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REMEMBER THIS!Marketing Concept:
Measuring Customer Satisfaction
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There several techniques to measure There several techniques to measure customer satisfaction. customer satisfaction. Kotler gives 4:Kotler gives 4:
LOYAL
• Periodic surveys
• Customer Loss Rate
• Mystery Shoppers
• Monitor Competitive Performance
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I can say that we all did a science experiment at least once in our lives.
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I can say that we all did a science experiment at least once in our lives.
Even if some do experiments regularly,
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I can say that we all did a science experiment at least once in our lives.
Even if some do experiments regularly,everyone has had this feeling:
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I can say that we all did a science experiment at least once in our lives.
Even if some do experiments regularly,everyone has had this feeling:
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And you might have done this, too:
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And you might have done this, too:
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But you must have remembered these things:
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• where all your observations, inferences and conclusions are written down
• questions are answered
laboratory report laboratory report #1. You always make a#1. You always make a
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#1. #1.
• questions are answered by the consumers
• observations, inferences and conclusions about the product/service are formulated
laboratory report laboratory report = = periodic surveysperiodic surveys
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• Losses are inevitable.
• Reagent spills are a usual occurrence.
• You really can’t achieve 100% yield.
#2. Reagent spills#2. Reagent spills
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#2. Reagent spills#2. Reagent spills
• You really can’t get 100% of the pie.
• You lose your share in the process.
• High customer attrition is a serious issue.
= = Customer Loss RateCustomer Loss Rate
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#3. Unknown results #3. Unknown results
• In most experiments, you don’t really know what your results will be.
• You can hypothesize but you are still partially in the dark.
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#3. Unknown results#3. Unknown results = = Mystery ShopperMystery Shopper
• Companies hire them to pose as potential buyers
• They report on strong and weak points of the product/service and the company
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#4. If you really don’t know what to do, #4. If you really don’t know what to do,
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it’s easy to look at what your neighbor is doing…it’s easy to look at what your neighbor is doing…
• The feeling of being at a loss is a usual occurrence.
#4. If you really don’t know what to do, #4. If you really don’t know what to do,
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Disclaimer: applicable for undergraduate experiments only
it’s easy to look at what your neighbor is doing…it’s easy to look at what your neighbor is doing…#4. If you really don’t know what to do, #4. If you really don’t know what to do,
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• Companies buy competitor products and evaluate those against their own product.
• Gives insights about the market and its consumers
= = Competitive monitoringCompetitive monitoringit’s easy to look at what your neighbor is doing…it’s easy to look at what your neighbor is doing…#4. If you really don’t know what to do, #4. If you really don’t know what to do,
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In summary…In summary…
MEASURING CUSTOMER SATISFACTIONMEASURING CUSTOMER SATISFACTION
Periodic survey = Lab report
Customer Loss Rate = Reagent Spills
Mystery shoppers = Unknown results
Competitive Monitoring = Copy neighbor
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REMEMBER THIS!Marketing Concept:
MeasuringCustomer Satisfaction