Abstract:
To ensure quality at all levels requires comprehensive and continuous surveys and feedback between customers, dealers and the manufacturer. This allows strategy and action to be integrated at all levels in the meeting of customer needs. The needed benchmarking of how customer expectations are being formed is provided by parallel surveys of competitor performance. In addition, a means is provided for implementing the results. IBM Personal Systems implemented their "Customer First" programme in 14 countries in Europe in 1991 to help maintain its market leadership in personal computing systems. Though only in its first full year of operation, there are already substantial dividends for IBM and its Business Partners, the dealerships. Findings are still coming in but already they have allowed IBM to identify the key factors that drive satisfaction measure and track satisfaction identify areas of key strategic significance improve these through education and training Illustrative findings from the programme are presented to show the operation of Customer First and give a measure of its impact on IBM Personal Systems operations. A particular feature of the programme is that the means of implementing the results was designed into the project from the beginning. Customer Satisfaction consultants have been appointed in 8 countries to help interpret the customer satisfaction results for the dealers and to provide the requisite training.
This could also be of interest:
Research Papers
Linking customer and employee satisfaction to financial performance
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Author: Derek R. Allen
Company: Market Probe International Inc.
March 17, 2002
Research Papers
The dealer as a customer
Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: Ron Sewell
 
June 15, 1992
Research Papers
Global customer satisfaction monitoring
Catalogue: ESOMAR Conference on Financial Services 2005
Author: Alison Blair
 
February 1, 2005
