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    Customer Satisfaction and Customer Delight

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    Wedi Tassew
    The document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines customer satisfaction as meeting or exceeding customer expectations, while customer delight is exceeding expectations and surprising customers. The document outlines that customer satisfaction is important for CRM to develop long-term relationships, and that customer delight leads to increased loyalty, sales, profits, and positive word of mouth promotion. It also presents a customer delight model and discusses strategies companies can use to achieve satisfaction and delight.

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    Customer Satisfaction and Customer Delight

    Uploaded by

    Wedi Tassew
    69 views18 pages
    The document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines customer satisfaction as meeting or exceeding customer expectations, while customer delight is exceeding expectations and surprising customers. The document outlines that customer satisfaction is important for CRM to develop long-term relationships, and that customer delight leads to increased loyalty, sales, profits, and positive word of mouth promotion. It also presents a customer delight model and discusses strategies companies can use to achieve satisfaction and delight.

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    The document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines customer satisfaction as meeting or exceeding customer expectations, while customer delight is exceeding expectations and surprising customers. The document outlines that customer satisfaction is important for CRM to develop long-term relationships, and that customer delight leads to increased loyalty, sales, profits, and positive word of mouth promotion. It also presents a customer delight model and discusses strategies companies can use to achieve satisfaction and delight.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    69 views18 pages

    Customer Satisfaction and Customer Delight

    Uploaded by

    Wedi Tassew
    The document discusses customer satisfaction and customer delight in the context of customer relationship management. It defines customer satisfaction as meeting or exceeding customer expectations, while customer delight is exceeding expectations and surprising customers. The document outlines that customer satisfaction is important for CRM to develop long-term relationships, and that customer delight leads to increased loyalty, sales, profits, and positive word of mouth promotion. It also presents a customer delight model and discusses strategies companies can use to achieve satisfaction and delight.

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    of 18

    CUSTOMER

    SATISFACTION AND
    CUSTOMER DELIGHT
    SUBMITTED BY- RISHAV SARKAR
    PRAMANDRA PRAKASH
    RAJARAM CHAUDHURY
    RAKESH KOLHE
    RAVINDRA KUMAR
    Customer Relationship Management

     CRM is the establishment, development,


    maintenance and optimization of a long-term
    mutually valuable relationship between consumer
    and organization.
    It enables an organization, the capabilities to
    maintain 1:1 relationship with the customer.
    CRM has changed the outlook of the companies
    which is ‘helping buyers buy and not helping seller
    sell’
    Is there need for CRM????

     Before 1990, call of the INDUSTRIAL REVOLUTION was


    ‘This is what I make, won’t you please buy it?’
     After 1990, call of the CUSTOMER REVOLUTION was
    ‘This is what I need won’t you please make it?’
     ‘There is only one boss, “The Customer”. And he can fire
    everybody in the company from the chairman on down,
    simply by spending his money somewhere else’

    WALT DISNEY

    CRM IS NECESSARY FOR BUSINESS NOWADAYS


    CUSTOMER SATISFACTION

     A measure of how products and services supplied by a company meet or


    surpass customer expectation.
     A key performance indicator.

    Need of Customer satisfaction in CRM-


    CRM establishes the relation between a company and its organization.
    However to develop this relation there should be customer satisfaction on
    the customers side. Otherwise there would be a negative relation between
    the customer and the company. Hence there is need of Customer satisfaction
    in CRM.
    Benefits of Customer Satisfaction

     Increase in revenue and profitability of companies.


     Retention of customers.
    (Existing customer is easier to retain than finding new customers)
     Happy customers are like free advertising.
    (If customers are satisfied, they will tell others about the product)

    “Do what you do well, that people want you to do it again and will tell
    others what you do.”
    Anonymous
     Means of satisfying customers can lead to new product lines.
    (Nintendo, a gaming company launched anime series of a game called
    Pokemon to meet the expectations of the customer. It became the most
    viewed cartoon series between 1998-2000)
    Key questions to be answered for
    attaining customer satisfaction
     What makes our customer buy from us and not from our
    competitor?
     Is there any way of improving our product or services for
    the customer?
     What are the reasons other customers buy from a new
    company or an existing competitor?
     Can those reasons be removed?
     How can we entice this customers to buy from us?
    Strategies of customer satisfaction

     Improving quality of product.


