Are You Sure You're Meeting Your Customer's Needs?

Article

Mikulak, Raymond J., P.E., C.Q.E.   (1992, ASQC)   Resource Engineering, Inc., Vernon, Connecticut

Annual Quality Congress, Nashville TN    Vol. 46    No. 0
QICID: 9808    May 1992    pp. 237-243
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Article Abstract

The only way to find out what customers want is by asking them. The most common way of asking customers about their wants and needs is through surveys. But most of the surveys are one-dimensional and end up asking questions about performance alone. One-dimensional surveys measuring performance never point out how important to the customers are the things provided to them. One-dimensional surveys also fail to point out if customers are being provided with the wrong things in the right way. Two-dimensional surveys measure customer satisfaction by taking into account importance as well as performance. Two-dimensional surveys not only interpret a customer's voice but also link a customer's perception of how well their needs are met. By plotting each survey response on a scatter diagram, and segmenting the diagram into quadrants based on performance and importance, the two-dimensional survey provides both a quantitative measure of customer satisfaction and a priority ranking for improvement action. A visual approach or a weighted average method can be used to analyze the scatter diagram. A two-dimensional scatter diagram reveals if the improvement efforts are concentrated on those products or service features most important to customers. It also helps to keep track of the effectiveness of improvement efforts. Thus two-dimensional surveys provide a continuous improvement tool to measure customer satisfaction.

Keywords

Customer expectation,Customer satisfaction (CS),Customer service


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