Vous êtes sur la page 1sur 21

CUSTOMER FOCUS

By
Dr.N.GUNASEKARAN
Customer Satisfaction
• Introduction
CEO

Sr. Managers

Functional Operational Areas


Company
Offer
Front-Line Representatives
Needs
Customers

Customer Satisfaction Organizational Diagram


Customer Satisfaction Model
Customer /Supplier Chain

Inputs Output to
From Internal
External
Customers
External
Customers
Customers
Who are customers?
• Internal
• External
CUSTOMER PERCEPTION OF QUALITY
• Performance
• Features
• Service
• Warranty
• Price
• Reputation
Feedback
• To Discover Customer
Dissatisfaction
• To Discover Relative Priorities of
Quality
• To Compare Performance With the
Competition
• To Identify Customers’ Needs
• To Determine Opportunities for
Improvement
Tools for Feedback
• Comment card
• Customer questionnaire
• Focus groups
• Toll-free telephone numbers
• Customer visits
• Report card
• Internet and computers
• Employee feedback
• Mass customization
• American Customer Satisfaction Index (ASCI)
• Customer Satisfaction Surveys in India
• Customer Complaints
Focus Groups
• Group of Customers assembled in a meeting
room
• A moderator puts a series of carefully
structured questions to find out the thoughts,
ideas, perceptions and comments
• Meeting focuses on current, proposed and
future products and services
• Incentives are provided to the customers who
spent their time in the meeting
• It is a research method used to find customer
expectations and perceptions
• Focus groups are sometimes used with an
organization’s employees to examine internal
issues
Focus Groups-Imprint Analysis
• Imprint analysis is a way to obtain the
intrinsic feelings associated with a product or
service
• It helps in understanding the human emotions
involved in a purchase decision
• For example, Sale of Ice Creams
• Customers habit was found that they want to
eat healthier. They want low fat ice creams
and less desserts during the week.
• Whereas the same customers want more fat
content during the week end. The company
launched a new full fat and extra creamy
product and sold it at premium. Market share
increased significantly.
Customer Visits
• Visits to customer’s place helps to identify
the actual problem and understand it in a
better way to solve
• Senior Managers must be involved and it
should not be delegated.
• For example, L-S Electro Galvanizing Co
visited its customer, General Motors. The
company supplies 25-ton rolls of steel. GM
has to resummon a crane and to spend about
30 minutes time to turn the roll around to find
out that which way the steel was unrolled.
• It was solved by just introducing an arrow on
the finished 25-ton steel roll to show which
way the steel unrolled.
Mass Customization
• Giving what Customers want is the best way
to satisfy the customer
• Mass customization offers variety at
affordable cost
• It is possible due to advances in
manufacturing systems. For example, FMS,
JIT, and Cycle time reduction
• Examples: Garment Industry, Automobile
Industry, Dell Computers
American Customer Satisfaction
Index
• Transportation and Warehousing
• Manufacturing (Non-Durable)
• Manufacturing (Durable)
• Healthcare and Social Assistance
• Accommodation and Food Services
• Information
• Public Administration/Government
• Retail Trade
• Finance and Insurance
• E-Commerce
Customer Satisfaction Surveys In
India
• Structured surveys does not happen in India
• J D Power Asia Pacific, an independent
company conducts survey in automotive
industry in India
• Maruti has been ranking highest in
automotive customer satisfaction for nine
consecutive years since 2008
• According to 2009, Ford models rank high in
Midsize and SUV segments, Toyota Models in
Premium Midsize and MUV/MPV Segments on
Vehicle Dependability Study
Feedback Using Customer
Complaints
• Organizations use customer dissatisfaction
as the primary measure
• Dissatisfied customers switch to competitors
• Customer complaints are tip of the iceberg. It
needs to be accepted, analysed and acted
upon
Service Quality
• Organization
• Customer care
• Communication
• Front-line people
• Leadership
Organization
• Identify each market segment
• Write down the requirements
• Communicate the requirements
• Organize processes
• Organize physical space
Customer care
• Meet the customer expectations
• Get the customer point of view
• Deliver what is promised
• Make the customer feel valued
• Respond to all complaints
• Over-respond to the customer
• Provide a clean and comfortable
customer reception area
Communication
• Optimize the trade-off between
time and personal attention
• Minimize the number of contact
points
• Provide pleasant, knowledgeable
and enthusiastic employees
• Write documents in customer
friendly language
Front-line people
• Hire people who like people
• Challenge them to develop better
methods
• Give them the authority to solve
problems
• Serve them as internal customers
• Be sure they are adequately trained
• Recognize and reward performance
Leadership
• Lead by example
• Listen to the front-line people
• Strive for continuous process
improvement
KANO MODEL
Customer retention

Vous aimerez peut-être aussi