CHAPTER 1
1.1 INTRODUCTION:
The project was undertaken for a period of 45 days in MG MOTOR PVT LTD . The project
brings out the importance of “A Study on Consumer Satisfaction with Special Reference to
MG Motor”. as an important aspect of Consumer Satisfaction is an vital aspect for business
growth and customer loyalty. It is also an attempt to understand the Consumer Satisfaction at
MG Motor PVT LTD.
Consumer satisfaction refers to the level of happiness or pleasure a customer experiences
when purchasing a product or service. In the context of the automotive industry, it's measured
through surveys that assess various factors, including delivery process, dealer facility,
paperwork completion, working out the deal, sales consultant, and brand website
1.2 Consumer Satisfaction:
Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes
its products and services.
An organization’s main focus must be to satisfy its customers. This applies to industrial firms,
retail and wholesale businesses, government bodies, service companies, nonprofit
organizations, and every subgroup within an organization..
Model of Customer Satisfaction
There are two important questions to ask when establishing customer satisfaction:
. Who are the customers?
. What does it take to satisfy them?
WHO ARE THE CUSTOMERS?
Customers include anyone the organization supplies with products or services. The table
below illustrates some supplier-customer relationships.
Note: that many organizations are both customers and suppliers.
Supplier-customer relationship examples
Supplier Customer Product & Services
Automobile manufacturer Individual customers Cars
Automobile manufacturer Car dealer Sales literature
Bank Checking account holders Secure check handling
High school Students and parents Education
Hospital Patients Healthcare
Insurance company Hospital Payment for services
All departments Payroll department Data on hours worked
WHAT DOES IT TAKE TO SATISFY THE
CUSTOMER?
Organizations should not assume they know what the customer wants. Instead, it is
important to understand the voice of the customer, using tools such as customer surveys,
focus groups, and polling. Using these tools, organizations can gain detailed insights as to
what their customers want and better tailor their services or products to meet or exceed
customer expectations.
Customer Satisfaction Process Improvement
What is customer satisfaction?
Customer satisfaction (CSAT) is a measure of how well a company’s products and services
meet customers’ expectations. It reflects your business’ health by showing how well your
products are resonating with buyers.
How to measure customer satisfaction
Customer satisfaction can seem like a vague concept, but there are concrete ways to measure
it. You can source a customer satisfaction score by conducting CSAT surveys, for example.
These are typically short, one- to two-question surveys offered at the end of a business
transaction. A classic question is “How satisfied are you with the product?” with answers
ranging from “very satisfied” to “very unsatisfied.”
Although CSAT is one part of customer satisfaction, it is far from the only measure.
Businesses also use Net Promoter Score (NPS) surveys to determine whether their customers
are promoters, detractors, or passives.
Why is customer satisfaction
important?
Customer satisfaction is important because it means your customer base likes what you are
doing. Research shows that customer satisfaction leads to greater customer retention, higher
lifetime value and a stronger brand reputation.
5 reasons customer satisfaction is important
1) Customer loyalty
2) Customer Satisfaction Measurement
3) Repeat Purchases
4) Customer life time value
5) New customer acquisition
What is customer satisfaction?
1. It drives customer loyalty
Satisfied customers tend to share their positive experiences with friends and family. But the
opposite is also true: An unhappy customer tells more people about their negative
experiences than a happy customer does.
Social media makes social proof more powerful than ever before, with 79 percent of people
in the United States using social media to connect and share their experiences. Today, a
customer can easily share feedback on a bad experience with millions of people with a single
click (so make sure that review is going to be a positive one).
You are more likely to gain positive referrals if you use customer feedback to prioritise top-
of-the-line service. For example, our report found that 89 percent of people think quick
responses are important when deciding which company to buy from. If you want to improve
your company’s response time to support that data, you might incorporate AI technology, like
our AI-powered Answer Bot, to send prompt responses
2. Customer satisfaction metrics reflect your
support team's performance
Customer satisfaction benchmarks and metrics do not just help you gauge how happy your
audience is—they also tell you how your support team is doing. Use a variety of team metrics
to understand customer satisfaction levels:
Your support team’s initial response time: In our customer experience report,
the #1 most frustrating part of bad service was long wait times. Faster support team
response times not only lower customer frustration, but also give you a measure of
your team’s speed and efficiency.
The length of time it takes your team to resolve a customer issue: If it is taking
your team hours to resolve issues that could be dealt with quickly, it might be time to
tweak your internal processes. Do not just strive to respond quickly—resolve quickly,
too.
