write up consumer satisfaction

8/4/2019 Write Up Consumer Satisfaction

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CONTENTS

WHO IS CONSUMER CHANGING PERCEPTION OF CONSUMER WHAT IS CONSUMER SATISFACTION CONSUMER SATISFACTION IN 7 STEPS ADVANTAGES OF CONSUMER SATISFACTION MEASURING CONSUMER SATISFACTION

THROUGH THE TEN DOMAINS RULES

CONSUMER DELIGHT SIMPLIFIED MODE FOR ENSURING CONSUMER DELIGHT THE BEST CONSUMER DELIGHT SOME OF BENCHMARKING OF CONSUMER DELIGHT HOW TO DELIGHT YOUR CUSTOMER

ADVANTAGES OF DELIGHT CONCLUSION


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WHO IS CONSUMER?

An end user called consumer. The "consumer" is the one who consumes the goods and services produced. A consumer is a person who buys a commodity from another person. Eg: you're buying bread

from the grocer.

A consumer is the most important person in any business. A Consumer in not dependent on us. We are dependent on them. A Consumer does us a favour when they call. We are not doing them a favour by serving them. A Consumer is a part of our business, not an outsider. A Consumer in not someone to argue or match with us. A Consumer is a person who brings us their wants. It is our job to fulfill those wants. A Consumer is the life blood of every business

CHANGING PERCEPTION OF CONSUMER:-

There has been total transformation in the way a consumer is perceived ever since the emergence of a

global market place. As could be seen from the above illustration the Endeavour by most of the business

enterprises in the developed world in the 50s and beyond was just to tolerate the consumer and provide

him with just the bare product/ service. However, during the 60s to 90s the business world in thewestern countries took note of the unfolding competition from Japan which flooded the world market

with high quality goods at very attractive and affordable prices. With the emergence or other newly

industrialized countries like Taiwan, Korea, Singapore and Hong Kong a little later than the global marketplace became even more competitive and the business world of the industrialized countries for the first

time recognized the pivotal role the consumer played in their prosperity and they went all out to please the

consumer.

SERVING THE

CONSUMER

SATISFYING THE

CONSUMER

PLEASING THECONSUMER

DELIGHTING

THE CONSUMER

RETAINING THE

CONSUMER


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From the 90s onwards, with players like China and Malaysia appearing on the international

scene, the corporate world of developed countries realized that even pleasing a consumer wasnt enoughto retain their hold on their consumer, given the kind of challenges they faced from newly industrialized

countries. So, a deliberate strategy of putting the consumer on a high pedestal and trying to delight the

consumer in ever so many ways was put into action. Of late, there has been a realization by some of them

that even a delighted consumer, for no apparent reason may cease to be one.

Of late, efforts are being directed at retaining the consumer and the consumer are being

hammered out in the board rooms of the corporate world of today.

WHAT IS CONSUMER SATISFACTION:-

Customer satisfaction means is a persons feeling of pleasure or disappointment resulting fromcomparing a products perceived performance in relation to his or her expectation.

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services

supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the

number of customers, or percentage of total customers, whose reported experience with a firm, itsproducts, or its services (ratings) exceeds specified satisfaction goals. In a survey of nearly 200 senior

marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in

managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a

competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus employees onthe importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn ofproblems that can affect sales and profitability. These metrics quantify an important dynamic. When a

brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly

effective.Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able

do this, firms need reliable and representative measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has met or

exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high

expectations and the reality falls short, they will be disappointed and will likely rate their experience as

less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating

than a budget moteleven though its facilities and service would be deemed superior in absolute terms.

The importance of customer satisfaction diminishes when a firm has increased bargaining power. For

example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an

oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan

contracts have a lot of fine print with provisions that they would never get away if there were, say, a

hundred cell phone plan providers, because customer satisfaction would be way too low, and customers

would easily have the option of leaving for a better contract offer. There is a substantial body of empiricalliterature that establishes the benefits of customer satisfaction for firms.


