Superior Customer Satisfaction and Loyalty

Sheldon D. Goldstein

Description

This book demonstrates in a simple and straightforward way the process of discovering the attributes that are important to your customers, measuring their satisfaction with an unbiased survey instrument, analyzing that data, and then doing a statistical analysis to determine the best approach to improving the low-rated attribute(s) and implementing change that has a higher probability of improving customer loyalty.
Satisfaction is a feeling; loyalty is a behavior with satisfaction as its foundation, coupled with a willingness to repurchase and a willingness to recommend. It is that interest in reliving a positive customer experience that creates loyal behavior. This book gives insights into the process that companies can use to create that satisfaction in their customers and promote loyal behavior in customers’ buying patterns.
Each chapter is constructed as a self-contained entity. The method described in this book will help you collect data from your customers, understand the information through analysis of the metrics and comments, find root causes of problems, motivate people to contribute to improving satisfaction, and then sustain the gains by audit. There is no appendix to reference for additional materials. The basic process needed to analyze and implement a robust quality system for improving customer satisfaction is described in full, including presenting the data of “customer satisfaction values” in a way that makes it easy to understand.

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Total Quality Management
• Gestion et management
• Economics

Informations

• Publié par: ASQ Quality Press
• Date de parution: 21 juillet 2009
• Nombre de lectures: 4
• EAN13: 9780873892643
• Langue: English

Extrait

Superior Customer Satisfaction and Loyalty

Also available from ASQ Quality Press:

Beyond the Ultimate Question: A Systematic Approach to Improve Customer Loyalty Bob E. Hayes

Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods, Third Edition Bob E. Hayes

Managing the Customer Experience: A Measurement-Based Approach Morris Wilburn

Customer Satisfaction Research Management Derek Allen

Competing for Customers and Winning with Value: Breakthrough Strategies for Market Dominance R. Eric Reidenbach and Reginald W. Goeke

Analysis of Customer Satisfaction Data Derek Allen and Tanniru R. Rao

Six Sigma Marketing: From Cutting Costs to Growing Market Share R. Eric Reidenbach

ANSI/ISO/ASQ Q10002-2004: Quality management — Customer satisfaction — Guidelines for complaints handling in organizations ANSI/ISO/ASQ

The Certified Manager of Quality/Organizational Excellence Handbook, Third Edition Russell T. Westcott, editor

The Quality Toolbox, Second Edition Nancy R. Tague

Making Change Work: Practical Tools for Overcoming Human Resistance to Change Brien Palmer

Innovation Generation: Creating an Innovation Process and an Innovative Culture Peter Merrill

To request a complimentary catalog of ASQ Quality Press publications, call 800-248-1946, or visit our Web site at http://qualitypress.asq.org.

Superior Customer Satisfaction and Loyalty

Engaging Customers to Drive Performance

Sheldon D. Goldstein

ASQ Quality Press Milwaukee, Wisconsin

American Society for Quality, Quality Press, Milwaukee, WI 53203 © 2010 by ASQ All rights reserved. Published 2009. Printed in the United States of America.

15 14 13 12 11 10 09 5 4 3 2 1

Library of Congress Cataloging-in-Publication Data

Goldstein, Sheldon D. Superior customer satisfaction and loyalty : engaging customers to drive performance / Sheldon D. Goldstein. p. cm. Includes index. ISBN 978-0-87389-775-4 (hc) 1. Consumer satisfaction. 2. Customer loyalty. 3. Customer relations. I. Title.

HF5415.335.G65 2009 658.8'12—dc22

2009028328

No part of this book may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Publisher: William A. Tony Acquisitions Editor: Matt T. Meinholz Project Editor: Paul O’Mara Production Administrator: Randall Benson ASQ Mission: The American Society for Quality advances individual, organizational, and community excellence worldwide through learning, quality improvement, and knowledge exchange. Attention Bookstores, Wholesalers, Schools, and Corporations: ASQ Quality Press books, videotapes, audiotapes, and software are available at quantity discounts with bulk purchases for business, educational, or instructional use. For information, please contact ASQ Quality Press at 800-248-1946, or write to ASQ Quality Press, P.O. Box 3005, Milwaukee, WI 53201-3005. To place orders or to request a free copy of the ASQ Quality Press Publications Catalog, including ASQ membership information, call 800-248-1946. Visit our Web site at www.asq.org or http://www.asq.org/quality-press.

Printed on acid-free paper

Dedication

This book is dedicated to my wonderful wife Lori, my perfect match.

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Cont

ent

s

List of Figures and Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 1

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 2 Ask Your Customers What They Want . . . . . . . . . . . . . Gathering Data and Using Rating Scales . . . . . . . . . . . . . . . . . . . . The Importance of Each Customer-Identified Attribute . . . . . . . Benchmarking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Creating the Equity Curve . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 3 Customer Feedback and Satisfaction Metrics . . . . . . . Analyzing the Data (Descriptive Statistics) . . . . . . . . . . . . . . . . . . Ordinal Data Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Which Attributes Differ From the Others? . . . . . . . . . . . . . . . . . .

Chapter 4

Comparing the Data (Rank Order Analysis) . . . . . . . .

Chapter 5 Methods Used to Find Underlying Causes . . . . . . . . . Systems versus Underlying Causes . . . . . . . . . . . . . . . . . . . . . . . . The Plan, Do, Study, Act Cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . Do the Areas Needing Improvement Play to Our Strengths? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Overcoming Resistance to Change . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 6 Setting Improvement Objectives and Customer Satisfaction Goals . . . . . . . . . . . . . . . . . . . . . . Making It Happen Takes a High-Level Champion . . . . . . . . . . .

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5 8 16 18 20

25 34 35 42

4

7

61 61 64

72 75

83 88

viii

Contents

Chapter 7 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Step 1: Put a Plan on Paper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Step 2: Empower the Action Team with Full Authority . . . . . . .

Chapter 8

Sustaining the Improvements . . . . . . . . . . . . . . . . . . . .

Postscript . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

93 93 97

103

119 121

Figure 2.1 Figure 2.2 Table 2.1

Table 2.2 Table 2.3 Figure 2.3 Table 2.4

Table 2.5

Table 2.6

Figure 2.4 Figure 2.5 Figure 2.6

Figure 3.1 Table 3.1 Table 3.2 Table 3.3 Figure 3.2 Figure 3.3 Table 3.4 Figure 3.4 Table 3.5 Table 3.6 Figure 3.5

Figure 3.6

List of Figures and Tables

Encourage customers to complain

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

If we get 50% of our dissatisfied customers to complain

. . . . . . . . . . .

Differences between qualitative and quantitative research methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Guidelines for using quantitative research methodologies

Four scaling properties: description and examples

. . . . . . . . .

. . . . . . . . . . . . . . . .

Frequency of ratings versus rating score for each attribute

. . . . . . . . .

7 7

9 10 12 13

Relationships between scale levels and measures of central tendency and dispersion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Summary of the advantages and disadvantages of using qualitative research methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Relative standing or your company relative to several competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Equity diagram. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Equity curve example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Getting back to the equity line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Customer loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Attributes of a survey design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Organization of a typical questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . Standard deviation calculation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Effect of standard deviation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The normal distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Histogram data for the two golfers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Histograms for the two golfers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Single factor ANOVA summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Single factor ANOVA results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Driving distance needed for a statistically significant conclusion when the standard deviation of Golfer 2 is unchanged. . . . . . . . . . . . .

Driving distance needed for a statistically significant conclusion when the standard deviation of Golfer 2 is made smaller . . . . . . . . . .

ix

28 30 31 36 37 39 40 41 43 43

44

45