TQM - CUSTOMER CUSTOMER COMPLAINT/FEEDBACK - FINAL YEAR ECE - SRI SAIRAM INSTITUTE OF TECHNOLOGY -...

7/27/2019 TQM - CUSTOMER CUSTOMER COMPLAINT/FEEDBACK - FINAL YEAR ECE - SRI SAIRAM INSTITUTE OF TECHNOLOGY - DR.K.BARANIDHARAN

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TOTAL

QUALITY

MANAGEMENTQM

217 August 2013


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CUSTOMERCOMPLAINT/FEEDBACK

Presented by

Dr.K.Baranidharan


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CUSTOMER COMPLAINT/FEEDBACK

An expression of dissatisfaction with a

product/service, either orally or in

writing, from an internal or externalcustomer.

A customer may have a genuine causes

for complaint, although some complaintsmay be made as a result of a

misunderstanding or an unreasonable

expectation of a product or services. 5


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Why customer

FEEDBACK/COMPLAINT necessary

To discover customer dissatisfaction

To identify the customer needs

To discover relative priorities of quality To compare performance with the

competition

To determine opportunities, for

improvement

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SOURCES OF CUSTOMER COPLAINT

CC are mainly either related to a

product itself or after sales and

service. 1. customer complaint RELATED

PRODUCT itself

2. customer complaint RELATED TO

AFTER SALES-SERVICE

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RELATED PRODUCT itself

Product is defective/non-functioning

Product did not meet the basic

requirements Customer expectation is higher than

what the product could deliver

Frequent breakdown of product

Product has defective parts

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RELATED TO AFTER SALES-SERVICE

Service department responding to the

problem

Product complaint not resolved evenafter repair

Basic behavior and courteousness of the

service personnel

Speed of response to a complaint call

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Common customer FEEDBACKcollection tools

Comment Card.

Customer Questionnaire.

Focus Groups.

Toll Free Telephone No. Customer Visits.

Report Card.

Internet & Computer. Employee Feedback.

Customer complaints

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1.COMMENT CARD

Comment card can be attached tothe warranty card & included withthe product at the time of thepurchase

Intent of this card is to getsimple information such as name

, age, address, occupation &what made the customer buythat product

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COMMENT CARD

For customer there is little or noincentive to comment

Customers do respond when there issomething very good or very bad

Used in hospitality industry(hotels,restaurants)

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2.CUSTOMER QUESTIONNAIRE

Popular tool for obtaining opinion &perceptions about anorg./Product/services

Costly & time consuming

Most surveys ask the customer tograde the question on a 1-5 or 1-10likert scale

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COMMUNICATION SKILLS 5 4 3 2 1

GRIP ON THE SUBJECT 5 4 3 2 1

ANSWER TO THE QUESTIONS 5 4 3 2 1

WHOLE CLASS PARTICIPATION 5 4 3 2 1

DO U FEEL ANY VALUE ADDITION 5 4 3 2 1

AFTER HIS CLASS

DO U GO HOME SATISFIED AFTER 5 4 3 2 1

ATTENDING HIS LECTURE

PARAMETER HIGHLYSATISFIED NEUTRAL HIGHLYDISSATIS

TEACHING METHODOLOGY example

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CUSTOMER QUESTIONNAIRE

Does not tell about the importance ofindividual question relative to others

Nor does it tell what customers expect fromorganization

Results are not representative of the normalpopulation

Those who feel very good or very badrespond only

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TO MAKE SURVEY MORE USEFULREMEMBER

1. Clients & customers are not same

1. Survey raise customer expectation

1. How u ask a question will determine howthe question is answered

1. The more specific the question, thebetter the answer

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TO MAKE SURVEY MORE USEFUL REMEMBER

5. U have only one chance & 15 min.( Max.Time a customer will give to respond asurvey)

6. More time u spend in survey development,less time u get in data analysis &interpretation

7. Whom u ask is as important as what u ask

8. Before data are collected , u should knowhow u want to analyze & use the data

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3 FOCUS GROUPS


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3.FOCUS GROUPS Popular way to obtain feedback

Surveying a focus group is a research method used tofind out what customers are really expecting

Group of customers is assembled in the meeting roomto collect information

Carefully prepared answers asked by skilled moderator

Who probes into participants ideas, thoughtsperceptions & comments

People selected have the same profile as the expectedcustomer

Focus groups r sometimes used within the organizationto address internal issues 18


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FOCUS GROUPS( IMPRINT ANALYSIS)

Imprint analysis is an emerging techniqueused in the focus groups

Good way to obtain intrinsic feeling about theproduct/service

Feeling r not easily obtained from thecustomers

Customers often holdback information's onsurvey

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FOCUS GROUPS (IMPRINT ANALYSIS)

Word association, discussions &relaxation techniques can identify acustomers emerging needs

Imprint analysis helps to understandthe human emotions involved in thepurchase decision

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TOLL FREE PHONE NO.

