CHAPTER II

MAIN THEME OF THE PROJECT

2.1 IDENTIFICATION OF THE PROBLEM
The problem taken for study is the extent of customer satisfaction
Towards Dairy Milk Chocolate.
CUSTOMER SATISFACTION
Customer satisfaction is defined as customer satisfaction, a business
term, is a measure of how products and services supplied by a company meet
or definitions of the two words that comprise the term.
Customer satisfaction is the act of just doing enough to be acceptable to
a customer. It is simply meeting basic expectations.
IMPORTANCE OF CUSTOMER SATISFACTION :
The importance of customer satisfaction is four types. There are
UNDERSTANDING THE NEEDS OF THE CUSTOMER IS CRITICAL :
A business relationship, just like any other relationship, relies on both
people getting their needs met. They went to feel welcomed and appreciated
by you and your staff. They dont want to get the impression that they are just
being used by you for money. Small interactions like Thank You and a nice
smile can go a long way toward customer satisfaction.

MAKE SURE YOUR EMPLOYEES OPERATE WITH THE SAME

PRINCIPLES :

If customers come to expect a certain mode be behavior from you and

you employees, you should deliver it to them each and every time. They
expect consistent delivery times and support. By training your employees to
treat all customers with the same respect, your customers will all have the
same experience with your company, which will increase customer
satisfaction.
BE HONEST WHEN YOU DONT TO MEET EXPECTATIONS :
Customer satisfaction is at its most important when something goes
wrong in the chain of delivery. Whether a customer was double charged or
didnt receive what she ordered, your employees need to handle the situation
with the utmost care. Your employee should apologize and take steps to rectify
the situation. The phrase the customer is always right is at the core of a good
customer satisfaction strategy. Your employee should take steps to make the
customer happy.
CUSTOMER SATISFACTION IS THE FOUNDATION OF A GOOD
BUSINESS :
Satisfied customers will make a great foundation for return business,
and they may also bring in their friends and associates. Remember that
customers are the heart of any business. Keep them satisfied, and encourage
them to tell their friends about their experiences with your business.
TYPES OF CUSTOMER SATISFACTION :
Jonathan Grubb, a chief product officer for satisfaction, introduced 8
types of customer service.
8 types of customer satisfaction ;
High Touch customer service

1.

Low Touch customer service

Bad Touch customer service.
Transport customer service.
Understanding but inflexible customer service.
Clueless customer service.
Evil customer service.
Perfect customer service.
High Touch Customer Service :
This is a popular style of customer service in high end stores. Theres a

well refined script that involves approaching customers when they enter and
saying something they can agree with they express interest in something and
proceeding with the soft sell. When done correctly this leads to great
experiences for customers and companies.
Flickr, where the founders personally welcomed each new member
when the service was young.
2.

Low Touch Customer Service :

Anyone who has been to cost co or idea knows this one well. Cost co

offers no assistance at all unless you want to make to return, then they just take
the item back and give you your money. Strangely this strategy can breed more
loyalty than high touch service, probably because it is often combined with
super low prices. Google, where it is nearly impossible to get in touch with a
human employee but nobody seems to mind.

3.

Bad Touch Customer Service :

This is the bastard cousin 1 and 2. Employees are in the store but are not

helpful. They follow you a round and try to make sales but dont actually have
the information or authority to provide good service. This is often the result of

commission based pay for medium to low priced goods. Making returns is
impossible.
4.

Transparent Customer Service :

San Francis co terueries work like this : you can see all the food being

prepared, and you can talk to the customer services person the whole time and
get your burrito exactly how you like it (super veggie, black beans, no onion,
tomato, or cilant ro, green salsa, extra avocado).
My space, where Tom is everyones friend but the service is broken half
the time.
5.

Understanding but inflexible Customer Service :

This is sometimes a hard one to spot. The customer service person

listens to you, tires to understand your problem, acknowledges how Frustrating

it is, then tells you that the company is prepared to do absolutely nothing to
remedy the situation, verizons senior customer service people who would
listen to me and talk with me for as long as I wanted, then do nothing. It
actually made me feel better to be heard, even though I know it was just atrick.
Verizon, where they will never every stray from the rules bur they will talk
with you as long as you like.
6.

Clueless Customer Service :

This one is frighteningly common, especially in call centers. The

customer service person is given no training what so ever, and is generally

reading from a set script. They dont work for the company, dont understand
the product, dont use the product, and are primarily judged by how fast they
can get you off the phone. You can never get the same persons twice, so you
have to re-describe your problem to each person.

7.

Evil Customer Service :

I Know, it isnt nice to call people evil, but this strategy is certainly evil.

The goal is to trick customers into paying more agreeing to something by

using extremely specific language and refusing to stop taking. Rather than
doing what you ask they bully you into doing what the company wants. AOL,
where conceling your 1,00,000 free hours is nearly impossible.
8.

Perfect Customer Service :

First Republic Bank, which we use for our business and personal

accounts, pays all my ATM fees. When I call them a human answers every
time, and its the same person who helps me in the branch office, who always
knows exactly how to solve any problem. They send a bike messenger to pick
up deposits. If I go there in the morning they have fresh baked chocolate chip
cookies Seriously. When you Find one of these companies hold onto it with all
your might.
Need of the study
To know the extent of market coverage.
To study the effective mode of advertisement.
To study the customer satisfaction.

2.2 OBJECTIVES OF THE STUDY

To analyse the media coverage of the customers.

To analyse catchment area of the customer satisfaction.
To know the brand position in the minds of the customer.
To make the necessary changes in choosing type of advertisement.
To find the different mind capacity of the customer.

To analyse customers expectations to increase the sales.

To know the core competence of the brand.

2.3 SCOPE OF THE STUDY

To increase the media coverage of the company.

To know the effective type of media preferred by the customer.
To help the organization to improve the best mode of advertisement.
To analyse the catchment areas of the customer satisfaction.
To increase the purchasing power of the customers.

2.4 LIMITATIONS OF THE STUDY

The size of the sample is 100; hence the result will not indicate the
brand position of the entire population
The analysis is limited only to Krishnagiri customers only.
The time of research is limited only to one month.
Biased answers of the respondents will affect the accuracy of the
results.