3.6 CUSTOMER SATISFACTION

3.6 CUSTOMER SATISFACTION

In the existing business environment, markets are turbulent and customer needs are fast changing. Therefore, companies should opt for ways to add value for their customer by offering products or services just the way they want it. When the customer has to choose from a large number of options, features, pricing structures and various delivery methods, offering a unique product to every individual customer will go a long way in adding value to the consumer decision making process.  Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire ‘ownership experience’ from selecting a product, to purchase, to aftercare to a repeat purchase. Thus, there are three stages in the customer satisfaction process, namely:
1.Pre sales: During this stage, the customer’s expectations are developed through the various information sources like advertising, word of mouth and so on.
2.During sales: When the customer is engaged in experiencing how to deal with enquiries and sell products.
3.After sales: This refers to the period where the customer has started using the product

The pre-sales period:

This refers to clear, useful information on:
·The product or service.
·Its quality aspect.
·Its core benefits or advantages.
·Its price
·Its availability or sales outlet.
·How to obtain it.

During sales period:
·Opportunity to inspect the products.
·Provision of an attractive sales environment
·Courteous and effective service.
·Reasonable and reliable delivery.
·Enhancing quality of goods or services.
·Prompt reply in case of complaint receipt.
·Freedom to choose with undue sales pressure.

The After sales period: 
·If required necessary support or advice must be provided.
·Prompt replacement or refund if necessary.
·A smooth and straight forward complaint procedure.
·Efficient repair and maintenance service.
·Efficient and effective consumer follow-up  process.

From the above points, it is seen that consumer satisfaction goes beyond the core product or service offering. Marketing decision makers must start by trying to understand the elements which together will determine the satisfaction levels. They must then list the elements in a proper sequence so as to identify what is to be done to increase the customer’s satisfaction level. This can be done only if the marketers involve a system which facilitates interaction with their customers. These interactions will prove to be equally important as the quality of the core product or service offered by the company in the long run.