Toll free telephone number are anEffective technique for complaintfeedback

Organization can respond faster &cheaply to the complaints

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CUSTOMER VISITS

Visit to a customers place of businessis an effective way to gatherinformation

Accurate information obtained people can see first hand how theproduct is performing

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REPORT CARD

THE INTERNET & THECOMPUTER

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Employees are untapped source of information's

Conventionally companies listen more to theexternal customers & less to the internal

customer

Employees usually provide deeper insight intoconditions.

Also employee feedback will provide valuableinsights into their motivational level, the moral,etc.,

EMPLOYEES FEEDBACK

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CUSTOMERS REQUIREMENTS

NORMAL REQUIREMENTSAre typically what onegets by just asking customers what they want.

EXPECTED REQUIREMENTSAre the obvious /compulsory requirements. For example, if meal is

served hot, customers barely notice it. If it's cold ortoo hot, dissatisfaction occurs. Expectedrequirements must be fulfilled.

EXCITING REQUIREMENTSBeyond the customer's expectations.

If provided , customer would be excited

If not ,they would hardly complain26


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Customer Complaints

A customer complaint is communication

that alleges deficiencies during or after

purchase.

Appropriate response to customer complaints

is essential to a business.

A customer with a complaint that is resolved is

more likely to return than a dissatisfied

customer who doesnt voice any complaints.

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Customer Complaints

The average customer with an unresolved

complaint will tell 9 to 10 other people.

For every complaint received, the average

company has 26 unhappy customers that

dont complain.

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8 Steps to Handle a Customer Complaint

1. Provide customers with the opportunity to complain.

2. Give customers your full and undivided attention.

3. Listen carefully.

4. Ask key questions to fully understand the complaint5. Agree that a problem exists; never argue.

6. Apologize for the problem.

7. Resolve the complaint.

8. Thank the customer for bringing the complaint to yourattention.

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Defining Service Quality

Specifications Company: Standard operating procedures

Customer: Personal expectations

Misalignment of company and customer

specifications can lead to dissatisfaction,

even if the service is delivered as

designed

Effective communication is key in eliminatingmisalignment

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Measuring Service Quality

Reliability: Consistency of performance and

dependability

Responsiveness: The willingness or readiness ofemployees to provide service.

Assurance: The knowledge, competence andcourtesy of service employees and their ability toconvey trust and confidence

Empathy: The caring and individual attention

provided to customers Tangibles: Physical evidence of the service

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n Providing service as promised

n Dependability in handling customersservice problems

n Performing services right the first time

n Providing services at the promised time

n Maintaining error-free records

n Keeping customers informed as towhen services will be performed

n Prompt service to customers

n Willingness to help customers

n Readiness to respond to customersrequests

RELIABILITY

RESPONSIVENESS

n Employees who instill confidence incustomers

n Making customers feel safe in theirtransactions

n Employees who are consistently courteous

n Employees who have the knowledge toanswer customer questions

ASSURANCE

n Giving customers individual attention

n Employees who deal with customers in acaring fashion

n Having the customers best interest at heart

n Employees who understand the needs oftheir customers

n Convenient business hours

EMPATHY

n Modern equipment

n Visually appealing facilities

n Employees who have a neat,professional appearance

n Visually appealing materials associated

with the service

TANGIBLES

Service Quality (SERVQUAL) Attributes

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Dimensions of Service Quality

Reliability: Perform promised service

dependably and accurately. Example:

receive mail at same time each day.

Responsiveness: Willingness to help

customers promptly. Example: avoid

keeping customers waiting for noapparent reason.

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Dimensions of Service Quality

Assurance: Ability to convey trust and

confidence. Example: being polite and

showing respect for customer.

Empathy: Ability to be approachable.

Example: being a good listener.

Tangibles: Physical facilities andfacilitating goods. Example: cleanliness.

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Dr.K.Baranidharan

THANK YOU

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