Running Head: THE INFLUENCE OF PERFORMANCE APPRAISSAL
The influence of performance appraisal on employees' productivity in organizations
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THE INFLUENCE OF PERFORMANCE APPRAISAL
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‘‘The influence of performance appraisal on employees' productivity in organizations''
Introduction
Amazon Inc., one of the leading retail and online company in the United States, has registered a declining trend in employees' productivity in the last two decades (Jodi & David, 2015).
The declining employee productivity emanates from the fact that the majority of the employees
of the company does not subscribe to the appraisal method used by the company. To leverage the
growing benefits associated with performance appraisal, the company, in the past three years, has
introduced the feedback culture (Luffarelli et al, 2016). Every employee at the company is requested to submit their opinions about their coworkers. The feedback system at the company is
designed to push the limits of employees, which according to some Amazon employees is an intricate machine propelling them to achieve Mr. Bezos' ever-expanding ambitions (Jodi & David,
2015) . The feedback system helped the company’s management understand any problems that
they might have and look for solutions on how to address them.
Problem Statement
The purpose of this paper is to examine whether performance appraisal of employees
has an impact on improving their productivity in the organization. Many organizations believe
that this has worked for them while others say that it has nothing to do with the performance.
Amazon Inc. the company has in the past utilize the employees' appraisal process known
as ‘‘rank and yank' or ‘‘stack ranking'' in which workers are rated against each other as opposed
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to how they can perform the task allocated to them or how well they meet their job tasks and responsibilities. The idea behind the ‘‘stack ranking'' is that the lowest-rated workers will be continuously eliminated to pave way for other qualified employees to be recruited (Jodi & David,
2015).Even though this method has enabled the company to register a magnificent growth in
profitability, it has received negative reception from employees because they believe that the appraisal method denied them the freedom to perform their job properly.
Since ‘‘rank and yank'' system receive wide criticisms, the company currently uses its internal tool for making feedback available to employees. Their feedback will be used to identify
the problems as well as look for solutions. The internal tool is called ‘‘Anytime Feedback Tool.’'
The employees of the company are required to directly send criticism or praise about their
coworkers in the organization (Jodi & David, 2015). The feedback from the employees allows
management to assess the performance level of employees. Instead of the old appraisal system,
the new feedback system gives full autonomy for employees to appraise themselves.
Research Question
1. Has performance appraisal on employees affected how they work, interact, and associate with
each other and
2. As a result influenced productivity in organizations?
Subset Research Question
What critical interventions need to be undertaken and implemented within an organization’s system to ensure that positive appraisal techniques are utilized that enhances productivity
within an organization?
Rationale
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The change in social spaces within the workplace has allowed for a shift and change in
attitudes in regard to work and their interactive capabilities. The technological change has been
not only an institutional change but rather a personal one, evidenced by growing sophistication in
hand-held gadgets such as phones. This change has allowed a change in the manner and way
people interact and how they tend to perceive each other within their workspaces while broadening the social space beyond the working environment. It is this generational change that has demanded of organization leadership to conform to the new principles of social interactions (YvesC & Dragon, 2009). The dynamics of tech-based functions must allow those involved to employ
a collaborative process to ensure that both the management and the workers find a common
ground upon which to operate in.
Today, both the private and the public sector have demanded effective and productive to
the labor force and the management. This mutualism between management and the workforce
has been instrumental in creating a sensible, realistic, and yet functional system that is beneficial
to the organization's productivity. The frequency of performance evaluation helped organizations
to assess employee performance and the main aspect of evaluation is to provide feedback to employees. Feedback evaluation system helped to reinforce link between employer expectations and
employee performance (Thomas, Clausen & Jay, 2008). Performance appraisal adopted by Amazon undertakes to promote an unsavory and distrustful attitude in the workplace. The current
generation that is guided and driven by technology finds their space and freedom within the component upon which such a platform empowers them to find a voice. For Amazon to adopt and demand a feedback culture among a workforce that has a voice within the intricacy of technology,
it is creating an attitude problem that will impact negatively on its productivity. Organizations
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with a heavy reliance on purported feedback by their employees are failing to “see” the big picture and instead survive on a false positive (Thomas, Clausen, & Jay, 2008). The attainment of
equilibrium between management and its workforce will improve relations among workers while
at the same time help develop the right attitudes to work and hence improve on productivity.
Definitions
All of the keywords and phrases used in the proposal are being used in a manner consistent with their generally accepted definition and context.
Hypothesis
It is hypothesized that implementation of rigid work ethic that fails to take into consideration the versatility of the modern tech-wise workforce will only encourage a negative work ethic.
With the popularity of technology, it is envisioned that the future will entail a more liberal working space for the workforce. As such, the modern appraisal system will become irrelevant if not
less important to employees in evaluating compensation and promotions at its maximum extent.
It is, therefore, critical that organizations adopt intentional steps to cope with the shift in culture
and the change in attitude. Appraisal systems would be molded to create coherence rather than
suspicion among workers. The social space should empower management to find a niche upon
which to drive appraisals and encourage goodwill among workers. Technology influenced performance, noting that “the two parties must agree on adjustments that should be made to take
into account the impact of information technologies on the organization of work, job descriptions
and training” (Yves-C & Dragon, 2009, p. 31). Crucially, attitudes are an accurate reflection of
the preexisting perspectives as to an unfavorable appraisal system that needs change
Literature Review
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Appraisal system within an organization needs to be customized to specific needs that
help the organization, through the employees, grow holistically, without creating loopholes. (Kolawole et al., 2013) points to the fact that today’s workplace is being altered by the changing social space (Jacob Morgan., 2015). Different from the previous spaces that allowed for manual
control of the social systems, the modern social circle is independently controlled. Technology
has changed how people interact and how management can implement and effect change. The
implementation of a tech-conscious appraisal program needs to take into consideration the fact
that management has limited control over its workforce (Yves-C & Dragon, 2009). As such, it
requires that during execution, management utilizes technology as a platform upon which to
reach its workforce and help them to find a purpose in the values of the organization. It is essential to ensure that this technology is not perceived as surveillance on the private life of their employees.
It is a platform that (Ochoti et al., 2012) identifies as complex and compound in deciding
the organization culture and its conformity to set rules and regulations. This difficulty in controlling people through previous human resource strategy has forced management to adopt appraisal
system that is only strategy-oriented, but more socially conforming to the modern tech-based social circles. The program is a need-based appraisal system that is meant to efficiently influence
the workforce to find importance and value in their role within the organization. (EstinoDaoanis.,
2012) points to the fact that management need to show goodwill in believing and trusting the
workforce by fully explaining feedback results and evaluation tools used in order to fill the gaps
in evaluation of appraisal system using technology.Therefore to implement this research program, it is crucial that management can understand its role in driving the conversation forward
and in empowering the workers to find purpose in appraisal system.
