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Chapter 3. Customer Satisfaction

Chapter 3. Customer Satisfaction. Critical for Any Organization to Survive Global Competition. Who are customers?. External Internal. Understand Customers Needs I: Total Customer Perception. Performance Features Service and technical support Warranty Price Reputation

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Chapter 3. Customer Satisfaction

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  1. Chapter 3. Customer Satisfaction Critical for Any Organization to Survive Global Competition

  2. Who are customers? • External • Internal

  3. Understand Customers Needs I: Total Customer Perception • Performance • Features • Service and technical support • Warranty • Price • Reputation • Customer communications

  4. Customer Feedback • Comment card • Survey • Focus group • Customer complaint line • Customer visits • Report card • Internet

  5. Employee Feedback • Product innovation • Product quality • Productivity • Customer services • etc.

  6. Customer Service Quality • Leadership • Organization and system • Customer care • Communications • Front-line: training and training

  7. Understand Customers Needs II: Translating needs into requirements • Explicit requirements • Innovations • Unstated and unspoken requirements

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