FOREIGN TRADE UNIVERSITY HCMC

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REPORT

Topic
CUSTOMER SATISFACTION

Student name Student code

Đinh Thùy Linh 1701015396
Võ Thị Thúy My 1701015488
Trương Quỳnh Mai 1701015463
Lê Hoài Thảo My 1701015480

Class: K56CLC3/C6

HCM city, May 2018

 CONTENT
1. Definition 2
2. Importance of custonmer satisfaction 3
3. Four elements of customer satistaction 6
4. Ten ways make customers fall in love with your business 7
5. Article 11
6. References 14

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 1. Definition
Customer satisfaction is the measure of how the needs and responses are collaborated
and delivered to excel customer expectation. It can only be attained if the customer has an
overall good relationship with the supplier. In today’s competitive business
marketplace, customer satisfaction is an important performance exponent and basic
differentiator of business strategies. Hence, the more is customer satisfaction; more is the
business and the bonding with customer.
Customer satisfaction is a part of customer’s experience that exposes a supplier’s
behavior on customer’s expectation. It also depends on how efficiently it is managed and
how promptly services are provided. This satisfaction could be related to various business
aspects like marketing, product manufacturing, engineering, quality of products and services,
responses customer’s problems and queries, completion of project, post delivery services,
complaint management etc.
2. Why is Customer Satisfaction Important?
2.1. Directly affects the ability of customers to access and use services
2.2. Critically important to the continuous improvement of services (ROMA cycle)
2.3. Data is a key component of the needs assessment and strategic planning processes
2.4. Customer focus empowers the individuals and families agencies serve
2.5. Required by the Organizational Standards (1.3 and 6.4)
Standard 1.3: The organization has a systematic approach for collecting, analyzing, and reporting
customer satisfaction data to the governing board.
Standard 6.4: Customer satisfaction data and customer input, collected as part of the community
assessment, is included in the strategic planning process.
3. The Four Elements of Customer Satisfaction:
3.1. Perfect Product
Customers want defect-free products and services. Business need to design their product or
service so that it can be expected to function perfectly within foreseeable boundaries.
3.2. Caring Delivery
Perfect product now requires caring, friendly people to deliver it. Let’s visualize just how a
product and its delivery work together to determine satisfaction. How was this interaction?
An interaction like this, with just a single caring, friendly employee, can make us feel good
about doing business with an entire company.
3.3. Timeliness
In our world of iPhones and IM, your customers get to decide what is and isn’t an
appropriate timeline. A perfect product delivered late by friendly, caring people is the
equivalent of a defective one. Customer experiences guide their expectations, so on-time
delivery standards continue to get tougher all the time.
3.4. Effective Problem Resolution Process
Service breakdowns and other problems experienced by customers are crucial emotional
moments in a business relationship. Therefore, solving these problems will have an outsized
impact on business success. Resolve a service problem effectively and your customer is
more likely to become more loyal.
4. 10 Ways to Make Customers Fall in Love with Your Business
The data speaks for itself:
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 Only 37 percent of brands received good or excellent customer experience index scores in
2012. Whereas, 64 percent of brands got a rating of “OK,” “poor” or “very poor” from their
customers. Source: Forrester Research
 As many as 89 percent of consumers began doing business with a competitor following a
poor customer experience. Source: RightNow
 Up to 60 percent of consumers will pay more for a better customer experience. Source: Desk
 Average annual value of each customer relationship lost to a competitor or abandoned -
289. Source: Genesys Report
It’s quite clear that now is a good time to solidify your relationship with your customers in a
meaningful way. Here are 10 ways to help make your customers fall in love with your business:
4.1. Treat your Customers Right - Genuinely Interact
Happy customers who get their issue resolved tell 4 to 6 people about their experience. So that’s a
way to significantly influence the word of mouth about your business. Don’t act as a nameless or
faceless business; genuinely talk with your customers as a person representing the business. Address
your customers by name, and tell them your name at the very beginning of your interaction.
Talk to your customers as you would in person, not like you would in a press release. Examples of
this are noticeable when it comes to customer service on social media where the genuine shine
through and the others seem forced and uptight, which is the opposite of being “social.” American
Express does this well on Twitter, ensuring all customer concerns are answered in a timely manner
with a friendly and personal response, signed by the employee who’s doing the tweeting.
4.2. Don’t Come on Too Strong - Respect Your Customers
A third of consumers say they experience rude customer service at least once a month, and 58 percent
of them tell their friends. This is exactly how word of mouth can work against your company’s
reputation for the long term. It’s very important to be respectful of a customer’s mood when trying to
resolve an issue they have with your company.
Keeping your patience is key to giving your customer the time to air out their issue. And, in turn, it
creates the opportunity for you to help resolve the issue and make them comfortable. The more
comfortable the customer is the more likely they’ll share valuable feedback that can help prevent
similar issues from occurring again in the future.
4.3. Always Listen - Hear What Your Customers are Saying
At a time when it’s easy to have a two-way dialogue with your customers, it’s important to truly
listen. When listening to your customers, take into account what changes your organization should
make from this feedback, and then follow through. Your customers are the lifeblood of your
organization, and not dealing with the reasonable requests could cause backlash.
Use the following methods to gather feedback from your customers:
 Surveys
 Focus Groups
 Observation
 Point of Sale
 Customer Service
 Social Media
 Communities and Groups
 Email and Web Forms
4.4. Continue to Satisfy - Offer Ongoing Support and Specials
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The #1 reason for customer attrition is dissatisfaction with customer service. Do everything in your
power to provide excellent service to your customers on an ongoing basis. Respond quickly and
enthusiastically, and be ready to present a special offer or discount with the hope of up-selling the
customer to buy more.
There’s never any reason to slow down on satisfying your audience, especially when they’re chatting
with you live over the phone. It’s important to note that 81 percent of companies with strong
capabilities and competencies for delivering customer experience excellence are outperforming their
competition. Take note, customer satisfaction is a key differentiator in a sea of other companies.
Besides offering support, ongoing specials will continue to help enchant and satisfy your customers
for the long term. Create engaging multi-channel promotions centered around discounts, giveaways,
sweepstakes and contests. Distribute these offers via email, social media, print, in-store and across
your other marketing channels for full exposure, much like HairDazzle has done on Twitter above.
4.5. Treat a Customer Like a Valued Partner - Communication is Two Way
As previously mentioned, take your customer’s feedback seriously and act upon reasonable requests.
What’s the point of listening if you’re not going to act on that feedback? Make sure it’s clear that you
want your customer’s feedback and that your business truly values them as a partner.
If you’re looking for an example of how to show your customer that their opinion matters, look at
what the Buffer app team is doing. Buffer app is a social media management tool that helps
businesses and individuals schedule their content for the best times to share and get engagement. The
Buffer blog features a variety of quality content focused on marketing, achieving happiness and a
monthly series known as the Happiness Report.