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(Ochoti et al., 2012) focuses on the role of management regarding employee behavior and
its effect on performance as per the organization’s expectations. Management needs to ensure
that when implementing an appraisal system, there are basic guidelines that allow the workforce
to perceive such a system as beneficial to them and not one meant to gag them to a specific behavior. The danger of management not customizing an appraisal system to employees needs and
wants lies in the social construct that allows workers to “discuss” issues outside the management
control (Mayer & Davis, 1999). This outside engagement provides for defiance especially if the
appraisal system is biased in one way or another. When choosing to implement this research program, management needs to include the employees in the formulation of the best viable system
to both the employees and the management. The value of a sensible and realistic appraisal system lies in being able to empower either party to value it as a positive initiative in helping the organization grow.
(EstinoDaoanis, 2012) research on human interactions within workspaces attributes to the
growth, salary increment, and social improvement that confine with in the management. The appraisal system, therefore, needs to be implemented with the employees’ opinion on board. This
allows for management to be able to formulate an appraisal system that encourages positive relationships rather than negativity among people who spend most of their times together. It is also
essential that such an appraisal system promotes positive performance, away from the supervisions from managers; in an attempt to create positive relationships that are founded on trust
(Ochoti et al., 2012). Therefore, to implement this appraisal system, there is need to have in
place a value-based social structure between the management and the employees. If the employees tend to regard the management as a force that is there to monitor them rather than empower
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them, then it will not encourage positivity. The appraisal program will therefore heavily rely on
the existing social structure to find purpose and value.
A healthy feedback culture can only be developed through a social system that is bound
and held by trust as its main component (EstinoDaoanis, 2012). In reality, there are numerous
factors that influence how committed employees are to a company or organization. Modern performance management recognizes that performance is a result of a combination of factors: systems, protocols, resources and human resource. The appraisal systems are a way to vet the existing social structures and improve on them as individual structures rather than whole systems.
The appraisal system should be designed in such a way that it should convince employees and
motivate towards success. This allows for management to enhance interpersonal relationships
that allow for growth within the organization and minimization of mistakes. To construct this
program to be successful and functional, there is a need to ensure that organization culture is
value-driven and one that encourages interpersonal interactions. An appraisal program that lacks
a concrete social structure will fail to find the trust to promote healthy interpersonal interactions
that provide for an improved culture (Yves-C & Dragon, 2009).
Effectiveness of Appraisal system is as such an important task while evaluating the performance itself. The effectiveness depends on how accurately it is done and also implemented
for the success of organization as a whole and also it is crucial for employee development as
well. Appraisal system should identify employee weakness which can in turn use for employee
development in a way to bring improvement to success (EstinoDaoanis, 2012). The implementation of an appraisal system is solely the work of the management, and as such when formulating
the appraisal system the right program, management needs to understand that employees need to
be convinced and happy by fully explaining the feedback results and also by making employees
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participating in formulation of evaluation tools. This will provide the implementation of the appraisal system with the right structural framework that empowers the management with the right
tools to cut on mistakes and improve on positive performance.
Methodology
Research Design
Here in this research paper, both qualitative and quantitative techniques are used in order
to gain the advantage of the two approaches by using both primary and secondary data sources.
The primary data involves using questionnaire. The secondary data sources will include specialized literature, reports, and newsletters. The questionnaire will be used in collecting data from a
sampled population in one of the companies which have been running successfully in terms of
revenues, profits, and long-term strategies (Paul J.H. Schoemaker, 2013). The researcher, therefore, collects, interprets and then performs a clear and precise analysis of the gathered data using
tabulation and graphics techniques. Consequently, when justifying this option approach of quantitative study, the researcher findit as the most appropriate as an outcome to the pathway of a
program as has been seen utilized by various social scientists in the most authentic secondarydata analysis. In case of study design, the researcher collects and analyzes statistical data from
the designated organizations with the assistance of tables and graphics. Hence, as such, the interviews will be used in the collection of data from relevant participants (Joan Sargeant, 2012).
Participants
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This study targets a suitable number of participants from Amazon Inc. in the United
States of American. From this designated organization, the researcher, therefore, will involve
employees of all categories working with Amazon Inc., stating from executives, top management, middle-level management and casual workers to gather much information about the influence of performance appraisal on employees' productivity in the organization.
Instrumentation
Selection of important instruments to collect data is crucial step in research process. The
most suitable instrument is questionnaires as tools in for data collection in which the researcher
will use. This is because; questionnaires will facilitate easy data collection from a large number
of participants within the shortest possible time (Joao Luiz Bastos, 2014). With questionnaires as
a tool, the investigator will have a viable capacity of reaching out to large number organization
workers who are able to get their influence on the performance appraisal on employees' productivity in the chosen firm. For that reason, the investigator will be obliged to use related standardized questions to all participants to obtain data which is suitable for comparison reasons. Such
type of questions will provide autonomy to the individual participants and in so doing will be encouraging stipulation of accurate information and the necessary responses.
Data Collection
When it comes on the issue of data collection, the whole process of data gathering will
involve subdividing the entire research team into small manageable groups so that to be able
dealing with the whole exercise of primary data collection from as many sources possible. As
such, the process will regard the information about the influence of performance appraisal on
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employees' productivity in an organization in the designated organization under study to facilitate formidable resolutions in an authentic manner. Before decisions are made about what data to
collect and how to analyze data, the purposes of the evaluation and the Key evaluation questions
(KEQs) must be decided. Although many impact evaluations use a variety of methods, what distinguishes a ’mixed methods evaluation’ is the systematic integration of quantitative and qualitative methodologies and methods at all stages of an evaluation. Here sampling technique is used
for selecting individuals and groups (Greet Peersman&Taylor-Powell, 1998, p. 8). The data collection methods will entail the use of questionnaires, content analysis, observation, sampling and
among others. As such, researcher will seek a go-ahead permission from company authorities
where the collection of the data is set to take place. Sampling error exists within any sample, no
sample will yield exactly the same information as if all people in the population of interest were
included in the data collection. So, information collected from a sample is used to make estimates about the population of interest. The researcher will then review the case study objectives
and the formulated hypotheses of the study before the dates of data gathering. The researcher
also has to create suitable questionnaires as a guiding element in getting data from intended respondents in the study field.
Data Analysis
The succeeding process is data interpretation and analysis. This will be successfully completed after the research would have collected adequate data from the targeted zone; then the researcher will have to embark on a serious quantitative analysis. Both data collection and data
analysis are chosen in such a way that they both compliment each other’s strengths and weakness. The analysis will be done on a case description, theoretical propositions, and qualitative
and quantitative data dimensions (UNICEF, 2014). The following activity will be comparisons,
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in which data received will be compared before drawing credible and compelling conclusions on
them. This possibly will require a proper use of carefully selected spreadsheets. The expected
end results of the case study will be then presented in form of complicated graphs, tabular or
charts.
