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Customer Satisfaction Surveys. Employee Training Guide. Overview. What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our organization Nuts and bolts Example Group activity Summary. What is a Customer Satisfaction Survey?.

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customer satisfaction surveys

Customer Satisfaction Surveys

Employee Training

Guide

Training Slides

by Mbinira Munthali

overview
Overview
  • What is a Customer Satisfaction survey?
  • Purposes of Customer Satisfactions surveys in our organization
  • Nuts and bolts
  • Example
  • Group activity
  • Summary

Training Slides

By Mbinira Munthali

what is a customer satisfaction survey
What is a Customer Satisfaction Survey?

An Instrument that consists of a series of items that are designed to elicit customer perceptions.

Training Slides

By Mbinira Munthali

benefits of using customer satisfaction surveys
Benefits of using Customer Satisfaction Surveys
  • Builds a strong relationship with customers.
  • Quantifies customer satisfaction levels
  • Enables our organization to measure up to customer expectations

Training Slides

By Mbinira Munthali

developing customer satisfaction surveys
Developing Customer Satisfaction Surveys
  • Identify customer requirements
  • Develop and validate the instrument
  • Implement the Survey
  • Analyze the results

Training Slides

By Mbinira Munthali

identify customer requirements
Identify Customer Requirements
  • Understanding customer expectations: quality, service, and performance
  • Examine documents that were established when relationship with the customer began
  • Interview customers to go over customer wants

Training Slides

By Mbinira Munthali

develop and validate the instrument
Develop and Validate the Instrument
  • Develop items that will measure customer requirements
  • Use the critical incident approach
  • Items should be declarative close-ended questions
  • Reliability and validity are two different but interrelated issues

Training Slides

By Mbinira Munthali

implement the survey
Implement the Survey
  • Make survey available to customers
  • Test/retest approach to ensure valid and reliable responses

Training Slides

By Mbinira Munthali

analyze the results
Analyze the Results
  • Data processing should be kept simple
  • Use Pareto’s analysis when analyzing open-ended questions
  • Use advanced statistical analysis only when necessary

Training Slides

By Mbinira Munthali

day s inn penn state example
Day’s Inn Penn StateExample
  • Days Inn is a Universal chain of Hotels
  • In such a customer based industry it is important for them to understand customers expectations
  • They have a survey available to all guests in their rooms that they can mail after being completed

Training Slides

By Mbinira Munthali

group activity
Group Activity
  • Its your turn to develop a Customer Satisfaction Survey!!!
  • Break off in teams of 4 and develop a customer satisfaction survey for a fast food restaurant
  • Using a 5 point scale, 5 being the most satisfied and 1 being the least

Training Slides

By Mbinira Munthali

helpful hints when constructing survey
Helpful Hints when Constructing Survey
  • What is the critical incident?
  • What is important to an individual when going to a fast food restaurant?
  • Balance focus between what is important to the customer and what is important to marketing?
  • Keep Survey short but ask important questions

Training Slides

By Mbinira Munthali

example items on a fast food survey
Example Items on a Fast Food Survey
  • ___ I was greeted on entering Henry’s
  • ___ There was a server available when I approached the service counter
  • ___ My line had less than three people when I arrived

Training Slides

By Mbinira Munthali

summary
Summary
  • Customer Satisfaction is a key for an organization to survive
  • Surveys enable an organization receive positive and negative feedback on products or services
  • Surveys increase Customer Retention.

Training Slides

By Mbinira Munthali

slide15

Thank You !

Training Slides

By Mbinira Munthali

bibliography
Bibliography
  • “Customer Satisfaction Surveys: How Satisfied are your customers.” Internet. http:www.busreslab.com/consult/custat.htm. 10 February 2001.
  • “Customer Service Training.” Internet. http://www.pbsconsulting.com/customertrain.htm. 10 February 2001.
  • Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.
  • Massnick, Forler. The Customer is CEO. New York: amacon, 1997

Training Slides

By Mbinira Munthali