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Customer Satisfaction CRM

In my last post, I have mentioned about techniques used by retailer "How to Acquire a Customer". I bought the Nikon S52c a couple of days back, registered my camera on the Nikon website and sent the £50 cash back voucher to Nikon.

The camera has wifi capability and it uses www.mypicturetown.com to send pictures by email to the friend. I tried to register on the above website but could not figure out where to get a 4 digit code. I searched on help but did not find a resolution, so I gave up. The offer is that the site provides a 2 GB free space and a 20 GB space with subscription. Since my initial efforts to register to website failed, I continue to use website like picasa or flickr. I am quite happy with the camera however I am looking forward to my £50 cash back to complete my positive shopping experience with Nikon.


SERQUAL Method

The SERVQUAL method from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry is a technique that can be used for performing a gap analysis of an organization's service quality performance against customer service quality needs.

The methodology was originally based around key dimensions:
  1. Tangibles. Appearance of physical facilities, equipment, personnel, and communication materials.
  2. Reliability. Ability to perform the promised service dependably and accurately.
  3. Responsiveness. Willingness to help customers and provide prompt service.
  4. Competence. Possession of required skill and knowledge to perform service.
  5. Courtesy. Politeness, respect, consideration and friendliness of contact personnel.
  6. Credibility. Trustworthiness, believability, honesty of the service provider.
  7. Feel secure. Freedom from danger, risk, or doubt.
  8. Access. Approachable and easy of contact.
  9. Communication. Listens to its customers and acknowledges their comments. Keeps customers informed. In a language which they can understand.
  10. Understanding the customer. Making the effort to know customers and their needs.
As a customer, I have based my decision to buy a Nikon camera on factors like Credibility (reviews in magazines, user groups), communication (advertisements and comparison with top camera maker Canon), reliability (never heard that Nikon amera breaks down) and Competence (innovative and be a technology leader in photography).

The driving point of any sale is to bridge the gap what a customer wants and how the manufacturer will deliver it. The best thing about Microsoft Office and Apple iPod is the customer does know what his needs are, until he buys it and realises using these products.


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