dokumen.tips_week-4-customer-satisfaction-retention-loyalty.ppt

Customer satisfaction

1. L4. TQM (SHAD 2073)
Customer Satisfaction, Retention &
Loyalty
Who is the customer?
Identify customer needs
Customer value
Customer retention
Customer loyalty

2. TQM-Chapter 1: Introduction

3. C2 Customer Satisfaction
Principal 2: Customer Satisfaction
Critical factor for success organization
Customer service is very important because:
–Customer will tell twice as many people about bad experiences as good
experiences.
–A dissatisfied customer will tell 8 to 10 people about the bad
experiences.
–70% of upset customers will remain your customer if you resolve the
complaint satisfactorily.
–It is easier to get customer to repeat than to find the new business.
–Service firms rely on repeat customers for 85% to 95% of their
business
–80% of new product ideas come from customer
–The cost of keeping an existing customer is one-sixth of the cost of
attracting a new customer.

5. Who is the customer?

6. Figure 7.1 Traditional View of Suppliers and Customers Showing That Customers and Suppliers Are Strictly
External Entities

7. C2 Customer Satisfaction
Supplier-Customer Model in
Total Quality Setting
SupplierSupplierSupplierSupplier
Customer &
supplier
Customer &
supplier
Customer &
supplier
Customer &
supplier
Customer &
supplier
CustomerCustomerCustomerCustomer
i
n
t
e
r
n
a
l
External

8. Strategy for identifying customer
needs: PDCA approach
Plan:
–Speculate about the results
–Develop information-gathering plan-How
Do
–Collect data
Check
–Analyze
–Valid?
Action
–Priority? Short / long term?

9. Identifying External Customer Needs
Information gathering plan
Figure 7.3 Six-Step Strategy
for Identifying Customer Needs

10. Quality Function Deployment
QFD :
Is a technique that seeks to bring the voice of
customer into the process of designing and
developing a product or service
C2 Customer Satisfaction

11. Identifying Internal Customer Needs
Employees depends on one another as
•Individuals
•Departments
•Units
Communication

12. C2 Customer Satisfaction
Customer
satisfaction
Customer Satisfaction Model
The Teboul Model (1991)
Company
Offer
Customer
Need
Unnecessary

14. How do customers define quality?
What does quality represent to a customer?
ASQ: Quality =
–“a subjective term for which each person has
his or her own definition. In technical usage,
quality can be two meanings :
–The characteristics of a product or
service that bear on its ability to satisfy
stated or implied needs
–A product or service free of deficiencies

16. Customer Perception of
quality
An ASQ survey on factors that influence
purchases:
–Performance
–Features
–Service
–Warranty
–Price
–Reputation
QUALITY

17. How do customers define
VALUE?
Value= the attributed or relative worth or
usefulness of a product/service, is judged by
consumer each time he or she trades
something or worth in order to acquire the
product/service.

18. Value
Product/service
quality
Expectation
Organization’s
Image
Requirements
Needs
Product
Reputation
Selling Price
Overall cost of
product/service

19. What is the difference between
satisfaction (S) and perceived
value (PV)?
S & PV are related but different concept.
S = expectation vs experience
PV, goes beyond customer satisfaction
Future Transactions (repurchase)
Loyalty????

20. http://www.youtube.com/watch?v=6y-bWZnfIYI
TQM-Chapter 1: Introduction
Listen, Acknowledge, Solution, Thank you {L.A.S.T}

21. C2 Customer Satisfaction
Customer Feedback
Why important?
–Discover customer dissatisfaction
–Discover relative priorities of quality
–Compare performance
–Identify customers’ needs
–Determine opportunities for improvement

22. Customer Feedback
The TOOLS:
–Comment Card
–Customer Questionnaire (Survey)
–Focus Group
–Toll-Free Tel. no.
–Customer visit
–Web Site Inquiries
–Clinic

23. Reactive Customer-Driven
Quality Model
Customer
Expectation
Supplier
Performance
Region of
Complacenc
y
Region of
dissatisfacti
on
Time
Q
Continual communication is required because customer needs
change and it is dynamic

24. Customer Relationship
Management
Complaint
Resolution
Feedback Guarantees
Corrective
Action

25.  Thank you