Meeting the customer satisfaction challenge.ppt

Meeting the Customer SatisfactionChallenge
4th December,2008
Doan Kieu My
By Edward III and Ross
S-
Acceptability
and
Quality of Services
Analysis
Context (for both Products and Services)
Research methods (statistical methods and literature review)
Relations to our course topic:
Classifications of quality parameters of the services which have effect on users subjective satisfaction
Suggestions of strategies for firms to balance between performance and relative importance of a characteristic.
Concept maps
Main Points
Conclusions
Critiques
Procedures:
Off-the-shelf customer satisfaction measures
Tailored procedures
Identify critical-to-quality customer satisfaction factors
Establish relative importance
Discover customer perceptions
Prepare a plan of action
Identify CTQ (Critical-to-quality)factors
Basic (difficult to identify, unspoken expectations, absence generates dissatisfaction; required for customer satisfaction exponential)
Articulated (elements of quality e to mind, known to the customer  linear)
Excitement (presence leads to surprised excitement exponential)
Different sources of information generate info about different categories of TQ factors.
Identify CTQ (Critical-to-quality)factors
*Methods:
plaints: readily available, high leverage.
Insights of sales and service personnel: subjective source
Customer visit programs: easily be documented
*Challenge:
Collect and document info into useful form.
Response in those situations :
-immediate response
-immediate change
-Collect the data into database so trends can be quickly indentified and acted upon.
“FOCUSING ONLY ON THE CURRENT SITUATION IS COUNTER-PRODUCTIVE IN THE LONG RUN”
Survey Data & Database
Survey data: (census or representative)
-mail: slow, less expensive
-telephone: more expensive, higher response rates, quick data
-: relatively new, fast response, low cost, but the demographics of users do not represent the general population. Privacy issues.
D