100 satisfied customers generate 25 new customers. •For every 1 customer complaint received, 20 other dissatisfied customers do not bother to complain. •Cost of acquiring 1 new customer is 5 times as great as the cost of retaining a satisfied customer. •Customer satisfaction is integral to TQM by establishing | Measuring Customer Satisfaction Nancy Levin Director – Quality Assurance Customer Satisfaction: Critical Findings • 100 satisfied customers generate 25 new customers. • For every 1 customer complaint received, 20 other dissatisfied customers do not bother to complain. • Cost of acquiring 1 new customer is 5 times as great as the cost of retaining a satisfied customer. • Customer satisfaction is integral to TQM by establishing Expectations Standards Performance requirements 2 Customer Satisfaction: Measurement Objectives • Determine which customers to survey • Determine critical performance attributes that result in customer satisfaction • Assess company performance • Establish corrective action • Monitor continuous improvement 3 Surveying – Who Are Your Customers? • External customers Buying Influence Supervisors “Bill To” Contact • Internal customers HQ/Field management Staff Inter/Intra departmental teams 4 Determining Critical Performance Attributes • What attributes generate satisfied and dissatisfied customers? ASK • Determined through: Qualitative research techniques • Discussion groups/in-depth interviewing • Conduct research • Use customer vocabulary/terminology when developing preliminary performance attributes Quantitative research techniques • Use information from qualitative research • Develop survey tool • Conduct research • Establish critical performance attributes 5 Universal Performance Attributes • Related to the product Value/price relationship Quality Features Product design Range of products & services Reliability and consistency • Related to service Warranty Delivery Complaint resolution 6 Universal Performance Attributes • Related to purchase Communication Courtesy Convenience Reputation Competence 7 Voice of Experience - Determining Critical Performance Attributes • What do customer’s want from a supplemental staffing company? Speed of response Accuracy of the match Invoice accuracy .
