MANAGE QUALITY CUSTOMER SERVICE 6
MANAGE QUALITY CUSTOMER SERVICE
Manage Quality Customer Service
Customer Needs and Expectations
Customer satisfaction mirrors the experiences and expectation, which customers have with a service or product. Customers’ needs will be defined basin on explicit expectations comprising of the mental targets for the performance of products such as well-identified standards of performance (Lambert & Harrington 1990, p. 5). These needs can also be identified based on implicit expectations that reflect established measures of performance. Implicit expectations are developed by businesses in reference to other companies or firms. Other needs include:
-Static Performance Expectations
— Dynamic Performance Expectations
Customer Satisfaction: Product Survey
Please take your time to fill our company’s product satisfaction survey. Your answers will assist us to report any points, which you may propose and to improve our services and products to your expectations. Your responses will be private.
This survey will require about ten minutes completing (Lambert & Harrington 1990, p. 6).
How long have you used our merchandise or service?
Less than 6 months ( )
Over six months but less than one year ( )
Over 4 years
How frequent do you consume our product or service?
once every week or more ( )
twice or thrice monthly
once every month
less than once monthly
Generally, how would you rate our product or service?
1-Very discontented ( )
2- Somewhat discontented ( )
3-Neither discontented or contented ( )
4-Somewhat contented ( )
5-Very Contented ( )
Kindly inform us why you feel this way
How gratified are you in terms of the resulting characteristics of our commodity or service?
3-dissatisfied or not satisfied
First consumption experience
How significant are the following characteristics when purchasing our commodity or service?
2-not very significant
1-not at all significant
First consumption experience
Calculations, interpretation and a report of the results of customer satisfaction statistics
The characteristics presented above are the most relevant in the industry and nature of customer service department. Every attribute will be assigned a five-point scale to every attribute. Every number will be described with a specific definition. For instance, very important, least important, etc. The following step in calculating the customer satisfaction ratio is establishing how to gather the information and how frequently it is collected. Our business will conduct this customer service research using phone. We will use computerized terminals to tabulate and report our outcomes (Lambert & Harrington 1990, p. 6).
The average scores our company receives on various attributes will determine the score of our performance in that aspect. Our company will then proceed to establishing the base period i.e. weekly or monthly. For instance, in January, our business may receive customer service figures of 3.4 and 4.2 in attributes of prices and first use experience. February results may generate scores of 3.4 and 4.0 for similar attributes. Consequently, the performance in accuracy is seen to have risen by 0.1. Therefore, the real ratio would be 4.2/4.0 and 3.5/3.6. These ratios will be used to track performance of our product by representing meaningful changes. Significance will be established by the quantity of surveys finished. Our analysis will assist in recognizing significant declines or improvements in performance. These will be compared with the competitor’s progress by tracking competitive scores and ratios.
Review of changes in our organization’s internal or external environments
In order to access information regarding the internal and external environments that affect customers service practices, this survey relied on secondary sources from library materials and online sources. The information generated suggested that some external factors include infrastructure such as housing development and highway construction that are significant for retail establishments. Laws can also affect businesses depending on regulations and prohibitions. The government usually plays a great part in this. Trends in the market also affect the way a product or servicer performs for instance, widespread boycott of certain products over social media. The customer base may change slowly or suddenly with time. This affects the business in negative or positive ways depending on different factors (Lambert & Harrington 1990, p. 11).
Customer Improvements Suggested By Staff
By interviewing the staff, the survey established that there are numerous ways of improving customer satisfaction. The changes suggested include:
Preferences for certain custom fittings on certain commodities
Chances for trial of products before the customers may obtain them
Door to door delivery for some products
Some client’s suggested alternative forms of packaging, which they recommended to our staff.
Ineffective Customer service practices
There are numerous measures which yield minimum or no positive impacts in customer service. They include: Use of inappropriate technology to satisfy customer’s wants, using more sales representatives who are not well trained and increased promotions in products that are not needed in the market.
Customer Service Problems Identified
Some of the customer service problems recognized includes:
Reach of products to marginal clients
Ineffectiveness in identification of customer needs.
inaccessibility due to infrastructural challenges
different consumer preferences that are cumbersome to customize
Statement of a Policy that needs Adjustment (Policy to improve quality service)
The policies adopted should entail the development of marketing policies that integrate adoption of technology to improve customer satisfaction. The adoption of appropriate technology is a good policy because it will improve the customer’s service delivery by enhancing efficiency and quality of products.
Procedure that Needs Developing
The list of procedures that need developing include
changing the brainstorming sessions to derive different policy options from other team members
welcoming and airing different views while observing the imminent setbacks to the policy options
Picking the most appropriate views will require voting by members on the most appropriate ways for improving customer service performance.
The procedure for selecting the most appropriate strategies will need to be adjusted in line with the policies of the business.
All staff will be called upon to participate in coming up with the most appropriate ways of developing new policies and procedures. All staff will discuss the challenges and prospects in developing the policies and procedures agreed upon. All questions will be deliberated and weighed by all members.
One policy regarding customer service expectation is developing parameters for customer satisfaction, which should be verifiable. The format should be non discriminatory and should consider all aspects of customer service delivery. The policy stipulations will be availed in our business’ database and it will provide a forum for addressing the feedback generated from the comments provided by our clients. In this way, their needs will be addressed on individual basis. These provisions will be made in tandem with the existing laws.
The procedures and agendas for developing the policy are- Brainstorming over different perspectives of customer service expectations. This would be followed by development of appropriate policies and procedures then finally implementing them in line with the policies of our organization.
Lambert, M & Harrington, T, 1990, ‘Measuring nonresponse bias in customer service mail surveys.’ Journal of Business Logistics, vol. 11, no. 2, pp. 5-25.