Conclusion
In conclusion, the methodology to collect data on the influence of performance appraisal
on employees' productivity in Amazon Inc. constitutes procedural practices that will be fundamental during the whole procedure of data collection from the case study. The methods are not
limited to research approach, target population, research design, sampling procedure, research
instruments, the procedure of data analysis and data collection.
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References
EstinoDaoanis, L. (2012). Performance Appraisal System: It’s Implication to Employee Performance. International Journal of Economics and Management Sciences, 2 (3): 55-62. Retrieved from https://pdfs.semanticscholar.org/c716/802af3a90064ca0dc196578574e07b5e79df.pdf
Jacob Morgan. (2015). How the Physical Workspace Impacts the Employee Experience
https://www.forbes.com/sites/jacobmorgan/2015/12/03/how-the-physical-workspace-impacts-the-employee-experience/#30672d4a779e
Jodi,K.,&David,S .(2015). Inside Amazon : Wrestling big ideas in a bruising workplace
https://www.nytimes.com/2015/08/16/technology/inside-amazon-wrestling-big-ideas-ina-bruising-workplace.html
Kolawole, T., Komolafe, I., Adebayo, A., &Adegoroye, A. (2013).Appraisal System: A Tool for
Performance in Selected Organizations in Nigeria. International Journal of Sociology
and Anthropology, 5, (7): 249-261. Retrieved from http://www.academicjournals.org/article/article1379759571_Kolawole%20et%20al.pdf
Luffarelli, J., Gonçalves, D., & Stamatogiannakis, A. (2016).When Feedback Interventions
Backfire: Why Higher Performance Feedback May Result in Lower Self‐Perceived Competence and Satisfaction with Performance. Human Resource Management, 55(4), 591614.
Mayer, R., .Davis, J. (1999).The Effect of the Performance Appraisal System on Trust for Management: A Field Quasi-Experiment. Journal of Applied Psychology 84(I): 123-136. Re-
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trieved from https://fdp.hse.ru/data/808/479/1225/Oct%2012%20The%20Effect%20of%20the%20Performance%20App..gement%20A%20field%20quasi-experiment.pdf
Ochoti, G., Maronga, E., Muathe, S., Nyabwanga, R., &Ronoh, P. (20102).Factors Influencing
Employee Performance Appraisal System: A Case of the Ministry Of State for Provincial
Administration & Internal Security, Kenya. International Journal of Business and Social
Science, 3 (20). Retrieved from http://ijbssnet.com/journals/Vol_3_No_20_Special_Issue_October_2012/5.pdf
Thomas, S., Clausen, K., & Jay, S. (2008). Appraising Employee Performance Evaluation Systems.CPA Journal, 78: 64–67. Retrieved from
https://brainmass.com/file/349133/29415389.pdf
Yves-C, G., & Dragon, J. (2009). The impact of technology on organizational performance. The
Journal of Public Sector Management, 28 (1): 19-31. Retrieved from https://pdfs.semanticscholar.org/1047/01aa8d4f0630147eb212af09cc7198b8f466.pdf
Running head: IMPROVING CUSTOMER SATISFACTION
Table of Contents
Introduction .................................................................................................................................................. 2
Problem Statement ....................................................................................................................................... 2
Plan ............................................................................................................................................................... 2
Research Questions ...................................................................................................................................... 3
The rationale of the Study ............................................................................................................................ 4
Research Methodology ............................................................................................................................. 4
Additional Research .................................................................................................................................. 5
Importance of Customer Satisfaction ....................................................................................................... 6
Customer Satisfaction Strategies .............................................................................................................. 7
Technology and Increased Customer Satisfaction .................................................................................... 9
Program Implementation ....................................................................................................................... 12
Program Evaluation................................................................................................................................. 13
Methodology............................................................................................................................................... 13
Project ..................................................................................................................................................... 14
Improving Customer Satisfaction Plan-Design.................................................................................... 14
Implementing Customer Satisfaction Improvement Plan................................................................... 16
Narrowing Down to Vulnerable Areas ................................................................................................ 17
Developing Customer Satisfaction Strategy........................................................................................ 17
IMPROVING CUSTOMER SATISFACTION
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Customer Improvement Plan Aspects ................................................................................................ 17
Communicating Changes .................................................................................................................... 17
Evaluation ................................................................................................................................................... 18
Conclusion ................................................................................................................................................... 19
References .................................................................................................................................................. 21
APPENDIX: .................................................................................................................................................. 23
Customer Questionnaire ......................................................................................................................... 23
1. Which word can you use to describe our product? ................................... ........................... 23
2. When you ordered did the product reach you on time? ...................................................... 23
YES ....................................................................................................................................................... 23
NO ....................................................................................................................................................... 23
3. Did the product delivered meet your expectations according to photos on our webpage? 23
YES ....................................................................................................................................................... 23
NO ....................................................................................................................................................... 23
4. Are you happy with your shipping options? Yes….. No….. If not, what other shipping option
can we include to improve your shopping experience?
…………………………………………………………………………… ................................................................ 23
5. If you could modify one aspect of the product we are offering, what would it be?
…………………………………………………………………….. ...................................................................... 23
6. Were you able to find the information you were looking for on our website? .................... 23
YES ....................................................................................................................................................... 23
NO ....................................................................................................................................................... 23
7. How approachable have the company been to questions you have raised concerning our
products? ............................................................................................................................... 23
MISERABLE .......................................................................................................................................... 23
SATIFACTORY ...................................................................................................................................... 24
DELIGHTFUL ........................................................................................................................................ 24
8. How do we compare to our competitors, in terms of product quality? ............................... 24
BETTER ............................................................................................................................................... 24
SAME ................................................................................................................................................... 24
WORSE ................................................................................................................................................ 24
9. On a scale from 0 to 10, what is the likelihood of you to recommending our product to a
friend or colleague? ………………………………. ............................................................................. 24
IMPROVING CUSTOMER SATISFACTION
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Introduction
The decrease of satisfaction of consumers at Rocklyn Industry has led to the decline of the
performance of the organization. Competition in the industry leads to the need to focus on the
responsibility of the company in increasing customer satisfaction. Declined quality of the
products contributes to the low satisfaction levels and this creates challenges for the sales and the
marketing team. The focus of the company on the changes taking place in the environment and
the implementation of the packaging that is attractive to the consumers is an essential aspect of
improving the productivity of the company. The low satisfaction levels have led to the reduction
of productivity and the overall performance of the company. The plan focuses on a program that
will assist in the improvement of performance of the company, and this is through improving the
satisfaction levels of consumers.
Problem Statement
The low satisfaction rates of the employees are causing strain to the company in the reduction of
the performance of the company. The productivity of the employees is also suffering, and this
has led to increased losses and the reduction of the employee’s morale.
