Building Customer Satisfaction Through

Quality, Service and Value

 Customer Satisfaction

‡ Customer satisfaction, is a measure of

how @
 and    supplied by
a company meet or surpass customer
expectation.
‡ It is seen as a key performance indicator
within business.
 `easuring Customer Satisfaction

‡ The state of satisfaction depends on a number

of both @


l and @
  variables
which correlate with satisfaction behaviors such
as return and recommend rate.
‡ The level of satisfaction can also vary
depending on other options the customer may
have and other products against which the
customer can compare the organization's
products.
 !esearch!

‡ Work done by Berry (Bart Allen) and

Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence
satisfaction behavior, further expanded
by Berry in 2002 and known as the ten
domains of satisfaction.
These ten domains of satisfaction include:
‡ Quality,
‡ Value,
‡ Timeliness,
‡ Efficiency,
‡ Ease of Access,
‡ Environment,
‡ Inter-departmental Teamwork,
‡ Front line Service Behaviors,
‡ Commitment to the Customer
‡ Innovation.
 Customer Value Proposition

‡ Customer value proposition consists of

the sum total of benefits which a vendor
promises that a customer will receive in
return for the customer's associated
payment (or other value-transfer).
 Total Customer Value

‡ Product value

‡ Services value

‡ Personnel value

‡ Image value
 Total Customer Cost

‡ `onetary cost

‡ Time cost

‡ Energy cost

‡ Psychic cost
 Customer Development Process

‡ At each stage in the loyalty development

process, customers have specific needs.
By recognizing each of the stages and
meeting these specific needs, you can
convert buyers into loyal customers for
life.
 Customer Development
Process/Stage 1

‡ Stage 1: Suspect. Suspects include

everyone who might possibly buy your
product or service. I call them suspects
because you think, or "suspect," they
might buy, but you don't have any real
indications yet and don't know enough to
be sure.
 Customer Development Process/
Stage 2

‡ Stage 2: Prospect. A prospect is someone who

has a definite, identified need for your products
or services and has the ability to purchase them.
‡ Although a prospect hasn't yet done business
with you, he or she might have heard about you,
read about you, or had someone recommend
you to him or her. Prospects might know who
you are, where you are and what you sell, but
they haven't actually bought from you yet.
 Customer Development
Process/Stage 3

‡ Stage 3: Disqualified prospect. These are

the prospects you've learned enough
about to know that they don't need your
products or services and/or don't have
the ability to buy them.
 Customer Development
Process/Stage 4

‡ Stage 4: First-time customer. As the

name suggests, these are customers
who have purchased from your company
one time. They also might purchase from
your competitors and might, in fact, be
trying your products and services
because they're considering switching
from a competitor to you.
 Customer Development
Process/Stage 5

‡ Stage 5: !epeat customer. !epeat

customers have purchased from you two
or more times. They might have bought
the same product twice or bought two
different products or services on two or
more occasions. They also might actively
purchase from your competitors.
 Customer Development
Process/Stage 6

‡ Stage 6: Client. A client buys everything

you have to sell that he or she can
possibly use. This person purchases
regularly. You have a strong, ongoing
relationship that makes him or her
immune to the pull of the competition.
 Customer Development
Process/Stage 7

‡ Stage 7: Advocate. Like a client, an

advocate buys everything you have to
sell that he or she can use and
purchases regularly. In addition, an
advocate spreads the word about you to
others and becomes, in essence, an
important member of your marketing and
sales team.