INTRODUCTION

Why Organizations Focus on Customer Satisfaction

Businesses monitor customer satisfaction in order to determine how to increase their customer base,
customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver,
exemplary businesses focus on the customer and his/her experience with the organization. They work to
make their customers happy and see customer satisfaction as the key to survival and profit. Customer
satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they
receive.
Customer Satisfaction
The definition of customer satisfaction has been widely debated as organizations increasingly attempt to
measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods
and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction
also is based on the customers experience of both contact with the organization (the moment of truth as it
is called in business literature) and personal outcomes. Some researchers define a satisfied customer within
the private sector as one who receives significant added value to his/her bottom linea definition that may
apply just as well to public services. Customer satisfaction differs depending on the situation and the product
or service. A customer may be satisfied with a product or service, an experience, a purchase decision, a
salesperson, store, service provider, or an attribute or any of these. Some researchers completely avoid
satisfaction as a measurement objective because it is too fuzzy an idea to serve as a meaningful
benchmark.4 Instead, they focus on the customers entire experience with an organization or service contact
and the detailed assessment of that experience.
Some definitions are based on the observation that customer satisfaction or dissatisfaction results from
either the confirmation or disconfirmation of individual expectations regarding a service or product. To avoid
difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge
companies to concentrate on a goal thats more closely linked to customer equity. Instead of asking
whether customers are satisfied, they encourage companies to determine how customers hold them
accountable Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation. It is seen as a key performance indicator within business
Customer satisfaction depends on the products performance relative to a buyers expectation, the
customer is dissatisfied. If preference matches expectations, the customer is satisfied. If preference is exceeds

expectation, the customer is highly satisfied or delighted outstanding marketing insurance companies go out
of their way to keep their customer satisfied. Satisfied customers make repeat purchases insurance products
and tell other about their good experiences with the product. The key is to match customer expectations with
company performance. Smart insurance companys aim to delight customers by promising only what they
can deliver, then delivering more than the promise. Consumers usually face a broad array of products and
services that might satisfy a given need. How do they choose among these many marketing makers offers?
Consumers make choices based on their perception of the value and satisfaction that various products and
services deliver.
Customer value is the difference between the values the customer gains from owning and using a product
and the costs of obtaining the products customers from expectations about the value of various marketing
offers and buy accordingly. How do buyers from their expectations? Customer expectations are based on past
buying experiences, the opinion of friends and marketer and competitor information and promises.
Customer satisfaction with a purchase depends on how well the products performance lives up to the
customers expectations. Customer satisfaction is a key influence on future buying behaviour. Satisfied
customers buy again and tell others about their good experiences dies-satisfied customers of ten switches to
competitors and disparage the products to others. An insurance provider open only to active duty, retired and
separated military members and their immediate families and therefore not included in the rankings, achieved
a satisfaction ranking equal to that any insurance company.
In general, customer satisfaction with auto insurance providers decreased significantly, with 20 of the
21 companies surveyed decreasing in satisfaction from the previous year. Insurance is the only carrier that
did not experience a decline in satisfaction. Though consumers report their insurance carriers are resolving
their claims and problems faster. Businesses survive because they have customers who are willing to buy
their products or services. However, many businesses fails to check in with their customers to determine
whether they are happy or not and what it will make to make or keep them happy.
Depending on the industry and the nature of the bad experience, dissatisfied customers will complain
to 10 to 20 friends and acquaintances, which is three times more than those with good experiences are.
Hence, the negative information is influential, and consumers generally place significant weight on it when
making a decision. If that is not the reason enough, fierce competitor is needed more and more to
differentiate firms from one another. With technology available to virtually every one today, the traditional
features and cost advantages are no longer relevant. Still product and service quality provides an enormous
opportunity to distinguish a firm from the rest. The Japanese have recognized this and have though us to
expect quality. Todays consumers do, and they know more about products and services than they ever did.

