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Customer Service

Customer satisfaction is a measure of how well a company's products and services meet customers' expectations. Satisfied customers remain loyal, purchase more, are less price sensitive, and provide positive word-of-mouth advertising. There are direct and indirect methods to measure customer satisfaction. Direct methods include surveys, feedback forms, and complaint departments, while indirect methods analyze customer complaints and loyalty levels. Customer satisfaction models compare expectations to perceived performance - expectations are confirmed, negatively confirmed, or positively confirmed depending on if performance matches, falls below, or exceeds expectations.

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127 views15 pages

Customer Service

Customer satisfaction is a measure of how well a company's products and services meet customers' expectations. Satisfied customers remain loyal, purchase more, are less price sensitive, and provide positive word-of-mouth advertising. There are direct and indirect methods to measure customer satisfaction. Direct methods include surveys, feedback forms, and complaint departments, while indirect methods analyze customer complaints and loyalty levels. Customer satisfaction models compare expectations to perceived performance - expectations are confirmed, negatively confirmed, or positively confirmed depending on if performance matches, falls below, or exceeds expectations.

Uploaded by

Arun Girish
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Measuring

Customer Satisfaction
Customer Satisfaction


Customer satisfaction is a term frequently used
in marketing. Customer satisfaction is the
outcome felt by buyers who have experienced a
company performance that has fulfilled
expectations. It is a measure of how products
and services supplied by a company meet
customer expectation. Satisfied customers
remain loyal longer, buy more, are less price
sensitive, and talk favourably about the
organisation.
Critical Aspects of Customer
Satisfaction
Quality
On-time delivery
Price


Direct Methods
1.Getting customer feedback through third party agencies.

2.Direct marketing, in-house call centers, complaint handling

department could be treated as first point of contact for getting
customer feedback. (these feedbacks are compiled to analyze
customers perception)

3. Getting customer feedback through face to face conversation
or meeting.

4. Feedback through appreciation letter.

5. Direct customer feedback through surveys and questionnaires.

Indirect Methods

Customer Complaints: Customers complaints are the issues
and problems reported by the customer to supplier with
regards to any specific product or related service. These
complaints can be classified under different segments
according to the department.
Customer Loyalty: A customer is said to be loyal if he revisits
the organisation on regular basis for purchases. These loyal
customers are the satisfied ones and hence they are
bounded with a relationship with the organisation. Hence by
obtaining the customer loyalty index, seller can indirectly
measure customer satisfaction.


1.Survey Customers

This is probably the only way to get customer feedback. They can
provide surveys in several ways (through mail, email, over the
phone or websites) and in order to get the best information, we
should allow customers to answer questions on a weighted
scale.

2.Find Out Where are Failing

If organisation not meeting customer requirements, they need to find
out where the failure is occurring. Examples of general questions that
would behave the company to know where the lines of communication
are breaking down so that relationship with customers can be mended
are as follows:

1.Are the products less than what is advertised?
2.Are customer service representatives dropping the call on customer
concerns and managing their complaints?

3.Assess the Competition

If the organisation dont know why customers prefer another
brand, the organisation need to know what are products and
services providing by competitors.
The Disconfirmation Model
"The Disconfirmation Model is based on the
comparison of customers [expectations] and
their [perceived performance] ratings.
Specifically, an individuals expectations are
confirmed when a product performs as
expected. It is negatively confirmed when a
product performs more poorly than expected.
The disconfirmation is positive when a
product performs over the expectations.
Expectancy Value Measures Satisfaction

Expectancy value models have been found to
perform well in predicting both
satisfaction/dissatisfaction and behavioral
intention.
The Expectancy value model using attitudes
and beliefs reads:

Satisfaction
Overall satisfaction or dissatisfaction with an
object is often measured using a five-point
satisfaction scale.
As an example, "Overall, how satisfied are you
with Sparkle toothpaste?" could be measured
with a "Very Satisfied, Somewhat Satisfied,
Neither Satisfied Nor Dissatisfied, Somewhat
Dissatisfied, Very Dissatisfied" scale.

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