Customer Satisfaction Surveys Employee Training Guide

Overview What is a Customer Satisfaction survey? Purposes of Customer Satisfactions surveys in our organization Nuts and bolts Example Group activity Summary This slide is an outline of the presentation. *A basic definition of a Customer Satisfaction Survey. *An explanation of how CSS are beneficial to an organization and why it should be used. *Basic explanation of how to make a Customer Satisfaction Survey. -the different types of surveys -how to write items on a survey -what method to make survey available to customers *An actual example of a company that uses Customer Satisfaction Surveys *A group activity, where employees will team up and construct a satisfaction survey. *A summary of the presentation outlining the main idea that was to be learned.

What is a Customer Satisfaction Survey? An Instrument that consists of a series of items that are designed to elicit customer perceptions. *Item: a question on a survey. *It is a tool used to connect an organization to customers so they can be more aware of how customer feels about their product or service. *It is very important to understand customers. Works Cited: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.

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 A relationship is built, because customers feel that the corporations are taking time to hear what they want and need. Furthermore, they are able to identify both the good and bad aspects that management or employees could overlook. Because customer satisfaction is perceived differently by each customer it is good to b able to quantify the data to avoid any subjective data. However, qualitative data is not bad, but you want to make a survey understandable and uniform to the average customer. Understanding Customer likes and dislikes can help improve our products or services. Because better understanding what the customer wants will help establish a competitive advantage over competitors. Works Cited: “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.

Developing Customer Satisfaction Surveys Identify customer requirements Develop and validate the instrument Implement the Survey Analyze the results This is a four step method on how to develop a customer satisfaction survey. Works cited: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.

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 Identifying Customer requirements, means that managers and employees need to think like Customers to understand what they regard as important issues regarding the product or service provided. To: Training instructor ask employees to state what they believe their customers are concerned with when it come to that particular organization. An example you could share with employees is what would customers expect from Restaurants. -it depends on what type of restaurant first. Because expectations would be higher at a five star restaurant than a fast food place. At McDonald’s people do not go looking for fine dinning they are looking for quick fast meal. So people would be concerned with how long it took for them to receive their food, and price not so much the service of the cashiers. Documents like: purchase orders or contracts These interviews are intended to expand the list of requirements that should be included in the survey. Works Cited: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.

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 In this stage you are developing the actual survey. Critical Incident approach: are those aspects of organizational performance with which the customers come in direct contact. Developing a survey is very difficult because in order to quantify a customer satisfaction level the items must touch base with every aspect that concerns the customer. There is only one concern to each item. We will examine this idea when we look at the Henry’s Fast Food survey. It is very important to avoid adjectives in surveys because they mean different things to different customers Most items on the survey should be close-ended, but at least one open-ended question on a survey for the customers to voice their opinions Furthermore, close-ended questions should include definable quantifiable measures. For example a five point scale where 5 is the most satisfied and 1 is the least satisfied Reliability refers to the responses from customers are consistent Valid refers to the responses from customers are measuring the right thing Works Cited: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.

Implement the Survey Make survey available to customers Test/retest approach to ensure valid and reliable responses Simply supplying customers with a mode to participate in the survey. Whether it be random sample of individuals who agree to take time out of their schedules to participate in the survey or if its by mail, and telephone. Or the it could be made available after purchasing an item or receiving a service the customer can be given a survey which they can fill out and send back to our organization. Furthermore, if our budget allows we can pay for postage so this will enable more customers to fill out and just send the survey besides paying for postage. Works Cited: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.

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 It has been found simple analysis is better because they are easy to communicate amongst managers and employees. Pareto’s analysis is an economic concept identified by Joseph Juran that argues that the majority of quality problems are caused by relatively few causes. It is also known as the 80/20 rule. Juran dichotomized the population of causes quality problems as the vital few and the trivial many. Advanced statistical analysis includes: -multiple regression: -analysis of variance These should be used only when necessary Works Cited: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001.

Day’s 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 At this point Instructor hands out to employees a copy of the Day’s Inn Customer Satisfaction Survey Then goes over the survey with employees discussing items on the survey. NOTE: Please make sure there enough copies of the survey available for all employees. Works Cited: Spoke to a Manger at the Days in Penn State and was given a copy of the survey which is attached.

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 At this point instructor lets employees develop a survey amongst the different teams.

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 Basically these are hints employees should consider when constructing the survey Information and questions that concern managers when constructing a survey can be found in the text The Customer is CEO. Works Cited: Massnick, Forler. The Customer is CEO. New York: amacon, 1997.

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 Listed above are 3 items that were from Henry’s Fast food example. Each item is a breakdown of the process to a customers point of view. Works Cited: All information was taken from the text: Foster, S. Thomas. Managing Quality an Integrative Approach. Upper Saddle River: Prentice Hall, 2001

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. After looking over customer satisfaction surveys it is important to see that Customer Satisfaction is a key way to sustain a competitive advantage By surveying customers and gathering their opinions it is easy to see where the company needs to improve and is doing well. Customer Satisfaction surveys help identify why customers leave or why they chose to stay. Works Cited: “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.

Thank You !

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