1Leading Edge Management Consultancy Limited

The latest thinking on
Customer Satisfaction
Measurement
Leading Edge Management Consultancy Limited 27th April 2004
2Leading Edge Management Consultancy Limited
Why we feel we understand the issues around
customer satisfaction
O
We have been carrying out customer service audits, by
telephone and face to face interviews, since 1995.
O
6000 interviews have been completed
O
We always use ‘moments of truth’
O
Audits are comprehensive but expensive
O
A web based system is be cheaper
O
KPI-online was developed and launched (now known as
ACE)
3Leading Edge Management Consultancy Limited
And what we do ourselves:
O
We became quality assured in 1997 and
now have ISO 9000: 2000
O
We aim to capture our clients expectations
in our briefing sheet when we meet the

O
Many of the people who are actually managing construction
projects have no experience in doing so.
· head teachers
· hospital trust managers
· groups that have been allocated lottery money
(e.g. Bootle Cricket Club’s pavilion)
O
They may have an unrealistic idea of what they are going to get
for their limited budget and may be insufficient
O
The public sector (with the NAO) is driving the way of engaging
stakeholders in defining construction outputs not inputs
6Leading Edge Management Consultancy Limited
But we can help by changing the way we
approach customer satisfaction
To improve, we need to:
O
understand what is
important to each customer
as an individual
O
measure to give a datum
point to show where
improvement is needed
O
look for where
improvement is needed
O
have specific actions to

O
They need to understand
what they need to do to
‘score an 8’
8Leading Edge Management Consultancy Limited
Principle 1. Measure in a useful way by
focusing on ‘Moments of Truth’*
O
A ‘Moment of Truth’ is
anytime a customer comes
into contact with any aspect
of a business, however
remote
O
It is an opportunity to form
an impression
O
Many ‘Moments of Truth’
are controlled by people
O
People are probably your
least controllable asset
O
Murphy’s law says, according
to Tom Peters,
· ‘each bad moment of truth
scores 10x against you,
· but each good moment of
truth only scores 1x for you’
*Jan Carlzon, SAS Airline, 1981

issue still exists, but is one
of communication
10Leading Edge Management Consultancy Limited
You need to be able to aggregate the data
against business models that managers are
familiar with
O
While project team members need to work to improve their
‘Moments of Truth’…
O
Managers need to get a higher level strategic overview
against standard business models that they use:
· Business excellence model
· Customer satisfaction
· Quality standard ISO 9000:2000
11Leading Edge Management Consultancy Limited
The Business Excellence Model
PEOPLE
PEOPLE
RESULTS
LEADERSHIP
POLICY &
STRATEGY
PROCESSES
CUSTOMER
RESULTS
KEY
PERFORMANCE
RESULTS
PARTNERSHIPS