In the past, WeSpot (place where I work) has assessed customer satisfaction in a variety of ways. The past assessments have used divergent measurement methods and tools, depending on the purpose of the assessment. Recently, the company’s strategic team has decided to establish uniform methods and measurement procedures, which can gather useful and meaningful customer satisfaction information. This activity is carried out for an increased understanding of the customers and the market.
The agency has identified four key drivers of satisfaction, based on which the assessments were carried out. The key drivers were; product/service quality, speed and timeliness of service delivery, ease of obtaining product or service and value perception of the customer.
For understanding customer satisfaction, WeSpot utilized the surveys with a common, five-point scale (likert scale) and that included the following dimensions in the questions:
- about overall satisfaction
- key drivers of satisfaction
- about customer characteristics (demographic / psychographic)
- An open-ended question
The results indicated that the age of the customer and the value perception has relationship. The elderly customers felt that the price is higher for the kind of service WeSpot is providing. This trend is found in both the genders (male and female).
Based on this finding the company is planning to develop specific services for two segments i.e. for the younger and elderly members. An awareness program regarding the highlights of the service is also planned for the elderly customers.
At times I have gone beyond my roles to solve certain customer issues and frequently I miss taking lunch on time to serve the customers, rather meet the delivery schedules.
REFERENCES
Vavra, T. G. (1997). “Improving your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing and Reporting”, Customer Satisfaction Measurement Programs.
