Nicolealunan.rememberthis version2

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REMEMBER THIS!Concept:

Measuring Satisfaction

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There several techniques to measure There several techniques to measure customer satisfaction. customer satisfaction. Kotler gives 4:Kotler gives 4:

LOYAL

• Periodic surveys

• Customer Loss Rate

• Mystery Shoppers

• Monitor Competitive Performance


I can say that we all did a science experiment at least once in our lives.



Even if some do experiments regularly,



Even if some do experiments regularly,everyone has felt this:


And you might have done this, too:


But all of you must have remembered these things:


• where all your observations, inferences and conclusions are written down

• questions are answered

laboratory report laboratory report #1. You always make a#1. You always make a


#1. #1.

• questions are answered by the consumers

• observations, inferences and conclusions about the product/service are formulated

laboratory report laboratory report = = periodic surveysperiodic surveys


• Losses are inevitable.

• A few reagent spills is a usual occurrence.

• You really can’t achieve 100% yield.

#2. Reagent spills#2. Reagent spills


#2. Reagent spills#2. Reagent spills

• You really can’t get 100% of the pie.

• You lose your share in the process.

• High customer attrition is a serious issue.

= = Customer Loss RateCustomer Loss Rate


• In most experiments, you don’t really what results are.

• You can hypothesized but you are still partially in the dark.

#3. Unforeseen #3. Unforeseen circumstances / results circumstances / results


#3. Unforeseen #3. Unforeseen circumstances / results circumstances / results

= Mystery= Mystery ShopperShopper

• Companies hire them to pose as potential buyers

• To report on strong and weak points of the product/service and the company


#4. If you really don’t know what to do, #4. If you really don’t know what to do,


#4. If you really don’t know what to do, #4. If you really don’t know what to do, it’s easy to look at what your neighbor is doing…it’s easy to look at what your neighbor is doing…

• The feeling of being at a loss is usual.



Disclaimer: applicable for undergraduate experiments only



• Companies buy competitor products and evaluate those against their own product.

• Gives insights about the market and its consumers

= = Competitive monitoringCompetitive monitoring


In summary…In summary…

MEASURING CUSTOMER SATISFACTIONMEASURING CUSTOMER SATISFACTION

Periodic survey = Lab report

Customer Loss Rate = Reagent Spills

Mystery shoppers = Unforeseen Circumstances

Competitive Monitoring = copy neighbor

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REMEMBER THIS!Concept:Measuring Satisfaction

Nicolealunan.rememberthis version2

Business

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