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CONSUMER SATISFACTION IN 7 STEPS:-

Its a well known fact that no business can exist without customers. In the business of Website

design, its important to work closely with your customers to make sure the site or system you

create for them is as close to their requirements as you can manage. Because its critical that you

form a close working relationship with your client, customer service is of vital importance. What

follows are a selection of tips that will make your clients feel valued, wanted and loved.

1.Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If youre not used tothis sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier

over time. Its important to meet your customers face to face at least once or even twice during the courseof a project.

My experience has shown that a client finds it easier to relate to and work with someone theyve actuallymet in person, rather than a voice on the phone or someone typing into an email or messenger program.

When you do meet them, be calm, confident and above all, take time to ask them what they need. Ibelieve that if a potential client spends over half the meeting doing the talking, youre well on your way toa sale.

2.Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a response to an email

or phone call. It might not always be practical to deal with all customers queries within the space of a

few hours, but at least email or call them back and let them know youve received their message andyoull contact them about it as soon as possible. Even if youre not able to solve a problem right away, letthe customer know youre working on it.

A good example of this is my Web host. Theyve had some trouble with server hardware which hascaused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what wasgoing on, why things were going wrong, and how long it would be before they were working again. They

also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I

think Id have been pretty annoyed and may have moved my business elsewhere. But because they took

time to keep me informed, it didnt seem so bad, and I at least knew they were doing something about theproblems. That to me is a prime example of customer service.

3.Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. Its veryimportant to be friendly, courteous and to make your clients feel like youre their friend and youre there

to help them out. There will be times when you want to beat your clients over the head repeatedly with a

blunt objectit happens to all of us. Its vital that you keep a clear head, respond to your clients wishesas best you can, and at all times remain polite and courteous.

4.Have a Clearly-Defined Customer Service Policy

This may not be too important when youre just starting out, but a clearly defined customer service policyis going to save you a lot of time and effort in the long run. If a customer has a problem, what should they


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do? If the first option doesnt work, then what? Should they contact different people for billing and

technical enquiries? If theyre not satisfied with any aspect of your customer service, who should theytell?

Theres nothing more annoying for a client than being passed from person to person, or not knowing whoto turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost

importance. So make sure your customer service policy is present on your site and anywhere else itmay be useful.

5. Attention to Detail (also known as The Little Niceties)

Have you ever received a Happy Birthday email or card from a company you were a client of? Have you

ever had a personalized sign-up confirmation email for a service that you could tell was typed from

scratch? These little niceties can be time consuming and arent always cost effective, but remember to dothem.

Even if its as small as sending a Happy Holidays email to all your customers, its something. It shows

you care; it shows there are real people on the other end of that screen or telephone; and most importantly,it makes the customer feel welcomed, wanted and valued.

6. Anticipate Your Clients Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of understanding withyour clients will do wonders for your working relationship.

Take this as an example: youre working on the front-end for your clients exciting new ecommerce

Endeavour. You have all the images, originals and files backed up on your desktop computer and the siteis going really well. During a meeting with your client he/she happens to mention a hard-copy brochure

their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM

arrives on their doorstep complete with high resolution versions of all the images youve used on the site.A note accompanies it which reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-

scale copies of the graphics Ive used on the site. Hopefully youll be able to make use of some in yourbrochure."

Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and

considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your

7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your

way.

7. Honour Your Promises

Its possible this is the most important point in this article. The simple message: when you promise

something, deliver. The most common example here is project delivery dates. Clients dont like to bedisappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of

your own. Projects can be late, technology can fail and sub-contractors dont always deliver on time. In

this case a quick apology and assurance itll be ready ASAP wouldnt go amiss.


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ADVANTAGES OF CONSUMER SATISFACTION:-

Brand Loyalty Word of mouth advertising Market share and profits Customer loyalty

MEASURING CONSUMER SATISFACTION THROUGH THE TEN

DOMAINS RULES:-

Quality Value Timeliness Environment Ease of Access Efficiency Self-Management Teamwork Commitment Innovation

CONSUMER DELIGHT:-

Customer delight is a key to success. Customer delight refers to if the company reaches beyond the

expectations of the customer and the customer exceeded quality, then the customer is delighted. Customer

cannot be delighted if he/she is not satisfied, the factor of delightness comes after the factor of satisfying

consumer need. The delighted customer is more valuable for the company as It will help to the companies

to compete the competitors. A delighted customer finds the largest perceived value-cost

gap. Customers are moving towards services and quality. Delighted customer can do a lot in the favour of

a company. On the other hand, a dissatisfied customer.

