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BUSINESS TRAINING
Customer Satisfaction Analysis & Management – Part 1 Felice Ambrosino consultant
simeida@tin.it
Preliminary remarks In our last article (Strategic planning: Back to the business definition, ipcm®_International Paint&Coating Magazine no. 43, Vol. VIII, 2017, pages 84-86), we mentioned two methods that companies can use if they wish to make a quantum leap and start focussing
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on Customers rather than on Products. In this article, we will describe the first one, called Customer Satisfaction Analysis & Management. This enables to numerically assess the satisfaction degree of clients, namely to measure their feeling that their expectations on a given characteristic of the
N. 44 - MARCH/APRIL 2017 - international PAINT&COATING magazine
purchased product/service have been met or exceeded. This method is the core of a more general management philosophy called Customer Intelligence, which suggests to concentrate all the company’s activities on its customers (i.e. their needs, aspirations and behaviours) in order to create value for them