Customers are the best source of information. Whether to improve an existing product or service or
whether firms are planning to launch something new. There is no substitution for getting it from horses
mouth When you talk to your customer directly, to increase your odds for achieving success you
mistake-proof your decisions and work on what really matters. When you routinely ask the customers for
feedback and involve them in business they, in turn, become committed to the success of your business.
Customer Satisfaction Measurement: A basic and effective base line customer satisfaction survey program should focus on measuring
customer perceptions of how will the company delivers on the critical success factors and dimensions of
the business as defined by the customers:
For example:
Service Promptness
Courtesy of Staff
Responsiveness
Understanding the customer problem, etc.
The findings of the company performance should be analyzed both with all customers and by key
segments of the customer population. The essential starting point for Customer Satisfaction Measurement
(CMS) is exploratory research. Since satisfaction is about an organizations ability. To meet customer
requirement one has to start by clarifying with customers exactly what those requirements are. This is done
through exploratory research using focus groups or one to one depth interviews.
Two main factors determine the accuracy of CMS. The first is the asking the right question and the
second is the asking them to the right people sample of customers which accurately reflects the customer
base.
Three things decide the accuracy of a sample. They are:
It must be representative.
It must be randomly selected.
It must be adequate enough.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. Measuring customer
satisfaction provides an indication of how successful the organization is at providing products and/or
services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will
vary from person to person and product/service to product/service. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with satisfaction behaviors such as
return and recommend rate. The level of satisfaction can also vary depending on other factors the
customer, such as other products against which the customer can compare the organization's products.
The usual measures of customer satisfaction involve a survey with a set of statements using a Linker
Technique or scale. The customer is asked to evaluate each statement in terms of their perception and
expectation of performance of the service being measured.

Customer Satisfaction Surveys:

Surveys and questionnaires are the most common marketing research methods. Typically, they are used to:

Assess the level of customer satisfaction with a particular product, service or experience

Identify factors that contribute to customer satisfaction and dissatisfaction;

Determine the current status or situation of a product or service;

Compare and rank providers;

Estimate the distribution of characteristics in a potential customer population; or

Help establish customer service standards.

Benefits and Challenges:

Surveys allow an organization to quickly capture vital information with relatively little expense and
effort. A primary advantage of this method is its directness: the purpose is clear and the responses
straightforward. Additionally, the information gathered by surveys can easily be analyzed and used to
identify trends over time. The public views consumer product polls and pollsters in a generally positive
manner compared to political and other polls. One study found that at least sixty percent of the public feels
that market research about products and services has a positive impact on society. Seventy percent consider
the people who conduct such surveys to have positive impacts on society.
A major disadvantage of customer surveys is that the responses may be influenced by the
measurement itself through various forms of bias. For example, most surveys are voluntary, and some
researchers have found differences between survey respondents and non-respondents. People who respond
to
surveys answer questions differently than those who do not respond, and late responders answer differently
than early responders.

METHOD OF RESEARCH
Survey method:
A Survey is a complete operation, which requires some technical knowledge Survey methods are
mostly personal in character. Surveys are best suited for getting primary data. the research obtains
information from the respondents by interviewing them.
Sampling: It is not always necessary to collect data from whole universe4. A small representative sample
may serve the purpose. A sample means a small group taken in a large lot. This small group taken in a large
lot .This small group should be emanative cross section and really representative in character. This
selection process in calls sampling.
Sample size: Samples are devices for learning about large masses by observing a few individuals. The
selected sample is 100.
Methods of Sampling

Random sample method:

The method adop0ted here is random sampling method. A Random sample is one where each
item in th3e universe has as an equal chance of known opportunity of being selected.
Research Instrument
Questionnaire:
A questionnaire is a carefully complied logical sequence of questr5ions directed to a define
objective. It is the outline of what information is required and the framework on which the data is built
upon. Questionnaire is commonly used in securing marker information that its preparation deserves utmost
skill and care.
Collection of data:
One of the important tools for conduction market research is that availability of necessary and useful
data. Date collection is more of an art than a science. The methods of marketing research are in a way the
methods of data collection. The sources of information fall under two categories.
Internal sources:
Every company has to keep certain records such as accounts, reports etc. these records provide
sample information which an organization usually keeps collection in its working.
External sources:
When internal records are insufficient and required information is not available, the organization
will have to depend on external sources. Of data are.
a) Primary data:
The data collected for a purpose in original and for the first time is known as primary data. The
researches collect this data to study a particular problem.
Here the primary data is data collected through questionnaire by directly meeting the customers
b) Secondary Data:
The data, which is collected from the published sources i.e., not originally collected of the first
rime is called secondary data.
Here the secondary data is data collected from the companys brochures, pamphlets, catalogues
and the website.

