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Meeting the Customer Satisfaction Challenge

Meeting the Customer Satisfaction Challenge. 4 th December,2008 Doan Kieu My. By Edward U.Bond III and Ross L.Fink. S-72.2530 Acceptability and Quality of Services. Analysis. Context (for both Products and Services) Research methods (statistical methods and literature review)

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Meeting the Customer Satisfaction Challenge

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  1. Meeting the Customer SatisfactionChallenge 4th December,2008 Doan Kieu My By Edward U.Bond III and Ross L.Fink S-72.2530 Acceptability and Quality of Services

  2. Analysis • Context (for both Products and Services) • Research methods (statistical methods and literature review) • Relations to our course topic: • Classifications of quality parameters of the services which have effect on users subjective satisfaction • Suggestions of strategies for firms to balance between performance and relative importance of a characteristic.

  3. Concept maps Main Points Critiques Conclusions

  4. Procedures: • Off-the-shelf customer satisfaction measures • Tailored procedures • Identify critical-to-quality customer satisfaction factors • Establish relative importance • Discover customer perceptions • Prepare a plan of action

  5. Identify CTQ (Critical-to-quality)factors • Basic (difficult to identify, unspoken expectations, absence generates dissatisfaction; required for customer satisfaction exponential) • Articulated(elements of quality that commonly come to mind, known to the customer  linear) • Excitement(presence leads to surprised excitement exponential) • Different sources of information generate info about different categories of TQ factors.

  6. Identify CTQ (Critical-to-quality)factors • *Methods: • Customer complaints: readily available, high leverage. • Insights of sales and service personnel: subjective source • Customer visit programs: easily be documented • *Challenge: • Collect and document info into useful form. • Response in those situations : • -immediate response • -immediate change • -Collect the data into database so trends can be quickly indentified and acted upon. • “FOCUSING ONLY ON THE CURRENT SITUATION IS COUNTER-PRODUCTIVE IN THE LONG RUN”

  7. Survey Data & Database Survey data: (census or representative) -mail: slow, less expensive -telephone: more expensive, higher response rates, quick data -Internet: relatively new, fast response, low cost, but the demographics of Internet users do not represent the general population. Privacy issues. Database contents: -customer information -date -service representative -concise summary of the difficulty Key Goal: document customer’s requests/evaluations/ideas in customer’s words. categorization system

  8. Focus Group & Empathic Design • Focus Group Inquiry  fast, relatively inexpensive, adaptable • -provide general background info • -stimulate new ideas • -diagnose problems • -learn how customers describe their interactions with the firm •  Based on market segment stragety. • Empathic design: cross-functional teams visit customers to watch them use products in their own environments  different from traditional customer visits unarticulated needs of users. • To determine potential excitement CTQ factors: work with lead user

  9. What come next? • Relative Importance: Identified CTQ items  rank on the scale 1-10 • Customer perceptions: ratings of firm performance on a scale of 1, very poor to 10, excellent (according to the customers)  anything below 8 is in need of improvement. • Prepare a plan of action : identify the steps to improve customer satisfaction, a search for high-leverage items: (basic factors-excitement factors)-articulated factors.

  10. PERFORMANCE Need to take immediate action Ensure performance remains high HIGH IMPORTANCE Consider improvement if cost is low Try to increase importance of this factor LOW LOW HIGH Classification of CTQ factors based upon perceived importance and perceived performance Actions to be taken

  11. Conclusion -The new ISO 9000 revision requires firms to collect and act on customer satisfaction data : open exciting opportunity. -Valuable insights allow wise investment in performance improvement and increases in customer satisfaction. -Firms should make use of available qualitative data to inform their search for CTQ factors. -Depends on relationship of the current performance and relative importance to the customer, the firm should take appropriate action.

  12. Evaluation • Scientific significance (human factors in Services) • Scientific Ways (statistical data collection, qualitative values) to cllect firm’s performance. • Trends are stored in database  easy to recognize the pattern if they appear again. • Practical importance • Great technology does not promise Great Products. • Every products have meanings as a service. • Critiques: • The sources are mostly subjective (difficult to define the general population) • People might have strong bias toward not complaining (unless it is too much worse than their expectations). • People’s opinions regarding satisfaction change dynamically over time  methods to maintain accurate, up-to-date measurements? • As the article suggested, difficult to identify CTQ basic and excitement factors. • Categorization system (of different firms/ countries/ situations)  there are few standardized systems to follow.

  13. Any Question? • 4th December,2008 • Doan Kieu My Meeting the Customer Satisfaction Challenge

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