     Improving service quality.
     Identifying and executing buying influences.
     Showing CARE for the customer needs-
    C- Credible (reliability, do what you promise to do)
    A- Accessible (make yourself available)
    R- Responsive (answer promptly, meet the unique service needs
    and experiences)
    E- Excellence (strive for excellence)
     Resolve cognitive dissonance.
     Making the product unique and sophisticated.
    Strategies of customer satisfaction

     Let the customers co-create and co-develop.


    (The maggi brand has always remain ahead of its
    competitors by letting its customer co creating and
    developing the brand like developing new recipe for
    maggi. It gives a positive vibe of being part of the family)
     Behaviour of the employees who sell the products or avail
    the services to the end customer.(focus should be given
    more in case of services)
     Acknowledging the customer and reward them.
     Listen to the customer complaints and resolve them.
    A good customer satisfaction model

     Don’t have the same model for every type of customers.


    - Understand the different type of customers and their
    relationship styles.
    - Designing different strategies for different customer
    segments.
     Let the customer decide the channel for relationship.
    - don’t bombard the customers with unnecessary mails,
    telemarketing.
    ( Phillips company uses touchpoint management to
    interact with the customer).
    Customer delight

     The next step of customer satisfaction where your


    product or services exceeds the expectation of
    the customer.
     Surprising your customer.
    ( When Apple launched the iPod it surprised the
    customer as such a device was not available
    before which can store so many songs and is very
    much easy to carry. In short the customers were
    delighted.)
    Customer delight model

    Loyalty

    DELIGHT
    d

    Service

    Quality
    Objectives of Customer Delight-
     Customer loyalty-
    Proctor & Gamble's Pampers product had 13% market share
    in Hong Kong. They went on a massive campaign to gather
    the names and addresses of mothers and babies through
    highly successful cash back sales promotion activities. To
    get the cash back, mothers had to write in with full name
    and address details as well as the babies birth date and
    sex. Using this information they wrote to the mothers on a
    quarterly basis, telling them of their babies growth and
    what to expect at the various stages. They also sent out
    discount vouchers when it was time to buy the next size
    up, so that the nappies always performed well.
    Within 14 months (the fifth cycle of the ever-
    growing list of mothers) Pampers had moved to the
    number one position with 49% market share. Each
    percentage point was worth US$1million over the life
    usage of the product. That's $29mil just by staying in touch
    with the same base, within 3 months over and over.
    Objectives of Customer Delight-

     Increase in sales and profit –


    When Apple brought back Steve Jobs in
    the company in the year 1996, he
    launched innovative products like iPods,
    iPad in the following years which
    exceeded and surprised the customers
    expectation. This directly affected the
    sales and profitability of the company in a
    very effective way.
    Objective of Customer Delight

     Positive word of mouth-


    If the customers are delighted about the
    product then there would be free publicity
    about it. It has been seen that mere
    satisfaction of the customers doesn’t trigger
    much publicity, however if the customer is
    delighted he would be more eager to
    communicate about the product to its kin.
    THE DELIGHT RESPONSE CURVE
    THE DELIGHT RESPONSE CURVE SHOWS THE
    RELATIONSHIP BETWEEN THE SATISFACTION OF
    THE CUSTOMER AND OUTCOME OF THE
    COMPANIES.
    MOST FIRM’S EFFORTS TO IMPROVE CUSTOMER
    SATISFACTION ALONG THE ZONE OF MERE
    SATISFACTION. THIS IS A HIGHLY INELASTIC ZONE
    IN WHICH IMPROVEMENTS IN SATISFACTION
    DOESN’T HAVE A PROPORTIONATE INCREASE IN
    SATISFACTION.
    ON EITHER SIDE OF THIS ZONE,
    SATISFACTION’S RESPONSE TO CHANGES IN
    PERFORMANCE IS VERY MUCH DYNAMIC
    CREATING TWO VERY ELASTIC ZONES WHERE A
    LITTLE INCREASE OR DECREASE IN
    PERFORMANCE CAN TRIGGER A SIGNIFICANT
    AMOUNT OF SATISFACTION OR DISSATISFACTION.
    Thank You

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