2005 Baldrige ARTICULATED Criteria: 3.2 Customer Relationships and Satisfaction
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Describe HOW your organization builds relationships to acquire CUSTOMERS. Describe HOW your organization builds relationships to satisfy CUSTOMERS. Describe HOW your organization builds relationships to retain CUSTOMERS. Describe HOW your organization builds relationships to increase CUSTOMER loyalty. Describe HOW your organization builds relationships to develop new opportunities. Describe also HOW your organization determines CUSTOMER satisfaction. Within your response, include answers to the following questions: 3.2a. Customer Relationship Building (1) HOW do you build relationships to acquire CUSTOMERS to meet and exceed their expectations? HOW do you build relationships to acquire CUSTOMERS to increase loyalty and repeat business? HOW do you build relationships to acquire CUSTOMERS to gain positive referrals? (2) HOW do your KEY access mechanisms enable CUSTOMERS to seek information? HOW do your KEY access mechanisms enable CUSTOMERS to conduct business? HOW do your KEY access mechanisms enable CUSTOMERS to make complaints? What are your KEY access mechanisms? HOW do you determine KEY CUSTOMER contact requirements for each mode of CUSTOMER access? HOW do you ensure that these contact requirements are DEPLOYED to all people involved in the CUSTOMER response chain? HOW do you ensure that these contact requirements are DEPLOYED to all PROCESSES involved in the CUSTOMER response chain? (3) HOW do you manage CUSTOMER complaints? HOW do you ensure that complaints are resolved EFFECTIVELY? HOW do you ensure that complaints are resolved promptly? HOW do you minimize CUSTOMER dissatisfaction? HOW do you minimize loss of repeat business? HOW are complaints aggregated for use in improvement throughout your organization? HOW are complaints aggregated for use in improvement by your PARTNERS? HOW are complaints ANALYZED for use in improvement throughout your organization? HOW are complaints ANALYZED for use in improvement by your PARTNERS? (4) HOW do you keep your APPROACHES to building relationships current with business needs and directions? HOW do you keep your APPROACHES to providing CUSTOMER access current with business needs and directions?
3.2b. Customer Satisfaction Determination (1) HOW do you determine CUSTOMER satisfaction? HOW do you determine CUSTOMER dissatisfaction? HOW do these determination methods differ among CUSTOMER groups? HOW do you ensure that your MEASUREMENTS capture actionable information for use in exceeding your CUSTOMERS’ expectations? HOW do you ensure that your MEASUREMENTS capture actionable information for use in securing their future business? HOW do you ensure that your MEASUREMENTS capture actionable information for use in gaining positive referrals? HOW do you use CUSTOMER satisfaction information for improvement? HOW do you use CUSTOMER dissatisfaction information for improvement? (2) HOW do you follow up with CUSTOMERS on products to receive prompt feedback? HOW do you follow up with CUSTOMERS on services to receive prompt feedback? HOW do you follow up with CUSTOMERS on transaction quality to receive prompt feedback? HOW do you follow up with CUSTOMERS on products to receive actionable feedback? HOW do you follow up with CUSTOMERS on services to receive actionable feedback? HOW do you follow up with CUSTOMERS on transaction quality to receive actionable feedback? (3) HOW do you obtain information on your CUSTOMERS’ satisfaction relative to their satisfaction with your competitors? HOW do you use information on your CUSTOMERS’ satisfaction relative to their satisfaction with your competitors? HOW do you obtain information on your CUSTOMERS’ satisfaction relative to their satisfaction with industry BENCHMARKS? HOW do you use information on your CUSTOMERS’ satisfaction relative to their satisfaction with industry BENCHMARKS? (4) HOW do you keep your APPROACHES to determining satisfaction current with business needs and directions? |
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Notes: N1. CUSTOMER relationship building (3.2a) might include the development of PARTNERSHIPS or alliances with CUSTOMERS. N2. Determining CUSTOMER satisfaction and dissatisfaction (3.2b) might include use of any or all of the following: surveys, formal and informal feedback, CUSTOMER account histories, complaints, win/loss ANALYSIS, and transaction completion rates. Information might be gathered on the Internet, through personal contact or a third party, or by mail. N3. CUSTOMER satisfaction MEASUREMENTS (3.2b[1]) might include both a numerical rating scale and descriptors for each unit in the scale. Actionable CUSTOMER satisfaction MEASUREMENTS provide useful information about specific product and service features, delivery, relationships, and transactions that bear upon the CUSTOMERS’ future actions—repeat business and positive referral. N4. Your CUSTOMER satisfaction and dissatisfaction RESULTS should be reported in Item 7.2. |
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For additional description, see 3.2 Customer Relationships and Satisfaction Description. |
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2005 ARTICULATED Item Links: 1.1 - 1.2 - 2.1 - 2.2 - 3.1 - 3.2 - 4.1 - 4.2 - 5.1 - 5.2 - 5.3 - 6.1 - 6.2 - 7.1 - 7.2 - 7.3 - 7.4 - 7.5 - 7.6 - P.1 - P.2 |
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