Slide 1: MEASURING CUSTOMER SATISFACTION SURVEY; DESIGN By
Sreeja.S Whose perspective? : Whose perspective? products people processes outcomes results benefits Lens of the organisation Lens of the customer Slide 3: Confirmation
Positive confirmation What is Customer Satisfaction / Dissatisfaction? Perceptions Expectations Perceptions Expectations Perceptions Expectations > = < Slide 4: CUSTOMER SATISFACTIO N
VEHICLE OF ENTERPRISES Golden rules of CS : Golden rules of CS Believe the customers
Gather customer feed back
Focus on continual improvement
Solicit good and bad feed back
Seek real time feedback
Don’t spent vast scheme of money
Make it easy for customers to provide feedback.
Use feedback to make quick change. Slide 6: Benefits of Customer Satisfaction Positive word-of-mouth
Purchase more frequently
Less likely to be lost to competitors
Insulated from price competition
Positive work environments VALID REASON FOR DEVELOPING NEW SURVEY : VALID REASON FOR DEVELOPING NEW SURVEY NO PREVIOUS SURVEY
OLD SURVEY DOESN’T GATHER THE REQUIRED DATA
OLD SURVEY IS POORLY DESIGNED Slide 8: Customer satisfaction surveys–twice a year(min)
Choice of method depends on
-cost the enterprise is willing to incur
-information that the co. wishes to maintain Survey principles : Survey principles Statistically sample events when they complete
Telephone and e-support.
Extremely short surveys
Don’t over survey anyone.
Graph changes over time .
Work on customer perception Customer focus : Customer focus Creating better product or service
Offering customer experience.
Building deep customer relationship. The main survey : The main survey STEPS IN DESIGNING CUSTOMER SATISFACTION SURVEY : STEPS IN DESIGNING CUSTOMER SATISFACTION SURVEY STEP - 1 : STEP - 1 DECIDE THE OBJECTIVE OF THE SURVEY STEP - 2 : STEP - 2 DETERMINE WHO SHOULD COMPLETE THE SURVEY STEP - 3 : STEP - 3 DEVELOP THE SURVEY:-
Formulate questions whose answers will help to decide what needs to be changed to achieve the objectives There are some methodological issues to consider when creating a questionnaire : There are some methodological issues to consider when creating a questionnaire Data collection mode
Measured behaviours Slide 17: Visual layout
Analytical plan STEP 4 : STEP 4 ADMINISTER THE SURVEY STEP 5 : STEP 5 ANALYZE THE RESULT STEP 6 : STEP 6 COMMUNICATE THE RESULT Slide 21: FedEx’s “Hierarchy of Horrors”
right day, late delivery
pick-up not made
customer misinformed by FedEx
billing and paperwork mistakes
employee performance failures
damaged packages ©2006 Thomason Learning, Inc. South-Western Slide 25: ©2006 Thomason Learning, Inc. South-Western Criticisms of Customer Satisfaction Research Focus is on current needs only
Focus on registered complaints
Focus on global attributes
Fails to involve employee viewpoints
Customers may not know what they want E-sava/ E-governance : E-sava/ E-governance Thank you!!!!!!!!!!!!!!!! : Thank you!!!!!!!!!!!!!!!!