Plan
The paper will focus on the design and the implementation of a plan that focuses on the
improvement of the satisfaction of the customers at Rocklyn Company. The customers complain
about the destruction of their goods, and the insufficiency of the transportation methods has
resulted in the decline of the company performance. In the improvement of customer
satisfaction, the recognition of the role of the customers in the improvement of company sales is
essential. It creates the need to focus on the measures that increase their satisfaction, and this
involves treating them like a boss. Improving the impression of the customers and determination
IMPROVING CUSTOMER SATISFACTION
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of the changes that help in improvement of the product quality is an essential way of managing
customer expectations.
The introduction of customer surveys is essential as it helps in the analysis of the different areas
that the consumers face challenges and this analyzes the strategies that the company should
apply. The introduction of modern methods in the production methods has experienced
challenges in the company, and this is attributed to the poor packaging leading to the decline of
the satisfaction levels of the consumers (Haylock, 2004). With the integration of the modern
methods and the analysis of the expectations of the customers in the packaging, the company is
likely to increase its competitiveness in the market. The company is expected to increase the
loyalty of the customers, and this involves looking at the areas where the services fail to achieve
loyalty and building on their relationship with the clients.
Analysis of the mistakes that the company makes and rectification of the same is essential in
helping to improve customer satisfaction and their retention in the market. Understanding of the
importance of the feedback from the customers is essential as it guides the company in the
analysis of the areas that are problematic and the implementation of the strategies that guide
company performance (Molinari, Abratt & Dion, 2008). Tracking of the performance of the
company is enabled by the number of customers that transact and the analysis of the positioning
of the company in the market increasing the levels of satisfaction of the customers.
Research Questions
1. What are the reasons for the low customer satisfaction levels at Rocklyn Company and
what implication does this have on company performance?
2. What approaches can the company successfully implement in the improvement of the
satisfaction levels of the customers?
3. How does technology contribute to increased customer satisfaction in the company?
4. How does the implementation of the program lead to increased customer satisfaction?
5. How will the effectiveness of the program be evaluated?
IMPROVING CUSTOMER SATISFACTION
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The rationale of the Study
The need for the design and the implementation of the program is to focus towards the increase
of the satisfaction of the customers and the improvement of the company performance. The plan
will focus on the areas that the company performance is affected, and this creates the need to
analyze the changes that help in increasing the retention of the customers in the organization.
The examination of the strategies that increase the sufficiency of the organization is essential as
there is an analysis of the changes that require the management of the needs of the consumers. It
creates the need for the improvement of the loyalty of the customers.
Research Methodology
Research methodology will guide the process of collection of data and the analysis of the
information necessary in helping the company decide on the operation of the company. The
method applied in the research is qualitative research that will help in the determination of the
trends in the performance of the organization and the rates of customer satisfaction. The
exploratory research will analyze the different changes that the company has undergone and the
opinions of the employees towards the improvement of the customers’ satisfaction levels
(Gomez, McLaughlin & Wittink, 2004). The method of collection of the data will focus on
techniques that enable the maximization of the participation of the sample, and this involves the
use of questionnaire and interviews. The method is essential in the variation of the needs of the
customers and the preferences towards the services and the products of the company. The
method will help in the evaluation of the motivation of the customers and the company in
meeting the demands of the customers.
The qualitative research method will help in focusing on the competitive measures in the
environment and the need for positioning of the company in the market. The research will
analyze the decisions that the company makes in the improvement of the loyalty of the customers
and the development of the brand in the market. The customization of the products to suit the
needs of the consumers helps in the analysis of the changing environment and meeting the
competitive standards in the market. There is research on the positioning of the company and the
perception of the products in the market. The analysis of the decisions that the customers make is
essential in the operating industry, and this is important in helping to analyze the company needs,
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and the integration measures that would lead to the presentation of research results focused
towards competitiveness (Oliver, 2014). The qualitative research will analyze the different pieces
of evidence that create the need for the recognition of the company products and the audit of the
company processes that help in the management of the expectations of the customers. The
method will help to evaluate the changes in the environment.
Additional Research
The need for the integration of modern production methods with customers’ needs creates an
atmosphere that is focused towards achievement of results. It guides the quality that the
customers expect from the products guiding the analysis of different concerns in the performance
of the company. Guidance on the regulation of the industry is important in encouraging operation
of the company and this analyzes the consumer satisfaction levels in the long run. Researching
on laws and regulations that define the company is important as it guides the need to focus on
changing environment and the development of an ethical framework that helps in identifying the
operations of the organization.
With the research, there is determination of how customers make decisions on the products that
they consume and this encourages the analysis of the changing framework in operations.
Customers help in increasing the performance levels of the organization and the decline in their
loyalty affects the company operation (Haylock, 2004). It encourages the company to focus on
their preferences and analysis of the qualities that they look for in the products. The streamlining
of the company operations is enhanced by the decisions in research and this creates an
understanding on the need to increase the retention levels of the consumers.
Guidance on the changes in the preferences of the consumers and their perception on the
operation of the organization create the need to embrace the changing technology on operations.
There is focus on strategies that help in managing evaluation methods and this creates an
understanding on positioning of the company in the market and the need to enhance the
productivity of the employees. There is guidance on strategy development and the role that
leadership plays.
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Importance of Customer Satisfaction
There are numerous advantages that are associated with improved customer satisfaction in any
business organization. For Rocklyn Industry to attain a unique competitive edge, customer
satisfaction is not an option but necessary requirement. Values of customer satisfaction are many
thus organizations should always strive to put in place necessary requirements that will see them
streamline service delivery to customers (Anderson et al. 1994). As already opined under the
previous sections, attaining and improving customer satisfaction has never been a walk in the
park. It is a comprehensive process that requires joint team efforts by organizational
stakeholders, application of situational leadership skills, fine tuning available corporate social
responsibility program and even rebranding the company to suit customer needs, tastes and
preferences in the process of consuming manufactured company products. Therefore this section
is meant to bring to the attention of organizational stakeholders of Rocklyn Industry to know
why the plan for customer satisfaction is an important thing to be embraced by top management.
Executive personnel of Rocklyn Industry ought to know that customer satisfaction is litmus
paper indicator of consumer repurchase intentions and loyalty. Improved customer satisfaction
shows possibility of a customer making future repurchase of company products. Customers who
rate company products by value of seven out of ten are considered to be satisfied hence the
company has higher hopes for them coming back to buy products. In the event that a customer
gives six and below values, company stakeholders should take that as strong signal of unhappy
customers who are likely to move to other companies (Anderson et al. 1994). Therefore company
stakeholders are put in the right place of knowing best strategies of attaining lost glory.
According to Anderson et al. 1994, attaining customer satisfaction is a point of differentiation.
