Excerpts from “What Customers Want” by Bart Allen Berry
Hundreds of thousands of data points and hundreds of satisfaction surveys were studied to determine the common factors which describe and determine satisfaction in any customer supplier relationship for any product or service.
These ten factors are measured individually during the entire customer experience and with a total score plotted on the Customer Satisfaction Behavior Curve.
This overall satisfaction score (consisting of the overall impact of each of the ten factors) correlates with return and recommend rate percentages and prediction of customer behavior.
Quality-
Compared with the best available or the best the customer is familiar with
Error Free/Defect Free
Supplier personnel are subject matter experts and have general systems knowledge
Value-
Value is compared with the best price the customer has experience with or knowledge of
If prices are higher, negatives must be offset by strong positive features or benefits value is calculated after the sale when product/service continues to serve customer well over time
Timeliness-
Product or service delivered early or at the agreed upon time
Personnel take all the time required to meet customer needs
Product or service is delivered as fast as possible with minimum wait times
Environment-
The supplier’s plant/offices/store are safe, clean and well organized
Customer’s fees psychologically welcome and valued as customers
Ease of Access-
There are no barriers or inconveniences between the customer and accessing product or service (hours open, location easy to find, get to right person with information etc.)
Pathway signage is clear and adequate staffing and interface resources are provided for customer’s convenience
Efficiency-
Supplier offers a single point of access with the minimum number of steps possible for fulfillment of customer needs without repeat or redundancy.
Self-Management- (front line service behaviors)
Front line personnel are dressed appropriate with the benchmark of their trade and make good first impression
Front line personnel are courteous and attentive with subservient/serviceful attitude
Front line personnel give customers their full attention
Teamwork-
Employees facilitate smooth customer hand offs between departments
Employees in different departments and throughout the suppliers company work well together to meet the needs of the customer
Commitment-
Supplier is honest and up front with customer about all terms and conditions
Supplier treats customer as most important customer
Supplier takes responsibility when things go wrong
Innovation-
Supplier continuously introduces innovations and improvements to their product line
Copyright 1998 Bart Allen Berry All Rights Reserved
