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Customer Satisfaction

Overview
What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our organization Nuts and bolts Example Group activity Summary

What is a Customer Satisfaction Survey?


An Instrument that consists of a series of items that are designed to elicit customer perceptions.

Benefits of using Customer Satisfaction Surveys


Builds a strong relationship with customers. Quantifies customer satisfaction levels Enables our organization to measure up to customer expectations

Developing Customer Satisfaction Surveys


Identify customer requirements Develop and validate the instrument Implement the Survey Analyze the results

Identify Customer Requirements


Understanding customer expectations: quality, service, and performance Examine documents that were established when relationship with the customer began Interview customers to go over customer wants

Develop and Validate the Instrument


Develop items that will measure customer requirements Use the critical incident approach Items should be declarative close-ended questions Reliability and validity are two different but interrelated issues

Implement the Survey


Make survey available to customers Test/retest approach to ensure valid and reliable responses

Analyze the Results


Data processing should be kept simple Use Paretos analysis when analyzing openended questions Use advanced statistical analysis only when necessary

Days Inn Penn State Example


Days Inn is a Universal chain of Hotels In such a customer based industry it is important for them to understand customers expectations They have a survey available to all guests in their rooms that they can mail after being completed

Group Activity

Its your turn to develop a Customer Satisfaction Survey!!! Break off in teams of 4 and develop a customer satisfaction survey for a fast food restaurant Using a 5 point scale, 5 being the most satisfied and 1 being the least

Helpful Hints when Constructing Survey


What is the critical incident? What is important to an individual when going to a fast food restaurant? Balance focus between what is important to the customer and what is important to marketing? Keep Survey short but ask important questions

Example Items on a Fast Food Survey


___ I was greeted on entering Henrys ___ There was a server available when I approached the service counter ___ My line had less than three people when I arrived

Summary
Customer Satisfaction is a key for an organization to survive Surveys enable an organization receive positive and negative feedback on products or services Surveys increase Customer Retention.

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