This is based on the business idea that all markets are competitive. Therefore, business
organizations that manage to attain unique customer satisfaction have higher chance of attaining
success unlike those that are reluctant to implement the same move. It is up to Rocklyn Industry
to create an environment where customer satisfaction is very high and highly trimmed service
delivery to them. Some of these interventions include but not limited to seeking for consistent
feedback from customers, improving available communication channels and embracing
situational leadership skills among others (Anderson et al. 1994).
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Improving customer satisfaction translates to reduced customer churn. It is of great value for
Rocklyn Industry to know that price is not major reason for customer churn but poor service
delivery is what accelerates rate of customer churn. Therefore, improving and attaining customer
satisfaction is necessary for diminishing customer satisfaction hence need for increasing overall
quality and customer service is very important in wowing customers at every opportunity.
Improving customer satisfaction for Rocklyn Industry is an opportunity for increasing customer
lifetime value. Numerous scholarly articles have justified that customers who are totally satisfied
contribute more than ten times revenue unlike dissatisfied customers. Customer satisfaction does
play important role in determining amount of revenue the company generates. Therefore, for
Rocklyn Industry to attain success within shortest time limits, customer lifetime value is the only
way to go and attain ever unimagined success (Anderson et al. 1994). A good customer lifetime
value is an essential requirement for customer retention.
Customer satisfaction will enable Rocklyn Industry to reduce negative word of mouth made by
its competitors in the process of trying outshining the company. It is a justified fact that unhappy
customers inform over twenty people about horrific experience. Therefore, in order for Rocklyn
Industry to eliminate negative word of mouth perpetuated by its competitors, it is of great value
measuring customer satisfaction on continuous basis. Customer satisfaction makes it possible to
retain new customers as opposed to struggling in the process of acquiring new ones. It is true that
companies incur huge costs in the process of acquiring new customers. Therefore, should
Rocklyn Industry consider putting in place effective strategies of addressing customer
satisfaction, it will limit incidences of using huge resources in the process of customer
acquisition (Anderson et al. 1994). Therefore, a comprehensive plan of improving customer
satisfaction starts with knowing necessity for embracing effective strategies of attaining
customer satisfaction. Measuring customer satisfaction to gauge degree of customer happiness is
unprecedented move of ensuring that Rocklyn Industry is well placed to attain a unique
competitive edge in the industry.
Customer Satisfaction Strategies
Customer experience has become current competitive battleground in small, medium and huge
business ventures (Fornell, 1992). Therefore, focusing on building indomitable customer
IMPROVING CUSTOMER SATISFACTION
8
experience is the next thing to be embraced by organizational stakeholders. There are number of
game changing strategies that Rocklyn Industry should embrace in order to attain outstanding
customer satisfaction. For example, effective treatment of customers as bosses is one such
preliminary step of attaining and improving indomitable customer satisfaction. Rocklyn Industry
should be thanking customers for their unmatched loyalty, go out to help customers addresses
individual needs and preferences, impressing customers just like the way the company expects to
increase revenue generation and thinking about paycheck every time human resource
management personnel talks to customers.
Focusing on measuring customer satisfaction is an essential move of attaining and managing
customer satisfaction (Fornell, 1992). In order to implement this in a successful manner, it is
important using customer satisfaction survey tools and techniques, focusing on customer
satisfaction metrics and embracing high level of technology with intentions of eliminating
communication disparities. Rocklyn Industry should come up with effective strategies of
building customer loyalty in order to increase customer satisfaction. This can be made possible
by helping customers celebrate auspicious life events such as birthdays, striving to empower and
educate customers on a number of issues, making huge investments in self-service support
channels, emphasizing on the need for customer service and talking to customers on regular basis
in order to know that they require, loopholes and other issues affecting streamlined service
delivery to them (Fornell, 1992).
Rocklyn Industry should remain alert and avoid customer retention mistakes. This is based on
the substantive thought that there is no business that immune to unhappy customers. Some of
customer retention mistakes include but not limited to ignoring customer feedback, taking
customer feedback at personal level and use of long, boring customer satisfaction surveys
(Beard, 2013). It is of significant impact for the company to set customer expectations early
enough to avoid flaws. These expectations should be able to succeed in order to attain historic
customer satisfaction within an organization.
Learning how to survey customers in the right way is such essential step of improving customer
satisfaction (Beard, 2013). Rocklyn Industry should be able to come up with unmatched
techniques of improving products and services discharged to customers and finding right
IMPROVING CUSTOMER SATISFACTION
9
advocates who have dedicated their loyalty to company products. This is made possible by use of
customer by use of customer satisfaction surveys by asking them to rank the company on
predetermined scale. This will create a clear image on the state of company brand to the public
domain. This cannot be attained without use of situational leadership skills, strategic planning
and setting clear vision on what ought to be done (Beard, 2013).
Use of e-mail is the right way of attaining and improving unique customer satisfaction (Beard,
2013). This is based on concrete thought that technological advancement has made it possible for
email system to be embraced by many customers. Human resource management should embrace
use of email to stay in contact with customers by responding to their queries in real time.
Customer care team should be alert and maximize use of email to send personalized special
offers to specific groups of individual customers on a number of pertinent issues in life. Use of
email should be supplemented by use of social media platforms to track and monitor customer
satisfaction in order to make your customers happy. Social media platforms can aid in
monitoring brand mentions and sentiments, customer support channel and holding question and
answer sessions with customers.
At the end of the day, they will develop feeling of being valued hence success will be easily
attained (Beard, 2013). It is important to avoid lies when trying to improve customer satisfaction.
Company stakeholders should always learn to focus on customer experience. Understanding the
fact that social media platforms provide greater opportunity to increase customer satisfaction is a
candid observation that should be embraced at all costs. As already stated in the previous
sections, Rocklyn Industry should resort to all means of treating customers as their boss in order
to attain outstanding customer satisfaction. Just as already stated in the previous sections,
customer satisfaction is master key for many benefits which will aid the company to remain
relevant in industry of its own choice (Beard, 2013).
Technology and Increased Customer Satisfaction
Knowing that customer satisfaction is an important thing to be embraced by organizational
leaders is highly emphasized (Automile, 2017). In the event that customers are not complaining,
having customer satisfaction metrics, having in place essential strategies of improving customer
satisfaction are some of indicators of customer satisfaction within an organization. Advanced
IMPROVING CUSTOMER SATISFACTION
10
technology is an essential requirement for attaining and improving indomitable customer
satisfaction within business organization. Technology can be an expensive investment but in the
event that you protect it well and use it to the fullest capacity, it is an important investment that
you will not regret using it in the process of attaining indomitable customer satisfaction
(Automile, 2017).
