Customer Satisfaction Surveys

1. Customer Satisfaction Surveys Employee Training Guide

2. Overview • What is a Customer Satisfaction survey? • Purposes of Customer Satisfactions surveys in our organization • Nuts and bolts • Example • Group activity • Summary

3. What is a Customer Satisfaction Survey? An Instrument that consists of a series of items that are designed to elicit customer perceptions.

4. Benefits of using Customer Satisfaction Surveys • Builds a strong relationship with customers. • Quantifies customer satisfaction levels • Enables our organization to measure up to customer expectations

5. Developing Customer Satisfaction Surveys • Identify customer requirements • Develop and validate the instrument • Implement the Survey • Analyze the results

6. Identify Customer Requirements • Understanding customer expectations: quality, service, and performance • Examine documents that were established when relationship with the customer began • Interview customers to go over customer wants

7. Develop and Validate the Instrument • Develop items that will measure customer requirements • Use the critical incident approach • Items should be declarative close-ended questions • Reliability and validity are two different but interrelated issues

8. Implement the Survey • Make survey available to customers • Test/retest approach to ensure valid and reliable responses

9. Analyze the Results • Data processing should be kept simple • Use Pareto’s analysis when analyzing open-ended questions • Use advanced statistical analysis only when necessary

10. Day’s Inn Penn StateExample • Days Inn is a Universal chain of Hotels • In 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 completed

11. Group Activity • 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 restaurant • Using a 5 point scale, 5 being the most satisfied and 1 being the least

12. Helpful Hints when Constructing Survey • What is the critical incident? • 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? • Keep Survey short but ask important questions

13. Example Items on a Fast Food Survey • ___ I was greeted on entering Henry’s • ___ There was a server available when I approached the service counter • ___ My line had less than three people when I arrived

14. Summary • Customer Satisfaction is a key for an organization to survive • Surveys enable an organization receive positive and negative feedback on products or services • Surveys increase Customer Retention.

15. Thank You !

16. Bibliography • “Customer Satisfaction Surveys: How Satisfied are your customers.” Internet. http:www.busreslab.com/consult/custat.htm. 10 February 2001. • “Customer Service Training.” Internet. http://www.pbsconsulting.com/customertrain.htm. 10 February 2001. • Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001. • Massnick, Forler. The Customer is CEO. New York: amacon, 1997