Customer Satisfaction

Aldas, Jackie S.
BSBA-MM D2020
What is Customer Satisfaction
Customer satisfaction is a measure of
how products and services supplied
by a company meet or surpass
customer expectation.
Who is the Customer
A customer can be defined as one who
purchases or patronizes for the purpose
of receiving products or services.
2 types of Customer
External Customer:
• Buys product or services.

Internal Customer:
• Receive a product or services.
Customer perception of Quality
 An American Society for quality (ASQ) survey on customer
perception about quality of product or service shows the following
ranking.
1. Performance
2. Features
3. Service
4. Warranty
5. Price
6. Reputation
Why Customer Satisfaction
• Customer is the boss of the market.
• Customer dictates market trends and direction.
• The organization is dependent on the customer
and not the other way round.
• Customer satisfaction means loyalty towards the
organization.
• The satisfied customers will help in bringing the
new customers by the “word of mouth”.
Level of Customer Satisfaction
Basic Needs – Dissatisfiers
• A dissatisfiers is a product or service characteristics that
the customer takes 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 or service.
Performance Needs – Satisfiers
• A satisfier is something that customer want in their product or
service, and usually 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.
Excitement Needs – Delighters
• A delighter is unspoken or unexpected requirement of a
customer and can result into high level of customer
satisfaction.
• Delighters are sometimes called exciting quality.
• Absence of delighter doesn’t result into customer
dissatisfaction while its presence can help in enhancing
customer satisfaction.
How to ensure customer satisfaction
• Surveys
• Customer feedback
• Comparison with alternatives
• Employee feedback
• Internet/blogs
• Toll free numbers
Customer Retention
• Customer satisfaction should lead to customer loyalty and
customer retention.
• This is the real test and bottom line- when the customer
repeatedly comes back to you for repeat orders and to purchase
new products manufactured by you. (In spite of stiff competition
and multiple Suppliers/Sources! )
• Firm orders received or cash payments registered , market
share, customer referrals and customer retention are an
indication of your customer success and penetration in the
market.
CUSTOMER FEEDBACK
• Customer feedback must be continually done and monitored. It
enables an organization to:
• Discover customer’s dissatisfaction
• Discover relative priorities of quality
• Identify customer need
• Determine opportunities for improvement