A presentation for a small business meeting in 2013, but still relevant today - focus on your customers by building a trustworthy corporate competence.

1. Jack Marketing Solutions
Jack Marketing Solutions
Customer Satisfaction
Build a trustworthy corporate
competence
Thom Poole 2013

2. Jack Marketing Solutions
Jack Marketing Solutions
Customer satisfaction is no longer a case of viewing the
market through a crystal ball.
Jack Marketing Solutions

3. Jack Marketing Solutions
Why measure Customer Satisfaction?
For regular information and a steering tool for
management to increase engagement and
satisfaction…
... and in doing so:
– Improve customer bonding & engagement
– Increase market share
– Reduce internal costs by eliminating defects and
errors
– Raise corporate profits

4. Jack Marketing Solutions
Customer Satisfaction pays off
Satisfied customers accept
higher prices
Satisfied customers have a
higher probability for repurchase
Satisfied customers show higher
cross-selling propensity
Satisfied customers are more
likely to recommend
Reduction of distribution &
administrative costs
Effects of customer satisfaction Goal/Achievement
Price
X
Quantity
Cost
= Turnover
PROFIT

5. Jack Marketing Solutions
What Customer Satisfaction means to you…
An optimum fulfilment of customer
requirements & expectations – in
terms of your products & services –
without delay and as part of your daily
business:
Customer Expectations vs. Your Added Value

6. Jack Marketing Solutions
Your added value
Service
Sales & Application know-
how
Credit & account
management
Service centres
Delivery services
Repair services
Complaint handling
Hardware
Handling
Working comfort
Performance
Range of applications
Reliability
Availability
Product literature
Packaging
Ecology
Value for money

7. Jack Marketing Solutions
The measuring concept
A
B
C
D
All products
Strategic products
only
A: Recording & processing customer
complaints
B: Internal indicators of Customer
Satisfaction
C: Customer questioning/
feedback
D: Internal questioning

8. Jack Marketing Solutions
Joining the dots
A B
C
Improvement
Continuous
of quality
Recording & processing
customer complaints
Internal indicators of
Customer Satisfaction
Customer questioning
Review/
adjustment of
standards &
processes
Review/
adjustment of
standards &
processes

9. Jack Marketing Solutions
Don’t stop
Don’t rest until every
customer is not just
satisfied, but delighted to
do business with you

10. Jack Marketing Solutions
Final thoughts
• Why do companies prefer to attract new
customers over retaining & pleasing existing
clients?
• Delighting customers is profitable – why do
so many companies ignore this?
• Customer satisfaction is fuelled by trust

11. Jack Marketing Solutions
Thank you
Thom Poole
Lead Consultant
Jack Marketing Solutions