How many times a ticket or call required a transfer to find a resolution: Few
things are more frustrating than having to wait to be transferred to a new agent and
repeat your issue to get your request completed. If transfer occurrence drops,
customer satisfaction should rise.
3. It encourages repeat purchases
A satisfied customer is a loyal customer, who will stick with your company year after year.
So, how do you get those repeat customers? By hitting your customer support efforts out of
the park. Our trends report agrees: 57 percent of consumers say excellent customer service is
a factor in their brand loyalty.
4. It increases customer lifetime value
75 percent of customers are willing to spend more to buy from companies that give them a
good customer experience, according to our Trends Report. Satisfied customers are not only
more likely to remain loyal and less likely to churn, they are also more likely to spend more
money with your business.
4. It boosts new customer acquisition
At the onset of the pandemic, companies with the most satisfied customers were also 3.3x
more likely to have grown their customer bases. Customer service is not just important for
supporting existing customers, it is also key to bringing in potential customers and supporting
them when they reach out. If a prospect does not have a positive experience when they
interact with your support team, they will be less likely to purchase. The main difference
between service today and service 10 years ago is that customers expect premium service to
be built-in from the first sales or marketing interaction and carry through to the moment they
ask for help, post-purchase and back again. To position themselves for success, businesses
must integrate service into the journey at every interaction point.
How do you achieve customer
satisfaction?
The benefits of focusing on customer satisfaction are clear. But actually making customers
happy can take some trial and error. The key is persistence. Always aim to go above and
beyond for customers, and lean on other departments to help boost your customer experience.
How to improve customer satisfaction
1) Customer feedback
2) Convenience
3) Speed
4) Build Customer-focused culture
5) Empathy
1. Become obsessed with customer feedback
Become a student of your customer feedback. Do not just collect it: Analyse it and apply it to
what your customers are saying. Commit to learning about buyers’ pain points and then make
a plan to alleviate them in ways that set you apart from competitors.
A great way to do this is to use Zendesk’s feedback feature. The tool includes analytics for
agent performance and customer surveys, so you can study complaints and compliments
regarding your services.
Even without a CRM like Zendesk, you can still keep close tabs on customer feedback.
Social media and online review boards are especially good places to monitor buyer attitudes.
Search for mentions of your brand name or your dedicated hashtags on social sites to see
what people are saying.
2. Create a sense of convenience
The most successful physical stores are all about buyer convenience. Customers enjoy places
with flexible hours that fit their schedules. Think of the success Walmart, 24-hour drug stores
and gas stations have with that model. We are also more likely to shop at places close to us.
To build the same sense of convenience as a brick-and-mortar store online, you need to have
a digital presence on the platforms and services your customers already use. Use SEO-
optimised blog posts and social content to be front and centre in Google searches and social
media feeds. And make a point to be easily accessible for support questions on your
customers’ channels of choice.
Offering support via messaging apps (like WhatsApp, Twitter and Facebook) helps
businesses create that same sense of 24-hour availability. These are the same channels
customers use to interact with friends and family, so it gives you a chance to meet them
where they already are.
You should also offer opportunities for customers to help themselves. Many customers prefer
the hands-off convenience of a knowledge base, where they can search for information
without having to interact with customer support reps.
3. Deliver fast responses
In our Trends Report, we asked customers what matters most to them when resolving an issue
with a company. 73 percent said "they resolve my issue quickly" and 59 percent said "they
respond quickly." In a constantly connected world, customers don't want to have to wait a day
or even more than a few hours, for a response. Here are some tips for delivering faster
responses.
4. Make customer satisfaction a company-wide
focus
To improve overall customer satisfaction, you have to put time and effort into a business
strategy that puts customers first.
Using a tool like the balanced scorecard is a great first step. The balanced scorecard guides
companies in thinking about their operations from four different perspectives:
Financial
Internal Business
Customer
Innovation and learning
5. Lead with empathy
If there is one thing the pandemic taught us, it’s that empathy is an essential skill for support
professionals— it is even more valuable than customer service experience. In fact, nearly half
of customers want to interact with an empathetic customer service representative. Support
leaders can provide empathy training, but it is also a good idea to hire support reps who can
already put themselves in an angry customer’s shoes and communicate that understanding to
the customer. Businesses might also consider allowing agents to make exceptions to certain
policies in situations that require empathy.
