A Case Study on an Effective Consumer Satisfaction Program
Consumer Satisfaction Program is an important marketing strategy of companies. Although most of the companies, if not all, have devised their respective program, not all of them are effective in meeting their goal which is to satisfy their clients.
Introduction
This case study aims to develop not just a Consumer Satisfaction Program but an effective one. There are many possible reasons why most Consumer Satisfaction Programs do not work. However, one critical reason is that many of those programs already fail in the beginning. Usually, Consumer Satisfaction Program starts by assessing the degree of satisfaction or dissatisfaction of the consumers. Using of instrumentations such as surveys, the most common one, is actually a good way of obtaining data from the consumers. However, it will be just a failure if the company devises it the way they would want to be asked. They fail to really consider who the real stakeholders are—the customers. An effective Consumer Satisfaction Program, should first and foremost, be based on the values and the needs of the customers and not of the company.
The question “Who are the stakeholders?” are usually ignored by companies. Knowing who they are should not be limited in identifying the groups/sectors of the society that patronize your company. Knowing the values and the culture will be very helpful in knowing their preferences and needs that should be reflected in the instrumentation that will be developed.
Aside from knowing who the stakeholders are, another question that should be answered is “How long will the scope of a particular program be?” In developing a program, there should be a time frame set. For example, in obtaining feedback, it should not just be a one-time administration. A Customer Satisfaction Program does not end after a particular problem has been addressed. However, there should be a time-frame set as to when another assessment is needed for satisfaction/dissatisfaction of customers vary from time to time.
A Customer Satisfaction Program will only be successful if a company is able to address the needs of their customers by improving its products and services as well as adjusting itself to the customers.
Objectives:
1. To be able to have a deeper understanding of what a Consumer Satisfaction Program is really all about.
2. To be able to devise an effective Consumer Satisfaction Program that will address the needs of the customers.
3. To develop a good and healthy communication between the company and the customers.
Outline:
I. Understanding customer satisfaction
A. Defining what customer satisfaction is
B. Importance of having a program for customer satisfaction
1. To the company
2. To the customers
II. Devising a Customer Satisfaction Program
A. Identifying who the customers are
B. Making a self-assessment on the part of the company
C. Developing methodologies that will be helpful in assessing the customers’ satisfaction/feedback
1. Choosing the right instrumentation
2. Knowing the right contents based on the values of the customers
III. Addressing the feedback to make the program effective
A. Developing a customer-centered vision
B. Establishing customer-friendly policies
C. Improving the products/services
D. Having a staff that is accountable to the consumers
Credit:ivythesis.typepad.com
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