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I. Be able to measure customer satisfaction. i. Understand the importance of measuring customer satisfaction. ii. Evaluate techniques of assessing customer response. iii. Design a customer satisfaction survey. iv. Review the success of a completed survey.
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SATISFACTION CUSTOMER
MEASURING CUSTOMER SATISFACTION
2
Learning Objectives
© 2013 Berlin Asong. All rights reserved.
I. Be able to measure customer satisfaction.
i. Understand the importance of measuring customer satisfaction.
ii. Evaluate techniques of assessing customer response.
iii. Design a customer satisfaction survey.
iv. Review the success of a completed survey.
3
Learning Objectives
© 2013 Berlin Asong. All rights reserved.
I. Be able to measure customer satisfaction.
i. Understand the importance of measuring customer satisfaction.
ii. Evaluate techniques of assessing customer response.
iii. Design a customer satisfaction survey.
iv. Review the success of a completed survey.
© 2013 Berlin Asong. All rights reserved. 4
5
Learning Objectives
© 2013 Berlin Asong. All rights reserved.
I. Be able to measure customer satisfaction.
i. Understand the importance of measuring customer satisfaction.
ii. Evaluate techniques of assessing customer response.
iii. Design a customer satisfaction survey.
iv. Review the success of a completed survey.
© 2013 Berlin Asong. All rights reserved. 6
Think of a product or service you weren’t satisfied with. Assuming you have ceased your relationship with
the product or service. How much has that company lost in terms of sales?
Let’s say the monthly service charge is £30. You ceased your relationship with the company in January 2010. How much has the company lost since then?
© 2013 Berlin Asong. All rights reserved. 7
Why does BT track the attitude, satisfaction, engagement & buying patterns of customers?
BT provides fixed phone, broadband, TV and network IT services. The company tracks customer response to its
services, service bundles and prices on a monthly basis.
© 2013 Berlin Asong. All rights reserved.
…customers drive the performance of a successful business.
8
1
It is important because…
© 2013 Berlin Asong. All rights reserved. 9
The consequences of not measuring customer satisfaction are immeasurable especially as online social media like YouTube, Facebook, Twitter, etc. give users the power to
spread good or bad publicity about brands quickly.
© 2013 Berlin Asong. All rights reserved. 10
In 2010, Gap rebranded itself with a new logo. Customer responded angrily to the new logo on Twitter, FB, YouTube,
etc. Within 7 days the company reverted to the old logo.
© 2013 Berlin Asong. All rights reserved. 11 Source: BBC (October 2010)
Lessons to be learnt from the Gap logo debacle.
© 2013 Berlin Asong. All rights reserved.
…means to determine how well a firm is meeting the needs of customers.
12
2
Measuring customer satisfaction is a…
…especially, against the competition.
© 2013 Berlin Asong. All rights reserved. 13
M&S (2012), “Annual Report and Financial Statements”. [Report] Retrieved 17 Dec. 2012, from http://annualreport.marksandspencer.com/_assets/downloads/Marks-and-Spencer-Annual-report-and-financial-statements-2012.pdf
© 2013 Berlin Asong. All rights reserved.
…provide answers to marketing problems
faced by a firm.
14
3
Measuring customer satisfaction can…
© 2013 Berlin Asong. All rights reserved.
…create a customer -centred culture.
15
4
Measuring customer satisfaction helps to…
© 2013 Berlin Asong. All rights reserved.
…can enable the firm build strong relationships
with customers.
16
5
Insights from customer satisfaction measurements…
Source: planpersonnel.co.uk
© 2013 Berlin Asong. All rights reserved.
…shows marketing decisions are guided
by analytics.
17
6
Measuring customer satisfaction…
Source: successfulworkplace.com
18
Learning Objectives
© 2013 Berlin Asong. All rights reserved.
I. Be able to measure customer satisfaction.
i. Understand the importance of measuring customer satisfaction.
ii. Evaluate techniques of assessing customer response.
iii. Design a customer satisfaction survey.
iv. Review the success of a completed survey.
© 2013 Berlin Asong. All rights reserved.
WHAT?
19
Customer Response to
© 2013 Berlin Asong. All rights reserved.
…product & service
offerings.
20
Customer response to…
© 2013 Berlin Asong. All rights reserved. 21
In what ways can BT assess customer response to
its fixed phone services?
BT provides fixed phone, broadband, TV and network IT services.
