Question:
Your task is to define customer satisfaction and the measures (metrics) associated with customer satisfaction. Discuss the benefits of these measures to organisations. You are required relate your assignment to a personal experience; apply and discuss the marketing metrics on customer satisfaction to this experience. Give this experience a context by choosing a company (Australian or overseas) and suggest how the marketing manager might use the defined measures (metrics) to improve customer satisfaction in their organisation.
Introduction
Brito (2011) says that the assignment speaks of the Australian marketing institute (AMI) is one of the member companies that makes the use of these metrics. The very term metrics means that the measuring system making of the quantifies with dynamics and the trend characteristics that all the practitioners will make the use of the metrics to make the fair explanation of the phenomena and the share findings o the diagnose cause and such like. Throughout the world of the science and the business, the metrics have acquired the objectivity and with these the comparison of the observations as the time periods across that region is made possible. The marketing strategy is dealing with the metric and thee the every known metrics gives the evaluation of the strategy and with the help of all kinds and forms of the sources and the knowledge is made applied. In this regard it is said that when the marketing strategies are seen and the way it makes the performance of it, it is applied with the source and the way it does it activities with the help of the metrics that is all about the measurement of the characteristic and the trend that is made enforceable in the market and the marketing world.
The marketing world requires the acceptance of the marketing strategies and the metric, the metrics is no doubt applied but not in all the sectors where it is to be made applied. The metrics are the determination of the practitioners who makes the use with the help of the determination, and thus they make it by making the comparisons of the observations. Marketing metrics is the statistical measurements where the companies will make the judgment regarding the effectiveness that deals with the individual marketing efforts and the sale-purchase tendency. The metrics make the dependence on the size and the type of the campaign with the desired goals that the company has kept for the long time. When the financial information’s are to occur then these very metrics will make the focus on the return of investment with the costs to the amount that they generally make the return. Metrics also focuses on the well campaign and how that companies awareness and its brand with the new customers are attracted and also sees how many there are the old customers that are in the retained position. The companies as is understood in the financial and the benefit terms makes the large amount of the spending on the budgets for the marketing efforts that they see the way through which the marketing agencies, that deals with the company will be the effective.
When the people are aware of the product and the services then they will make the understanding of remarketing scene with the help of the metrics. To make the campaign lots of the money, and the time is made spend and to make it publicize the company’s fortunes deals and tackle with the things in the precious manner. The companies are to create the standards, and there are many ways by which the task is accomplish. As far as the marketing organizations are considered they do not adopt the metrics universally and thus they make it better for the use of the standards and the norms that is present. The assignment deals with the customer satisfaction and the measures that are associate with the customer satisfaction. The assignment also makes the explanation of how the marketing manager might use the defined measures (metrics) to improve customer satisfaction in their organization. At last, the assignment give the conclude part.
Barron (2011) says that the customer satisfaction means that it is the process by which the measurement of the products are applied by the company so that the company making the customer satisfaction will surpass to the customer satisfaction. When the numbers of the customers and the total percentage of the customers who are reported to have the experience with the firm have the products and the services exceeds the specific satisfaction goals is said to be the customer satisfaction. When the survey of nearly the 200 senior marketing managers was made, then 71 percent found and responded that a customer satisfaction deals with the monitoring of the business. The customer satisfaction is directly or indirectly connected to the metrics in the way that rule for implementing the satisfaction is that the customer satisfaction is measured for the every function and the every service that the organization gives to it. There is always the interconnection and the links with the services and the products that are offer within the organization. When for example, the typical information technology provides the varieties of the services and the products, then the number of the services like the help desk are implemented. The strategies are made determined in the way that it will give the challenge to make the development of the survey questionnaires to make the measurement of the customer satisfaction and thus will it be providing to the products. It deals with the quality services with the different theories that are apply and the specific factor like the measuring of the customer satisfaction is made as developed by the Valarie A., Parasuraman and Leonard l. berry.
Personal experiences of the customer satisfaction with the desired metrics is that the experience related to the customer satisfaction is that the customer feedback from it is gold and the it comes up with the internal processes that is how to track the complaints and make the fixing of it. One can all in the power of the really easy for the customers to make the feedback and one can tell about the problems. But the value that is being added is the worth to it. Another experience that is shared is that of the decide the metrics in what way are critical to the measuring of the customer satisfaction and one can’t just go and proves that the services are offered with the great services data and one will never be made the hesitation with the customers for the feedback ad it will thus measures the success in the way it is desired.