Appropriate communication is necessary for attaining unique customer satisfaction. Therefore,
there is no excuse for business organization to have poor communication systems within
premises. Businesses that connect with customers using their preferred methods attain customer
satisfaction within effective timelines. Customers have shifted from traditional system of relying
on phone calls to use of live chat, e-mail systems and other social media platforms (Automile,
2017). At end of the day, customers who are highly engaged get contented easily translating to
improved customer satisfaction.
Technology and improved customer satisfaction are directly proportional to each other
(Automile, 2017). Technology ensures customers have been well understood and customer care
personnel within the organization address customer plight, different tastes and preferences in a
good manner. Technology ensures that companies are able to write protocols and other necessary
policies that ensure that human interaction through social media platforms, phone calls, SMS
messaging and digital marketing have been fully attained within the organization.
Rocklyn Industry should appreciate the fact that customer satisfaction enhances customer care
availability for twenty four hour system. Businesses that want to stand out embrace use of these
social media platforms and company e-mail systems to address special needs of customers
(Automile, 2017). Technology makes it possible for companies to be available anywhere,
anytime and utilize all forms of communication such as chat boxes, social networks and e-mail
systems to address customer needs. Therefore, giving customers an option to contact you
whenever they want is an unprecedented move of attaining customer value implying that
customer satisfaction has been fully attained.
Technology creates a scenario of self-reliant customers (Automile, 2017). Technology creates an
avenue for customers to access information through multiple avenues such as ever functioning
company websites that guarantees customers essential information such company contact
IMPROVING CUSTOMER SATISFACTION
11
information, operating hours, business descriptions, store policies and other important details.
Through blog posts, webinars, videos and podcasts, customers get necessary information
translating to improved customer satisfaction. Social media connection has been made possible
by technological advancements. Technology has made it possible for customer interaction with
human resource management within the company. Effective customer interaction is necessary for
attaining unique customer satisfaction (Automile, 2017).
Technology improves customer experience making them become loyal to company products and
services discharged hence employing right technology in addition to outstanding customer
support team is necessary for improving customer satisfaction (Automile, 2017). Effective use of
technology tools make it possible for business growth and attaining unique competitive
advantage by: effective engagement of customers and automating marketing initiatives within an
organization, ability to deliver real time feedback and other necessary insights in order to address
problems in a convenient manner and being able to generate data that can inform decisions
relating to product and service design and resource allocation among other important issues. Use
of advanced technology tools equipped with mobile functionality and business analytics directly
or indirectly increases customer satisfaction by a huge margin. Customer satisfaction is attained
by real time generation of feedback for customers, helping building better customer
relationships, driving customer advocacy, managing customer communication and management
of business solutions.
Modern technologies are transforming almost every domain in customer experience for business.
Majority of business organizations that have embraced these technologies have always realized
improved efficiency, productivity and ever evolving business prospects (Suther, 2007). Use of
advanced technology in business operations ensure that customers are accorded due and
necessary attention. Chatbots have become latest revolution in business landscape. Businesses
have been enabled to handle customer service functions Chatbots have become easy to deploy
and provide instant support via voice, mobile app and instant messaging. The culture of handing
customers queries in a quick manner leads to improved customer experience.
Big data analytics have always improved customer satisfaction by huge margin (Suther, 2007).
Big data analytics help business organizations to grow business by gathering information and
IMPROVING CUSTOMER SATISFACTION
12
insights on consumer preferences and behaviors essential for helping them provide personalized
services. Big data has always helped business organizations interact with customers by
understanding customer problems, expectations and aspirations helping in quick resolution and
provision of tailor made solutions to individual customer expectations.
Artificial intelligence has taken business landscape by storm due to benefits that are
accompanied with the same (Suther, 2007). Artificial intelligence has enabled business
organizations to pump up business process of automation and can strike up conversations that are
relevant to the individual customers. Rocklyn Industry ought to know that artificial intelligence
is empowering customer support conversations and improve decision making process. This is
directly proportional to improved customer satisfaction. Virtual reality has also been
transforming customer experience. Virtual reality has ability to enable business organizations
know consumer experience (Suther, 2007).
Internet of things and improved customer experience are two items that are directly proportional
to each (Suther, 2007). Research has shown that internet of things help businesses lower
operational costs, increase productivity and expansion; deploy proactive promotional campaigns
through a relationship between digital and real world activities. These technologies are important
in transforming customer experience in business organizations which later on translates to
improved customer satisfaction. While in the process of adopting these technologies, Rocklyn
Industry should rely on best Information Technology experts in the industry to avoid numerous
flaws happening.
Program Implementation
This plan is expected to lead to improved customer satisfaction within Rocklyn Industry. It is
expected that management will embrace suggested strategies in order to eliminate chances of
reduced customer satisfaction, embrace use of advanced tools of technology to streamline
channels of communication. The program is supposed to improve customer interaction with
human resource management docket of the company, help company stakeholders seal current
loopholes that have been crippling its efforts to attain unique competitive edge in the industry.
IMPROVING CUSTOMER SATISFACTION
13
Program Evaluation
Measuring effectiveness of customer satisfaction is a comprehensive task that should be done by
organizational stakeholders. Customer satisfaction survey is the most effective approach of
evaluating the effectiveness of the program (Anderson et al. 1994). There are specific processes
and parts of customer satisfaction program that ought to be identified and measured. Determining
effectiveness of customer satisfaction program will be accomplished by customer loyalty
research. A section of customers may be chosen and asked number of questions concerning
products and services discharged to customers. Customers should be asked to rank company
services in order to help the management have clear picture of services that are being discharged
to them. Customer loyalty research questionnaire should contain the following questions: quality
of produced products, range of product, and consistency, processibility, and quality and product
design among others (Anderson et al. 1994). This exercise should be done online to enhance
convenience and avoid chances of succumbing to huge financial costs of conducting the process
manually. Evaluation of program effectiveness can be accomplished by evaluating revenue
inflows, global ranking of the company by Fortune magazine, the number of customers that have
been retained for a period of time and other positive impacts within a business.
Methodology
Literature reviewed in this paper clearly indicates that successful implementation of an improved
customer satisfaction program needs to contain rationale for developing the program, causes of
reduced customer satisfaction within an organization, benefits of implementing customer
satisfaction program, organizational strategies of improving and attaining customer satisfaction,
techniques of evaluating effectiveness of customer improvement program and detailed
explanation of the impact of customer improvement program to customer satisfaction within the
organization. Successful implementation of the program requires joint team efforts by
organizational stakeholders within and outside the organization.
The project section of this paper describes implementation of a designing a program to enhance
consumers satisfaction and improve organization that was designed as result of the study. There
are justifications as to why use of suggested technological tools is necessary for enabling the
organization attain a unique improved customer satisfaction. Effective implementation of the
IMPROVING CUSTOMER SATISFACTION
14
program requires embracing all steps, suggested strategies of attaining customer satisfaction,
focusing on customer satisfaction survey questions and above all sustainable use of
organizational resources to realize set objectives of attaining unique customer satisfaction.
