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Customer satisfaction management

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Customer satisfaction

No matter how effectively a company meets the needs of its customers, it must remain constantly alert and responsive to the dynamic competitive environment and continuously changing needs and expectations of the customers.

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Customer satisfaction

Customer satisfaction is determined by the value-to-price ratio

Customer Satisfaction

Value the customer gets Price the customer pays

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What constitutes value to customer

Product
Performance Reliability Durability Serviceability Aesthetics Perceived quality

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What constitutes value to customers

Service
Security Reliability Accessibility

Timeliness
Responsiveness Empathy Assurance

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Maximizing Customer satisfaction

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Customer satisfaction- Characteristics

Japanese scientist, N.Kano identified three characteristics of customer satisfaction : A. Basic B. Performance C. Delight

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A. Basic- must requirements

Basic relates to requirements that the customer takes for granted. Customers expect the products they use to display such basic, hidden or assured characteristics. When we travel on an aircraft, we expect the flight to be safe. This is hardly a subject for negotiation with the airline. Meeting such requirement may not necessarily create satisfaction, although not meeting it may result in creating considerable dissatisfaction.

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B. Performance- expected requirements

Performance parameters relate to customer requirements that are negotiated and agreed. For example, if the airline releases the flight schedule, the passenger expects the flight to take off and land at the specified time. Meeting these stated requirements creates customer satisfaction and not meeting them will certainly lead to customer dissatisfaction.

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C. Delight - Excitement features

Finally wherever the organization performs far beyond the expectations, so as to create pleasant surprises, the customer feels delighted.

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Customer quality perceptions

Very satisfied

Delight

Performance

Needs

Needs

Basic

Very dissatisfied

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It is therefore quite clear that satisfaction of the basic needs of the customer is not going to help the organizations any more. The organizations will have to constantly strive to meet more than the basic needs of the customer and delight or excite them to have the competitive edge.