Exceeding consumer expectation is delighting consumers. The consumer reacts with a WOW in return for the product/service.


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SIMPLIFIED MODE FOR ENSURING CONSUMER DELIGHT:-

Figure shown above, Depicts a model for moving in the direction of delighting consumer. It could be

seen even delighting the consumer in not an end in itself but only a means to an end of achieving theultimate goal, namely establishing an ever lasting relationship with the consumer.

There are only a few companies in the developed world, who have been able to establish this kind

of an everlasting relationship, having survived and grown over a period of century and a half. In the 90s,however, with the impact of global competition on the corporate scene, a new dimension has been added

to ensure consumer delight and that is the dimension-time. It has been proven that such of those

companies which can provide quality service product at a competitive cost and most important of all, in

the quickest possible time, are the ones who have grown beyond ones imagination.


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THE BEST CONSUMER DELIGHT:-

The ability to win the hearts of those whom are impacted. The ability to understand the mood of consumer. The ability to deliver on promise systematically and consistently. The ability to control any situation through communication. The ability to own a problem until it is solved.

SOME OF BENCHMARKING OF CONSUMER DELIGHTS:-

1. Leading pizza vendors like PIZZA , DOMINO are offer to supply PIZZA within half an hour ofplacing orders, failing which they offer to supply PIZZA free of cost.

2. Mc- Donalds assure their consumer that they will be attended to or served within five minutes oftheir entering their food store, failing which they will give their burgers free to consumers.

3. TOYOTA, the makers of the luxury car LEXUS, offer a new car for their use as a replacementfor the car they may have purchased earlier from them till such time as the defects in their car

brought to their notice is rectified.

4. The chairman of Xerox Corporation, Mr. Paul Allaire says that he spends a substantial portion ofhis time with his consumer listening to their problems and trying to solve it for them.

5. Some of the leading software companies assure their consumer that their telephone call will beanswered within 3 ring failing which they will compensate them suitably.

6. Mercedes Benz, the German automaker, offers almost instant response to the standard consumeron European highways by providing them free transport to nearest town as also free boarding and

lodging facilities till such time as their car is repaired.

7. Some of the leading automobile repair shops in USA offer to transport their consumer from theirhome to office and back till such time as their car is under repair in the garage.

8. LEVI the world famous manufacturer of jeans, offer to supply jeans to suit individual consumerby taking body measurements with a laser beam and cutting the cloth with computer controlledlaser knives and stitching them subsequentlyall of this within half an hour of placing the order

in a department store.

9. Some of the South Korean companies during the initial stages of setting up their operations inMalaysia, offered to service for free any brand of electronic equipment even if it is notmanufactured by them.

Many more such examples could be quoted but suffice it to say that the bottom line for corporations is to

earn everlasting support and loyalty of the consumer for their services/products and most successful

corporations around the world are adopting very creative and innovative methods to achieve this goal.

More importantly, these days, ethics and transparency in dealings with consumer are emerging as key

issues in ensuring consumer Delight.


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HOW TO DELIGHT YOUR CUSTOMER:-

Customer delight isn't necessarily about "more" customer service. Quantify customer delight in monetary terms. Appoint customer champions. Don't leave room for compromise. Dismiss business orthodoxies. Get the customer involved. Remember that whatever your role, you are an expert.

ADVANTAGES OF CONSUMER DELIGHT:-

Brand loyalty Retaining the consumer Build a relationship Entering new consumer Word of mouth advertising

Market share and profits

CONCLUSION:-

In today's competitive era biggest challenge for seller is retaining of customer. For the same cause seller

has to move beyond from customer satisfaction to customer delight. Because it will be easier for

competitor to match the expectation of customer.

write up consumer satisfaction

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