© 2013 Berlin Asong. All rights reserved. 22
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Mystery shopping.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 23
Customer Follow-up Sales Level Customer Complaint Satisfaction Survey
Advantages
Techniques of Assessing Customer Response
© 2013 Berlin Asong. All rights reserved. 24
Customer Follow-up Sales Level Customer Complaint Satisfaction Survey
Disadvantages
Techniques of Assessing Customer Response
© 2013 Berlin Asong. All rights reserved. 25
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 26
Customer response is measured using sales figures.
© 2013 Berlin Asong. All rights reserved. 27
Using daily, weekly or monthly demand trends for a product or service to gauge customer response.
Source: eniram.fi
© 2013 Berlin Asong. All rights reserved. 28
…sales level to assess customer response. Merits of using…
© 2013 Berlin Asong. All rights reserved. 29
Because sales level denotes the actual
intentions of buyers, it could indicate how well or bad a product or service is received.
Source: eniram.fi
1
© 2013 Berlin Asong. All rights reserved. 30
Weak sales could indicate negative customer
response, & vice-versa.
© 2013 Berlin Asong. All rights reserved. 31
…sales level to assess customer response. Demerits of using…
© 2013 Berlin Asong. All rights reserved. 32
1
Strong sales doesn’t
mean satisfied customers.
© 2013 Berlin Asong. All rights reserved. 33
2
…doesn’t tell which aspects of
the service or product appeal to customers.
Sales level…
© 2013 Berlin Asong. All rights reserved. 34
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Mystery shopping.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 35
Chelsea fans wasted no time to vent their opposition to newly appointed Manager Rafa
Benitez replacing Di Mateo sacked in Nov. 2012
Source: staging.mg.co.za
© 2013 Berlin Asong. All rights reserved. 36
Returned goods
Source: kellaway.co.uk
© 2013 Berlin Asong. All rights reserved. 37
Source: gresswell.co.uk
© 2013 Berlin Asong. All rights reserved. 38
…provide customers the opportunities
to do so.
Organisations that treasure the value of customer complaints…
© 2013 Berlin Asong. All rights reserved. 39
Online social media platforms like YouTube, Twitter, & Facebook empower customers to
share & spread complaints far quickly. These platforms offer the opportunity to gather & monitor customers’
comments on products, services, brands, etc.
© 2013 Berlin Asong. All rights reserved. 40
…customer complaints to assess customer response. Merits of using…
© 2013 Berlin Asong. All rights reserved. 41
Source: i.zdnet.com
Customers volunteer to submit ideas. Firm obtains many ideas at
"little or no cost".
1
© 2013 Berlin Asong. All rights reserved. 42
2
Customers complaints can specify aspects of the product or service that
need improvement. Source: inc.com
© 2013 Berlin Asong. All rights reserved. 43
3
Customers complaints can serve as a platform for constructive dialogue between customers and the firm.
Relationship building. Source: blog.acteva.com
© 2013 Berlin Asong. All rights reserved. 44
Source: gresswell.co.uk
Complaints are effective in monitoring customer satisfaction on an on-going basis.
4
© 2013 Berlin Asong. All rights reserved. 45
…customer complaints to assess customer response. Demerits of using…
© 2013 Berlin Asong. All rights reserved. 46
I get fewer complaints from my customers. Is it an indicator of high
customer satisfaction?
1
© 2013 Berlin Asong. All rights reserved. 47
I get fewer complaints from my customers. Is it an indicator of high
customer satisfaction?
NO. Why?
© 2013 Berlin Asong. All rights reserved. 48
2
…require investment in complaint management
systems (e.g. people, equipment, procedures & analytics).
Excessive customer complaints…
© 2013 Berlin Asong. All rights reserved. 49
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Mystery shopping.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 50
E.g. After sales follow-up and
customer query follow-up.
Source: zoho.com
© 2013 Berlin Asong. All rights reserved. 51
The goal is to extract satisfaction
from customers.
Source: businessfinancestore.com
© 2013 Berlin Asong. All rights reserved. 52
…customer follow-up to assess customer response. Merits of using…
© 2013 Berlin Asong. All rights reserved. 53
It provides a personalised approach to customer care.
Source: depts.ttu.edu
1
…hence, the customer feels valued.
© 2013 Berlin Asong. All rights reserved. 54
It offers the opportunity to learn more about the
needs of customers.
2
© 2013 Berlin Asong. All rights reserved. 55
It could offer new leads
to products or services the customer
may like or dislike.
3
Source: jcostaphotos.com
© 2013 Berlin Asong. All rights reserved. 56
4
It could serve as a platform for the firm to build "lasting" relationships with customers; hence retaining customers.
