Tài liệu Measuring customer satisfaction 3 pdf

Customer Satisfaction: Critical Findings• 100 satisfied customers generate 25 new customers.. Customer Satisfaction: Measurement Objectives• Determine which customers to survey • Determi

Measuring Customer Satisfaction

Nancy Levin

Director – Quality Assurance

Customer Satisfaction: Critical Findings

• 100 satisfied customers generate 25 new customers.

• For every 1 customer complaint received, 20 other

dissatisfied customers do not bother to complain.

• Cost of acquiring 1 new customer is 5 times as great as

the cost of retaining a satisfied customer

• Customer satisfaction is integral to TQM by establishing

ƒ Expectations

ƒ Standards

ƒ Performance requirements

Customer Satisfaction: Measurement Objectives

• Determine which customers to survey

• Determine critical performance attributes that result in

customer satisfaction

• Assess company performance

• Establish corrective action

• Monitor continuous improvement

Surveying – Who Are Your Customers?

Determining Critical Performance Attributes

• What attributes generate satisfied and dissatisfied

customers? ASK

• Determined through:

ƒ Qualitative research techniques

• Discussion groups/in-depth interviewing

• Conduct research

• Use customer vocabulary/terminology when developing preliminary performance attributes

ƒ Quantitative research techniques

• Use information from qualitative research

• Develop survey tool

• Conduct research

• Establish critical performance attributes

Universal Performance Attributes

• Related to the product

ƒ Value/price relationship

ƒ Quality

ƒ Features

ƒ Product design

ƒ Range of products & services

ƒ Reliability and consistency

• Related to service

ƒ Warranty

ƒ Delivery

ƒ Complaint resolution

Universal Performance Attributes

Voice of Experience - Determining Critical

ƒ Ability to resolve problems

ƒ React with a sense of urgency

• What do temporary employees want?

ƒ To be consistently working

ƒ Receive accurate paychecks

ƒ Pay reflects performance

ƒ Receive performance feedback

ƒ Be treated with respect

Type of Survey: Mail – Electronic - Telephone

• Telephone

ƒ Requires maintenance of accurate telephone numbers

ƒ Customer skepticism/reluctance to respond

ƒ Higher response rate than mailed survey

ƒ Cost in time/labor

• Mail

ƒ Requires maintenance of accurate addresses

ƒ Highest cost in labor and materials

ƒ Lowest response rate

• Electronic

ƒ Requires maintenance of accurate e-mail addresses

ƒ Most cost effective

ƒ Highest response rate

Type of Survey - Voice of Experience

• Local

ƒ Electronic surveys

ƒ Direct Time (automated time submittal/approval)

ƒ Mail

• National third-party studies

ƒ Customer – Telephone survey

ƒ Employee – Mailed survey

Design the Survey

• Formulate the attributes

ƒ Wording questions is an art

ƒ Must be accurate and relevant

ƒ Cannot lead to incorrect interpretation

• Enhance the survey

ƒ Incorporate open-ended questions

• “Please comment on how well we consistently meet your order requirements.”

ƒ Incorporate closed-ended questions

• “On a scale of 1 (poor) to 5 (excellent), please rate us on our ability to consistently meet your order requirements If rating a

1 or 2 please comment.”

• “Do we consistently meet your order requirements? Yes/No

If No, please comment.”

ƒ ALWAYS include overall satisfaction and loyalty questions

Design the Survey

• Critical: Question placement

ƒ General questions precede specific questions

ƒ Respondents: Less thoughtful answers to questions placed at the

end of a long list

• Finalize the survey

ƒ Develop an effective introduction that includes:

• Why the survey is being conducted

• How the customer was selected

• Why the customer should participate

Design the Survey – Sample Intro

• “Your satisfaction is very important to _ We are dedicated to

continuing to improve our service and to better meet your

requirements Please take a few minutes to give us feedback on how

we are doing now and how we can improve in the future.”

• “The enclosed survey was mailed to a random sample of our

customers Your participation is important because your reply will

represent one of two hundred businesses We will use the your

perspective to develop strategies to improve our products and

services Please complete and return this brief questionnaire by

October 15th.”

Design the Survey

• Balance open and closed-ended questions

• Ensure PRECISE wording and measurement scales exist

• Record comments verbatim to eliminate bias

Conduct the Survey

• Frequency

ƒ Dependent on reaction to previous survey results

ƒ Quarterly or semi-annually

• Sample size

ƒ Consider total number of customers

ƒ Determine criteria for selection

• Sales level

• Spend over specific period of time

• Market specific

• Customer status: Active/inactive

ƒ Based upon frequency: Have enough numbers to ensure minimal

customer contact within one year

Conduct the Survey – Voice of Experience

• Frequency

ƒ National evaluation

• Semi-annual employee & customer

ƒ Local branch evaluation

• Customer: 3 X per year

• Employee: 2 X per year

Analyze Results – Sample Reporting

Loyalty Index – Likely To Continue Measure

1-2 6%

3 9%

4-5 85%

Analyze Results

• Determine weakest attributes

• Trend analysis

• Gap analysis

• Develop recommendations for improvement

• Determine if a continuous improvement project is needed

ƒ Root cause analysis of a consistently weak rated attribute

ƒ Utilize a standard CI model

• Define the issue

• Establish results

• Identify alternative actions

• Select breakthrough actions

• Develop/implement the schedule

• Review progress

Report the Results

• Report recipients: Who should receive the report?

• Report elements

ƒ Enhancements made since last report

ƒ Restate objective to be met

ƒ Overall satisfaction measure

ƒ Key drivers of overall satisfaction

ƒ Highest rated attributes

ƒ Lowest rated attributes

ƒ Correlate results to complaint, etc

ƒ Stack rank when applicable

ƒ Recommendations for improvement

ƒ State next survey date

• Response rates

ƒ Criticality of cover letter

ƒ Appropriate respondent information

ƒ Follow-up letters/calls requesting completion of survey

ƒ Incentive to complete

• Offer to send the survey results

• Postage paid return envelopes

• Charitable donation

• Cash/small gift

ƒ Personal thank you for completing

• Ratings

ƒ Results must be visible throughout the organization

ƒ Results must be tied to organization’s vision/values

ƒ Ensure customer requirements are understood by all staff

ƒ Translate customer expectations into quantifiable service

standards

ƒ Cascade corrective action to all staff

ƒ Measure continuous improvement on a scheduled basis

ƒ Base staff compensation on meeting annual customer satisfaction objectives

• Survey revision

ƒ Retain questions for 1 year+

ƒ Review issue/complaint resolution categories

ƒ Listen to your customers and staff

ƒ Trend questions to determine key driver stability

• Identify customer and prospect expectations and

requirements.

• Set research parameters to achieve specific goals.

• Design and conduct surveys that provide accurate,

measurable results.

• Analyze, report and apply the findings to improve

customer satisfaction and business performance.

Service Excellence

Customer Needs Results

Customer Satisfaction Loyalty