CUSTOMER

Those who interact the company after the processes have produced the product.
Someone who pays for goods or services
those who interact with the company after the processes have produced the product.
Importance of Customer Satisfaction
“ Profit in business comes from repeat customers, customers that boast about your product and service, and that bring
friends with them. Fully allocated costs may or will show that the profit in a transaction with a customer that comes
back voluntarily may be 10 times the profit realized from a customer that responds to advertising and other
persuasions.”
- W. Edwards Deming and William W. Scherkenbach

Product/Service Performance + Customer Service = Customer Satisfaction

WHAT KEEP CUSTOMER CUSTOMER SATISFIED
1. Knowledgeable and available staff: While a customer is making the buying decision , they want
knowledgeable assistance, available when they want it.
2. Friendly People: Your staff should value each customer more than any individual sale.
3. Good Value: This is where price factors in.
4. 4.Convenience: The service rule here is simple: make it easy!
5. 5.A Fast finish
External Customer – purchase the product, finally supporting the organization.
Internal Customer – inside the company, employees pass on their work to other employees.
Five tips to help you go beyond customer satisfaction
1. Establish a Common Ground
2. Listen & Show concern
3. Use Humor
4. Keep a Positive Attitude
5. Treat Customers like Family
Understanding Customer Needs/Requirements
1. Price- the ability to offer price competitive products.
2. Customer Relationship- the extent of your involvement with your customer at every level such as your work
on design, marketing and new products introduction.
3. Product Quality- the products always meets specification.
4. Delivery Speed-from receipt of order to delivery to the customer.
5. Delivery Reliability- sticking to promises, the right quality on time.
CUSTOMER SURVEY
There are many reasons for getting customer feedback. Some key issues are:
1. Innovation
2. External Performance Feedback
3. Increasing Customer retention
4. Recovering Customer
5. Advance Warning
Customer relationship management(CRM)
 Refers to the methodologies and tools that help businesses manage customer relationship in an organized way.
 It involves using technology to organize, automate and synchronize business processes-principally sales
activity.
3 KEY PHASES
1. Customer acquisition - this process of attracting customer for their first purchase
2. Customer retention – this is most likely to be the purchase of the similar product or service, or the next level
of product or service.
3. Customer extension – these are additional, supplementary purchases.
CRM helps your business:
Provide better customer service
Make call centers more efficient
Cross-sell products more effectively
Have sales staff close deals faster
Simplify marketing and sales processes
Discover new customers
 Increase customer revenues

The Center Services Survey asks for levels of satisfaction on

 Ease of arranging a job
 Sales representative assistance
 Customer Support representative assistance
 Completion of job to specifications
 Quality of a job
 Meeting the deadline
 Accuracy of job invoice
 Understand ability of invoice
 Price for value received
The Issues
• Who is the customer, and hence who ought to answer the survey?
• Attitudes vs. behavior-
• What, if any, is the relationship between employee satisfaction
• and customer satisfaction?
ATTITUDE VS. BEHAVIOR
A major interest for a corporation in measuring customer satisfaction must be to predict customer’s future behavior-in
particular reorders, contract renewals, and recommendations to potential new customers. But informal reports from
the division that there is only a slight correlation between customer satisfaction as measured by the surveys and these
behavioral responses. If indeed the correlation is as low as we have been led to believe. Two issues, one
methodological and one substantive arise
What ,if any,is the relationship between employee satisfaction
and customer satisfaction?
Implicit in a corporation’s attempts to measure and improve employee satisfaction is a model of attitudes and
behavior that sees a satisfied worker as more productive than a dissatisfied one and that in turn relates the productivity
to the bottom line of the corporation. The implicit theory behind attempts to measure customer satisfaction is the
understanding that there is relationship between the attitudinal dimension of satisfaction and the behaviors of
reordering and of contract renewing.
Some of the key factors they found:
•  Profit and growth are stimulated primarily by customer
satisfaction and loyalty.
•  Employees who are satisfied in their jobs provide
higher levels of customer service.
•  Employee satisfaction results primarily from
internal high-quality support services and policies that
enable employees to deliver results to customers.