Customer Satisfaction and

Advertisement
Product: Commercial

Ismael Baqdounes
Mentor- Nazir Baqdounes
Teacher- Mrs. Click
ISM Multidisciplinary (Fall Semester)
*Some information in this presentation comes from outside sources.

Introduction- Customer Satisfaction and

Advertisements

My name is Ismael Baqdounes

My mentors name is Nazir Baqdounes
My mentors place of business is Eagle Repair Inc.
My mentors profession is business proprietorship
My topic of study is customer satisfaction and advertisement
Independent Study Mentorship- Semester and Year (Fall 2014)
My teachers name is Mrs. Click

Mentor Business
The chain of Eagle Inc. started in
1997. This is one of the buildings
where I observe my mentor
working, here they fix cars that
where in accidents. Other offices
that I visit with my mentor are in
Eagle Inc. storage lots, and Eagle
Inc. mechanic shop.

Independent Study Mentorship Class

ISM is a college level course where students are required to work with a mentor who could assist
them in a specific occupation. It is different than regular classes, because instead of just learning
about the job, you receive hands on experience.
Semester course requirements Complete an in-depth mentorship/study in an area of interest (must be approved by ISM teacher)
Document a minimum of 2-3 hours of mentorship activities each week (Mentorship Activity Log)
Complete a Journal Entry each week documenting your mentorship experiences (ISM Student Journal)
Complete an ISM Professional Portfolio (online and binder formats) showcasing all assignments completed
during the course and the final project
Complete all of the required assignments (See Class Assignment Calendar)
Complete a Mid-Term Presentation (must include PowerPoint)
Develop a product and presentation at the collegiate/professional level that is presented to a panel of
graders at the conclusion of the semester (must include PowerPoint, visuals, completed product, portfolio
and handouts; See Product Guidelines section for guidance)
Attend the required ISM Presentation Fair on the following date: Saturday, December 13 from 1-4pm

Project Topic
My project topic is customer satisfaction and advertisement.
It is about how as a business owner, should deal with customers and what ways too
attract more.
I choose it because I believe many people dont understand the importance of
customer satisfaction and advertising. There is so much competition now a days, that
if a business owner does not take the time to keep the customers happy and put his
business out in the community, everything will go down hill.

Research Sources- Questions to Research

Research how much profit each advertisement usually makes for a business.
Research what things are needed for a good advertisement, what advertisements
are essential and not.
Research the best ways to deal with customers.
Research what waiting rooms need and what the best have included.
Research how to make a commercial
Research importance of customer satisfaction and marketing
Research how to keep loyal customers
Research how to improve business with customers

Key Point 1- Why Customer Satisfaction

and marketing is important

Business starts with the customer! Where else would the money come from?
Many companies have said that 80% of their revenue is from 20% if customers
Increasing customer retention by 5% can increase profits by 75%
A study by Info Quest found that a totally satisfied customer contributes 2.6 times
more revenue than a somewhat satisfied customer.
Furthermore, a totally satisfied customer contributes 14 times more revenue than
a somewhat dissatisfied customer. these are your loyal customers.
If there is tight competition in your area, it can be the difference between you and
your competitor and who gets more business.
According to the Harvard Business school, increasing customer retention rates by 5
percent increases profits by 25 percent to 95 percent.

Key Point 2- Keeping and making loyal

customers
Identifying loyal customers is the first step of creating professional relationships. This will
help maximize profits.
If you have more loyal customers, then you wont have to spend a lot on advertising.
CLV- Customer Lifetime Value is very important in the automotive industry.
Because 5 customers is equal to one CLV in the automotive business.
Its cheaper to retain customers than acquire new ones-It costs six to seven times more to
attain new customers then to keep your old ones. No advertising needed or complicated
scenarios, more time on phone about location, prices, etc.
Customer loyal strategies to think of include: using blogs to inform and educate customers,
using emails to send special promotions, using surveys to gain Intel for improvement, and
delighting customers with personal experiences and professionalism.
Go above and beyond for these customers and in some cases, lower the price for them.
Maybe make loyalty cards or VIPS, not really for automotive business, but good for many
others.