Project
Customer satisfaction plan is necessary for Rocklyn Industry to attain unique competitive edge in
the industry, address numerous challenges facing it and develop strategic techniques of
maximizing on revenue generation and profits. Therefore, improving customer satisfaction
design and implementation plan is essential for realizing major objective of the company
(Anderson et al. 1994). Businesses are ever advised to develop strategies of attaining unique
customer satisfaction due to the fact that customer experience has become next competitive
battleground deemed necessary for attaining success within shortest time possible. There are a
number of tactics and ideas that Rocklyn Industry is supposed to integrate in business
transactions in order increase customer satisfaction. For example, treating customers as bosses,
focusing on measuring customer satisfaction, building customer loyalty with intentions of
increasing customer satisfaction and being vigilant in avoiding customer retention mistakes are
some of the best strategies of attaining unmatched customer satisfaction ((Haylock, 2004). This
is realized in the event that effective customer satisfaction design and implementation plan is
well choreographed by organizational stakeholders who know values and benefits of customer
satisfaction.
Improving Customer Satisfaction Plan-Design
Making blueprints for customer satisfaction has never been a walk in the park (Hayes, 1998).
The mode of making a design for the project is first intended to know current problems Rocklyn
Industry is prone to due to lack of indomitable strategies of customer satisfaction. The entire plan
was meant to measure customer satisfaction with major focus of maintaining high customer
satisfaction, scrambling to boost customer satisfaction by ensuring that customer retention has
been fully attained. The entire design was based on a well streamlined and designed customer
satisfaction survey program.
IMPROVING CUSTOMER SATISFACTION
15
First and foremost, defining customer satisfaction was my preliminary step of understanding true
picture of customer retention strategies within Rocklyn Industry. There was need to understand
divergent opinions of customer satisfaction in order to have clear picture of unraveling hidden
issues compromising the company from realizing indomitable customer satisfaction (Hayes,
1998). This was followed by having a comprehensive customer satisfaction survey program;
designed and implemented by a team of experts in the corporate sector and human resource
management.
Objectives of Customer Satisfaction Survey Program
It is a substantive and justifiable thought that customer satisfaction survey program ought to have
clear set of objectives (Hayes, 1998). These tangible and implementable objectives should be
able to be met within right timelines in order to realize improved performance. There are a range
of basic objectives that were to be addressed in this customer satisfaction survey program.
Understanding expectations and special needs of customers within Rocklyn Industry is very
important. Well-structured open ended and closed questionnaires were used to get views of
customers from various regional segments in order to have clear picture of what is supposed to
be rectified in case of identified loopholes.
Determination of how well Rocklyn Industry and its competitors satisfy customer requirements
and expectations was another significant objective to be addressed. Knowing nature of customer
satisfaction within organization helps decision makers to locate areas having weaknesses. This is
usually done by use of data collection tools such as interview sessions and questionnaire
administered online to target audience. This was done within suggested timelines to avoid
succumbing to unnecessary financial costs. Views from diversified organizational workforce
such as human resource management stakeholders, corporate managers and junior workers
played crucial role during customer satisfaction survey program.
Notably, customer satisfaction survey objective was examination of customer satisfaction trend
over time in order to make necessary recommendations of increasing customer satisfaction.
Knowing customer satisfaction culture within the organization is such an important thing to be
embraced because it helps unmask problems derailing the process of attaining unique customer
satisfaction (Hayes, 1998). This objective is of great value as it leads to establishment of
IMPROVING CUSTOMER SATISFACTION
16
priorities and other necessary standards of judging possibility of meeting set goals of objectives.
Effectiveness in customer satisfaction survey program is based on the following necessary
considerations: mode of information gathering, use of gathered information for taking necessary
action within the organization and applications of identified insights to keep available customers
and find new ones.
A lot of carefulness was considered on what Rocklyn Industry hopes to accomplish, mode of
result dissemination to different organizational segments and use of insights for making informed
decisions of attaining unique customer satisfaction. Generally, it takes continuous effort to
maintain higher customer levels within the organization. Conducting customer satisfaction
survey is constrained with material and financial resources required for the entire exercise to be
successful (Hayes, 1998). Care was taken to avid incurring huge costs during customer
satisfaction survey program now that Rocklyn Industry is constrained with customer satisfaction;
may be due to lack of financial muscles. Conducting customer satisfaction survey program was
done with intentions of knowing if Rocklyn Industry has enough personnel for attending to
customer queries other urgent needs, determining if Rocklyn Industry has manpower necessary
for production and distribution of survey and other essential needs within the organization.
While trying to implement customer satisfaction survey program, embracing statistical
techniques of data collection and analysis was highly emphasized (Fornell, 1992).
Implementing Customer Satisfaction Improvement Plan
Implementing customer improvement is indeed a multifaceted aspect that requires integrating a
number of strategies and techniques. Putting a stop to customer complaints and improving
service in the future for Rocklyn Industry requires calculated approach of retraining
organizational employees for them to under the importance of customer satisfaction to business
initiatives (Haylock, 2004). Below is detailed methodology of implementing customer
improvement plan in order for Rocklyn Industry to realize a unique competitive edge in the
industry.
IMPROVING CUSTOMER SATISFACTION
17
Narrowing Down to Vulnerable Areas
Once customer satisfaction improvement survey has been successfully completed, I will be
focused in identifying key areas where customer complaints are many. I will rely on customer
inputs and insights obtained from customer satisfaction survey program about their individual
likes and dislikes. Getting this information will be important in putting in place a suitable plan
for identifying problem areas at the same time enabling Rocklyn Industry maintain progress in
areas where customer satisfaction is high.
Developing Customer Satisfaction Strategy
I intend to use gathered inputs and ideas to write a comprehensive and flexible plan that will
identify key areas of customer service that require immediate attention so that Rocklyn Industry
is able to reclaim its lost glory. I will designate point people for effective execution of specific
areas of the plan, effective allocation of resources where applicable to ensure that the entire
process is successful. I will be creating project timeline detailing how customer satisfaction
improvement strategies are to be implemented within the organization so that success is realized.
Customer Improvement Plan Aspects
The following are mandatory areas I consider to incorporate customer service improvement plan:
employee training and other development programs with intentions of educating them on the best
practices of attaining indomitable customer satisfaction, altering available customer satisfaction
policies within the organization, checking on available pricing strategies, analyzing mode of
customer implementation loyalty programs and other available deals to ensure that success is
attained. This will be done in liaison with key stakeholders of Rocklyn Industry such as human
resource management, sales and marketing manager, corporate affairs stakeholders and junior
employees.
