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BUSINESS TRAINING
Customer Satisfaction Analysis & Management – Part 2 Felice Ambrosino consultant
simeida@tin.it
Levels of customer satisfaction In a nutshell, the degree of customer satisfaction can be defined as the difference between the value of its expectations and the perceived value of the goods purchased. If the perceived value is lower (gap) / equal / higher (delta) than its expectations, the
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customer is dissatisfied / satisfied / oversatisfied with the purchase (Richard F. Gerson, Measuring customer satisfaction, Crisp Publications). This simple paradigm is normally completed with the concept of Quality Function Deployment, i.e. the difference between the supplier’s assessment of the customer
N. 45 - MAY/JUNE 2017 - international PAINT&COATING magazine
expectations and the value transferred through the products sold. This gives a wider perspective on the Customer Satisfaction issue, while helping identify the guidelines to achieve it. The following diagram taken from a DataBank publication (Customer Intelligence, 1992) applies as an example: