Customer Relationship

Management-
Session 9: Customer
Satisfaction

Nirupama Vaishnav Jina

Training & Development
Session 9: Customer Satisfaction
Learning Objectives:

Ø      The importance of customer satisfaction to a business

Ø      Customer focused organisation

Ø      Goals of Customer Focus:

Ø      A customer satisfaction program
Ø      Customer Feedback Program

Ø      Understand Satisfaction Drivers

Ø      Value Mapping

Ø      Avoiding the Pitfalls

Ø      Ways to measure customer satisfaction

Ø      Different forms of measurement

Ø      10 Golden Rules

Ø      In Summary
 The importance of 
customer satisfaction 
to a business
•Customer focused 
organisation
Goals of Customer
Focus:
Creating Offering Building
Better compelling deeper
Products or customer customer
Services experience relationships
  A customer 
satisfaction program
Customer Feedback
Program
 With a well constructed feedback program you
can get key insights into customers to:
 Identify key drivers of customer experience
 Glean insights into health of a company
 Detect early warnings of any erosion of your
relationship or value proposition
Understand Satisfaction
Drivers Service
Emotional Quality
Factor

Customer
Satisfaction
Price

Product
Quality

Access to
products &
Services
Value Mapping
high

support

Sales staff
service product

reputation
value Bus
expertise

Easy to do
bus with

Brand

low satisfaction high

Avoiding the Pitfalls

 Listening to the wrong customers

 Incorrectly identifying customer priorities
 Failing to consider strategic objectives
 Failing to align organisation around execution
 Failing to ‘get paid’ by customers for new value
 Losing momentum – “campaign mentality”
 •Ways to measure 
customer satisfaction
Different forms of
measurement Online
Questionnaires Feedback
Annual
Customer Forms
Satisfaction
Surveys
Online
Polls
Customer
Service
CRM Feedback
Other
Software Surveys
(Benchmarking,
Employee, Org
Focus Groups Alignment) Phone or
(Formal/ Fax
informal) Surveys
10 Golden Rules
1
1. Believe customers possess 6
1. Don’t spend vast sums of
good ideas money
2
2. Gather customer feedback 7
2. Make it easy for customers
at every opportunity to provide feedback
3
3. Focus on continual 3. Leverage technology to
improvement – start with 8 aid efforts
top 10 issues bugging your 4. Share feedback throughout
customers 9
the company
4. Solicit good and bad 5. Use feedback to make
4 feedback 10 quick changes
5. Seek real time feedback
5
 •In Summary
•“You can’t move a mountain
in a day, but you can make it
easier to climb by clearing a
path.”