Chapter 3. Customer Satisfaction
Critical for Any Organization to
Survive Global Competition
Who are customers?
• External
• Internal
Understand Customers Needs I:
Total Customer Perception
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Performance
Features
Service and technical support
Warranty
Price
Reputation
Customer communications
Customer Feedback
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Comment card
Survey
Focus group
Customer complaint line
Customer visits
Report card
Internet
Employee Feedback
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Product innovation
Product quality
Productivity
Customer services
etc.
Customer Service Quality
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Leadership
Organization and system
Customer care
Communications
Front-line: training and training
Understand Customers Needs II:
Translating needs into requirements
• Explicit requirements
• Innovations
• Unstated and unspoken requirements