Customer Satisfaction: Attributes and CRM
Global Product
Global product includes everything the organization does and contributes to the satisfaction, or not, of the customer’s requirements.
Attributes: Hygiene
Hygiene attributes are expected to be part of the essential product. The lack of hygiene attributes can cause customer dissatisfaction. This can be predicated in relation to a range of activities nearby called customer delivery processes (credibility, reliability, accessibility, tangibles, security).
Attributes: Satisfiers
Satisfier attributes stem from the idea of customer service. These are attributes that exceed basic expectations and enable the firm to generate a unique competitive advantage, enhancing the degree of satisfaction achieved. Only high levels of satisfaction are achieved when the attributes of hygiene meet customer expectations, and satisfaction attributes surpass them. Increasing customer satisfaction depends largely on personal and emotional issues. This means that the client takes a very negative view of errors in personal interactions. However, wisdom is taken very positively. The image and reputation of a company increase or undermine the performance of staff by establishing direct contact with the customer. Satisfier attributes should focus on providing exquisite personal attention. This means properly managing two key parameters in the performance of staff who may come in contact with the consumer: knowledge and attitudes.
- Technical skills: This is fundamental for the credibility of the organization. The lack of personal knowledge immediately causes mistrust and rejection on the client.
- Attitudes: Personnel in contact with the client may have exquisite knowledge; however, showing a clear disregard for our customer through negative attitudes is a continuing source of dissatisfaction, not easily changed. The company must analyze what factors may be determining these attitudes and decide if it can tolerate the effect that personal behavior produces. Positive, service-oriented staff attitudes include smiling, eye contact, observing a client, starting at the right time, tone of voice, showing that one is listening, transmission of enthusiasm, offering support, and using the client’s own name.
Customer Relationship Management (CRM)
CRM is the process of building long-term relationships through continued dialogue and in-depth knowledge of the client. It is the set of solutions that enable the improvement of relations between a company and its market, integrating individuals and enabling more productive interaction with the client. The basic idea is to collect, analyze, and interpret the data needed to:
- Communicate with the market constantly, individually addressing individual messages to individual customers more effectively.
- Understand the needs of each customer and anticipate their desires.
- Improve the development of the product offered.
- Build “loyalty”.
- Focus marketing campaigns better on a well-defined target audience.
- Reduce costs and improve investment returns.
- Develop a consistent service policy.
The objective is to maximize the value of the customer life-cycle, the life of the relationship, as a result of the interaction: the action of sale and attention to the guest, firstly through the use of communication tools and knowledge technologies.