Who is the customer?

One who uses the product or service, the one who

purchases the product or service or the one who
influences the product or service.

Two types of customers:

Internal customers
External customers

Customer satisfaction Model: (Teboul Model)

Company offer
(product or service)

Needs not fulfilled

Customer
needs

Customer satisfaction

Total satisfaction is achieved when offer matches the need

i.e. circle is superimposed on the square

Customer perception of quality:

An American Society for quality (ASQ) survey on
customer perception about quality of product or service
shows the following ranking.
1.
2.
3.
4.
5.
6.

Performance
Features
Service
Warranty
Price
Reputation

Service organizations and customer satisfaction

Difficult but not impossible

Determine key performance indicators

Set Targets SMART goals
Make teams
Analyze them on weekly basis
Standardize
Sustain

Why customers leave?

Categories of customers:

Angry customers

Demanding customers

Passive customers

Difference between
Good service
Bad service

Excellent service

Good Customer Service

Good service is when the customer gets
treatment that meets his/her expectations.

Customer
Expectation

What Customer
receives

Bad Customer Service

Bad Service is when customer gets treatment
which is less than his/her expectations

Customer
Expectation

What Customer
receives

Excellent Customer Service

When the customer gets a little more than what
he/she expected, Good Service becomes
Excellent Service

+
Customer
Expectation

What Customer
receives

Kano Model: (Dr.Nariaki Kano)

Kano model distinguishes between three types of
product or service requirements which influence
customer satisfaction in different ways when met.
1.
2.
3.

Basic attributes
Performance attributes
Excitement attributes

Delighters

0%

100%

1. Basic Needs Dissatisfiers

A dissatisfiers is a product or service characteristics

that the customer takes for granted.

Absence of basic attributes results in extreme

customer dissatisfaction.

Customer complaints are the primary source of

information on existing dissatisfiers in our current
product or service.

2. Performance Needs Satisfiers

A satisfier is something that customer want in their

product or service, and usually ask for it.

Better the performance more will be the customer

satisfaction.

They are easy to measure and they become the

benchmarks used for competitive analysis.

3. Excitement Needs Delighters

A delighter is unspoken or unexpected requirement of

a customer and can result into high level of customer
satisfaction.

Delighters are sometimes called exciting quality.

Absence of delighter doesnt result into customer

dissatisfaction while its presence can help in
enhancing customer satisfaction.

Customer Characteristics:
1.
o
o
o
o

Innovators
Representing about 3 % of the market
They are the first to adopt an innovation
Young, high social status, good financial
shape, broad social relationship
Rely on non personal sources of info. Such as
advertisement.

2. Early adopters:
o Comprising about 13 % of the market
o They purchase a new product or service after
innovators but sooner than other consumers
o High social status
o Sales people are used as info. sources
3. Early Majority:
o Comprising about 34 % of the market
o This group is above average in social &
economic measures
o Rely on ads, sales person & contact with early
adopters

4. Late Majority :
o Representing about 34 % of the market
o Adopt an innovation to save money or in
response to social pressure from their peers
o Rely on members of the early & late majorities
as source of info.
5. Laggards:
o Comprising about 16 % of the market
o Last to adopt an innovation
o Older & usually are at the low end of the social
& economic scales