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SATISFACTION
MEASURING CUSTOMER SATISFACTION
Learning Objectives
It is important because
customers drive
the performance of a
successful business.
means to determine
how well a firm is meeting
the needs of customers. especially, against the competition.
provide answers
to marketing problems
faced by a firm.
create a customer
-centred culture.
Source: successfulworkplace.com
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Mysteryshopping.
Loyaltycard.
Etc.
2013 Berlin Asong. All rights reserved. 22
Techniques of Assessing Customer Response
Advantages
Disadvantages
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Loyaltycard.
Etc.
Strong
sales doesnt
mean satisfied
customers.
Sales level
doesnt tell
which aspects of
the service or product
appeal to customers.
2013 Berlin Asong. All rights reserved. 33
Techniques of Assessing Customer Response
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Mysteryshopping.
Loyaltycard.
Etc.
2013 Berlin Asong. All rights reserved. 34
Chelsea fans wasted no time to vent their
opposition to newly appointed Manager Rafa
Benitez replacing Di Mateo sacked in Nov. 2012
Source: staging.mg.co.za
Returned goods
2013 Berlin Asong. All rights reserved. 36
Source: gresswell.co.uk
Complaints are
effective in monitoring
customer satisfaction
on an on-going basis.
Source: gresswell.co.uk
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Mysteryshopping.
Loyaltycard.
Etc.
2013 Berlin Asong. All rights reserved. 49
After sales
E.g.
follow-up and
customer query
follow-up.
Source: zoho.com
Source: businessfinancestore.com
Source: depts.ttu.edu
It provides a personalised
approach to customer care.
hence, the customer feels valued.
It could offer
new leads
to products or
services the
customer
may like or
dislike.
Source: jcostaphotos.com
It requires investment
in customer relationship
management systems
(e.g. people, equipment, procedures, database & analytics).
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Mysteryshopping.
Loyaltycard.
Etc.
2013 Berlin Asong. All rights reserved. 59
Customer satisfaction survey
Source: profitabletotrain.com
Survey
offers the flexibility to measure
customer satisfaction on a range
of product or service issues.
Source: ucsc-extension.edu
Surveys
provide superficial
answers to questions like
"how & why are they satisfied".
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Mysteryshopping.
Loyaltycard.
Etc.
2013 Berlin Asong. All rights reserved. 68
Effective in monitoring
services provided to customers. Source: conferoinc.com
Sales level.
Customercomplaints.
Customerfollow-up.
Customersatisfactionsurveys.
Mysteryshopping.
Loyaltycard.
Etc.
2013 Berlin Asong. All rights reserved. 71
Loyalty cards
Source: profitabletotrain.com
1
determinethe state of customersatisfactionordissatisfaction.
2
determineserviceorproductfeatures thataffectsatisfactionordissatisfaction.
3
Good
Poor
Very poor
Neutral
Unsatisfied
Very unsatisfied
5-point scale
How important that you can choose the date and time to attend lectures?
Not very important Very important
1 2 3 4 5 6 7 8 9 10
10-point scale
No
No
Male
2013 Berlin Asong. All rights reserved. 90
Open-ended Question
Source: sn.curtin.edu.au
Questions
Demographic questions
surveymonkey.com
and Adobe Forms to
design surveys.
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.
Source: isitthattime.com
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.
Source: blog.shareaholic.com
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.
Source: profitabletotrain.com
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.
Time.
Cost.
Response rate.
Questioncompletionrate.
Reliability andvalidity offindings.
Degree towhichsurveyfindings solvethe problem.