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Customer satisfactionmanagement

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Customer satisfaction

No matter how effectively a company meets the needs of its customers, it must remain constantly alert and responsive to the dynamic competitive environment and continuously changing needs and expectations of the customers.

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Customer satisfaction

Customer satisfaction is determined by the value-to-price ratio

CustomerSatisfaction

=Value the customer gets

Price the customer pays

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Components of customer value

Product• Performance

• Reliability

• Durability

• Serviceability

• Aesthetics

• Perceived quality

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Service• Security

• Reliability

• Accessibility

• Timeliness

• Responsiveness

• Empathy

• Assurance

Components of customer value

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Customer satisfaction- Characteristics

Japanese scientist, N.Kano identified three characteristics of customer satisfaction :

A. Basic B. Performance C. Delight

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A. Basic

Basic relates to requirements that the customer takes for granted. Customers expect the products they use to display such basic, hidden or assured characteristics.

When we travel on an aircraft, we expect the flight to be safe. This is hardly a subject for negotiation with the airline. Meeting such requirement may not necessarily create satisfaction, although not meeting it may result in creating considerable dissatisfaction.

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requirements

Performance parameters relate to customer requirements that are negotiated and agreed.

For example, if the airline releases the flight schedule, the passenger expects the flight to take off and land at the specified time.

Meeting these stated requirements creates customer satisfaction and not meeting them will certainly lead to customer dissatisfaction.

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C. Delight

Finally wherever the organization performs far beyond the expectations, so as to create pleasant surprises, the customer feels delighted.Example a TV screen at each seat.

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It is therefore quite clear that satisfaction of the basic needs of the customer is not going to help the organizations any more. The organizations will have to constantly strive to meet more than the basic needs of the customer and delight or excite them to have the competitive edge.

Delight

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