Chapter 3. Customer SatisfactionWho are customers?Understand Customers Needs I: Total Customer PerceptionCustomer FeedbackEmployee FeedbackCustomer Service QualityUnderstand Customers Needs II: Translating needs into requirementsChapter 3. Customer SatisfactionCritical for Any Organization to Survive Global CompetitionWho are customers?•External•InternalUnderstand Customers Needs I: Total Customer Perception•Performance•Features•Service and technical support•Warranty•Price•Reputation•Customer communicationsCustomer Feedback•Comment card•Survey•Focus group•Customer complaint line•Customer visits•Report card•InternetEmployee Feedback•Product innovation•Product quality•Productivity•Customer services•etc.Customer Service Quality•Leadership•Organization and system•Customer care•Communications•Front-line: training and trainingUnderstand Customers Needs II: Translating needs into requirements•Explicit requirements•Innovations•Unstated and unspoken
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