Customer satisfaction:-
Customer satisfaction is a term frequently used in marketing, is a measure
of how products and services supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience with
a firm, its products, or its services (ratings) exceeds specified satisfaction
goals.”
It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.
Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers’
expectations. Furthermore, when these ratings dip, they warn of problems
that can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representive
measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are
a key factor behind satisfaction. When customers have high expectations and
the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel—
even though its facilities and service would be deemed superior in
“absolute” terms.
How You Ask Whether Customers Are Satisfied
There are many ways to ask your customers whether or not they are satisfied
with your company, your products, and the service they received.
You can ask them:
Face-to-face
As they are about to walk out of your store or office, ask them.
Call them on the phone
If you have their phone number, and their permission, you can call
them after their visit and ask how satisfied they are.
Mail them a questionnaire
This technique has been used for a long time. The results are
predictable.
Email them a customer satisfaction survey
Be careful to not violate Spam laws
Email them an invitation to take a customer satisfaction survey
When To Conduct A Customer Satisfaction Survey
The best time to conduct a customer satisfaction survey is when the
experience is fresh in their minds. If you wait to conduct a survey, the
customer's response may be less accurate. He may have forgotten some of
the details. She may answer about a later event. Her may color his answers
because of confusion with other visits. She may confuse you with some
other company.
What To Ask In A Customer Satisfaction Survey
There is a school of thought that you only need to ask a single question in a
customer satisfaction survey. That question is, "will you buy from me
again?" While it is tempting to reduce your customer satisfaction survey to
this supposed "essence", you miss a lot of valuable information and you can
be easily misled.
It is too easy for a customer to answer yes to the "will you buy from me
again?", whether they mean it or not. You want to ask other questions in a
customer satisfaction survey to get closer to the expected behavior and to
collect information about what to change and what to keep doing.
By all means ask the basic customer satisfaction questions:
How satisfied are you with the purchase you made (of a product or
service)
How satisfied are you with the service you received?
How satisfied are you with our company overall?
And ask the customer loyalty questions"
How likely are you to buy from us again?
How likely are you to recommend our product/service to others
How likely are you to recommend our company to others.
Also ask what the customer liked and didn't like about the product, your
service, and your company.
How Often Should You Conduct A Customer Satisfaction
Survey
The best answer is "often enough to get the most information, but not so
often as to upset the customer". In real terms, the frequency with which you
conduct a customer satisfaction survey depends on the frequency with which
you interact with your customers. My state renews drivers licenses for five-
year periods. It would be silly for them to ask me each year what I thought
of my last renewal experience. Conversely, if I survey the commuters on my
rapid transit system once a year, I will miss important changes in their
attitudes that may be driven by seasonal events.
What To Do With Answers From A Customer Satisfaction
Survey
Regardless of how I ask my customers for their feedback, what I ask them in
the customer satisfaction survey, and when I survey them, the most
important part of the customer satisfaction survey is what I do with their
answers.
Yes, I need to compile the answers from different customers. I need to look
for trends. I should look for differences by region and/or product. However,
I most need to act on the information I get from my customers though the
survey. I need to fix the things the customers have complained about. I need
to investigate their suggestions. I need to improve my company and product
in those areas the mean the most to the most of my customers. I need to not
change those things that they like. Most importantly I need to give them
feedback that their answers were appreciated and are being acted upon. That
feedback can be individual responses to the customers if appropriate, or it
can simply be fixing the things that they tell you need to be fixed.
RESEARCH OBJECTIVE
1. To know in detail about the company.
2. To know about the range of products of
lakme.
3. To know the market share of the lakme.
4. To know the satisfaction level of people
from lakme products.
5. To understand the procedure for achieving
practical knowledge during training.
