Intentional Customer Satisfaction - Part One: Lessons To Learn
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This document discusses the importance of customer satisfaction. It notes that customers are the experts in their experiences and should come first. While good customer satisfaction ensures survival, excellent customer satisfaction is needed for business growth. The document outlines factors that influence customer satisfaction like company policies, employee knowledge and attitudes, as well as external economic conditions. It also discusses challenges with traditional customer satisfaction surveys and benefits and drawbacks of using internal teams versus external third parties to measure satisfaction. The overall message is that customer satisfaction should be intentional, respectful of the customer experience and central to business strategy.
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Intentional Customer Satisfaction - Part One: Lessons To Learn
- 1. Brought to you by Measuring Up Consumer SurveysIntentionalCustomer SatisfactionWe’re Measuring Up……Are You?© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 2. Brought to you by Measuring Up Consumer SurveysIntentionalCustomer SatisfactionWe’re Measuring Up……Are You?© 2011 Measuring Up, a Right Choice Today, Inc. BrandPART ONE:LESSONS TO LEARN
- 3. Lessons To LearnWe’re all experts!Customers aren’t always right, but they do come first.Customers don’t care what your job title is, they just want to be served.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 4. TestWho are the experts?© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 5. TestWho are the experts?We are – we know when we’re treated with courtesy and respect.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 6. TestWho are the experts?We are – we know when we’re treated with courtesy and respect.Who comes first?© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 7. TestWho are the experts?We are – we know when we’re treated with courtesy and respect.Who comes first?Our customers.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 8. TestWho are the experts?We are – we know when we’re treated with courtesy and respect.Who comes first?Our customers.Who just wants to be served?© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 9. TestWho are the experts?We are – we know when we’re treated with courtesy and respect.Who comes first?Our customers.Who just wants to be served?Our customers.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 10. Who Do You Serve?CustomerRetailClientBusiness-To-BusinessPatronRestaurantsPatientMedical Providers© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 11. AssumptionsYour customers need you.Your customers won’t go anywhere else.Even if they shop the competition, they’ll be back because the competition is no good.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 12. AssumptionsYour customers need you.Your customers won’t go anywhere else.Even if they shop the competition, they’ll be back because the competition is no good.WRONG!© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 13. AssumptionsYour customers need you.Your customers won’t go anywhere else.Even if they shop the competition, they’ll be back because the competition is no good.WRONG!WRONG!© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 14. AssumptionsYour customers need you.Your customers won’t go anywhere else.Even if they shop the competition, they’ll be back because the competition is no good.WRONG!WRONG!WRONG!© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 15. AssumptionsYour customers need you.Your customers won’t go anywhere else.Even if they shop the competition, they’ll be back because the competition is no good.WRONG!WRONG!WRONG!© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 16. Customer SatisfactionSubjective DefinitionMake sure customers are happyso they keep coming back.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 17. Customer SatisfactionObjective Definition #1Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as akey performance indicator within business and is part of the four perspectives of aBalanced Scorecard.-Wikipedia© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 18. Customer SatisfactionObjective Definition #2In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.-The Future of Business: The EssentialsBy Lawrence J. Gitman & Carl D. McDaniel© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 19. Economy Changing Buying PatternsLower Margins = Less Room For ErrorSmarter CustomersCompetition Working HarderCritical Piece of the Puzzle© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 20. Is “Good” Good Enough?Do you want to survive…or grow?Good customer satisfaction is required for survival.Excellent customer satisfaction is required for growth.© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 21. Achieving Customer SatisfactionCompany InfluencesPoliciesProceduresProductsProgramsexcellent© 2011 Measuring Up, a Right Choice Today, Inc. BrandFocus on long-term goals,not short-term results.
- 22. Achieving Customer SatisfactionEmployee InfluencesKnowledgeAppearanceAttitude© 2011 Measuring Up, a Right Choice Today, Inc. Brandexcellent“Two outta three ain’t bad”doesn‘t work here.-Reference to “Two Out of Three Ain’t Bad” (Meatloaf)
- 23. Achieving Customer SatisfactionOutside InfluencesEconomyPerceptionsFriends & Familyexcellent“God grant me the serenityto accept the thingsI cannot change.”-Reinhold Niebuhr (generally accepted)© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 24. Measuring Customer SatisfactionTraditional Surveys & Mystery ShopsToo many questions / criteria - often designed to see if employees are doing their jobTraining creates improper approach to customer satisfaction© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 25. Measuring Customer SatisfactionTraditional Surveys & Mystery ShopsToo many questions / criteria - often designed to see if employees are doing their jobTraining creates improper approach to customer satisfactionRemember lessons learned?Who are the expert?Who comes first?Who just wants to be served?© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 26. Measuring Customer SatisfactionInternal or Third Party Process?Internal – BiasedInternal – Harder to promote anonymityInternal – Difficult to maintain consistency© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 27. Measuring Customer SatisfactionInternal or Third Party Process?External – CostExternal –Needs to understand businessExternal – Must develop actionable reporting© 2011 Measuring Up, a Right Choice Today, Inc. Brand
- 28. Brought to you by Measuring Up Consumer SurveysIntentionalCustomer SatisfactionWe’re Measuring Up……Are You?© 2011 Measuring Up, a Right Choice Today, Inc. BrandPART TWO:RESPECT
- 29. Brought to you by Measuring Up Consumer SurveysIntentionalCustomer SatisfactionWe’re Measuring Up……Are You?© 2011 Measuring Up, a Right Choice Today, Inc. Brand