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Unit 5: Customer Satisfaction




          Customer Visits: Visits to a customer’s place of business provide another way to gather  Notes
          information. An organization can proactively monitor its product’s performance while it is in
          the use and thereby identify and specific or recurring problems. Senior managers should be
          involved in these visits and not delegate them to someone else. However, it is a good idea to
          take along operating personnel so they can see firsthand how the product is performing.
          Report Card: Another very effective information-gathering tool is the report card.
          The Internet Computers: Some managers are beginning to monitor discussions that take place
          on the internet to find out what customers are saying about their products. Internet users
          frequently seek advice regarding their everyday activities or activities related to specific interests,
          hobbies, or sports. Newsgroups, electronic bulletin boards, and mailing list can be scanned
          using keyword searches if one knows that a company’s is of interest to participants in certain
          activities, hobbies, or profession.
          Employee Feedback: Employees are often an untapped source of information. Companies are
          listening more to the external customer but still are not listening to employee. Employees can
          offer insight into conditions that inhibit service quality in the organization. Employee groups
          can brainstorm ideas to come up with solutions to problems that customers have identified.

          Mass Customization: The ultimate in customer satisfaction is giving customers exactly what
          they want. In the past, the price tag for this was prohibitive, but mass customization is a way to
          provide variety at an affordable cost.




              Task  Prepare a report on the customer feedback on their experience in a public sector
             bank.


          5.2.2 Customer Satisfaction Index

          The American Customer Satisfaction Index (ACSI), established in 1994 as a joint project between
          the University of Michigan and the American Society of Quality, quantifies quality and customer
          satisfaction and relates them to firm’s financial performance.

                            Figure 5.2: Depiction of Customer Satisfaction Index

                   Unique design or features                           Unique

                                                                       configuration
                                                                       options

                                              Point of
                                             customer              Customer’s voice
                                            involvement          (product specification)







                                   Stages of the manufacturing process

               Suppliers                                                  Customers

                                  Design  Fabrication  Assembly Delivery






                                           LOVELY PROFESSIONAL UNIVERSITY                                   61
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