At present, achieving optimal or ideal customer satisfaction is an indispensable requirement for companies, getting value and gaining a place in the minds of consumers is vital for survival within the market, it is for this reason that the mainobjective is to meet the expectations of each client at the time of hiring some service.
First of all each company must be clear about the main benefits by achieving a high client satisfaction indicator, such as defining it, what are the optimal levels of satisfaction, how expectations are formed in customers. These points are fundamental to advance in a better experience and be able to take the necessary actions to achieve the expected results.
The client concept
There are several concepts that define a client
The client is the most important asset that companies possess. This asset can be seen over time, and is not reflected in accounting books.
The purpose of a company is to "create customers", through the two basic functions that the company must develop: "marketing and innovation" and these basic functions are responsible for generating income for companies. Customer creation involves administering their life cycle.
Customers are defined according to the market they integrate, establishing types of customer markets such as: Consumer Market, Business Markets, Government Market, Government Market and International Markets, as each of them develops.
As a summary, it can be defined that a customer as a consumer who reiterates the purchase of a specific product or services that a company offers delivering value to the need of the same consumer. Under this definition it is important for companies to have the objective of getting the customer to reite.
Definition of customer satisfaction
In the 50’s the first approach that theorizes and put into practice models and recommendations on how to improve customer satisfaction levels was Total Quality Management (TQM), mainly oriented to generate quality at the product level. Case three decades later, similar models are developed, but aimed at generating quality from the satisfaction in services and experiences with brands and companies.
Satisfaction management
“Customer satisfaction is identified with four factors that affected this. These factors that satisfy the preferences, needs or personal values are the essential aspects of the product or service that customers expect from all competitors of said product or service, basic support services such as consumer assistance, a repair process in thecase there is a bad experience and customization of the product or service ”.
The client concept
There are several concepts that define a client:
The client is the most important asset that companies possess. This asset can be seen over time, and is not reflected in accounting books.
The purpose of a company is to "create customers", through the two basic functions that the company must develop: "marketing and innovation" and these basic functions are responsible for generating income for companies. Customer creation involves administering their life cycle.
Customers are defined according to the market they integrate, establishing types of customer markets such as: Consumer Market, Business Markets, Government Market, Government Market and International Markets, as each of them develops.
As a summary, it can be defined that a customer as a consumer who reiterates the purchase of a specific product or services that a company offers delivering value to the need of the same consumer. Under this definition it is important for companies to have the objective of getting the customer to reite.
Definition of customer satisfaction
In the 50’s the first approach that theorizes and put into practice models and recommendations on how to improve customer satisfaction levels was Total Quality Management (TQM), mainly oriented to generate quality at the product level. Case three decades later, similar models are developed, but aimed at generating quality from the satisfaction in services and experiences with brands and companies.
Satisfaction management
“Customer satisfaction is identified with four factors that affected this. These factors that satisfy the preferences, needs or personal values are the essential aspects of the product or service that customers expect from all competitors of said product or service, basic support services such as consumer assistance, a repair process in thecase there is a bad experience and customization of the product or service ”.
Analyzing the definitions delivered by various authors regarding customer satisfaction we can associate three main concepts:
Experience is an objective that the client wants to achieve.
Having experience, it can only be judged taking as reference a standard of comparison.
The satisfaction evaluation process implies at least the intervention of two different stimuli, a result or performance and a reference or standard of comparison.
Total quality management
Total quality management (TQM “Quality Management”) was a management strategy developed in the 1950s and 1960s by the Japanese manufacturing industries, based on the practices promoted by the expert in quality control W. Edwards Deming, promoter in Japan of quality circles, also known, in that country as circles of Deming, and Joseph Juram.
The TQM is aimed at raising quality awareness in all organization processes and has been widely used in all sectors, from manufacturing to education, government and service industries. It is called “total because it concerns the organization of the company globally considered and the people who work in it. This management approach allows considerable advances in the development of hard industries such as manufacturing, however, it was giving land to new more holistic approaches, oriented to the quality of customer services and management.
Experience has shown that after implementing a quality system, results such as:
· Increase in customer satisfaction.
Internal work of the most effective company.
· Productivity increase.
Greater benefits at a lower cost.
Higher quality in elaborate products.
Therefore, the quality of a product is a consequence of how a company is organized, considering its processes, organization and theology involved.
