Training Slides

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 Paretos analysis when analyzing open-ended
  questions
• Use advanced statistical analysis only when
  necessary

10
Days 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 Henrys
• ___ 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. httpwww.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