 Only
‘Top Box Quality’ at Motorola
As
an organizational goal, ‘customer satisfaction’
is obsolete. Customers expect satisfaction,
and many businesses deliver it. Satisfying customers
is not enough to ensure you get their praise and future
business.
Motorola is one of the original benchmark companies
for ‘Total Customer Satisfaction’ (TCS).
Their persistent pursuit of TCS is legendary, with Six
Sigma quality programs and 10X campaigns for cycle time
reduction.
Motorola now uses a new metric to track ‘customer
loyalty’, and not just ‘customer satisfaction’.
They ask for a rating of ‘Overall Satisfaction’,
and ask if the customer intends to purchase again
from Motorola. And they ask if the customer will willingly
recommend Motorola to others.
Motorola’s target is genuine customer loyalty,
which includes high satisfaction, a commitment to future
business, and sharing positive word-of-mouth. Motorola
won’t be satisfied until customers check the ‘top
box’ in all three areas.
Key Learning Point
Customer satisfaction
only measures customer opinion for a fleeting moment in
time. But good customer relationships are not fleeting.
They are continuous. They have history, and present moments,
and rich, fulfilling futures.
Action Steps
How can you apply
these lessons? When you survey customers, don't just ask
`Are you not satisfied, somewhat satisfied, very satisfied.'
Take the initiative to find out whether your customer
is planning to buy from you again in the future. If so,
how soon? If not, why not? Then ask if your customer will
`refer you enthusiastically to others'? If so, why are
they enthusiastic? If not, what needs to change for customers
to become advocates for your products and your
service?
Next Article in Customer Service Measurements >>
Customer Satisfaction is a Rearview Mirror
First Article in Customer Service Mindset >>
Leave This Place Better Than You Found It
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
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