solution

Satisfactory results of satisfaction programmes

In their marketing strategies, computer companies are emphasising the quality of their customer service programmes rather than focusing upon technical features and capabilities. Hewlett-Packard learned this lesson in Europe. Research conducted across Europe revealed that there was a difference in emphasis on service requirements across age segments. Focus groups revealed that customers above 40 years of age had a hard time with the technical aspects of the computer and greatly required the customer service programmes. On the other hand, younger customers appreciated the technical aspects of the product that added to their satisfaction. To uncover the factors leading to differences in the two segments, further research in the form of a large single cross-sectional survey was undertaken. A two-group discriminant analysis was conducted with satisfied and dissatisfied customers as the two groups, with several independent variables such as technical information, ease of operation and variety and scope of customer service programmes. Results confirmed the fact that the variety and scope of customer satisfaction programmes was indeed a strong differentiating factor. This was a crucial finding because Hewlett-Packard could better handle dissatisfied customers by focusing more on customer services than on technical details. Consequently, Hewlett-Packard successfully started three programmes on customer satisfaction: customer feedback, customer satisfaction surveys and total quality control. This effort resulted in increased customer satisfaction.