Customer Satisfaction Index (CSI) helps E-OfficeWorx understand what consumers value in the company, as the expectations of marketers and business owners do not always coincide with the opinions of customers. For example, E-OfficeWorx may think that assortment and prices are more important for them, while users are more interested in the speed of operators. New customer satisfaction surveys are regularly carried out, for example, by Apple. Steve Jobs insisted that the assessment of CSI should be carried out monthly for the first half of the year after the release of a new product. This allowed E-OfficeWorx to receive feedback from customers and quickly correct defects in the first update (Kumar and Petersen 2012). There is no consensus on what a customer satisfaction index should include. Most often, the study examines the attitude of customers to a product or service, service, operating standards, the attractiveness of advertising and the price of goods compared to competitors. The questionnaire should not consist of a large number of questions, at the same time their number should be sufficient to obtain extremely objective characteristics of the quality of the product or service. The report will recount the findings from the survey that was designed to measure customer satisfaction. Overall satisfaction with E-OfficeWorx Introduction One way of diagnosing the current satisfaction of the customers on the services they receive from E-OfficeWorx was to ask them to give their views on their overall satisfaction. Satisfaction is currently regarded as the most reliable characteristic of customer feedback, given that it effectively, informatively and objectively reflects customer preferences and expectations. Thus, customer satisfaction today can be considered as a possible quality standard for any commercial company. At the same time, it is impossible to constantly motivate company employees with intangible and abstract concepts. For this reason, satisfaction should be
translated into a number of measured parameters that are directly related to the work of people, i.e. into a factor that can be understood and influenced. In addition, measurement provides a sense of achievement and fulfillment of the goal for all employees involved in any stage of the customer service process, and the use of a measurement system will help to identify potential differences in the perception of quality of service between the consumer and the management of a business organization. From the 49 respondents, the results obtained are shown below. Body Out of 49 respondents, 28 were totally satisfied. 18 were somewhat satisfied, 4 were dissatisfied and 1 was totally dissatisfied. This shows that 53 percent of the respondents are totally satisfied. The findings can be represented in charts below Totally satisfiedSomewhat satisfiedDissatisfiedTotally dissatisfied 26 18 4 1 Overall satisfaction Conclusion Based on the results, E-OfficeWorx seems to be doing fine as far as addressing consumer’s issues. It’s services surpasses the industry average, which is at 42 percent. However, it still have room for improvement because a total of 23 respondents are not totally satisfied.
Ease of doing business Another variable evaluated in the survey was to determine how the customers perceive the ease of doing business in E-OfficeWorx. The findings from the survey are as shown in the next section below. Body The findings shows that 20 of the respondents are totally satisfied. 19 of the respondents were somewhat satisfied. While 8 and 2 were dissatisfied and totally dissatisfied respectively. These findings shows that 41% of the respondent as totally satisfied with the ease of doing business. 41% 39% 16% 4% Ease of Doing Business Totally satisfied Somewhat satisfied Dissatisfied Totally dissatisfied Conclusion The industry standard for ease of doing business is 47%. This shows that the E- OfficeWorx has a lot to do because the perception of customers reveals that few are satisfied with ease of doing business at E-OfficeWorx. Returning customers
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Introduction It was also imperative to find out the views and perception of the returning customers. A survey question inquiring this issue revealed that 42 of the respondents feel that they were totally satisfied to come back and purchase products at E-OfficeWorx. Other findings are shown below. Body The willingness to make repeated purchases of goods (services) of the company depends on the level of customer satisfaction. To keep a satisfied customer, turning him into a loyal one is much more profitable (cheaper) than to attract a new one. According to AAC (American Consumer Association - American Consumer Association) finding and attracting new consumers costs 5-6 times more than retaining existing ones (Munari, Lelasi and Bajetta, 2013). Having become a loyal customer, a company (product, service) adheres to the company on a regular basis, giving it positive marks in society, and engages in sincere advertising. It infects with its consumer preferences and emotional attitude to the favorite products of relatives, colleagues, friends. Out of 49 respondents, 42 were totally satisfied and were ready to purchase the products from E-OfficeWorx. Six were somewhat satisfied and one was dissatisfied. These results can be presented in pie chart as shown below.
86% 12%2% Would purchase again Totally satisfied Somewhat satisfied Dissatisfied Totally dissatisfied Conclusion It is clear that E-OfficeWorx does well in sales and the experience the customers get is great. That is why many are ready to come back again. The industry standards is at 72 percent. The company just to keep up. However, the company should know that customer Satisfaction Index is a snapshot at a specific point in time. At the same time, you need to understand that the opinion of customers is constantly changing, which is why the study of customer satisfaction should be a constant work for you, and not just a check from time to time. The purpose of the study is not just collecting data, but also taking measures to increase satisfaction. These can be actions that have an immediate effect, for example, a newsletter, changes to documents or the creation of a technical support line. In the long run, improvements in customer satisfaction may require changes in the corporate culture, which is more difficult. Would recommend the company Introduction
One way of ways of gauging whether the customers are satisfied is by asking them if they recommend the company. This question was therefore included in the survey. The findings from the response are shown below. Body Out of 49 respondents, 38 were totally satisfied and felt that they will recommend other potential customers to E-OfficeWorx. Eight were somewhat satisfied and three were dissatisfied. The chart summarizes the findings. 78% 16% 6% Would Recommend Totally satisfied Somewhat satisfied Dissatisfied Totally dissatisfied Conclusion Compared to industry standard, which is at 63%, it is clear that E-OfficeWorx is doing great. It should keep it up. However, it should also be noted that some products and services are selected and consumed by people without any influence from others. For example, the choice of brand of cigarettes is very personal and it is quite clear with whom to conduct a survey (Rosenberg and Czepiel, 2017). But who should we interview to understand the degree of satisfaction with cornflakes? The person who buys them (usually parents) or those who consume
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them (children)? What about making a purchase decision in the b2b segment? Who should be interviewed to determine truck manufacturer customer satisfaction? Drivers, managers or company management? The main question of any such research, regardless of the segment and sphere of business, is to ask the right question to the right person. Finding this person in customer loyalty research may require a compromise, but it’s important to find someone who makes the decision. Summary Methods of analysis of user satisfaction are not limited to the above. There are many more, and which one to choose depends on what exactly you want to know. The main thing is to regularly measure satisfaction indicators, since without this data it is difficult to understand what needs to be improved in products or services. Remember that keeping a loyal customer is much easier and cheaper than attracting a new one. Customers can express their satisfaction in many ways. When they are happy, they may not say anything at all, but come back again and again to buy or use more. When asked about how they relate to the company, customers can respond with jokes or use numerous adjectives, the collection and analysis of which is very problematic. To overcome this problem, numerical scales are most often used during research. Based on the findings, the next thing for E-OfficeWorx is to develop an action plan. Describe the problems you need to solve, and the root cause of these problems. Set measurable goals, allocate resources (usually people and money), and implement change.
References Kumar, V. and Petersen A. J. (2012).Customer relationship management.United Kingdom: John Wiley & Sons, Ltd. Munari, L., Lelasi, F. and Bajetta, L. (2013). Customer Satisfaction Management in Italian Banks.Qualitative research in financial markets, 5 (2):139- 160. Peppers, D. and Rogers, M. (2011).Managing Customer Relationships: A Strategic Framework. New Jersey: John Wiley & Sons Inc., Hoboken Rosenberg, J.L.and Czepiel, A.J. (2017).Journal of Consumer Marketing: A marketing approach customer retention. United Kingdom: MCB UP Limited