Communicating Changes
Having in place a functional customer satisfaction improvement plan, I intend to let my
customers know necessary steps I will be undertaking to improve their overall experiences. This
approach is meant to let my customers know that indeed I listened to their concerns and I am
IMPROVING CUSTOMER SATISFACTION
18
taking necessary steps of addressing challenges facing them. Continued open dialog with
customers will be important for them to feel that their needs are catered for. This will be made
credible by customer service assessments during company’s regular employee performance
evaluations. All staffers of Rocklyn Industry will be helped to set personal goals and improve
service levels so that improved customer satisfaction.
Evaluation
The evaluation of intervention success is crucial because it allows an organization to understand
the crucial steps it makes towards improving services and products for customer satisfaction.
Moreover, the evaluation process will allow Rocklyn Industry to gauge effective strategies and
identify any gaps that are not covered in the customer satisfaction process improvement.
Therefore, the evaluation process is crucial because it will let the organization know whether it
met the set objectives. It will also set a platform for further improvement in the future whereby
organization management will implement further improvement prospects to allow better
customer satisfaction. Primarily, the evaluation process suits the intervention to be launched and
it is thus a roadmap towards polishing or changing certain aspects of the interventions in the
future.
The first step that will be taken in the evaluation process will be the qualitative research entailing
customers regarding how the interventions have affected their satisfaction levels. According to
Pizam, Shapoval, and Ellis (2016), the best way to gauge customer satisfaction is preintervention and post-intervention customer reviews. This approach allows the management to
understand any changes in the customer feelings and attitudes towards a particular change made
in the organization. For instance, one of the interventions to be implemented is the introduction
of advanced modern production techniques. It is anticipated that this improvement will improve
product quality, boost production rates, and increase customer satisfaction. Therefore, after a
three-month period upon introducing this production technology, customers will be asked if they
have noted any change in products and whether the changes have pleased them. This research
will be similar to the one conducted before implementing changes and it will be the primary
evaluation measure to quantify the changes.
IMPROVING CUSTOMER SATISFACTION
19
Secondly, performance tracking of the organization’s performance will be commissioned. This
tracking will be carried out using the six-sigma approach to quality management. In this
approach, a total quality management approach coupled with continuous quality improvement is
used (Jacobs, Swink, and Linderman, 2015). Essentially, maintaining records used in six-sigma
techniques will allow the company to evaluate its progress. Such records will include the
production sheets detailing production approaches and volumes will be analyzed and reviewed.
This review will allow the organization to quantify the intervention based on the outcomes and
also plan for improvements in the future. Performance tracking will be effective because the
production rates will be analyzed to know whether they have improved or deteriorated.
Moreover, through performance tracking, additional quality improvement methods will be
included to reduce waste and costs while increasing the value of the products.
Furthermore, pilot product development programs will allow the product to be tested before it
goes to the customers. This pilot plan will involve the dissemination of products to a sample of
prospective customers and also the simulation of products. Before engaging in the reviews of the
product in its entirety in the market, a sample of customers will be handed the products for usage
and reviews will be made. This process will allow the organization to understand what to go
ahead with and which parts of the intervention to cut off. This technique is mostly used by
gadget and device companies whereby a company may give a design of mobile phones to a
sample in the field and then review their responses. The evaluation process is crucial in that it
will allow Rocklyn Industry to gauge the efficiency of the measures taken to improve customer
satisfaction. Therefore, this step will determine the success level of the project.
Conclusion
Designing and implementing improved customer satisfaction plan is a multifaceted aspect that
requires application of situational leadership skills, effective management of diversified
organizational workforce, implementing employee training and motivation programs and above
all joining team efforts. Customer satisfaction is very essential for organization to attain unique
competitive edge in the industry. Therefore, executive managers and other organizational
stakeholders of Rocklyn Industry should embrace this design and implementation plan in order
to realize unique customer satisfaction culture. Indomitable customer satisfaction strategies are
IMPROVING CUSTOMER SATISFACTION
crucial for any business organization to realize huge profits, increase internal productivity and
remain relevant. Leadership, outstanding allocation of resources and application of project
management skills are essential during the process of implementing customer satisfaction
improvement plan.
20
IMPROVING CUSTOMER SATISFACTION
21
References
Anderson, E., Fornell, C., & Lehmann, D. (1994). Customer Satisfaction, Market Share, and
Profitability: Findings from Sweden. Journal of Marketing, 58 (3), 53-66.
Doi:10.2307/1252310
Automile, (2017). Technology’s Role in Increasing Customer Satisfaction. ww.automile.com
Beard, B. (2013). Increase Customer Satisfaction (9 Strategies).
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience.
Journal of Marketing, 56 (1), 6-21. Doi: 10.2307/1252129
Gomez, M. I., McLaughlin, E. W., & Wittink, D. R. (2004). Customer satisfaction and retail
sales performance: an empirical investigation. Journal of Retailing, 80(4), 265-278.
Haylock, J. (2004). Speed Thrills: How to Increase Efficiency and Customer
Satisfaction. Chartered Accountants Journal of New Zealand, (2). 20.
Hayes, B.E. (1998). Measuring Customer Satisfaction Survey design, use and statistical analysis
methods.
Haylock, J. (2004). Speed Thrills: How to Increase Efficiency and Customer
Satisfaction. Chartered Accountants Journal of New Zealand, (2). 20.
Jacobs, B. W., Swink, M., & Linderman, K. (2015). Performance effects of early and late Six
Sigma adoptions. Journal of Operations Management, 36, 244-257.
Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on
repurchase and positive word-of-mouth behavioral intentions in a B2B services
context. Journal of Services Marketing, 22(4/5), 363. Doi: 10.1108/08876040810889139
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
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Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality
Management, 28(1), 2-35.
Suther, S. (October 2007). 5 Technologies Improving the Customer Experience Journey.
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IMPROVING CUSTOMER SATISFACTION
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APPENDIX:
Customer Questionnaire
To help Rocklyn industry provide better services, kindly fill the survey. Your response will be
treated with utmost confidentiality.
1. Which word can you use to describe our product? ...................................
2. When you ordered did the product reach you on time?
YES
NO
3. Did the product delivered meet your expectations according to photos on our webpage?
YES
NO
4. Are you happy with your shipping options? Yes….. No….. If not, what other shipping
option can we include to improve your shopping experience?
……………………………………………………………………………
5. If you could modify one aspect of the product we are offering, what would it be?
……………………………………………………………………..
6. Were you able to find the information you were looking for on our website?
YES
NO
7. How approachable have the company been to questions you have raised concerning our
products?
MISERABLE
IMPROVING CUSTOMER SATISFACTION
24
SATIFACTORY
DELIGHTFUL
8. How do we compare to our competitors, in terms of product quality?
BETTER
SAME
WORSE
9. On a scale from 0 to 10, what is the likelihood of you to recommending our product to a
friend or colleague? ……………………………….
Purchase answer to see full
attachment