This report highlights how the Buffer team is managing customer support each month by what
worked well, what didn’t work well, what they plan to work on for the future and finally, a request
for feedback from their customers. This is a lesson for all businesses on how to be completely
transparent and actively allow your customers to partake in improving your product for the future.
Focusing on your customer to this degree is a major way to strengthen their trust, loyalty and overall
love for your company.
4.6. Build Trust - Alert Customers to Large Scale Changes, Good or Bad
It takes 12 positive service experiences to make up for 1 negative experience. This is how sensitive
trust is between a business and its customers. No matter your size, keep your customers in the know
when it comes to positive and negatives changes to your products and services that affect them. It’s
crucial to tread lightly when making changes to your products and services because your customers
have become accustomed to what you’ve already got.
Here’s an example of what not to do.
Recently, Instagram updated its terms of service but neglected to be clear about the changes that
would be made to the social network. The wording was confusing, and therefore, the company’s
intentions were not clear. Their users immediately voiced concern across the web about these
changes. Most of this feedback was outrage and many left the service or threatened to leave, like
power user National Geographic. Instagram quickly responded to the outrage and reversed their
decision to update their terms of service. In the end, the situation was handled well in terms of the
cleanup; but now, due to the poor communication around their terms of service, Instagram has lost
the trust of their audience, which is hard to regain.
Here’s what to do to gain trust:
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 Heavily research whether changes to your company could alter public perception.
 Be methodical in how you communicate the changes to your product and services.
 Tell your customers when you’ve made a change, you’ve screwed up, or you’ve done
something right. A healthy mix will give your customers a transparent look into your company that
can’t be forged.
 Find value in the feedback about your company changes.
4.7. Be Transparent - Honesty is Crucial When it comes to Mistakes
Being transparent in the digital age is a must. Much like the principles discussed above, transparency
is a critical factor in building trust, satisfaction, and love from your customers. What does it mean to
be transparent?
 Transparency means that you are not afraid of feedback.
 Transparency means that you have nothing to hide.
 Transparency means your employees’ personal and work persona blur.
 Transparency means you like to have conversations with your customers.
4.8. Follow Through on Your Word - Follow Up on Promises
Your word is your bond. Following up on your promises helps show the transparency of your
business, while helping to build a feeling of trust and dependability with your audience.
Manage the expectations of your customers to ensure realistic goals are set and can be met. By
remaining consistent in your messaging, your customers will learn what they should expect from you
in the future.
F.W. Nichol said it best, “When you get right down to the root of the meaning of the word ‘succeed,’
you find that it simply means to follow through.”
4.9. Recognize Responsibility - The Customer is Always Right
No matter the circumstance, the customer is always right. This is a rule to guide your business
through its growth, from customer service to user experience to product development. To help set
this in motion, create a customer service policy to show your customers they are always right.
Organize this policy into three parts:
 Highlight phrases for your company to use that’ll make your customers happy. Again,
consistency and a personal touch go a long way.
 Never let your customers forget your business by following up effectively. Keep it personal
by following up on special occasions and consistently writing handwritten follow-up notes.
 Define how to deal with unsatisfied customers with action steps to ensure there is a thorough
process for all employees to follow to resolve a customer issue, ideally turning unhappy customers
into your strongest advocates.
4.10. Always Say “Thank You” - Kindness and Gratitude will Take You Far
Last, but certainly not least, always say “Thank you.” As many as 3 out of 4 customers say they have
spent more with a company because of a history of positive experiences. Kindness and gratitude for a
customer’s business is an undeniable way to further enchant them for the long term.
Craft every thank you sent out from your company to be specific to the customer, relevancy is key.
Be as appreciative as possible to your customers for taking the time to go through the process of
resolving their issue.

5. Article

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Vietnamese translation

6. References
Kevin Kruse, April 9, 2013. What Is Leadership?
https://www.forbes.com/sites/kevinkruse/2013/04/09/what-is- leadership/#33867ea95b90
Tegan Jones, November 14, 2017. 10 Leadership Qualities Revealed by the World's Most
Successful Leaders.
https://www.lifehack.org/articles/communication/10-impressive-characteristics-great-
leaders-have.html
Vijay Sharma, June 29, 2017. Why is leadership important in life.
http://www.klientsolutech.com/why-is-leadership-important-in-life/
Deep Patel, November 21, 2017. 5 Common Mistakes Most Leaders Make (And How To
Avoid Them)
https://www.forbes.com/sites/deeppatel/2017/11/21/5-common-mistakes-most- leaders-
make-and-how-to-avoid-them/#5f85f9f8242d
Video: How to develop leadership skills - Randstad UK
https://www.youtube.com/watch?v=h6q8WoZLf28
Article: Leaders must move into the digital age. Rachel Sharp, March 22, 2018.
http://www.hrmagazine.co.uk/article-details/leaders-must-move-into-the-digital-age