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Diagnosis Stage |
The diagnosis stage
includes
-
Interviews with some customers
-
Diagnosing all performance factors and
-
Diagnosing focus factors
The diagnosis stage
helps the organization to gain new insight to improve customer satisfaction
and behaviour.
1.
Conducting interviews with some customers
·
A representative sample of customers needs to be
interviewed to check the current satisfaction level.
·
The customer could do this with the help of
questionnaire or interviewing method.
·
Willing and co-operative customers can be selected
to test the questionnaire.
·
Interviews with customers help to refine the methods
and media for administering the questionnaire.
2.
Diagnosing customer value
Customer value would be
known by reviewing bookkeeping and the financial reports. Following steps help
to do this.
·
Identifying the marketing and sales cost
·
Determining operational profit
·
Calculating the average per-customer revenue
·
Analyzing customer value per segment.
·
Answering the ‘what if' scenarios.
3.
Diagnosing customer behavior
This stage concentrates
on customer behavior and the factors affecting it. This enables the
organization to calculate the potential of the individual customer. The steps
involved are:
·
Combining customer interview data and other
information.
·
Studying how many customers moved up and down or
lost in the period of time.
·
Checking customer statistics, and
·
Verifying the feasibility of ‘what if' scenarios.
4.
Diagnosing customer satisfaction
The
reports on customer satisfaction provide reliable sample of customers to
improve product, services, relationship processes and trends. It can be
diagnosed in two ways:
·
Aggregated score: works on the aspects of
business that customers suggest the company to improve.
·
Individual score: identifies ways to increase
customer satisfaction with high profitability.
