Customer Satisfaction
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?
An Instrument that consists of a series of items that are designed to elicit customer
perceptions.
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
Developing Customer Satisfaction Surveys
Identify customer requirements
Develop and validate the instrument
Implement the Survey
Analyze the results
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
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
Implement the Survey
Make survey available to customers
Test/retest approach to ensure valid and reliable responses
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
Day’s Inn Penn State Example
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
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
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
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
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.
