improved ch05 remember this nicole alunan

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REMEMBER THIS!Marketing Concept:

Measuring Customer Satisfaction

www.nicolealunan.blogspot.com

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


I can say that we all did a science experiment at least once in our lives.



Even if some do experiments regularly,



Even if some do experiments regularly,everyone has had this feeling:


And you might have done this, too:


But you must have remembered these things:


• 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


#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


• Losses are inevitable.

• Reagent spills are a usual occurrence.

• You really can’t achieve 100% yield.

#2. Reagent spills#2. Reagent spills


#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


#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.


#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


#4. If you really don’t know what to do, #4. If you really don’t know what to do,


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,


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,


• 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,


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

www.nicolealunan.blogspot.comwww.nicolealunan.blogspot.com

REMEMBER THIS!Marketing Concept:

MeasuringCustomer Satisfaction

improved ch05 remember this nicole alunan

Business

doingits easy

copy neighbor

science experimentat

reagent spillsmystery

whatyour results

lab reportcustomer loss

measurecustomer satisfaction

consumers observations