Azhar (2011) says that the method that is known as the RATER model as there is made the prescribing model that has the dimensions like the reliability, assurances, empathy and the tangibles. The reliability is that factor that makes the effect with the company’s ability to make the performance with the services that is accurately. The assurance is that of the knowledge and the competence with the courtesy of the employees and the ability to make the convey of the trust and the confidence in the customer. There is when assign the importance to the weight of the dimension survey then thus is the important weight with the customer that makes the help to identify the organization with the areas of the improvement. These dimensions of the customer satisfaction make the definition of it clear. The questions that are present is not that of the assigned weights but of the each survey that is differed. It is not always possible to make the aggregation of the score of the dimension level. In it, it will make the assignor the function level.
Example: for instance when one is going to the own coffee shop and one wants to give the customers that excellent services to maximize the satisfaction and the reason is that they will thus become the loyal customers. There may be the plans that are made to maximize customer satisfaction. In this way, the personal experience is shared of the customer satisfaction and the planning is the measurement of the satisfaction that is utmost for the owner as mentioned in this case.
The measures are included and explained in the following way:
Alderson (2009) says that the customer satisfaction vs. perception that deals with the question whether the service live with the yours expectation (customers) or not. This metrics is straight as the respondents will be asked to it in the way of it to make the agree and the disagree with the statement of the five point scale. Other is the likelihood to recommend to the friends. This metrics gives a representation of what and how way the customers are happy. Thirdly it deals with the customer experience and the ideal experience. The metrics applied is that what is the customer experience when the customer has properly utilized all these things and the products and the services that have been offered to the customer is that of the advantageous mode or not. The metrics of the overall satisfaction is that of the satisfaction with the services that is being given ad this can be of the open-ended query that will make the reflection of the mentions of the quality and the fulfillment of the customers. The metrics of the affective and the cognitive satisfaction is that of the liking or the disliking of something that is not given in the desired way and the question raised is that of how important the SLA (service level agreement).
Albrecht (2006) says that the most important measure to the organization is that of the metric’s target that is to reduce the complaints. It is most important to keep it simple and thus they can make the influence and what is expected from it can be explained. The benefits are as follows:
Conclusion
Jennifer (2010) says that the customer satisfaction is the satisfaction that the customers retain after making the products and the services consumed. When the satisfaction term is directly liked with the customers then it means that the customer satisfaction is with the dealing of the compliances that the customers have for those who have the best dealings with the customers. The customer’s satisfaction is directly linked with the metrics that is procedure of the measuring of the characteristics and the trends that are prevailing in the market. The metrics are always helpful in making the decisions and the performance of the marketing organizations and the agencies will thoroughly depend on it. There are various measures for the organizations that relate the marketing organization with the metrics. The metrics is that of the measurement of the customer satisfaction. This satisfaction deals with the knowledge and the measurement. The customer satisfaction depends on the reliability and the like factors that are in the processing way. The customer satisfaction is the matter how the customer will retain the satisfaction when the products or the service that is being seen is not satisfactorily. The dimensions clearly explain the marketing organizations and the customer satisfaction. The customer satisfaction is all the makes the dealing with the satisfactorily performance not only of the company but also of the customers that are all in the mode to present it. The dimensions also make the clear definition of the satisfaction and how the metrics are accepted by the organizations. There are various sources that do not universally accept it. Thus it can be said that the customer satisfaction relates to the metrics.
References
aker, Jennifer, and Andy Smith. 2010. The Dragonfly Effect. San Francisco: Jossey-Bass.
Albrecht, Karl. Social Intelligence.2006 San Francisco: Jossey-Bass.
Alderson, Wroe. 2009.Marketing Behavior & Executive Action. Mansfield Centre: Martino Publishing.
Azhar, Azeem. 2011 “The New Marketing Model: Peer Index Marketing.” Gigaom 13 Web.
Bakshy, Eytan, Winter A. Mason, Jake M. Hofman, and Duncan J. Watts.2011 “Everyone’s an Influencer: Quantifying Influence on Twitter.” 4th International Conference on Web Search and Data Mining.
Barron, Jennifer, and Jim Hollingshead. 2011. “Making Segmentation Work.” Marketing Management.
Berns, Gregory S., Jonathan Chappelow, Caroline F. Zink, Giuseppe Pagnoni, Megan E. Martin-Skurski, and Jim Richards.2005“Neurobiological Correlates of Social Conformity and Independence During Mental Rotation.
Blanchard, Olivier. 2011. Social Media ROI. Indianapolis: Pearson Education.
Boyd, Danah. “Social Steganography: Learning to Hide in Plain Sight.” 2010.
Boyd, Drew. “A Structured, Facilitated Team Approach to Innovation.2007” Organization Development Journal.
Brito, Michael. Smart Business, Social Business. 2011 Indianapolis: Pearson Education, 2012.
Coram, Robert. Boyd. New York: Little, Brown and Company.
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