Post on 13-Jan-2016
Customer Satisfaction
Entrepreneurship 6, 2013
Class Objectives
1. Students are aware how customer satisfaction plays a role in business sustainability
2. Students understand aspects that govern your customer satisfaction
Entrepreneurship 6, 2013
Are your customers satisfied?
Entrepreneurship 6, 2013
"Customer satisfaction is the degree to which the needs, desires, and expectations of the customers will come and met or exceeded through a transaction that will result in repeat purchase or loyalty that continues“ (Band, 1991)
Entrepreneurship 6, 2013
Customer Satisfaction
Customer Loyalties
Positive Feedback
Repeat Order
Cross Selling
New Customers
Entrepreneurship 6, 2013
Customer Satisfaction TypologyBefore Sales Satisfaction
Deals with ease of finding information, ease of shopping process and availability of alternative product in the market
Wikstorm (1981)
Product and Price
SatisfactionDeals with Price performance satisfaction
After Sales Satisfaction
Deals with after-sales service and product experience
Marketplace Structure /
Performance Satisfaction
Deals with marketing system process , advertising model and process oriented model
Entrepreneurship 6, 2013
Factors of Customer Satisfaction
Topics
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The Big 8 Factors
Performance
Features
*Hanan and Karp, 1991
Reliability
Conformance
Durability
Serviceability
Aesthetics
Perceived Quality
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8Entrepreneurship 6, 2013
Performance
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Features Entrepreneurship 6, 2013
Reliability
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ConformanceEntrepreneurship 6, 2013
Durability
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Serviceability
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Aesthetics
KIA Sportage 2011, Red Dot Awards 2011 Entrepreneurship 6, 2013
Perceived Quality
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Customer Loyalties
Topics
Entrepreneurship 6, 2013
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How to lose your Customer
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Customer ReactionCustomer Reaction
• Loyal Customer will give positive feedback to you and other potential customers
• Satisfied Customer will recommend product to other people
• Satisfied Customer will give positive feedback when asked
Entrepreneurship 6, 2013
What are some of the simplest ways to show your customers that you value them?• Smile at them and genuinely greet them.
• get to know your customers names and preferences.
• Learn how your customers use your products and services.
• Ask for their ideas and suggestions on how to improve or change your products or business.
Entrepreneurship 6, 2013
Service Profit Chain
Employee Satisfaction Value Customer
SatisfactionCustomer
LoyaltyProfit & Growth
Result from high quality
support services
and policies
Create by satisfied, loyal and
productive employee
Influenced value of services provided
for customer
Result from customer
satisfaction
Stimulated primarily by
customer loyalty
Entrepreneurship 6, 2013
“As your Customers needs change you company needs to change to meet them”
Entrepreneurship 6, 2013
Improving Customer Service
Topics
Entrepreneurship 6, 2013
Improving Customer Service
1. Stay in contact with customers on a regular basis
Ask customers if they want to be updated by e-mail.
Follow-up after each sale to see if they are satisfied with their purchase. Send an e-mail out a few days after their purchase, another in a week or two, and then another in a month.
*Catherine Franz, Ten Ways To Help You Improve Your Customer Service
Entrepreneurship 6, 2013
2. Create a customer focus group by inviting 10 to 20 loyal customers to meet regularly. Alternatively, send out a monthly survey to this group asking for ideas and input on how to improve your customer service. Give them a reward. Pay them, give them a gift certificate, or send them free product.
3. Have a web site that is easy to navigate. Add a frequently asked question's "FAQ" page and explain anything that might confuse your customers or visitors. Follow-up with an electronic survey with questions on how to increase your site's user-friendliness.
Entrepreneurship 6, 2013
4. Resolve customer complaints quickly and completely. Answer all e-mail and phone calls within a few hours. This will show your customers you really care about them.
5. Don't make your customers or visitors hunt for your contact information. Make it easy for them to contact you. Offer as many contact methods as possible. Hyperlink all your e-mail addresses so they don't have to find or type it. Offer a toll free number.
Entrepreneurship 6, 2013
6. If you have strategic alliances or employees, make sure they are familiar with your customer service policy. Give your employees bonuses or incentives to practice excellent customer service. Tell employees to be flexible with each individual customer, each one has different concerns, needs and wants.
7. Give your customers more than they expect. Send thank you gifts to long time customers. E-mail them greeting cards on holidays or birthdays if you have their address or online cards if you only have their e-mail address and name. Give bonuses to your customers who make a big purchase or multiple purchases.
Entrepreneurship 6, 2013
8. U-welcome, please, and thank you and can never be over used. Be polite no matter what. Admit and apologize for mistakes quickly and make it up to them in BIG ways if you want them to continue being a customer.
9. Reward in points -- give customers a point for every dollar they spend. Set up a points-earned sheet. E-mail the customer an update monthly. If they send you a referral they get 10 points, if they buy something add 10 more points.
10. If your business is local, invite customers to your office for lunches, parties, barbecues, dances, seminars or other special events.
Entrepreneurship 6, 2013
Terima Kasih