C-Sat analysis meeting

C-Sat means Customer Satisfaction.

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business. The ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model.

Recently, I witnessed a C-Sat analysis meeting. In that meeting, we were supposed to analyze the different ratings given against each questions asked by us to our customers. We had forwarded the questionnaire to 10 different people and we received the response from only 4. And we were discussing the same. When I instantly asked the question from the presenter about why only 4 people have answered the questions, the reply that I got was “silent”. I again screwed the question and continued asking that since we have 6 people who have not answered the questions, there might be different reasons for that i.e.

Those persons are not interested or they don’t want to be a part of C-Sat.
Those persons are fully satisfied with the services.
Those persons are fully dissatisfied with the services.

Surprisingly, I got the answer for this question which was “INVALID QUESTION”.

After that, I was thinking about the usefulness of C-Sat. C-Sat data is useful for any organization at any day but what if the response is only 40% from the customer? Is it really fruitful to discuss the C-Sat results? Was it not wastage of time? Or the management was not able to convince me the advantages of that data?

In the mean time, the audience sitting in that meeting was around 30 but only 10 people, (front benchers) were attentively involved in the meeting. Rest of the audience was playing in the back seats. What I am trying to highlight here is that 66% of the audience strength was totally not interested in C-Sat and its effectiveness.

-- Sanat Sharma