customer satisfaction for retail industry

Presented By: Sunil Pandey

Internal Customers

Customers inside the company.

Every person in the process.

Each department is customer of another.

External Customers

Who uses the product. Who purchases the

product. Who influences the sale

of product.

ORGANIZATIONAL HIERARCHIAL DIAGRAM

CUSTOMER COMPLAINTS

Satisfied customer contributes 2.6 times as a satisfied customer.

Satisfied customer contributes 17 times as a dissatisfied customer.

A Dissatisfied customer decreases 1.8 times of a totally satisfied customer.

Dissatisfied customer should be reduced.

Therefore feedback and suggestions should be monitored.

WHY CUSTOMER FEEDBACK

Discover customer dissatisfaction.

Identify customer needs.

Discover priorities of Quality.

Compare performance with the competition.

Determine opportunities for improvement.

TOOLS FOR COLLECTING CUSTOMER COMPLAINTS

Comment cards - attached to warranty card.

Customer Questionnaire - survey –mail/e-mail/ telephone.

Focus groups – customer meeting/ discussions.

Toll free telephone numbers Customer visit.

Internet- Bulletin Boards.

Employee feedback

SERVICE QUALITY / CUSTOMER SERVICE

Set of activities an org uses to satisfy customers.

BEFORE / DURING / AFTER THE SALE.

ORGANIZATION

Identify each market segment.

Write down the requirements.

Communicate the requirements.

Organize processes.

Organize physical spaces.

CUSTOMER CARE

Meet the customer’s expectations.

Get the customers point of view.

Deliver what is promised.

Make the customer feel valued.

Respond to all complaints.

Over-respond to the customer.

Provide a clean and comfortable customer reception area.

COMMUNICATION

Optimize the swap between time and personal attention.

Minimize the number of contact points.

Provide pleasant, knowledgeable and enthusiastic employees.

Write documents in customer friendly language.

LEADERSHIP

Lead by Example.

Listen to the frontline people.

Strive for the continuous process improvement.

CUSTOMER RETENTION

Process of retaining the existing customers. Customer retention is powerful than customer

satisfaction.

Research

60% revenue- existing customer 96% customer don’t complaint- but share with others. 91% unhappy customer- never purchase goods again. 82-95% customer retain if responded properly. It costs 5 times to attract a new customer.