The document discusses the importance of customer satisfaction and lifetime value to businesses. It provides strategies for measuring customer satisfaction such as surveys, focus groups, and feedback forms. Companies should identify key drivers of satisfaction, address issues, and track metrics to link customer satisfaction to financial results. Case studies show how gathering customer feedback can improve retention, sales, and profits.

1. Kathryn Saducas Partner marketing manager Are your Customers Satisfied?

2. The importance of customer satisfaction to your business

3. Customer focused organisation

4. Goals of Customer Focus: End goal of customer focused strategies is the same: Boosting retention and repurchase = more sales!!! Creating Better Products or Services Offering compelling customer experience Building deeper customer relationships

5. Business Performance Factors Contribution to Shareholder Value Source: Price Waterhouse Coopers, 2002

9. Why Customer Sat. is important? Study by Le Beouf: “ the reasons why customers no longer dealt with a particular supplier”

10. A customer satisfaction program

11. Customer-Focused Initiatives Customer Value Attache Nokia product engineer goes on-site with customer for up to 1 month to learn about challenges and show how Nokia can add value Customer Champion Create a customer champion Director who is responsible for championing the voice of the customer through the organisation. Customer Success Engineer Team Centralised group that diagnoses root causes of complex customer problems and implements solutions across business Everyday Life Observation To gain deeper understanding of customer, send video crews & TV cameras into 80 households around world to capture customer daily routines Customer Charter & Advocate Independent customer advocate whose role is to resolve particularly difficult customer and business problems. Customer charter to improve customer experience with service. Customer Partner Experience Organisation-wide customer and partner satisfaction index to provide a holistic view of business health and trigger specific corrective actions where necessary.

12. The 6 Ps of Marketing

17. Understand Satisfaction Drivers Customer Satisfaction Access to products & Services Emotional Factor Service Quality Price Product Quality

18. Value Mapping low high high satisfaction value support product reputation Sales staff Brand service Easy to do bus with Bus expertise

19. Example of Value Mapping Service Deployment Time [30%] Reputation and customer testimonials [25%] Account Managers/ Sales experience [15%] After Sales Support [10%] Business Process [10%] Market/Branding [5%] Innovation [3%] Strategic Direction [2%] low high high satisfaction 1 2 3 4 5 6 7 8 9

21. Case Study – GAP Clothing

22. Ways to measure customer satisfaction

23. Different forms of measurement Annual Customer Satisfaction Surveys Focus Groups (Formal/ informal) Online Questionnaires Phone or Fax Surveys Feedback Forms Online Polls Customer Service Feedback CRM Software Other Surveys (Benchmarking, Employee, Org Alignment)

24. Partner Program - CSAT Tool http://www.microsoft.com/partner/media/csat/

26. Microsoft CSAT – Points Awarded Partners may only survey the same individual once every six months. Only the first eight individual responses per customer organisation are eligible toward Partner Points calculations. Participation Individual Customer Responses Points 10-24 5 25-49 10 50-99 15 100+ 20 Net Satisfaction (20+ responses required) NSAT Score Points 165-174 10 175-184 15 185-200 20

28. Food for Thought The name of the game should be about "giving customers a memory and experience so great that they'll want to repeat it." The game is not all about getting that score—that darned customer score—any way possible.

30. In Summary “ You can’t move a mountain in a day, but you can make it easier to climb by clearing a path.”