COMPANY PROFILE
We introduce our self as an ISO 9001-2008 certified leading trade company under
the brand name VIBRANT ENTERPRISES established in 2013 and we are major
suppliers of Mechanical, Electrical, Aero space Industrial consumables, softwares,
cables, connectors, electronic components, semi conductors, electrical &
electromechanical, process controls, automation, test measurement, maintenance etc.,
Our Major Clients Includes different Govt Organizations like

LRDE, Bangalore.
RCI, Hyderabad.
DMRL, Hyderabad.
ASL, Hyderabad
PGAD, Hyderabad

We proudly introduce our self as major suppliers of

1. AERO-SPACE BEARINGS like
All types of Bearing from the companies like Frankenjura Germany, Sharma Bearings, NSK
bearings, SKF, RKW bearings U.K. etc, and we also accept customized bearings as per
your drawing requirements.
2. RAW MATERIALS like
Custom 465,
Molybdenum,
Hiper Co 50,
Hiper Co 50A,
Solenoid 430F,
Cobalt Iron Sheets, A- 286 stainless steel,
Titanium Blocks,
Titanium forgings,
Tungsten,
EN24,
Inconel 718,
15 -5 PH,
17 -4 PH,
Permanent Magnets of different sizes/ as per drawings,
Aluminium forgings with different diameters from companies like CARPENTER
TECHNOLIES
U.S.A., HINDALCO, TATA, ANGLE STEELS, A.K. STEEL U.S.A. etc,

3. MACHINERIES like
CNC winding machines,
Tapping Machines,
Surface roughness testing machines,
Micro hardness testing machines,
Universal hardness testing machines,
Multi programmable coil winding machines,
Coil pressing machines,
Intermediate shaping machines from the companies like Electro mech, ITASCA

U.S.A.,ZONGHI electrical Hong-Kong, Mitutoyo Japan, BAKER, Shivanand electrical etc

We are authorized distributor for Southern region of India to Simplex Engineering Works
which was established in 1980 who is major manufacturer of all types of machineries.
4. ELECTRONIC COMPONENTS like
Oscillo scopes,
Frequency Responce Analyzer,
Power cum harmonic analyzer,
Precision analyzer,
Sound level maters,
Remote data acquisition systems,
Power quality analyzer,
Video Boroscope,
2D, 3D measurement systems,
Micro scopes,
Soldering- De soldering / SMT equipments
Strain guage measurement equipments,
DC-DC Converts,
Power amplifiers, Capacitors, Resisters,
Torque, speed measuring equipments and security components,
from the companies like Yokogawa (japan), Agilent, Tetronics, Mitutoyo, General
Electricals (GE), Olympus, Magtrol( U.K.), A.E.M.C. (U.S.A), GAIA(U.K.), Amphenol,
Vishay, Analog Devices, Texas Instruments, National Semiconductors etc,
5. ELECTRICAL COMPONENTS like,
Power Suppliers,
Batteries,
Chargers,
Electrical wiring accessories,
Indicators,
Power cables,
Switches,
Relays,
Solenoids,
Fuses,
Circuits from Companies like TDK LAMBDA, AMRON, Panasonic, AMETEK, ANCHOR,
TYCO Electronics, HONEYWELL etc
6. MECHANICAL PRODUCTS like

