In today's highly competitive environment, managing a successful relationship with customers involves going beyond mere satisfaction and service quality measurements. To fully and truly support a client's needs, strategic customer satisfaction studies must be designed to identify, qualify and prioritise drivers of COMMITMENT, as satisfaction alone can
be meaningless.
What matters to customers?
To ensure that service improvements are cost-effective, you have to know how your customers JUDGE your service, and how important the different service elements are to your customers.
Three main areas are of utmost importance when conducting customer satisfaction studies:
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The importance and priority of service elements in influencing and maintaining customer satisfaction
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The customer expectations in terms of level of service to be offered for each element
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The threshold and optimal level of service to be offered for each element |
DELIGHT™- Asia Insight's approach to Customer Satisfaction:
Asia Insight's approach recognises that different attributes have different implications or effects on customer commitment.
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The Must-Haves - These elements only create dissatisfaction when missing i.e you need to have these hygiene factors in place without getting much in return.
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The-More-the-Better - These attributes can create both satisfaction as well as dissatisfaction, depending on whether they are offered, and to what degree they are offered. For these attributes, 'the-more-the-better' rule applies.
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The eXcite Factors - The attributes that can truly delight your customer base, should you perform well in this respect. If your performance is weak, however, there is no negative influence on customer commitment. Knowing the eXcite factors puts you fully in a position of advantage over your competitors. |
DELIGHT™-
gives you a competitive edge in the market place by:
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Defining the nature of the different attributes and how important they are to customers
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Uncovering the eXcite factors.
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Identifying critical areas of improvement
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Using Service-Level-Analysis to measure and define precisely what level of service needs to be reached in order to get the maximum Return on Investment. |
Asia Insight's DELIGHT™ customer commitment tool also includes a Customer Commitment Index, a Customer Segmentation module, a SWOT Analysis tool based on an Importance-Performance Matrix, an Image Analysis section, and the reporting tool NEXT.
Asia Insight has wide experience in helping our clients identify key elements contributing to customer satisfaction and prioritise areas that need immediate fixing. DELIGHT™can provide you with all the information necessary to make your customers more committed.
For more information, please send an email to marketing@AsiaInsight.com or call us at +65 6735 3788.
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