You measure customer satisfaction
 
Customer satisfaction is difficult to measure and companies usually focus on the three key parameters - delivery of items on time and in full, the number of rejects and price movements. Achieving a satisfactory performance by these parameters is almost mandatory, but they are insufficient for a company to gain a true understanding of how well they are meeting their customers’ expectations
Key Issues
·         Customer satisfaction is impossible to measure using the data collected by your own internal operational reporting systems
·         You need to look outside your own company to find ways to regularly monitor how your customers really feel about your performance
·         The most direct way to find out how your customers feel about your performance is to ask them.  You will, however, need to take the following into account:
o    Customers may provide unreliable answers if you ask them directly.
o    You need to know who in the customers’ companies to ask. The key decision makers are needed
o    You will need to establish reliable contacts and seek views at all levels in your customers’ organisations to ensure a balanced view is obtained
o    Asking the customer about your performance raises expectations of improvements. Failure to deliver them may seriously harm future relationships
o    To prevent this, set up a process to ensure any deficiencies can be quickly rectified, followed by a verification from the customer that the issue has been resolved
·         Every customer is likely to have different requirements and priorities. You will need to know what each important customer needs from you.
·         You may need to employ an independent third party to solicit unbiased opinions
·         Once you have the information, you must establish a set of measures embracing the important attributes that you and your customers expect your products and services to deliver. These may include:
o    Commercial – how price-competitive are your products?
o    Communication – how well do you inform your employees of what is needed from them?
o    Technical – how advanced is your technology? Does it perform reliably?
o    Equipment – how well do your products perform in service?
o    Support – how well do you respond to problems?
o    Environmental impact – how much damage do your products and the way they are manufactured do to the environment
Factors for Success      
Factors to  Avoid
1.     Information must be collected and actions reviewed at regular intervals
2.     Findings must be acted upon.
3.     Senior managers must:
a.      ensure this happens
b.    take any shortfall seriously
c.     Allocate all reasonable  resources needed to correct the situation
1.     Assuming you already know how your customer rates your performance
2.     Failing to obtain first hand views of the customers’ key decision makers
3.     Neglecting to take findings seriously
4.     Neglecting to correct any problems
Who does this apply to?
Senior managers, people who deal with customers, everyone in the organisation
Realisable Benefits
Improved levels of business confidence increased customer loyalty and a good basis for generating higher sales revenues
Key buying factorsKey buying factors

Key buying factors

Understanding valueUnderstanding value

Understanding value

Measuring customer satisfactionMeasuring customer satisfaction

Measuring customer satisfaction

Improving customer satisfactionImproving customer satisfaction

Improving customer satisfaction

Quality standardsQuality standards

Quality standards

Delivering quality standardsDelivering quality standards

Delivering quality standards

Continuous improvementContinuous improvement

Continuous improvement

Deliveries (on time and in full)Deliveries (on time and in full)

Deliveries (on time and in full)