Customer Satisfaction
Surveys
Employee Training
Guide
2/2001
Training Slides
by Mbinira Munthali
Overview
• What is a Customer Satisfaction
survey?
• Purposes of Customer Satisfactions
surveys in our organization
• Nuts and bolts
• Example
• Group activity
• Summary
Training Slides
By Mbinira Munthali
What is a Customer
Satisfaction Survey?
An Instrument that consists of a
series of items that are
designed to elicit customer
perceptions.
Training Slides
By Mbinira Munthali
Benefits of using Customer
Satisfaction Surveys
• Builds a strong relationship with
customers.
• Quantifies customer satisfaction
levels
• Enables our organization to
measure up to customer
expectations
Training Slides
By Mbinira Munthali
Developing Customer
Satisfaction Surveys
• Identify customer requirements
• Develop and validate the
instrument
• Implement the Survey
• Analyze the results
Training Slides
By Mbinira Munthali
Identify Customer
Requirements
• Understanding customer
expectations: quality, service,
and performance
• Examine documents that were
established when relationship
with the customer began
• Interview customers to go over
customer wants
Training Slides
By Mbinira Munthali
Develop and Validate
the Instrument
• Develop items that will measure
customer requirements
• Use the critical incident
approach
• Items should be declarative
close-ended questions
• Reliability and validity are two
different but interrelated issues
Training Slides
By Mbinira Munthali
Implement the Survey
• Make survey available to
customers
• Test/retest approach to ensure
valid and reliable responses
Training Slides
By Mbinira Munthali
Analyze the Results
• Data processing should be kept
simple
• Use Pareto’s analysis when
analyzing open-ended questions
• Use advanced statistical
analysis only when necessary
Training Slides
By Mbinira Munthali
Day’s Inn Penn State
Example
• Days Inn is a Universal chain of
Hotels
• In such a customer based industry it
is important for them to understand
customers expectations
• They have a survey available to all
guests in their rooms that they can
mail after being completed
Training Slides
By Mbinira Munthali
Group Activity
• Its your turn to
develop a Customer
Satisfaction
Survey!!!
• Break off in teams
of 4 and develop a
customer
satisfaction survey
for a fast food
restaurant
• Using a 5 point
scale, 5 being the
most satisfied andTraining Slides
1 being the leastBy Mbinira Munthali
Helpful Hints when
Constructing Survey
• What is the critical incident?
• What is important to an individual
when going to a fast food restaurant?
• Balance focus between what is
important to the customer and what
is important to marketing?
• Keep Survey short but ask important
questions
Training Slides
By Mbinira Munthali
Example Items on a Fast
Food Survey
• ___ I was greeted on entering
Henry’s
• ___ There was a server available
when I approached the service
counter
• ___ My line had less than three
people when I arrived
Training Slides
By Mbinira Munthali
Summary
• Customer Satisfaction is a key
for an organization to survive
• Surveys enable an organization
receive positive and negative
feedback on products or
services
• Surveys increase Customer
Retention.
Training Slides
By Mbinira Munthali
Training Slides
By Mbinira Munthali
Bibliography
• “Customer Satisfaction Surveys: How Satisfied are
your customers.” Internet.
http:www.busreslab.com/consult/custat.htm. 10
February 2001.
• “Customer Service Training.” Internet.
http://www.pbsconsulting.com/customertrain.htm.
10 February 2001.
• Foster, S. Thomas. Managing Quality an Integrative
Approach. Upper Saddle River: Prentice Hall, 2001.
• Massnick, Forler. The Customer is CEO. New York:
amacon, 1997
Training Slides
By Mbinira Munthali