Marketing for Lawyers Measuring of clients satisfaction Lesson 4 Eva Tomášková eva.tomaskova@law.muni.cz Question lWhen are you satisfied with a product? Customer satisfaction lCustomer satisfaction measures how products and services supplied by a company meet or surpass customer expectation. l lThe implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty. Question lWhy is it necessary to have satisfied customers? Why is it necessary to have satisfied customers lcome back lsatisfied customers tend to loyalty customers llow price sensitivity linform other people about their positive experience llow cost for hold current customers than to gain new customers lless complains of the current customers limportant information resource for management l Measuring of customer satisfaction lMeasuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. l lSatisfaction depends on: la number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. lother factors the customer, such as other products against which the customer can compare the organization's products. Measuring customer satisfaction la survey with a set of statements using a Likert Technique or scale l lcustomer is asked to evaluate each statement in terms of their perception and expectation of performance of the product being measured l lExample – statements for a company: lWe try to apply individual approach to customers. lWe offer a wide range of customer services. lWe regularly determine the degree of final customer satisfaction. lWe know what image our products have at customers. lWe implement the acquired information to our decisions. lWe offer products reflecting the latest demands and wishes of customers (distributors). lWe focus on gaining customers, for whom we can achieve a competitive advantage. lWe are faster in responding to the wishes of customers than our competitors. lWe respond as fast as possible to the marketing events of competitors. Dimensions of customer satisfaction lHere are a few of the possible dimensions for measurement: lquality of service lspeed of service lpricing lcomplaints or problems ltrust in employees lthe closeness of the relationship with contacts in the firm ltypes of other services needed lpositioning in clients' minds Task lPrepare Customer satisfaction questionnaire (use Likert scale) - questionnaire should be possible to use for workers of Attorney-at-law offices l Methods of measuring 1 lSERVQUAL lprovides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. (Parasuraman et al. 1988) l lJ.D. Power and Associates ltop-box approach for automotive industry rankings lcustomers are divided into 2 groups – the best one and the rest l lA.T. Kearney's Customer Satisfaction Audit process lincorporates the Stages of Excellence framework and which helps define a company’s status against eight critically identified dimensions. A company should to respond on these questions: lWhat’s missing? lWhat’s misunderstood? lWhat could be done better? l Methods of measuring 2 lConsumer satisfaction matrix lCustomer satisfaction window l Consumer satisfaction matrix Consumer satisfaction matrix High Importace Medium Importance Low Importance High Satisfaction Medium Satisfaction Low Satisfaction Consumer satisfaction window l Task lChoose 1 product and prepare Consumer satisfaction matrix or Consumer satisfaction window l Thank you for you attantion.