An approach for customer satisfaction: Evaluation and Validation

Abstract

The main objective of this work is to develop a practical approach to improve customer satisfaction, which is generally regarded as the pillar of customer loyalty to the company. Today, customer satisfaction is a major challenge. In fact, listening to the customer, anticipating and properly managing his claims are stone keys and fundamental values for the enterprise. From a perspective of the quality of the product, skills, and mostly, the service provided to the customer, it is essential for organizations to differentiate themselves, especially in a more competitive world, in order to ensure a higher level of customer satisfaction. Ignoring or not taking into account customer satisfaction can have harmful consequences on both the economic performances and the organization’s image. For that, it is crucial to develop new methods and have new approaches to THE PROBLEMATIC customer dissatisfaction, by improving the services’ quality provided to the costumer.

 

This work describes a simple and practical approach for modeling customer satisfaction for organizations in order to reduce the level of dissatisfaction. This approach respects the constraints of the organization and eliminates any action that can lead to:

• Loss of customers.

• The degradation of the image of the organization: because an unhappy customer shares his “bad†experience with others;
• Direct financial losses: This is a direct result of the two below points.

In another hand, satisfying customers’ needs allows:

• The relevance of future actions: Knowing the degree of customer satisfaction, the company can efficiently estimate its costs and improve/produce existing/new products and services to meet customers’ expectations;
• Lead corrective actions: the company conducts more effective corrective actions in order to guarantee the same/higher level of satisfaction.
• Customer loyalty: a durable customer loyalty is the result of a positive customer satisfaction.

The approach presented in this document is finally tested and evaluated.