Measuring Customer Satisfaction (beta)

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• Measuring Customer Satisfaction

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Measuring Customer Satisfaction – Introduction.☺ A CEO once made the case that business success is built on the

millions of brief interactions between a business and its customers.☺ Those interactions were referred to as "Moments of Truth".☺ Since then, the importance of flawless customer service has become

accepted across most industries.☺ The essential role of measurement in customer satisfaction

improvement is well recognized.☺ However, measurement must be tied to management action to create

a truly world-class customer satisfaction.




To introduce the reader or the learner to contributing to customer loyalty, whether with responsibility for customer satisfaction, or as employee present in the customer loyalty chain.

Measuring Customer Satisfaction - Aim of publication





Measuring Customer Satisfaction – Summary.☺ Too often, organizations seeking to improve customer satisfaction and

loyalty begin with a survey.☺ To build a successful customer satisfaction system, you have to begin

with the basics.☺ You must begin by developing a customer satisfaction system before

you develop the survey.☺ Explore the bottom-line payoffs for building customer satisfaction.☺ And you'll discover elements of an effective customer satisfaction

system.




Measuring Customer Satisfaction - Learning Objectives. After developing the KeyPoints outlined in this publication, you should mainly be

able to: recognize benefits of planning a customer satisfaction system. know key elements of an effective complaint-tracking system. recognize the importance of obtaining high response rates in satisfaction

surveys. distinguish good from poor data editing and coding practices. draw appropriate conclusions about surveyed attributes. assess the relative importance and degree of correlation of customer

satisfaction attributes. identify expected outcomes of using perceptual maps in customer satisfaction

measurement. sequence the steps of converting attributes into production requirements. apply marketing strategies to different customer satisfaction profiles.





Measuring Customer Satisfaction - Sections List. (Section 1) Discovering What Your Customers Want. (Section 2) Developing Customer Satisfaction Surveys. (Section 3) Customer Satisfaction Analysis and Implementation.





(Section 1) Discovering What Your Customers Want – Summary.☺ The data are in, and there's no doubt about it: the return on customer

loyalty goes directly to your company's bottom line.☺ Too often, however, organizations seeking to improve customer

satisfaction and loyalty begin with a survey.☺ To build a successful customer satisfaction system, you have to begin

with the basics.☺ When customer satisfaction programs begin with a survey, and not a

plan, the result is frequently customer dissatisfaction.☺ To overcome this risk, you must begin by developing a customer

satisfaction system before you develop the survey.☺ There is a need to explore the bottom-line payoffs for building

customer satisfaction.☺ You'll discover the elements of an effective customer satisfaction

system.☺ Most important, you'll learn how to discover what your customers

want before you try to measure whether you're delivering it.




(Section 1) Discovering What Your Customers Want – HighPoints. Building a Customer Satisfaction System. When Customers Complain. Applying the Critical-incident Approach. Moving from Incidents to Customer Requirements.





(Section 1) HighPoints: Building a Customer Satisfaction System.☺ recognize benefits of planning a customer satisfaction system before

undertaking a customer satisfaction survey.☺ consider the type of criteria customers use to evaluate products.☺ identify key elements in an effective customer satisfaction system.☺ analyze a customer satisfaction system to determine the

consequences of one or more missing crucial elements.




(Section 1) HighPoints: When Customers Complain.☺ recognize the value of learning from customer complaints and

customers’ defection.☺ select business responses most likely to prevent defection of a

complaining customer.☺ compare key elements of an effective complaint-tracking system with

their purpose.☺ discover the techniques for making defected-customer interviews.




(Section 1) HighPoints: Applying the Critical-incident Approach.☺ recognize the values of determining critical product and service

attributes as a basis for understanding customer expectations.☺ sequence the steps in the critical-incident approach.☺ consider principles for conducting a critical-incident interview.




(Section 1) HighPoints: Moving from Incidents to Customer Requirements.

☺ recognize the importance of consolidating interview data into attributes and expected benefits.

☺ identify key steps in gathering attributes from critical incidents.☺ discover attributes assigned to appropriate expected-benefit

categories.




(Section 2) Developing Customer Satisfaction Surveys – Summary.☺ By the time most people have the chance to develop their first survey,

they've read many surveys that they think developing one will be a straight run.

☺ To a certain extent, this could be right.☺ Indeed, developing a survey is a no-brainer.☺ Developing a survey that gets valid, reliable data, however, is both

science and art.☺ Then, get accustomed to using the principles of survey design to

develop a customer satisfaction survey that works.☺ In the same go, one should explore factors that influence selection of

the survey method.☺ Not to forget learning to design the survey instrument itself, including

selection of question formats, sequencing of questions, and wording of the items themselves.

