Jelaskan bagaimana organisasi anda membangun hubungan untuk mendapatkan, memuaskan, dan mempertahankan pelanggan; dan untuk meningkatkan loyalitas pelanggan; dan untuk mengembangkan peluang baru. Jelaskan juga bagaimana organisasi anda menentukan kepuasan dan ketidakpuasan pelanggan.

Dalam respon anda sertakan jawaban atas pertanyaan-pertanyaan berikut:

 a.   Membangun Hubungan dengan Pelanggan

(1)   Bagaimana anda membangun hubungan untuk mendapatkan pelanggan, untuk memenuhi dan melebihi harapan pelanggan, untuk meningkatkan loyalitas dan mengulang bisnis, dan untuk mendapatkan referensi yang positif?

(2)   Bagaimanakah mekanisme utama memudahkan pelanggan untuk mencari informasi, untuk menjalankan bisnis, dan untuk melakukan komplin? Bagaimana anda menentukan persyaratan-persyaratan hubungan (contact) bagi pelanggan utama untuk masing-masing akses pelanggan? Bagaimana anda menjamin persyaratan kontak tersebut dijalankan kepada setiap orang dan proses yang terlibat dalam rantai respon pada pelanggan?

(3)   Bagaimana anda mengelola complain pelanggan? Bagaimana anda menjamin bahwa complain tersebut telah diatasi dengan effective dan cepat? Bagaimana anda meminimumkan ketidakpuasan pelanggan dan kehilangan pengulangan bisnis? Bagaimana complain yang ada dianalisis dan diuraikan untuk digunakan dalam perbaikan organisasi secara keseluruhan, dan oleh mitra anda?

(4)   Bagaimana anda mempertahankan pendekatan anda untuk membangun hubungan dan untuk memberi akses pada pelanggan yang sesuai dengan kebutuhan bisnis dan arah bisnis?

 b.   Penentuan Kepuasan Pelanggan

(1)   Bagaimana anda menentukan kepuasan dan ketidakpuasan pelanggan? Bagaimana menentukan metoda kepuasan pelanggan untuk pelanggan grup yang berbeda? Bagaimana anda menjamin bahwa pengukuran anda menangkap informasi yang dapat ditindaklanjuti untuk digunakan dalam melampaui harapan pelanggan, mendapatkan bisnis mereka yang akan dating, dan mendapatkan refensi yang positif? Bagaimana anda menggunakan informasai kepuasan dan ketidakpuasan pelanggan untuk perbaikan?

(2)   Bagaimana anda menindaklanjuti dengan pelanggan atas produk, jasa, dan kualitas transaksi untuk mendapatkan umpan balik yang tepat dan dapat ditindaklanjuti?

(3)   Bagaimana anda memperoleh dan menggunakan informasi kepuasan pelanggan anda relative terhadap kepuasan pelanggan pesaing dan relative terhadap kepuasan pelanggan dalam benchmark industri anda?

(4)   Bagaimana anda mempertahankan pendekatan anda dalam menentukan kepuasan tetap sesuai dengan kebutuhan dan arah bisnis?

HyperLinked Kriteria Items: 1.1 - 1.2 - 2.1 - 2.2 - 3.1 - 3.2 - 4.1 - 4.2 - 5.1 - 5.2 - 5.3 - 6.1 - 6.2 - 7.1 - 7.2 - 7.3 - 7.4 - 7.5 - 7.6 - P.0 - P.1 - P.2

Describe HOW your organization builds relationships to acquire, satisfy, and retain CUSTOMERS; to increase CUSTOMER loyalty; and to develop new opportunities. Describe also HOW your organization determines CUSTOMER satisfaction.

Within your response, include answers to the following questions:

a. Customer Relationship Building

(1) HOW do you build relationships to acquire CUSTOMERS, to meet and exceed their expectations, to increase loyalty and repeat business, and to gain positive referrals?

(2) HOW do your KEY access mechanisms enable CUSTOMERS to seek information, conduct business, and make complaints?

What are your KEY access mechanisms?

HOW do you determine KEY CUSTOMER contact requirements for each mode of CUSTOMER access?

HOW do you ensure that these contact requirements are DEPLOYED to all people and PROCESSES involved in the CUSTOMER response chain?

(3) HOW do you manage CUSTOMER complaints?

HOW do you ensure that complaints are resolved EFFECTIVELY and promptly?

HOW do you minimize CUSTOMER dissatisfaction and loss of repeat business?

HOW are complaints aggregated and ANALYZED for use in improvement throughout your organization and by your PARTNERS?

(4) HOW do you keep your APPROACHES to building relationships and providing CUSTOMER access current with business needs and directions?

b. Customer Satisfaction Determination

(1) HOW do you determine CUSTOMER satisfaction and dissatisfaction?

HOW do these determination methods differ among CUSTOMER groups?

HOW do you ensure that your MEASUREMENTS capture actionable information for use in exceeding your CUSTOMERS’ expectations, securing their future business, and gaining positive referrals?

HOW do you use CUSTOMER satisfaction and dissatisfaction information for improvement?

(2) HOW do you follow up with CUSTOMERS on products, services, and transaction quality to receive prompt and actionable feedback?

(3) HOW do you obtain and use information on your CUSTOMERS’ satisfaction relative to their satisfaction with your competitors and/or industry BENCHMARKS?

(4) HOW do you keep your APPROACHES to determining satisfaction current with business needs and directions?

Notes:

N1. CUSTOMER relationship building (3.2a) might include the development of PARTNERSHIPS or alliances with CUSTOMERS.

N2. Determining CUSTOMER satisfaction and dissatisfaction (3.2b) might include use of any or all of the following: surveys, formal and informal feedback, CUSTOMER account histories, complaints, win/loss ANALYSIS, and transaction completion rates. Information might be gathered on the Internet, through personal contact or a third party, or by mail.

N3. CUSTOMER satisfaction MEASUREMENTS (3.2b[1]) might include both a numerical rating scale and descriptors for each unit in the scale. Actionable CUSTOMER satisfaction MEASUREMENTS provide useful information about specific product and service features, delivery, relationships, and transactions that bear upon the CUSTOMERS’ future actions—repeat business and positive referral.

N4. Your CUSTOMER satisfaction and dissatisfaction RESULTS should be reported in Item 7.2.

N6. For some nonprofit organizations (e.g., some government agencies or charitable organizations), customers may be assigned or may be required to use your organization, and relationships may be short term. For those organizations, relationship building (3.2a[1]) might be focused on meeting and exceeding expectations during the short-term relationship, resulting in positive comments to other people, including key stakeholders of your organization.

For additional description of this Item, see 3.1 Customer and Market Knowledge Item Description.