1. The document discusses various techniques for gathering customer satisfaction information, including price comparisons, reputation, toll-free numbers, customer visits, and report cards. 2. It also outlines dimensions of quality for products and services, such as performance, features, reliability, and aesthetics. Key dimensions of service quality that contribute to customer perceptions are also defined. 3. Methods for gathering customer information are listed, like surveys, focus groups, complaint analysis, and internet monitoring. The information can then be linked to improving design, production, and service delivery.

1. Cueto, Leoneil M.
BSIT 3- 1N

2. Customer Satisfaction

3.  Price
Customers are constantly evaluating one business
organization’s products and/or services against those
of its competitors to determine who provides the
greater value.
 Reputation
Total customer satisfaction is based on the entire
experience with the business organization, not just the
product. Good experiences are repeated to six people
and bad experiences are repeated to fifteen people:
therefore, it is more difficult to create a favorable
reputation.

4.  Toll – free Telephone Numbers
Toll – free service phone numbers are good
technique for receiving complaint feedback.
Business organizations can respond faster and
cheaper to the complaint.
 Customer Visits
Visit to a customer’s place is another strategy
to gather information about the products and
services of a business organization. Managers
should be evolved in these visits and should not be
delegated to just anybody.

5.  Report Card
Report card is another way of gathering information about
a given product or service. Normally it is sent to every customer
on a quarterly basis. The data shall be analyzed to determine
areas of improvement.

6. Focusing on Customers

7. UNDERSTANDING CUSTOMER NEEDS
 David A. Garvin suggests that products and services have many
dimensions of quality.
1. Performance: A product’s primary operating characteristics.
2. Features: The “bell and whistles” of a product.
3. Conformance: The degree to which physical and performance
characteristics of a product match pre-established standards.
3. Reliability: The probability of a product’s surviving over specified
period under stated conditions of use.
5. Durability: The amount of use one gets from a product before it
physically deteriorates or until replacement is preferable.
6. Serviceability: The speed, courtesy, and competence of repair
work.
7. Aesthetics: How a product looks, feels, sounds, tastes, or smells.

8.  The five key dimensions of service quality
contribute to customer perceptions:
 1. Reliability: The ability to provide what was promised,
dependably, and accurately.
 2. Assurance: The knowledge and courtesy employees
and their ability to convey trust and confidence.
 3. Tangibles: The physical facilities and equipment,
and the appearance of personnel.
 4. Empathy: The degree of caring and individual
attention provided to customers.
 5. Responsiveness: The willingness to help customers
and provide prompt service.

10. Noriaki Kano, a Japanese professor whom suggested
three classes of customer requirements:
1. Dissatisfiers: Requirements that are expected in a
product or service.
2. Satisfiers: Requirements that customer say they want.
3. Exciters/delighters: New or innovative features that
customers do not expect.

11. GATHERING AND ANALYZING CUSTOMER
INFORMATION
 Customer requirements , as expected in the customer’s
own terms, are called the voice of the customer

12. Some of the key approaches of gathering customer
information include the following:
 Comment cards ad formal surveys
 Focus groups
 Direct Customer Contact
 Field Intelligence
 Complaint Analysis
 Internet Monitoring

13. The list of key elements of timely closings from focus groups
and other customer interviews
1. Expeditious processes
2. Reliability
3. Consistent and accurate information
4. Competitive rates
5. Notification of industry changes
6. Prior approvals
7. Innovation
8. Modem link between computers
9. Buyer orientation
10. Diversity of programs
11. Mutual job understanding
12. Flexibility
13. Professionalism
14. Timely and accurate status reports

14. LINKING CUSTOMER INFORMATION TO DESIGN,
PRODUCTION, AND SERVICE DELIVERY