How to Get Customer Satisfaction

1. How to Get Customer Satisfaction • Defining Customer Satisfaction • Performance Measures of Service Quality • Retaining Customers • Measuring Customer Satisfaction • Applying Customer Satisfaction • Customer Database KelleyFall 2001 Marketing Management 129

2. Customer Satisfaction Rule 1: The customer is always right! Rule 2: If the customer is ever wrong, reread Rule 1. Stew Leonard’s Dairy Store Norwalk, Connecticut KelleyFall 2001 Marketing Management 129

3. Customer Satisfaction Facts • Expectations = Performance (satisfied) • Performance > Expectations (extremely satisfied, positive word-of-mouth, 1 will tell 3) • Expectations > Performance (extremely dissatisfied, negative word-of-mouth, 1 will tell 11) KelleyFall 2001 Marketing Management 129

4. Customer Satisfaction Facts • About 15% of those who are dissatisfied would be impossible to satisfy under any circumstances • Satisfaction is influenced by situational factors (time, degree of inconvenience, emergency) KelleyFall 2001 Marketing Management 129

5. Performance Variables of Service Quality • Reliability - ability to deliver what is promised, dependably and accurately • Responsiveness - willingness to promptly help customers • Assurance - ability to convey trust, competence and confidence • Empathy - individual attention to customers • Tangibles - physical facilities, equipment and your own appearance KelleyFall 2001 Marketing Management 129

6. Ten Deadly Sins of Customer Service • “I don’t know” • “I don’t care” • “I can’t be bothered” • “I don’t like you” • “I know it all” KelleyFall 2001 Marketing Management 129

7. Ten Deadly Sins of Customer Service • “You don’t know anything” • “We don’t want your kind here” • “Don’t come back” • “I’m right and you’re wrong” • “Hurry up and wait” KelleyFall 2001 Marketing Management 129

8. The Good, the Bad, and the Ugly There are no “bad” customers; some are just harder to please than others. Someone who never waited on a customer in his or her life KelleyFall 2001 Marketing Management 129

9. Customer Retention • 80/20 Rule • 80% of your sales will come from 20% of your customers • Organizations lose 20% of their customers each year KelleyFall 2001 Marketing Management 129

10. Customer Retention • $5 to attract a new customer, $1 to retain an existing customer • 1998 survey found “attracting customers” was mentioned as a priority twice as often as “keeping customers” KelleyFall 2001 Marketing Management 129

11. Determining the Lifetime Value of Your Customers • What percentage of your customers do you lose each year, fully or partially? • Do you know the average cost of each lost customer? • What is the profit value of a loyal customer over a lifetime? Lifetime Value of a Customer (LVC) KelleyFall 2001 Marketing Management 129

12. Determining the Lifetime Value of Your Customers • Profit Streams of Longtime Customers • The better your customers know you, the more they buy from you • The better you know your customers, the better you can serve them • If you have loyal customers, you can charge more • Satisfied customers provide word-of-mouth advertising KelleyFall 2001 Marketing Management 129

13. Determining the Lifetime Value of Your Customers Average customer $ per year Average return on sales x Number of years average customer stays with you x Profit from your average customer = How much average customer increases orders each year + How much costs decrease each year + $ value of referrals each year + Price increase without losing loyal customers + Total KelleyFall 2001 Marketing Management 129

14. Measuring Customer Satisfaction • Satisfaction Surveys • “To understand what John Brown buys, you must look at John Brown through John Brown’s eyes” • Questionnaire should be built on what is important to the customer • Survey results need to be compared to something (year, competition, industry average) KelleyFall 2001 Marketing Management 129

15. Measuring Customer Satisfaction • Complaint letters • Only 4% of dissatisfied customers write letters of complaint • Between 55 - 70% of complaining customers will buy again from you if you respond quickly • The rate climbs to 95% if you respond quickly and well KelleyFall 2001 Marketing Management 129

16. Define Your Customers Customer #1Customer #2 What Why Who When Where How KelleyFall 2001 Marketing Management 129

17. What Matters to Your Customers? • List the performance variables that cause customers to buy from you. KelleyFall 2001 Marketing Management 129

18. What Matters to Your Customers? • List the performance variables that cause customers to buy from your competitors. KelleyFall 2001 Marketing Management 129

19. Determine What Must Be Done to Retain Existing Customers • Measure Customer Satisfaction • List the customer satisfaction measures that you take? • How often do you take each customer satisfaction measure? • Interpret each customer satisfaction measure. • Use the customer satisfaction information to improve marketing performance. KelleyFall 2001 Marketing Management 129

20. Determine What Must Be Done to Retain Existing Customers KelleyFall 2001 Marketing Management 129

21. Determine the Lifetime Value of Your Customers Average customer $ per year Average return on sales x Number of years average customer stays with you x Profit from your average customer = How much average customer increases orders each year + How much costs decrease each year + $ value of referrals each year + Price increase without losing loyal customers + Total KelleyFall 2001 Marketing Management 129