Customer Satisfaction

(Group Members)
Salman Hameed
Nadir Ali
Tariq Khan
Asiya Salahuddin
Sufyan Ahmed

It is no longer
enough to satisfy
customers. You
must delight
them.
(Kotler)

3-2

Introduction
To create satisfied customers, the
organization needs to identify customers
needs, design the production and service
systems to meet those needs, and
measure the results as the basis for
improvement.

What is Satisfaction?
Satisfaction is a judgment of
a pleasurable level of
consumption related
fulfillment.
Consumers can experience
satisfaction when a product
or service gives greater
pleasure then anticipated.

How Do Consumers Judge

Satisfaction?

Expectation anticipation or
predictions of future events.
The product or services they
purchase will fulfill their wants.
For example, When you buy a
new car, you expect it run well.

Characteristics of Firms With High Customer Satisfaction

Customers define quality

Variety of services
Customization of services
Convenience of services
Timeliness of services

Gaining the Customer Satisfaction Edge

Customers Evaluate Service Quality on Five Points

Reliability
Assurance
Tangibles
Empathy
Responsiveness

Key Questions
Customer Questions:
What does their decision process look like?
How valuable are they to me?
How many are there; will there be in the future?
Company Question:
Why should customers buy from me?
Implementation Questions:
How do I make them mine?

Customer Satisfaction Opportunities

1. New products
2. Improvements

1. What is customer
service?

How a company deals with its

consumers before, during and
after a purchase or use of a
service.
A series of activities designed to
enhance the level of customer
satisfaction that is, the feeling
that a product or service has
met the customer expectation.

Facts about customer service

80% of business leaders believe
their companies are doing a
good job in the way they treat
customers.
Only 8% of customers agree.

Facts about customer service

54% to 70% of customers who
complain will do business with
you again if they feel their
problem is resolved. That figure
jumps to 95% if the customer
feels the complaint has been
resolved quickly.
According to the above recent
reports, outstanding customer
service is now rated as being

2. Why it matters?
Businesses need to recognize:
The benefits of having satisfied
customers;
The costs of having dissatisfied
customers .

Link: Customer Care

Customer care centre

Customer care representative
The two terms (customer service
and customer care) are often used
interchangeably.
Customer care is the application
of customer service.

3. Who offers customer

service?

Excellent customer service can

only be achieved by training all
employees, even those who do
not have direct contact with
customers.
Happy employees make happy
customers.

4. How to offer customer

service?
Excellent customer service is the
ability of an organization to
constantly and consistently exceed
the customer's expectations.
Its all about attitude and skills.

Rules for good customer

service

Answer your phone

Make sure that someone is picking up the

phone when someone calls your business.

Dont make promises unless you WILL

keep them
Listen to your customers
Let your customer talk and show him that
you are listening by making the
appropriate responses, such as suggesting
how to solve the problem .

Deal with complaints

Be helpful, courteous, and
knowledgeable

Words & phrases that damage customer

Ill find out for you;
relationship
You dont understand. Ill need to check on
that and get back to
I dont know.
you;
Ill have to look that
I cant
up, when is a good time
You dont see my point. for me to call you
Hold on (or hang on) a second.
back?
Our policy says (or prohibits)
Thats not my job/responsibility.
You must/should
Youll have to
What you need to do is
Whats your problem?
Why dont you?
I never said

Words & phrases that build customer

relationship
Please.
Thank you.
I can/will
How may I help?
I was wrong.
Youre right.
I understand how you feel.
May I ? / Could we try ?
Have you considered
Im sorry for
Its my/our fault.
What do you think?
Would you mind?

Express empathy to
customers

Use empathic phrases:

I can see why you feel that way

I see what you mean
That must be very upsetting
I understand how frustrating this
must be
Im sorry about this
Always say youre sorry

Appendix
How to deal with different types of
customers?

The talkative customer

Ask closed questions
Limit the time available for them to
interrupt (dont have long pauses)
Provide minimal response
Smile and be pleasant, but dont
encourage them
Wind up thank them for coming,
walk them to the door but dont be
rude or dismissive

The angry customer

Listen carefully without interrupting so you
understand the problem
Empathize in a broad way
Stay calm and remain polite
Dont escalate the problem
Dont take it personally, be defensive or
blame others
Propose an action plan and follow it
Seek support if you are scared, if you cant
agree on a solution or if the customer asks
to see whoevers in charge

The know it all customer

Acknowledge what they say

Compliment them on their research
Be generous with praise
Dont put them in their place no
matter how tempting
Dont try to be smart you cant win!
Ask them questions and use them to
improve your knowledge

The indecisive customer

Find out what they really want

Ask them for the options
Reflect back to them what theyve said
Assume control gently and point out
the best course of action from what
theyve told you they need
Be logical
Confirm a plan of action with them
Maybe even put it in writing

The suspicious customer

Establish your credibility
Ensure you know your product or service
They will try and catch you out so dont
guess or tell them something youre not
sure of
Be careful what you say
Be polite
Dont take it personally, they dont trust
anyone!

Examples of good customer

service
personalized attention
positive attitude/ friendliness/ smiling
courteousness/ respectful/ humane
accommodating special needs
quick response to request or complain
putting customer needs before what you are doing
timely and convenient
really listening
familiarity with procedures/ being able to explain and enforce rules
without alienating the customer
staff supportive of each other
offering refreshments
accuracy about services offered
patience
flexibility/ making exceptions
concerned for safety
delivery
wide access and service
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Examples of bad
customer service
no eye contact/ apathy towards customer/
ignoring the customer
untrusting behavior
Discrimination
inflexibility
incompetence/ untrained/ lack of knowledge
under staffing
automated systems that don't work (phone trees,
etc)
poor communication (inc. not listening)
promised service not available/ false advertising
no focus on or consideration for user/ not knowing
your audience's needs
failure to follow through/ no response to feedback
28
poor survey design

Figure 11.2 - Three Steps to Measure

Consumer Satisfaction

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Difficulties with Customer Satisfaction

Measurement
Poor measurement schemes
Failure to identify appropriate quality
dimensions
Failure to weight dimensions
appropriately
Lack of comparison with leading
competitors
Failure to measure potential and former
customers
Confusing loyalty30 with satisfaction

How Marketers Keep

Customers
Retaining customers is more
profitable than losing them
Customer churn - Customer
turnover
Is expensive for a company

Firms generate more profits with

each additional year of a relationship

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DRIVING CUSTOMER SATISFACTION

WHAT DRIVES CUSTOMER SATISFACTION

TRUST
TRANSPAARENCY
TOGETHERNESS

32

Simple profit model: satisfied

employees
Satisfied employees

Firm

Satisfied employees make

customers happy

Employees

Customer

Satisfied customers increase company profit

Andrs Bauer

Marketing Management

33

34

Customer Satisfaction Result For

Firm
Customer wants and needs drive
competitive advantage, and statistics
show that growth in market share is
strongly correlated with customer
satisfaction.

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Thank you for your attention!

Questions?