© 2013 Berlin Asong. All rights reserved. 57
…customer follow-up to assess customer response. Demerits of using…
© 2013 Berlin Asong. All rights reserved. 58
1
It requires investment in customer relationship management systems
(e.g. people, equipment, procedures, database & analytics).
© 2013 Berlin Asong. All rights reserved. 59
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Mystery shopping.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 60
Customer satisfaction survey
Source: profitabletotrain.com
© 2013 Berlin Asong. All rights reserved. 61
…survey to assess customer response. Merits of using…
© 2013 Berlin Asong. All rights reserved.
…offers the flexibility to measure customer satisfaction on a range
of product or service issues.
62
1
Survey…
© 2013 Berlin Asong. All rights reserved. 63
The duration of customer satisfaction surveys can last between
60seconds to 60minutes.
© 2013 Berlin Asong. All rights reserved. 64
It offers a snapshot understanding of customer satisfaction of a product or service.
2
Source: ucsc-extension.edu
© 2013 Berlin Asong. All rights reserved. 65
M&S (2012), “Annual Report and Financial Statements”. [Report] Retrieved 17 Dec. 2012, from http://annualreport.marksandspencer.com/_assets/downloads/Marks-and-Spencer-Annual-report-and-financial-statements-2012.pdf
© 2013 Berlin Asong. All rights reserved. 66
…survey to assess customer response. Demerits of using…
© 2013 Berlin Asong. All rights reserved. 67
…provide superficial answers to questions like "how & why are they satisfied".
1
Surveys…
© 2013 Berlin Asong. All rights reserved. 68
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Mystery shopping.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 69
Source: conferoinc.com
Effective in monitoring services provided to customers.
© 2013 Berlin Asong. All rights reserved. 70
Effective in monitoring staff performance.
© 2013 Berlin Asong. All rights reserved. 71
Techniques of Assessing Customer Response
Sales level.
Customer complaints.
Customer follow-up.
Customer satisfaction surveys.
Mystery shopping.
Loyalty card.
Etc.
© 2013 Berlin Asong. All rights reserved. 72
Loyalty cards
© 2013 Berlin Asong. All rights reserved. 73
…loyalty card to assess customer response. Merits of using…
© 2013 Berlin Asong. All rights reserved. 74
…loyalty card to assess customer response. Demerits of using…
75
Learning Objectives
© 2013 Berlin Asong. All rights reserved.
I. Be able to measure customer satisfaction.
i. Understand the importance of measuring customer satisfaction.
ii. Evaluate techniques of assessing customer response.
iii. Design a customer satisfaction survey.
iv. Review the success of a completed survey.
© 2013 Berlin Asong. All rights reserved. 76
How to design a customer satisfaction survey (questionnaire).
Source: profitabletotrain.com
© 2013 Berlin Asong. All rights reserved. 77
Decide the objectives of the customer satisfaction survey.
Step One
© 2013 Berlin Asong. All rights reserved. 78
What specifically do I want to measure?
© 2013 Berlin Asong. All rights reserved. 79
All or most customer satisfaction surveys seek to…
…determine the state of customer satisfaction or dissatisfaction.
…determine service or product features that affect satisfaction or dissatisfaction.
…determine links between customer characteristics & satisfaction levels.
…determine links between customer characteristics & satisfaction levels to specific product or service features.
1
2
3
4
© 2013 Berlin Asong. All rights reserved.
…determine the type of questions to include in
your questionnaire.
80
Having specific objectives is so important as they …
© 2013 Berlin Asong. All rights reserved. 81
Write down the questions to ask your
respondents.
Step Two
© 2013 Berlin Asong. All rights reserved. 82
What type of questions
to ask?
© 2013 Berlin Asong. All rights reserved. 83
Open-ended Questions Close-ended Questions
Rating scales questions.
Multiple-choice questions.
Dichotomous questions.
© 2013 Berlin Asong. All rights reserved. 84
How would you rate the attention your lecturers provide to you?
Excellent
Very good
Good
Poor
Very poor
Close-ended Question: Rating scale
© 2013 Berlin Asong. All rights reserved. 85
How satisfied are you with Rim’s lectures?
Very satisfied
Satisfied
Neutral
Unsatisfied
Very unsatisfied
Close-ended Question: Rating scale
© 2013 Berlin Asong. All rights reserved.