Presentation 3- How to improve business

with Customer!
Professionalism is just meeting the highest standards of the customer.
Good waiting room. A waiting room that includes restrooms, televisions, couches/seats, beverages and
vending machines would be a nice touch.
Make Surveys! Analyzing them can help a business see what they need to improve. These are some
survey guidelines.
Be specific- Try to honestly not use the word satisfaction, determine what satisfaction is meaningful to
the business and makes the customer happy.
Be complete- Measure each dimension separately. Data can be put together later.
An example would be numeric scale. Like 1-10. The scale needs to be defined clearly and should be
used for the whole survey, simplicity.
Only appropriate questions should be used for accurate responses and quick surveys.
Appropriate scales should be used. Satisfaction should be rated 1-5 so the business knows easily the
satisfaction.
Relevant questions only! For each customer.
Short and simple! Shorter surveys increase the accuracy of data so the surveyor can be thoughtful and
not be bored or tired. The survey should be no longer than 8-12 min.

Presentation 3- More Customer tactics to

increase revenue
Dissatisfied customers tell about 9-10 people about their bad service, while 4%
actually complain to the company.
This is why surveys and talking to customers is important, to see what's working and
what is not.
Satisfied customers tell 5-6 people, which is not as much as dissatisfied customers
Automated notifications to alert managers is a great idea to make sure no customer
gets unnoticed.
Implicit Egotism! People like things that resemble them in some way, make message
that matches their pains, goals, and aspirations.
Use words that they want to hear like, free, instantly, and new.

Research
Considered as the marketing revolution of the 1970s, a sudden shift towards
customer satisfaction and marketing became the importance in business, and it has
held its ground to the saying, business starts with the customer. I mean where else
do they get their money?
It is often said that for most companies especially when they rely on customers only,
80% of their revenue comes from 20% of their customers.
Identifying these customers is the first step of creating professional relationships.
This will help maximize profits.
Customer knowledge is critical in customer retention, if they stay or not, because
companies can make highly personalized, one-to-one communication.
A good quality survey can give you valuable information to make more profitable
business decisions.
Work Backwards- Determine what data will assist in decisions a company would have
to make, then create questions that will connect to that data.

Research
An example would be numeric scale. Like 1-10. The scale needs to be defined clearly
and should be used for the whole survey, simplicity.
Only appropriate questions should be used for accurate responses and quick surveys.
Appropriate scales should be used. Satisfaction should be rated 1-5 so the business
knows easily the satisfaction.
Relevant questions only. Shorter surveys increase the accuracy of data so the
surveyor can be thoughtful and not be bored or tired. The survey should be no
longer than 8-12 min.
Increasing profits should be easy with base marketing, like cross sells, upsells, and
renewals.
It helps to avoid spending time and resources on trials with mistakes or using money
carelessly.

Research
Dissatisfied customers would likely tell about 9 or 10 other people about their
experience.
Around 4% actually complain to the company.
Satisfied customers tell around 5 to 6 people.
Responding in real time helps. Automated notifications to alert managers.
Respond negative or positive things personally. Maintain a good database of
customer knowledge and their history to provide personalized follow ups. Customers
complaining more than once is a big issue
All this information about customer satisfaction will help me to make an actual
survey along with stress its importance and show its impact.

Research
Customer Satisfaction provides business owners with a way to manage and improve their business.
Its a leading indicator of consumer repurchase intentions and loyalty- a good strategy is to have a
customer rating system. Like 1-10. 1-5 is mediocre, 6-7 is satisfied and 8-10 is great service.
Its a point of differentiation- Can be the difference between competition between one business and
another.
It reduces customer churn- Keep customers loyal and save money by not having to advertise as much.
It increases customer lifetime value- or CLV. Makes more revenue in the long run. Because you
anywhere between 5- whatever customers is equal to one CLV in the automotive business.
It reduces negative word of mouth- 13% of unhappy customers tell over 20 people about their
experience, in most cases. That is especially bad for the automotive business, considering it is fairly
local.
Its cheaper to retain customers than acquire new ones-It costs six to seven times more to attain new
customers then to keep your old ones. No advertising needed or complicated scenarios, more time on
phone about location, prices, etc.
using blogs to inform and educate customers, using emails to send special promotions, using surveys to
gain Intel for improvement, and delighting customers with personal experiences and professionalism.

Research

Make it a surprise act of kindness, it will be remembered more

Make it personal, really have good conversations
Quality is more important than speed, must have both
Have employees give time to talk to customers, customers cannot be ignored or rushed
Use email, social media, or just pick the channel that makes the most sense for your business
Make sure everyone knows what is going on, employees and customers. (real-time
notifications)
Get people started in loyalty cards and reward them soon
Get ideal customers to be VIPS, separate them, maybe silver and gold
A research study on voting patterns conducted by Stanford University conclusively showed
that people are more likely to participate in something if they are labeled with a positive
trait.

