activities of enterprises (organizations) today takes place in a highly competitive environment, a variety of internal and external communications, the complexity of production processes, limited resources.Working in these conditions it is associated with increased levels of risk and uncertainty.It requires organizations to innovative thinking, continuous development and improvement of its activities.One of the most important conditions for the success of the organization becomes its customer focus as the production and sale of products or services based on understanding and meeting the needs of consumers. main purpose of customer focus is to achieve its satisfaction and, as a consequence, in its retention and preservation.At the same time customer satisfaction is given by his expectations and the actual quality of the acquired product or service. in working in the field of marketing, organizational management and quality management provides many examples showing the importance of consumer-oriented organizations, such as:
· costs of attracting new customers in 5-10 times higher than the costs for the satisfaction and retention of existing customers;
· 5% reduction in the outflow of customers may lead to an increase in revenues on a 25-85% (depending on the industry);
· most loyal customers generate revenue only in the second year after the first purchase, and others.
The literature points to a fundamental difference between satisfied and delighted consumers and says that today customer satisfaction is a necessary but not sufficient condition for its retention and preservation.Organization of admiration for the consumer and the achievements of his loyalty must be to provide him with such product (or service) that is not only tailored to his needs and expectations, but exceeds them.With favorable developments the relationship between the organization and the customer are the following main stages: the first time and re-apply the consumer, the customer, reliable friends and partners.Central to customer satisfaction is given in the international standard ISO 9000. In particular, the first of the eight quality management principles states: "Organizations depend on their customers and therefore should understand current and future needs, meet customer requirements and strive to exceed their expectations."Customer focus involves the following steps:
· establishing requirements and consumer expectations;
· define additional requirements, which exceed customer expectations;
· comprehensive analysis of the requirements and expectations;
· accounting and compliance with the requirements and expectations of consumers in the process of production and services;
· measurement of the actual degree of customer satisfaction;
· Analysis of the results obtained;
· development and implementation of measures aimed at improving the organization's activities to improve customer satisfaction [14].
important element in this sequence is the measurement of customer satisfaction, as it allows the measurement results to establish how the customer really satisfied with the product or service provided by the organization.There are various approaches to measuring customer satisfaction.The indicators on which to judge the degree of customer satisfaction, conventionally divided into two groups.The first group includes indicators that are defined now in the process of analysis of industrial and economic activity for a certain period:
-General number of consumers;the number of lost customers;
share market;
-Annual sales per customer;
- the number of complaints filed and sentences, and others.
The second group includes indicators that are defined by users:
- customer satisfaction;
-vazhnost to the consumer of a parameter characterizing the product or service.
This user acts as an expert, who is invited to assess the degree of satisfaction of its acquired products or services.The indicators of the first group is characterized by the general situation of the enterprise in the market and indirectly indicate the relationship with the consumer, but do not reflect the specific consumer satisfaction, reasons for changing the attitudes of the consumer product or service companies.Unlike the first, the second group of indicators point to the satisfaction of specific customers, their needs and priorities.Both groups of indicators complement each other.Measuring customer satisfaction - this is a multi-step process comprising the steps of:
· preparation;
· proper assessment of customer satisfaction;
· processing, analysis and presentation of the evaluation.
effectiveness assessment largely depends on the organization of the process in the enterprise, including:
-Define the content of the main stages of the process;
-establishing internally officials and departments that will be involved in this process;
-distribution between the duties and powers;
-development relevant documents governing the implementation of the process within the organization.
To ensure the objectivity of the responsibility for the organization and implementation of this process, it is advisable to entrust the unit is not connected with the production process and are not interested in the results of the evaluation.The content and organization of the process of measuring customer satisfaction is largely determined by what kind of activity the company has been on the market which it works, who the consumer.
