Customer Service, Cost, Tied Up Capital

Question 1

Explain “Customer service”. And what its goal is.

Answer 1

An overall term for all the peripheral services which are offered to the customer & which take place in connection with a business agreement.

A number of activities involving the purchaser, the supplier/seller, & third parties, which aim to add value to the product.

(Starts in the company’s performance for customers.)

The company defines what is appropriate customer service, measures it on the basis of these definitions & follows up its performance itself.

It should ensure Customer Satisfaction!

The goal: To fulfill internally defined standards. (Create a positive customer experience, build long-term customer loyalty)

Question 2

Explain “Customer satisfaction”. What is the goal?

Answer 2

1. Find out what satisfies the customer & what the customer expects.
2. Define measurement units & measure performances by asking customers about their perceptions of delivery performance.

The goal: Fulfill specified expectations.

Question 3

What groups does The Kano Model separate Customer Satisfaction into?

Answer 3

• Basic needs (Unspoken, obvious. Ex: receiving the ordered product in the right quantity & quality)
• Expected needs (The customer is aware of & would like to have satisfied, but not absolutely necessary. Ex: Short delivery times, frequent deliveries of small batches & mounting of bar codes on the customer packages.)
• Exciting experiences (Unspoken, the customer is unaware & the supplier must find out, might make the customer delighted. Ex: Unexpected, fast & flexible complaint handling.)