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Customer Satisfaction Index for Energy

In order to understand customer satisfaction effectively company needs to carry out a customer survey based on the variable on perceived quality, expectations and perceived value of the product. This can be compared with the data available for the industry. The customer satisfaction survey should be carry out by the marketing and sales department. This marketing and sales department is dealing with customers on day to day basis. They can collect more relevant data more effectively. At the same time customer complaints should be studied and the problem areas should be identified.

Once the problem areas are identified, effective measures and strategies can be developed. The internal retrospection, customer complaint analysis and customer satisfaction survey will help in identifying the areas for improvement. This can be single area like operation management to the combination of different work areas. Reid and Sanders (2007) identify operation management as a process of managing people, equipment, technology, materials and information management in order to produce goods and services for the customers.

This particular function of business is performed with the coordination of other departments like marketing and finance. Marketing department provides information on customer demands, customer expectations, difference of demand and sales patterns and sales the

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products and services to consumers. On the other hand, marketing is a function by which the products and services reach to the end consumers and organization receives information on the expected level of quality and attributes of end product.

The customer focused approach can be helpful in the given case of customer complaints of Calcium Carbide Industries. Customer complaints can be evaluated against the industry index of the customer satisfaction. The issues identified as creating dissatisfaction among customers can be prioritized on the basis of seriousness of the issue and should be dealt one by one. Each stage of operations management should be viewed as a step of increasing value of the product.

In this case, the people interacting with customers and working at the shop floor are most important and probably at the bottom of the ladder of organization. These people deliver the products and services and helps in keeping the promises made by the organization. The efficiency of the organization is largely depended on how people and resources are being managed. This is done by people from the managerial levels. Strategies developed at top level should take account of the people working at shop floor and customer touch points.

Establishment of a proper customer complaint handling systems can help in converting complaints to the customer loyalty. However, the reasons of the complaints should be identified on proactive basis and should be sorted out before product and service reaches to the end consumer. Reference: ASCI scores retrieved on 9 July 2009 from http://www. theacsi. org/images/stories/ACSI-TREE. jpg Collier D A and Evans J R (2008) OM 2008, South Western, ISBN-13: 9780324662559

Customer Satisfaction Index for Energy utility services retrieved on 9 July 2009 from http://www. theacsi. org/index. php? option=com_content&task=view&id=147&Itemid=155&i=Energy+Utilities Nersesian, R L (2000) Trends and Tools for Operations Management: An Updated Guide for Executives and Managers, Quorum Books: Westport, CT. pg 1 Reid D R and N R. Sanders (2007) Operations Management, Wiley 2007 PowerPoint Presentation by R. B. Clough – UNH M. E. Henrie – UAA retrieved on 8 July 2009 from www. wright. edu/~george. polak/ch01. ppt

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