This document discusses the importance of customer satisfaction. It notes that customers are the experts in their experiences and should come first. While good customer satisfaction ensures survival, excellent customer satisfaction is needed for business growth. The document outlines factors that influence customer satisfaction like company policies, employee knowledge and attitudes, as well as external economic conditions. It also discusses challenges with traditional customer satisfaction surveys and benefits and drawbacks of using internal teams versus external third parties to measure satisfaction. The overall message is that customer satisfaction should be intentional, respectful of the customer experience and central to business strategy.

1. Brought to you by Measuring Up Consumer Surveys IntentionalCustomer Satisfaction We’re Measuring Up… …Are You? © 2011 Measuring Up, a Right Choice Today, Inc. Brand

2. Brought to you by Measuring Up Consumer Surveys IntentionalCustomer Satisfaction We’re Measuring Up… …Are You? © 2011 Measuring Up, a Right Choice Today, Inc. Brand PART ONE: LESSONS TO LEARN

3. Lessons To Learn We’re all experts! Customers aren’t always right, but they do come first. Customers don’t care what your job title is, they just want to be served. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

4. Test Who are the experts? © 2011 Measuring Up, a Right Choice Today, Inc. Brand

5. Test Who are the experts? We are – we know when we’re treated with courtesy and respect. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

6. Test Who are the experts? We are – we know when we’re treated with courtesy and respect. Who comes first? © 2011 Measuring Up, a Right Choice Today, Inc. Brand

7. Test Who are the experts? We are – we know when we’re treated with courtesy and respect. Who comes first? Our customers. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

8. Test Who are the experts? We are – we know when we’re treated with courtesy and respect. Who comes first? Our customers. Who just wants to be served? © 2011 Measuring Up, a Right Choice Today, Inc. Brand

9. Test Who are the experts? We are – we know when we’re treated with courtesy and respect. Who comes first? Our customers. Who just wants to be served? Our customers. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

10. Who Do You Serve? Customer Retail Client Business-To-Business Patron Restaurants Patient Medical Providers © 2011 Measuring Up, a Right Choice Today, Inc. Brand

11. Assumptions Your customers need you. Your customers won’t go anywhere else. Even if they shop the competition, they’ll be back because the competition is no good. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

12. Assumptions Your customers need you. Your customers won’t go anywhere else. Even if they shop the competition, they’ll be back because the competition is no good. WRONG! © 2011 Measuring Up, a Right Choice Today, Inc. Brand

13. Assumptions Your customers need you. Your customers won’t go anywhere else. Even if they shop the competition, they’ll be back because the competition is no good. WRONG! WRONG! © 2011 Measuring Up, a Right Choice Today, Inc. Brand

14. Assumptions Your customers need you. Your customers won’t go anywhere else. Even if they shop the competition, they’ll be back because the competition is no good. WRONG! WRONG! WRONG! © 2011 Measuring Up, a Right Choice Today, Inc. Brand

15. Assumptions Your customers need you. Your customers won’t go anywhere else. Even if they shop the competition, they’ll be back because the competition is no good. WRONG! WRONG! WRONG! © 2011 Measuring Up, a Right Choice Today, Inc. Brand

16. Customer Satisfaction Subjective Definition Make sure customers are happy so they keep coming back. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

17. Customer Satisfaction Objective Definition #1 Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as akey performance indicator within business and is part of the four perspectives of aBalanced Scorecard. -Wikipedia © 2011 Measuring Up, a Right Choice Today, Inc. Brand

18. Customer Satisfaction Objective Definition #2 In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. -The Future of Business: The Essentials By Lawrence J. Gitman & Carl D. McDaniel © 2011 Measuring Up, a Right Choice Today, Inc. Brand

19. Economy Changing Buying Patterns Lower Margins = Less Room For Error Smarter Customers Competition Working Harder Critical Piece of the Puzzle © 2011 Measuring Up, a Right Choice Today, Inc. Brand

20. Is “Good” Good Enough? Do you want to survive…or grow? Good customer satisfaction is required for survival. Excellent customer satisfaction is required for growth. © 2011 Measuring Up, a Right Choice Today, Inc. Brand

21. Achieving Customer Satisfaction Company Influences Policies Procedures Products Programs excellent © 2011 Measuring Up, a Right Choice Today, Inc. Brand Focus on long-term goals, not short-term results.

22. Achieving Customer Satisfaction Employee Influences Knowledge Appearance Attitude © 2011 Measuring Up, a Right Choice Today, Inc. Brand excellent “Two outta three ain’t bad” doesn‘t work here. -Reference to “Two Out of Three Ain’t Bad” (Meatloaf)

23. Achieving Customer Satisfaction Outside Influences Economy Perceptions Friends & Family excellent “God grant me the serenity to accept the things I cannot change.” -Reinhold Niebuhr (generally accepted) © 2011 Measuring Up, a Right Choice Today, Inc. Brand

24. Measuring Customer Satisfaction Traditional Surveys & Mystery Shops Too many questions / criteria - often designed to see if employees are doing their job Training creates improper approach to customer satisfaction © 2011 Measuring Up, a Right Choice Today, Inc. Brand

25. Measuring Customer Satisfaction Traditional Surveys & Mystery Shops Too many questions / criteria - often designed to see if employees are doing their job Training creates improper approach to customer satisfaction Remember lessons learned? Who are the expert? Who comes first? Who just wants to be served? © 2011 Measuring Up, a Right Choice Today, Inc. Brand

26. Measuring Customer Satisfaction Internal or Third Party Process? Internal – Biased Internal – Harder to promote anonymity Internal – Difficult to maintain consistency © 2011 Measuring Up, a Right Choice Today, Inc. Brand

27. Measuring Customer Satisfaction Internal or Third Party Process? External – Cost External –Needs to understand business External – Must develop actionable reporting © 2011 Measuring Up, a Right Choice Today, Inc. Brand

28. Brought to you by Measuring Up Consumer Surveys IntentionalCustomer Satisfaction We’re Measuring Up… …Are You? © 2011 Measuring Up, a Right Choice Today, Inc. Brand PART TWO: RESPECT

29. Brought to you by Measuring Up Consumer Surveys IntentionalCustomer Satisfaction We’re Measuring Up… …Are You? © 2011 Measuring Up, a Right Choice Today, Inc. Brand