Hand Tools,
Fasteners,
Storage Units,
Power tools,
Engineering materials and clean room accessories,
Work shop tool cases,
Electric Tools,
Drill Bits,
Guage Blocks, from companies like FACOM, Starrett, Mitutoyo, Norton, Bosch, DEWALT,
Hitachi, Fluke, Stainley etc,
7. CONSUMABLES like
Emery Papers,
Diamond Paste
Selvyt cloth,
Felt Cloth,
Lab consumables like Laser shield safety googles, Lens Cleaning tissues, Screen Cleaners,
Wipes, Ansell Gloves, Chemtronics Control wipes, Lab coats etc.,
Our goal is to exceed the expectations of every client by offering outstanding customer service,
increased flexibility, and greater value, thus optimizing system functionality and improving operation
efficiency. Our associates are distinguished by their functional and technical expertise combined with
their hands-on experience, thereby ensuring that our clients receive the most effective and
professional service.
M/s. VIBRANT ENTERPRISES is proud of its strong client focus and long-term relationships.
Our aim is to work with our clients, embracing their marketing and communication strategies to
produce events that convey their key messages and values in a diverse and impactive manner.

We attention to detail and quality of work, paired with years of industry experience, make us
the perfect choice to partner with to produce outstanding events.

Our motto is to provide quality service to commercial, defence and Naval establishment.
Thanking you and assuring you our best service at all time.

CUSTOMER SATISFACTION SURVEY

Reference
Customer
Customer Representative

Designation

Please tick the appropriate block ('10' indicates highest level of satisfaction and '1' indicates lowest level of satisfaction).

A) QUALITY
a)

Meeting Specifications/Requirements

b)

Consistency in Quality

c)

Appearance of the Product

d)

Identification and Labeling

e)

Packing

10
10
10
10
10

9
9
9
9
9

8
8
8
8
8

7
7
7
7
7

6
6
6
6
6

5
5
5
5
5

4
4
4
4
4

3
3
3
3
3

2
2
2
2
2

1
1
1
1
1

10
10
10

9
9
9

8
8
8

7
7
7

6
6
6

5
5
5

4
4
4

3
3
3

2
2
2

1
1
1

10

10
10
10
10

9
9
9
9

8
8
8
8

7
7
7
7

6
6
6
6

5
5
5
5

4
4
4
4

3
3
3
3

2
2
2
2

1
1
1
1

B) DELIVERY
a)

On time Delivery

b)

Accommodation/modification in delivery schedules

c)

Response to meet urgent requirements

C) PRICE
a)

Value for money

D) SERVICE
a)

Resolution of your complaints

b)

Our response to your special requirements

c)

Our Product Range

d)

Our response to your communication

YOUR VALUABLE SUGGESTIONS FOR IMPROVEMENT (On specific issue, please)

Name:

Signature:

Designation:

Date:

Note: (i)

If require, attach additional sheets

Reference
Customer
Sl
No
1.
2.

Customer Satisfaction Survey Elements

Meeting Specifications
Consistency in Quality

Possible
Weightage
10
10

Actual
Weightage

Remarks

3.

Appearance

10

4.

Identification and Labelling

10

5.
6.

Packing
On time Delivery

10
10

7.

Accommodation/modification in delivery schedules

10

8.
9.

Response to meet urgent requirements

Value for money

10
10

10.

Resolution of your complaints

10

11.
12.
13.

Our response to your special requirements

Our Product Range
Our response to your communication
TOTAL

10
10
10
130

Customer Satisfaction Index

Actual Weightage
Possible Weightage

X 100

=
GUIDANCE FOR ACTION
100-91
: Know the Customer Expectation
90-81
: Identify Areas for Improvement
80-71
: Identify dissatisfaction and initiate action to eliminate dissatisfaction
70-61
: Understand customer requirement properly
REMARKS:

SUPERVISOR / MANAGEMENT REPRESENTATIVE

Customer Satisfaction feed back

CSI (%)
Meeting Specifications
Consistency in Quality
Appearance
Identification and Labelling

100.00%
100.00%
100.00%
99.00%

Packing
On time Delivery
Accommodation / Modification in
delivery schedule

Response to meet urgent

requirements
Value for money
Resolution of your complaints
Our response to your special
requirements
Our Product Range
Our response to your
communication
Average Rating

99.00%
98.00%
98.00%
98.00%
99.00%
97.00%
98.00%
97.00%
96.00%
98.38%