Performance Improvement Strategy for Customer Satisfaction

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Company Performance Improvement Strategy as an Effort to Ensure Customer Satisfaction at Bread Company X as a company that produces bread is required to be able to provide the best quality as expected by consumers, so that consumers get satisfaction and do not switch to other products. One of the techniques used to improve the quality of bread is Quality Function Deployment (QFD). In this study QFD was used to evaluate the quality of bakery products at bakery X. To be able to find out what consumers want, a questionnaire was used. Then determine the degree of importance, level of customer satisfaction, target value, improvement ratio, sales point, weight, normalized weight, and determine the technical parameters and their interactions. After processing the data, 14 attributes that are considered important by consumers are obtained, and 7 steps and strategies that must be implemented by the company. The attribute that is considered the most important is the standardization of the quality of raw materials. Performance Improvement Strategy for Customer Satisfaction Today many companies, including service companies, state that the company’s goal is to satisfy customers. The way of disclosure may vary. Some formulate it by providing everything that customers expect, customer satisfaction is our goal and so on. This situation does not only occur in the private sector, but also in companies or government agencies. Now it is increasingly realized that customer service and satisfaction are vital aspects in order to survive in business and win the competition. However, it is not easy to achieve overall customer satisfaction. The customers we face today are different from those of decades ago. Now customers are increasingly educated and aware of their rights. Therefore it is understandable that there are marketing experts who think that it is unrealistic for a company to expect no dissatisfied customers. But of course every company must try to minimize customer dissatisfaction by providing better service every day. And at the same time, companies also need to pay attention to consumers who feel dissatisfied. Methods for Measuring and Monitoring Customer Satisfaction in Performance Improvement Strategies for Customer Satisfaction according to Kotler (1994) suggests 4 methods for measuring customer satisfaction, namely: 1. Complaint and suggestion system Every customer-oriented company (customer oriented) needs to provide the widest opportunity for its customers to submit their suggestions, opinions and complaints. Media that can be used include suggestion boxes placed in strategic places, providing comment cards, providing special telephone lines, etc. Information obtained through this method can provide new ideas and valuable input to the company, thus enabling it to respond quickly and responsively to problems that arise. 2. Customer satisfaction survey Through the survey, the company will obtain responses and feedback directly from customers and at the same time also provide a positive sign (signal) that the company pays attention to its customers. Measuring customer satisfaction through this method can be done in various ways: a.Directly reported satisfaction Measurements are made directly through questions such as ”Express how satisfied you are with the services of PT. X on the following scales: very dissatisfied, dissatisfied, neutral, satisfied, very satisfied” b. Derived dissatisfaction The questions asked concern 2 main things, namely the magnitude of customer expectations for certain attributes and the amount of performance they feel. c.Problem analysis Customers who were used as respondents were asked to reveal 2 main things. First, the problems they face are related to offers from companies. Second, suggestions for improvement. d. Importance – Performance analysis (Martilla and James, 1977) In this technique, respondents are asked to rank various elements of the offer based on the degree of importance of each of these elements. In addition, respondents were also asked to rank how well the company performs in each of these attributes. 3. Ghost shopping This method is carried out by employing several people (ghost shopper) to act or act as potential customers of the company’s products and competitors. Then the ghost shopper conveys his findings regarding the strengths and weaknesses of the company’s and competitors’ products based on their experience in purchasing these products. 4. Lost customer analysis In this method, the company tries to contact its customers who have stopped buying or who have switched suppliers. What is expected is that information will be obtained on the causes of the incident