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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