2/2001Training Slides by Mbinira Munthali Customer Satisfaction Surveys Employee Training Guide

Training Slides By Mbinira Munthali Overview What is a Customer Satisfaction survey?What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our organizationPurposes of Customer Satisfactions surveys in our organization Nuts and boltsNuts and bolts ExampleExample Group activityGroup activity SummarySummary

Training Slides By Mbinira Munthali What is a Customer Satisfaction Survey? An Instrument that consists of a series of items that are designed to elicit customer perceptions.

Training Slides By Mbinira Munthali Benefits of using Customer Satisfaction Surveys Builds a strong relationship with customers.Builds a strong relationship with customers. Quantifies customer satisfaction levelsQuantifies customer satisfaction levels Enables our organization to measure up to customer expectationsEnables our organization to measure up to customer expectations

Training Slides By Mbinira Munthali Developing Customer Satisfaction Surveys Identify customer requirementsIdentify customer requirements Develop and validate the instrumentDevelop and validate the instrument Implement the SurveyImplement the Survey Analyze the resultsAnalyze the results

Training Slides By Mbinira Munthali Identify Customer Requirements Understanding customer expectations: quality, service, and performanceUnderstanding customer expectations: quality, service, and performance Examine documents that were established when relationship with the customer beganExamine documents that were established when relationship with the customer began Interview customers to go over customer wantsInterview customers to go over customer wants

Training Slides By Mbinira Munthali Develop and Validate the Instrument Develop items that will measure customer requirementsDevelop items that will measure customer requirements Use the critical incident approachUse the critical incident approach Items should be declarative close-ended questionsItems should be declarative close-ended questions Reliability and validity are two different but interrelated issuesReliability and validity are two different but interrelated issues

Training Slides By Mbinira Munthali Implement the Survey Make survey available to customersMake survey available to customers Test/retest approach to ensure valid and reliable responsesTest/retest approach to ensure valid and reliable responses

Training Slides By Mbinira Munthali Analyze the Results Data processing should be kept simpleData processing should be kept simple Use Paretos analysis when analyzing open-ended questionsUse Paretos analysis when analyzing open-ended questions Use advanced statistical analysis only when necessaryUse advanced statistical analysis only when necessary

Training Slides By Mbinira Munthali Days Inn Penn State Example Days Inn is a Universal chain of HotelsDays Inn is a Universal chain of Hotels In such a customer based industry it is important for them to understand customers expectationsIn such a customer based industry it is important for them to understand customers expectations They have a survey available to all guests in their rooms that they can mail after being completedThey have a survey available to all guests in their rooms that they can mail after being completed

Training Slides By Mbinira Munthali Group Activity Its your turn to develop a Customer Satisfaction Survey!!!Its your turn to develop a Customer Satisfaction Survey!!! Break off in teams of 4 and develop a customer satisfaction survey for a fast food restaurantBreak off in teams of 4 and develop a customer satisfaction survey for a fast food restaurant Using a 5 point scale, 5 being the most satisfied and 1 being the leastUsing a 5 point scale, 5 being the most satisfied and 1 being the least

Training Slides By Mbinira Munthali Helpful Hints when Constructing Survey What is the critical incident?What is the critical incident? What is important to an individual when going to a fast food restaurant?What is important to an individual when going to a fast food restaurant? Balance focus between what is important to the customer and what is important to marketing?Balance focus between what is important to the customer and what is important to marketing? Keep Survey short but ask important questionsKeep Survey short but ask important questions

Training Slides By Mbinira Munthali Example Items on a Fast Food Survey ___ I was greeted on entering Henrys___ I was greeted on entering Henrys ___ There was a server available when I approached the service counter___ There was a server available when I approached the service counter ___ My line had less than three people when I arrived___ My line had less than three people when I arrived

Training Slides By Mbinira Munthali Summary Customer Satisfaction is a key for an organization to surviveCustomer Satisfaction is a key for an organization to survive Surveys enable an organization receive positive and negative feedback on products or servicesSurveys enable an organization receive positive and negative feedback on products or services Surveys increase Customer Retention.Surveys increase Customer Retention.

Training Slides By Mbinira Munthali

Training Slides By Mbinira Munthali Bibliography Customer Satisfaction Surveys: How Satisfied are your customers. Internet February 2001.Customer Satisfaction Surveys: How Satisfied are your customers. Internet February Customer Service Training. Internet February 2001.Customer Service Training. Internet February Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, Massnick, Forler. The Customer is CEO. New York: amacon, 1997Massnick, Forler. The Customer is CEO. New York: amacon, 1997