Methodology:CustomerSatisfactionOverviewArthurAndersen’scustomervaluecreation/customersatisfactionenablescompaniestoimprovetheirbottom-lineperformancebyfocusingtheorganizationondeliveringthebenefitsmostvaluedbythecustomer.Theapproachemployscomprehensive,leading-edgetechniquestogaininsightintofactorsaffectingthepurchasebehavioroftargetedcustomersandtranslatesthoseinsightsintoproducts,servicesandoperationalimprovementsthatbuildloyalandprofitablecustomerrelationships.-Beginbyunderstandingthecompetitiveforcesinthecompany’sindustryandestablishingavisionofhowthecompanywillcompeteforloyalcustomers-Developanin-depthunderstandingofthefactorsthatdeterminetargetcustomerpurchasebehaviorandhowwellthecompanycurrentlyperformsagainstthosefactors-Identifyandevaluateopportunitiestoimprovethecompany’sproducts,services,andoperationstomeetthehighvalueneedsofcustomers-Selectandplanforthekeyinitiativesthatwillhavethegreatestimpactandsuccessinimprovingthecompany’sperformance-Implementchangestoalignproductsandservices,employeebehaviors,coreprocesses,andperformancemeasurestogrowrevenuesanddeliverbottomlineresultsQuestionsThefollowingquestionsmaybeusedtosurfaceclientissuesandneedsforcustomervaluecreation/customersatisfactionandassistintailoringtheproposalforassistance:1.Ifweweretoaskyouremployeesthroughoutthecompany“Whoisyourcustomerandhowcanyoubettermeettheirneeds?”howmanydifferentanswerswouldwehear?2.Howwelldoyouunderstandtheprioritiesoftargetcustomers?Howdoyouknowifyouaremeetingtheseneeds?3.Howhasyourunderstandingofcustomerprioritiesbeentranslatedintoimprovedproductsandservices?Effectiveoperationalprocesses?Employeecommitment?Distributionchanneleffectiveness?Methodology:CustomerSatisfaction14.Doesthecompany’scurrentperformanceinmeetingcustomerneedsleadtoasignificantcompetitiveadvantage?Whatcorecompetenciesserveasthefoundationforthisadvantage?5.Areyourcurrenteffortsleadingtodemonstrableimprovementsinacquiringandretainingprofitablecustomers?Whatarethereasonsforcustomerdefectionsandwhatareyoudoingaboutthem?6.Whatperformancemeasuresareyouusing?Towhatextentdoesperformancemeasurementincorporatecustomerfeedback?7.Threeyearsfromnow,howwillyoubeservingyourcustomersdifferently?Whatwillbethebiggestchallengeinachievingthatgoal?8.Whathasmadecompaniesyouadmiresuccessful?Whatcanyoulearnfromthoseexperiences?9.Towhatextentareyouequippedtodealwithchangesinyourcustomer’sexpectationsorchangesinthemarketplace?HintsBringingthecustomer’svoiceintothebusinessimprovementprocesscanbethemostpowerful,yetmostsensitive,approachaconsultantcantakewithaclient.Usethefollowingsuggestionstoenableasuccessfulengagement:-Gainseniormanagementcommitmenttobroad-based,customer-drivenchange-Useindustryexpertstobuildcredibilityandgainaccesstothecustomer-Formacross-companyteamthatincludesfront-lineservicestafffrommajorfunctionstoassistinthedesignandimplementationofchange-Talktocustomersearlyintheprocess,theirvoicesgiveweighttorecommendations-Insistondirectcontactwithcustomers,don’tsettleforsurrogatesfromthesalesforce-Don’trelyonlyonfixedformatsurveys.Usecustomerinteractiontosurfaceissues-Usecustomerdatatochallengeinternalcompanyperceptionsofcustomerneeds-Understandcustomerneedsthroughouttheirentireexperiencewiththecompany,notjustatpurchaseMethodology:CustomerSatisfaction2-Seekopportunitiestoimprovethetotalvalueproposition(produc...