Service quality management
Unlike models based on generating customer satisfaction from the quality attribute in the products, the Servqual (Service Quality) is a model of quality of service quality that arises in the eighties and comes to give importance to the attribute ofquality, but seen from the perspective of services and how these are perceived by customers and consumers.
The model, also known as the quality GAPS model, was developed by a group of American academics, to. Parasuraman, Valarie Zeithaml and Leonard L. Berry and its main focus was to allow companies to measure service quality by capturing "expectations" and "perceptions" of customers/consumers throughout the five dimensions defined for the quality of the service.
The expectations and perceptions of the service generate a vision adjusted to the mental map of the customers, considering the five key dimensions of the quality of service, which are:
Reliability, or the ability to perform the promised service in a reliable and precise way.
Assurance, or knowledge and courtesy of employees who have the service and their ability to convey confidence.
Tangible, the appearance of physical facilities, equipment, personal and communication materials used during services provision.
Empathy, referred to how careful, empathic and personalized it is customer service.
Responsibility, or referred to the real will to help customers and proportional an adequate service.
In this quality measurement model, it generates a break to be able to objectify in its measurement aspects that had not been considered before and that are related to the subjective dimension of a service, the perception of each consumer and by subjectivizing the concept of quality of service to thetransfer to the mastery of the perception of each consumer.
Customer relationship management
Customer Relationship Management (CRM, Customer Relationship Management.) It is a management model that involves the entire organization, and is based on customer satisfaction or market orientation.
CRM can be considered as a set of good practiced designed, simply, to put a much closer contact company with its customers and consumers. In this way, a company that returns to its customers is a company that uses information to obtain a competitive advantage and achieve the growth and profitability of its business.
This methodology proposes the use of computer tools, for extended use in companies, which allow the automation of clients’ efforts. Through the use of CRM tools, it allows the company to even constant connection and the record of activity information with its customers. In this way, companies can track each of the contacts and interactions with their customers. In this way, companies keep track of each of the contacts and interactions with their customers. Information and support is provided, activations and proposals are notified, and they are rewarded for generating positive content. This leads to constant feedback, given that customers have the possibility to comment and share through social networks such as Facebook, Twitter, which also allow prospects and know their tastes and preferences.
Management of customer experiences
Complementing the description of the different ages that allow to know the management of customer satisfaction, we will see the management of customer experiences, CEM (Customer Relationship Management) represents a new customer satisfaction model that has as its main focus the quality of the quality in theExperience, about the quality of each product, service and contact with customers.
The client experience concentrates all the interactions that the customer has with the brands, products, services throughout the trip, both pre and post -sales. Being a complete model at the transverse level, all areas are required to get involved in this model, business line, marketing, customer service, sales, operations, etc.
Customer Experience and CRM implementation continue to be highly demanded in large companies in order to digitally transform their businesses, companies that implement this type of solutions must have a wide range of technical skills and abilities, business within the companyincluding business transformation consultancy, CEM strategy, design, customer analytics.
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Achieve Optimal Customer Satisfaction
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Achieve optimal customer satisfaction
At present, achieving optimal or ideal customer satisfaction is an indispensable requirement for companies, getting value and gaining a place in the minds of consumers is vital for survival within the market, it is for this reason that the mainobjective is to meet the expectations of each client at the time of hiring some service.
First of all each company must be clear about the main benefits by achieving a high client satisfaction indicator, such as defining it, what are the optimal levels of satisfaction, how expectations are formed in customers. These points are fundamental to advance in a better experience and be able to take the necessary actions to achieve the expected results.
The client concept
There are several concepts that define a client
As a summary, it can be defined that a customer as a consumer who reiterates the purchase of a specific product or services that a company offers delivering value to the need of the same consumer. Under this definition it is important for companies to have the objective of getting the customer to reite.
Definition of customer satisfaction
In the 50’s the first approach that theorizes and put into practice models and recommendations on how to improve customer satisfaction levels was Total Quality Management (TQM), mainly oriented to generate quality at the product level. Case three decades later, similar models are developed, but aimed at generating quality from the satisfaction in services and experiences with brands and companies.
Satisfaction management
“Customer satisfaction is identified with four factors that affected this. These factors that satisfy the preferences, needs or personal values are the essential aspects of the product or service that customers expect from all competitors of said product or service, basic support services such as consumer assistance, a repair process in thecase there is a bad experience and customization of the product or service ”.
