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CUSTOMER SATISFACTION
UNIT-2
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CUSTOMER SATISFACTION
The most important asset of any organization
is its customers
Satisfied customers pay their bills promptly
which greatly improves cash flowthe
lifeblood of any organization
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ORGANIZATIONAL HIERARCHIAL
DIAGRAM
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Customer Satisfaction
The Customer is the King.
Quality is what customer wants.
TQMspurpose is meeting customer
expectations.
Customer satisfaction must be the
primary goal of any organization.
Therefore Every employee shouldunderstand the importance of customer.
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WHO ARE THE CUSTOMERS?
Important people in business.
Not dependent on org. organization
depends.
Not interruption but purpose of work.
Doing a favour when they seek business
but not vice versa.
Life blood of business. A part of
business, not outsiders.
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TYPES OF CUSTOMERS
Two Types
Internal customers
External customersInternal Customers :
Customers inside the company.
Every person in the process.
Each dept is customer of another.
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External Customer
Who uses the product
Who purchases the product
Who influences the sale of product
CUSTOMER PERCEPTION OF
QUALITY
Quality is what customer perceives to be.
Customer change their needs
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Customer perception of Quality
Quality is what customer perceives to be.
customer needs goes on changes.
Quality level needs are to be improvedaccordingly.
ASQ survey ranked six customer
perceptions.
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1. Performance
Fitness for use Product/ service is readyfor use.
Availability
ReliabilityMaintainability
2. Features
Secondary character Extra facilities
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3. Service
Provide the service at right time, eventhough the customer dont complaint.
4. Warranty
Represents a promise of a quality
product.Force the org to focus on customerneeds.
Forces the org to correct the actionsystem.
It attracts and build the market
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5. Price
Now a days customer is ready to give
high price towards Quality.
Expects to get good product in lower
price.
Customers perception of value is
continuously changing.
To Succeed the org should identify,
verify the perception of value.
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6. Reputation
Customer wills to buy product from a
known company.
Reputation brings market to the Org.
So org should strive for customer for
life.
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FEEDBACK
Comment Card.
Customer Questionnaire.
Focus Groups.
Toll Free Telephone No. Customer Visits.
Report Card.
Internet & Computer. Employee Feedback.
Customer complaints
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Components of customer
satisfaction
AccuracyAdequacy
Aesthetics
Availability
Cost dimensionFunctionality
Reliability
Quality & quantity
Follow through
Responsiveness
Timeliness
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Measures of customer satisfaction
Overall customer satisfaction with the
organization and its products / services.
Rating in the industry on the basis of
overall customer satisfaction.
Satisfaction with value for money .
Desire to recommend the product or
service to others.
Loyalty in terms of repeat purchases.
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Means of measuring customer
satisfaction:
I. Customer feedback after delivery of
product or serviceII. Customer complaints and suggestions
III. Customer Surveys
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I. Customer feedback after delivery of
product or service:
This is one of the simplest, fastest andthe most effective method of measuring
customer satisfaction. The customers
should be immediately asked to evaluatethe product or service and comment
upon areas of satisfaction and
dissatisfaction.
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II. Customer complaints and suggestions:
The organization must have a formalized
system of recording all customer complaints
and as well as the methods of their disposal.
Customer complaints must be taken verypositively as valuable inputs by the
organization and should immediately trigger
the improvement activities.
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IV. Customer surveys
Steps in conducting customer surveys :A. Identify your customers requirements
under various segments.
B. Determine your survey methodologyC. Develop survey / interview questions
D. Conduct survey / Interview your customers
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MODELS OF CRM
Models of CRM :-
1. Kanos model
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Origins of the Kano Model
Noriaki KanoProfessor at Tokyo Rika University
International Consultant
Received individual Demming Prizein 1997
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Plot & Diagram
Delighters
Attractive
Excited Quality
Dissatisfier
Must BeExpected Quality
Satisfier
One Dimensional
Desired Quality
Dissatisfaction
Satisfaction
Service
Performance
Service
Performance
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Summary of Kano Model
Analyze and rank the voice of the customer
data
Develop into Categories
DissatisfierMustbesCost of Entry
SatisfierMore is betterCompetitive
DelighterLatent NeedDifferentiator
Identify and implement strategy
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Kano Model: (Dr.Nariaki Kano)
Kano model distinguishes between
three types of product or servicerequirements which influence
customer satisfaction in different
ways when met.1. Basic attributes
2. Performance attributes
3. Excitement attributes
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1. Basic NeedsDissatisfiers
A dissatisfiers is a product or service
characteristics that the customertakes for granted.
Absence of basic attributes results in
extreme customer dissatisfaction. Customer complaints are the primary
source of information on existing
dissatisfiers in our current product orservice.
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2. Performance NeedsSatisfiers
A satisfier is something that customer
want in their product or service, andusually ask for it.
Better the performance more will be
the customer satisfaction.
They are easy to measure and they
become the benchmarks used for
competitive analysis.
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3. Excitement NeedsDelighters
A delighter is unspoken or unexpected
requirement of a customer and can resultinto high level of customer satisfaction.
Delighters are sometimes called
exciting quality.Absence of delighter doesnt result into
customer dissatisfaction while its
presence can help in enhancing customersatisfaction.
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