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Two types of customer:

External Customer
Internal Customers


Differentiate External Customer and Internal Customers

External Customer - those who use and purchase the product/service and influence the sales process
Internal Customer - Reside inside the organization and use the output of your department.


What are the 3 categories of External Customers?

Existing Customers
Potential Customers
Lost Customers


the degree to which the customer’s experience of a product or service matches his/her expectations. (Teboul)

Customer Satisfaction Level


Give examples of Feedback Mechanisms

Comment Card
Customer Questionnaire
Focus Groups
Toll-Free Telephone / Customer Service #
Customer Visits
Report Card
The Internet
Employee Feedback
Mass Customization


Intent of the card is to get simple information, such as name, address, age, occupation, and what influenced the customer’s decision to buy the product.
Usually attached to warranty card and included with product at the time of purchase.

Comment Card


Is a popular tool for obtaining opinions & perceptions about an organization and its product & services.

Customer Questionnaire


Is a research method used to find out what customers are really thinking.
A group of customers is assembled in a meeting room to answer a series of questions.

Focus Groups


Effective technique for receiving complaint feedback.
Organizations can respond faster and more cheaply to the complaint.

Toll-Free Telephone / Customer Service #


Representative from an organization visits a customer’s place of business as a way to gather information.

Customer Visits


Information gathering tool to monitor performance on a regular basis
Sent to customers on a quarterly basis.

Report Card


Employees can offer insights into conditions that inhibit service quality in the organization.

Employee Feedback


a marketing and manufacturing technique that combines the flexibility and personalization of custom-made products with the low unit costs associated with mass production.

Mass Customization


an expression of dissatisfaction on a consumer's behalf to a responsible party

Using Customer Complaints


What is ASQ

Survey of Dissatisfied Customers


What is ASQ

Survey of Dissatisfied Customers


Is the set of activities an organization uses to win and retain customers’ satisfaction.
It can be provided before, during, or after the sale of the product or exist on its own.

Customer Service


Elements of Customer Service

1. Organization
2. Customer Care
3. Information Sharing - Communication
4. Front-Line People
5. Leadership by Example


They decides the ways in which the service should be rendered to the customers.
It provides the necessary training for the service engineers.



Attitude towards customers decides the way you do the service.

Customer Care


Represents activities that produce the necessary customer satisfaction that creates customer loyalty, which actually improves the bottom line.

Customer Retention


Diagram of Customer Satisfaction

Square - Company Offer
Circle - Customer Needs

Middle - Product that satisfy
S(xC) - Waste