The client concept
There are several concepts that define a client:
As a summary, it can be defined that a customer as a consumer who reiterates the purchase of a specific product or services that a company offers delivering value to the need of the same consumer. Under this definition it is important for companies to have the objective of getting the customer to reite.
Definition of customer satisfaction
In the 50’s the first approach that theorizes and put into practice models and recommendations on how to improve customer satisfaction levels was Total Quality Management (TQM), mainly oriented to generate quality at the product level. Case three decades later, similar models are developed, but aimed at generating quality from the satisfaction in services and experiences with brands and companies.
Satisfaction management
“Customer satisfaction is identified with four factors that affected this. These factors that satisfy the preferences, needs or personal values are the essential aspects of the product or service that customers expect from all competitors of said product or service, basic support services such as consumer assistance, a repair process in thecase there is a bad experience and customization of the product or service ”.
Analyzing the definitions delivered by various authors regarding customer satisfaction we can associate three main concepts:
Total quality management
Total quality management (TQM “Quality Management”) was a management strategy developed in the 1950s and 1960s by the Japanese manufacturing industries, based on the practices promoted by the expert in quality control W. Edwards Deming, promoter in Japan of quality circles, also known, in that country as circles of Deming, and Joseph Juram.
The TQM is aimed at raising quality awareness in all organization processes and has been widely used in all sectors, from manufacturing to education, government and service industries. It is called “total because it concerns the organization of the company globally considered and the people who work in it. This management approach allows considerable advances in the development of hard industries such as manufacturing, however, it was giving land to new more holistic approaches, oriented to the quality of customer services and management.
Experience has shown that after implementing a quality system, results such as:
Therefore, the quality of a product is a consequence of how a company is organized, considering its processes, organization and theology involved.
Service quality management
Unlike models based on generating customer satisfaction from the quality attribute in the products, the Servqual (Service Quality) is a model of quality of service quality that arises in the eighties and comes to give importance to the attribute ofquality, but seen from the perspective of services and how these are perceived by customers and consumers.
The model, also known as the quality GAPS model, was developed by a group of American academics, to. Parasuraman, Valarie Zeithaml and Leonard L. Berry and its main focus was to allow companies to measure service quality by capturing "expectations" and "perceptions" of customers/consumers throughout the five dimensions defined for the quality of the service.
The expectations and perceptions of the service generate a vision adjusted to the mental map of the customers, considering the five key dimensions of the quality of service, which are:
In this quality measurement model, it generates a break to be able to objectify in its measurement aspects that had not been considered before and that are related to the subjective dimension of a service, the perception of each consumer and by subjectivizing the concept of quality of service to thetransfer to the mastery of the perception of each consumer.
Customer relationship management
Customer Relationship Management (CRM, Customer Relationship Management.) It is a management model that involves the entire organization, and is based on customer satisfaction or market orientation.
CRM can be considered as a set of good practiced designed, simply, to put a much closer contact company with its customers and consumers. In this way, a company that returns to its customers is a company that uses information to obtain a competitive advantage and achieve the growth and profitability of its business.
This methodology proposes the use of computer tools, for extended use in companies, which allow the automation of clients’ efforts. Through the use of CRM tools, it allows the company to even constant connection and the record of activity information with its customers. In this way, companies can track each of the contacts and interactions with their customers. In this way, companies keep track of each of the contacts and interactions with their customers. Information and support is provided, activations and proposals are notified, and they are rewarded for generating positive content. This leads to constant feedback, given that customers have the possibility to comment and share through social networks such as Facebook, Twitter, which also allow prospects and know their tastes and preferences.
Management of customer experiences
Complementing the description of the different ages that allow to know the management of customer satisfaction, we will see the management of customer experiences, CEM (Customer Relationship Management) represents a new customer satisfaction model that has as its main focus the quality of the quality in theExperience, about the quality of each product, service and contact with customers.
The client experience concentrates all the interactions that the customer has with the brands, products, services throughout the trip, both pre and post -sales. Being a complete model at the transverse level, all areas are required to get involved in this model, business line, marketing, customer service, sales, operations, etc.
Customer Experience and CRM implementation continue to be highly demanded in large companies in order to digitally transform their businesses, companies that implement this type of solutions must have a wide range of technical skills and abilities, business within the companyincluding business transformation consultancy, CEM strategy, design, customer analytics.
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