☺ One will examine issues relating to selection of a sampling method and determination of sample size.




(Section 2) Developing Customer Satisfaction Surveys – HighPoints.

Determining How to Conduct the Survey. Selecting and Managing Question Formats. Introductions and Item Wording. Sampling.





(Section 2) HighPoints: Determining How to Conduct the Survey.☺ recognize the importance of obtaining a high response rate in a

customer satisfaction survey.☺ align key survey requirements with the most appropriate survey

method.☺ identify key elements of an effective email survey.☺ analyze whether email survey procedures used will be effective at

optimizing customer response rates.☺ consider appropriate procedures for optimizing customer response

rates to a phone survey.




(Section 2) HighPoints: Selecting and Managing Question Formats.☺ recognize benefits of selecting the appropriate question formats in

developing a customer satisfaction survey.☺ distinguish between appropriate and inappropriate uses of open-

ended questions.☺ select types of closed-ended items with the appropriate use of each

type.☺ determine whether customer expectations justify decreased or

increased improvement efforts based on responses to comparative survey items.

☺ apply principles for sequencing questions appropriately in a customer satisfaction survey.




(Section 2) HighPoints: Introductions and Item Wording.☺ recognize the importance of appropriate wording to ensure the

reliability of a customer satisfaction survey.☺ consider elements of an effective survey introduction.☺ evaluate the impact of types of confusing wording or construction.☺ assess whether survey items are well- or poorly written.




(Section 2) HighPoints: Sampling.☺ recognize the benefit of using a statistical sampling method for

selecting customers for a survey.☺ know sample types qnd their status of being generalizable or not.☺ assess a business case to determine the best sampling method.☺ analyze a business situation to determine what change in variables

must be made to allow a change of sample size, confidence level, margin of error, or cost when planning sample size of a survey.




(Section 3) Customer Satisfaction Analysis and Implementation – Summary.

☺ What one gets out of a well-designed customer satisfaction survey will depend largely on the power of the analytical tools applied to the data and the effectiveness of actions taken based on the resulting information.

☺ Although the analysis itself is best conducted by a statistical team, one will be able to use survey results more effectively to understand how key analytical tools are applied.

☺ One is to examine how to transform data into information that can be acted on.

☺ It’s worth learning the tools of basic statistical analysis as well as those that show relationships and allow you to plan improvements.

☺ All the same important, one should find out how to move from understanding customer satisfaction situation to implementing improvements to increase satisfaction.




(Section 3) Customer Satisfaction Analysis and Implementation – HighPoints

From Data to Information. Analyzing Relationships in Data. Making Measurements Operational. From Information to Action.





(Section 3) HighPoints: From Data to Information.☺ recognize the importance of applying sound basic data-analysis

techniques.☺ distinguish good from poor data editing and coding practices.☺ carry out basic statistical presentations with matching explanations.☺ draw appropriate conclusions about surveyed attributes relying on

business statistical presentations.




(Section 3) HighPoints: Analyzing Relationships in Data.☺ recognize the value of using analyses that show relationships in

determining action priorities.☺ assess the relative importance and degree of correlation of customer

satisfaction attributes.☺ dissect the Kano factors for determining whether an attribute is a

basic, performance, or wow factor.☺ review the three gap conditions and their corresponding explanations.☺ assess attributes for action based on gap data.




(Section 3) HighPoints: Making Measurements Operational.☺ recognize benefits of reporting data in forms that can be easily

operationalized.☺ identify expected outcomes of using perceptual maps in customer

satisfaction measurement.☺ determine appropriate interpretations given a set of control chart data

for the mean for a product attribute over time.




(Section 3) HighPoints: From Information to Action.☺ recognize the importance of developing a strategy to deploy customer

satisfaction improvement plans.☺ identify communication channels for making customer satisfaction

data visible throughout the company.☺ sequence the steps of converting attributes into production

requirements.☺ apply marketing strategies to different customer satisfaction profiles.




Measuring Customer Satisfaction – Conclusion.☺ At this point you should be familiar with the following:

communicating customer product-evaluation criteria. dealing with customer complaints. capturing data while handling complaints. conducting lost-customer interviews. conducting a critical-incident interview. drafting workable survey items. drawing appropriate conclusions about surveyed attributes. knowing the Kano factors. developing a strategy to deploy customer satisfaction

improvement plans. making customer satisfaction data visible throughout the company. applying marketing strategies to different customer satisfaction

profiles.




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Measuring Customer Satisfaction (beta)

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