Customer Satisfaction Surveys

Employee Training Guide

2/2001

Training Slides by Mbinira Munthali

Overview
What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our organization Nuts and bolts Example Group activity Summary
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. Quantifies customer satisfaction levels Enables our organization to measure up to customer expectations
Training Slides By Mbinira Munthali

Developing Customer Satisfaction Surveys

Identify customer requirements Develop and validate the instrument Implement the Survey Analyze the results

Training Slides By Mbinira Munthali

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
Training Slides By Mbinira Munthali

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
Training Slides By Mbinira Munthali

Implement the Survey

Make survey available to customers Test/retest approach to ensure valid and reliable responses

Training Slides By Mbinira Munthali

Analyze the Results

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

Days Inn Penn State Example

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
Training Slides By Mbinira Munthali

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 Training Slides 1 being the leastBy Mbinira Munthali

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
Training Slides By Mbinira Munthali

Example Items on a Fast Food Survey

___ I was greeted on entering Henrys ___ There was a server available when I approached the service counter ___ 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 survive Surveys enable an organization receive positive and negative feedback on products or services Surveys increase Customer Retention.
Training Slides By Mbinira Munthali

Training Slides By Mbinira Munthali

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

Training Slides By Mbinira Munthali