the expectation of
the customer.
 Surprising your customer.
( When Apple launched the iPod it surprised the
customer as such a device was not available
before which can store so many songs and is very
much easy to carry. In short the customers were
delighted.)

11. Customer delight model
d
Service
Quality
DELIGHT
Loyalty

12. Objectives of Customer Delight-
 Customer loyalty-
Proctor & Gamble's Pampers product had 13% market share
in Hong Kong. They went on a massive campaign to gather
the names and addresses of mothers and babies through
highly successful cash back sales promotion activities. To
get the cash back, mothers had to write in with full name
and address details as well as the babies birth date and
sex. Using this information they wrote to the mothers on a
quarterly basis, telling them of their babies growth and
what to expect at the various stages. They also sent out
discount vouchers when it was time to buy the next size
up, so that the nappies always performed well.
Within 14 months (the fifth cycle of the ever-
growing list of mothers) Pampers had moved to the
number one position with 49% market share. Each
percentage point was worth US$1million over the life
usage of the product. That's $29mil just by staying in touch
with the same base, within 3 months over and over.

13. Objectives of Customer Delight-
 Increase in sales and profit –
When Apple brought back Steve Jobs in
the company in the year 1996, he
launched innovative products like iPods,
iPad in the following years which
exceeded and surprised the customers
expectation. This directly affected the
sales and profitability of the company in a
very effective way.

14. Objective of Customer Delight
 Positive word of mouth-
If the customers are delighted about the
product then there would be free publicity
about it. It has been seen that mere
satisfaction of the customers doesn’t trigger
much publicity, however if the customer is
delighted he would be more eager to
communicate about the product to its kin.

15. THE DELIGHT RESPONSE CURVE
THE DELIGHT RESPONSE CURVE SHOWS THE
RELATIONSHIP BETWEEN THE SATISFACTION OF
THE CUSTOMER AND OUTCOME OF THE
COMPANIES.
MOST FIRM’S EFFORTS TO IMPROVE CUSTOMER
SATISFACTION ALONG THE ZONE OF MERE
SATISFACTION. THIS IS A HIGHLY INELASTIC ZONE
IN WHICH IMPROVEMENTS IN SATISFACTION
DOESN’T HAVE A PROPORTIONATE INCREASE IN
SATISFACTION.
ON EITHER SIDE OF THIS ZONE,
SATISFACTION’S RESPONSE TO CHANGES IN
PERFORMANCE IS VERY MUCH DYNAMIC
CREATING TWO VERY ELASTIC ZONES WHERE A
LITTLE INCREASE OR DECREASE IN
PERFORMANCE CAN TRIGGER A SIGNIFICANT
AMOUNT OF SATISFACTION OR DISSATISFACTION.

18. Thank You