You have a process in place to improve customer satisfaction
Retaining existing customers is easier and generally more profitable that winning new ones. Improving customer satisfaction is about understanding what your customer’s value and finding ways to deliver performance superior to that of your competitors. Delivering high quality products on time at a competitive price is no longer sufficient. Other actions must be taken to ensure you meet the aspirations of your key customers
Key Issues
·         Customer satisfaction is relatively difficult to monitor accurately because it depends partly upon intangible issues such as peoples’ perceptions and the ‘political’ stance they may adopt
·         The only way to understand these issues is to maintain a close relationship with key people in your customers’ organisations. This is time consuming and expensive, so you will need to focus on key customers.
·         Classify your customers and determine which accounts are key to your business both now and in the future
·         Establish action plans to restructure non profitable and/or non strategic accounts, making them more cost-effective to manage.
·         Make sure that you are achieving a good performance on the basic, tangible monitors such as schedule adherence, quality and cost
·         Other actions for improving customer satisfaction are identified through building close links at all levels in the customers’ organisations You could:
o      Assign managers to be responsible for particular accounts
o      Hold regular meetings between your responsible manager and the customer management to ensure that things are on track.
o      Build data files on your customers to record their requests and responses and help identify shortcomings in your performance
o      Monitor warranty claims and returns
o      Appoint a senior manager to integrate customer satisfaction with quality
·         All of your managers must regard customer satisfaction as a key business driver
·         Senior managers must accept responsibility for delivering the improvements
·         You must manage customer expectations for improvements and ensure all the agreed improvements can be delivered within an acceptable time scale Action plans agreed with your customers must be implemented
·         Using a third party may elicit a more independent assessment to determine relative supplier performance levels
Factors for Success      
Factors to  Avoid
1)     Owners must be assigned to deliver the performance improvements
2)     Regular, open communication must be maintained at all levels between your managers and between your managers and your customers
3)     If resources are limited, make sure you satisfy your most important customers
1.     Failing to follow up on actions known to your customer
2.     Trying to defend and justify an inferior performance on key measures
3.     Adopting customer satisfaction as “this year’s initiative” without full explanations and training being provided to your employees
Who does this apply to?
All businesses that value their customers. It is important to realise that the only cash coming into a business is from its customers
Realisable Benefits
Improved customer relationships leading to increased sales, improved customer loyalty and a lower cost for doing business.
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)