Measuring customer satisfaction

Measuring Customer Satisfaction Nancy Levin Director – Quality Assurance... Customer Satisfaction: Critical Findings • 100 satisfied customers generate 25 new customers.. • For every 1

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?

• External customers

ƒ Buying Influence

ƒ Supervisors

ƒ “Bill To” Contact

• Internal customers

ƒ Staff

ƒ Inter/Intra departmental teams

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

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

• Related to purchase

ƒ Communication

ƒ Courtesy

ƒ Convenience

ƒ Reputation

Voice of Experience - Determining Critical

Performance Attributes

• What do customer’s want from a supplemental staffing

company?

ƒ Speed of response

ƒ Accuracy of the match

ƒ Invoice accuracy

ƒ Innovativeness

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

Most cost effective

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