Research
A study by the Corporate Executive Board that included 7,000 consumers from
across the U.S. found that of those consumers who said they had a strong
relationship with a brand, 64 percent cited shared values as the primary reason.
Use positive social proof, like follow on twitter or like on Facebook.
Implicit Egotism! People like things that resemble them in some way, make message
that matches their pains, goals, and aspirations.
Use words that they want to hear like, free, instantly, and new.
George Lowenstein of Carnegie Mellon University recommends using bundles,
reassuring words (e.g., change a $5 fee to a small $5 fee), and reframing as
strategies to better sell to these conservative buyers.
Go above and beyond for certain customers if needed
Give back to customers, help them fit their budget at some points

Key point 4- Different Advertising

Methods (Price)
First was a local screened commercial. My average and modeled commercial (based
on what it would most likely cost) is $300 per 30 seconds for an afternoon spot. This
will attract around 25,000 viewers which will make the commercial definitely worth
the money.
Second is a billboard. Billboards usually cost $1000 to make and every copy would be
another $500. It would also cost around $1500 per month for each to rent.
Considering thousands of people would pass by the billboard every day (if placed in
location that fits this price) the business name will definitely get out.
The last option is online advertising. In my ideal scenario, I would spend money on a
website and spreading through social media which together would not cost more
than 200$. There are other options that are very complicated like PPC(pay-per-click),
and radio advertising, but in general there revenue is not nearly as important as the
others.

Research
Price for different advertisements will need to go into account for a business
Most business that are local just have billboards and internet websites or
social media
Commercial are used when a business grows to a wider area
Every business should deduce whether they are receiving more customers
with each
advertisement
Many businesses are increasing their budget on marketing
A budget list will help a business make the most out of the money they have

Key point 5- How to make a commercial

Be very professional in you commercials.

Keep the commercial 30 seconds to 2 minutes.
Add interesting pictures and videos!
People watch TV mostly from 5-7am and 7-10pm. Try not to broadcast on work
hours.
You need to include location, phone number, and services!
Try to appeal to Pathos, Ethos, or Logos.
Dont be cheesy! No waving at the camera or smiling
this picture, my mentor
Wide shots will get more material in moreIntime.
is giving me great ideas
Short sentences
for my commercial.
Audio and video must match
.

Research
Putting people in your commercial will connect to the audience and make everything
more interesting then just 30 seconds of business anterior
Use audio and video that matches
Appeal to emotions, logics, and morals
Inform visitors to visit today!
Give complete contact information including website address, address of business,
also include directions if needed
Keep you commercial consistent: Use the same announcer, jingle, fonts, colors, etc
Humor makes your commercial stand out

Product
https://www.youtube.com/watch?v=Te-BEDEI4yY

Weebly and Binder

This is my weebly and binder.
http://ismaelbaqdounes.weebly.com/

Conclusion and Review

Be professional and friendly to customers and have advertisements that portray the
business the best, along with a good profit from the advertisement.
Every good business needs Customer Satisfaction and Advertisement, I hope my
audience and others learn the importance of the customer. The revenue all depends
on the service, but if you cannot get people to the service then you cannot make
money. Customers are the pillars of revenue that help a business grow.
Any Question From the Audience?

Thank You!
First off, I want to thank my mentor, Nazir Baqdounes for all the time and effort he
has given me this semester.
I also want to thank my graders and evaluators, my teacher, Mrs. Click, my parents,
and my fellow class mates who helped me with the project.

Sincerely, Ismael Baqdounes

Works Cited
"Convince and Convert: Social Media Strategy and Content Marketing
Strategy." Convince and Convert Social Media Strategy and Content Marketing
Strategy. N.p., n.d. Web. 31 Oct. 2014.
The Importance of Marketing: 10 Reasons You Cant Afford to Market Your
Business Udemy Blog. N.p., n.d. Web. 30 Oct. 2014.
"Why Customer Satisfaction Is Important (6 Reasons)." Client Heartbeat Blog. N.p.,
n.d. Web. 21 Oct. 2014.
"Why Customer Satisfaction Matters." Customer Satisfaction Matters. N.p., n.d. Web.
23 Oct. 2014.
10 Essentials Elements to a Great TV Commercial. About. N.p., n.d. Web. 31 Oct.
2014.