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Customer Satisfaction Surveys

Customer Satisfaction Surveys. Employee Training Guide. Overview. What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our organization Nuts and bolts Example Group activity Summary. What is a Customer Satisfaction Survey?.

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Customer Satisfaction Surveys

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  1. Customer Satisfaction Surveys Employee Training Guide Training Slides by Mbinira Munthali

  2. 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

  3. 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

  4. 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

  5. Developing Customer Satisfaction Surveys • Identify customer requirements • Develop and validate the instrument • Implement the Survey • Analyze the results Training Slides By Mbinira Munthali

  6. 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

  7. 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

  8. Implement the Survey • Make survey available to customers • Test/retest approach to ensure valid and reliable responses Training Slides By Mbinira Munthali

  9. 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

  10. Day’s Inn Penn StateExample • 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

  11. 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 and 1 being the least Training Slides By Mbinira Munthali

  12. 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

  13. 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

  14. 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

  15. Thank You ! Training Slides By Mbinira Munthali

  16. 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

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