1 2 3 4 5
86
How satisfied are you with Rim’s lectures? Very unsatisfied Very satisfied
Close-ended Question: Rating scale
5-point scale
© 2013 Berlin Asong. All rights reserved.
2 4 6 7 8
87
How important that you can choose the date and time to attend lectures?
Not very important Very important
Close-ended Question: Rating scale
10 1 5 9 3
10-point scale
© 2013 Berlin Asong. All rights reserved. 88
Which of the following features of Rim’s lectures do you most like? Choose up to three.
She’s very knowledgeable
She refers to students by their names
She provides assignment feedbacks quickly
She explains concepts clearly in ways that is easy to understand
She is very approachable
Close-ended Question: Multiple-choice
(other)________________________
© 2013 Berlin Asong. All rights reserved. 89
© 2013 Berlin Asong. All rights reserved. 90
Close-ended Questions: Dichotomous
Would you recommend our product or service to friends? Yes
No
Please enter your gender: Female
Male
Did you attend all the 10 lessons for Marketing Intelligence held between Oct. 2012 and Dec. 2012?
Yes
No
© 2013 Berlin Asong. All rights reserved.
Why are you "very unsatisfied" with Rim's lectures?
91
Open-ended Question
© 2013 Berlin Asong. All rights reserved. 92
Ensure questions are properly worded.
Use simple and concise words that respondents can understand. Testing your questionnaire with respondents could eliminate question-errors and bias questions.
© 2013 Berlin Asong. All rights reserved. 93
Step Three
Arrange the order of questions in a logical & transitional manner.
© 2013 Berlin Asong. All rights reserved.
Group questions of the same topic in one
section like so…
94
© 2013 Berlin Asong. All rights reserved. 95
Source: sn.curtin.edu.au
Use suitable headings
Use suitable headings
© 2013 Berlin Asong. All rights reserved. 96
Overall Layout
A statement explaining the purpose of the survey to respondents. State survey duration. Thank respondent for agreeing to participate in the survey.
Questions
Demographic questions
A closing statement reassuring the respondents of the survey purpose. Thank respondent for participating in the survey.
Survey Title
© 2013 Berlin Asong. All rights reserved. 97
© 2013 Berlin Asong. All rights reserved. 98
© 2013 Berlin Asong. All rights reserved. 99
© 2013 Berlin Asong. All rights reserved. 100
…surveymonkey.com and Adobe Forms to
design surveys.
You can also use tools or platforms like…
© 2013 Berlin Asong. All rights reserved. 101
© 2013 Berlin Asong. All rights reserved. 102
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Learning Objectives
© 2013 Berlin Asong. All rights reserved.
I. Be able to measure customer satisfaction.
i. Understand the importance of measuring customer satisfaction.
ii. Evaluate techniques of assessing customer response.
iii. Design a customer satisfaction survey.
iv. Review the success of a completed survey.
© 2013 Berlin Asong. All rights reserved. 104
What makes a successful survey?
© 2013 Berlin Asong. All rights reserved. 105
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved. 106
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved. 107
Was the survey completed within the set time-frame?
Source: isitthattime.com
If not; why?
© 2013 Berlin Asong. All rights reserved. 108
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved. 109
Was it completed within budget? Was the survey impacted by limited funding?
© 2013 Berlin Asong. All rights reserved. 110
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved. 111
Measured in terms of number of filled questionnaires.
Source: blog.shareaholic.com
© 2013 Berlin Asong. All rights reserved. 112
1000 questionnaires were sent out, but only 890 filled questionnaires were returned.
What is the response rate?
© 2013 Berlin Asong. All rights reserved. 113
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved. 114
The number of questions that ought to have been answered.
Source: profitabletotrain.com
© 2013 Berlin Asong. All rights reserved. 115
© 2013 Berlin Asong. All rights reserved. 116
© 2013 Berlin Asong. All rights reserved. 117
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved.
…reliable & valid findings.
118
Regardless whether a survey is completed on time, within budget or has a high response rate,
success is ultimately judged by…
Internal validity
External validity
Construct validity
Reliability
© 2013 Berlin Asong. All rights reserved. 119
Criteria for Reviewing the Success of A Completed Survey
Time.
Cost.
Response rate.
Question completion rate.
Reliability and validity of findings.
Degree to which survey findings solve “the problem”.
© 2013 Berlin Asong. All rights reserved. 120
One conducts a survey for a purpose; to understand a problem;
to seek solution to a problem; to improve existing services or product; etc.
© 2013 Berlin Asong. All rights reserved. 121
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