Original Date: 05/12/1997
Revision Date: 01/18/2007
Best Practice : Customer Satisfaction Interview Process
In 1994, Cincinnati Milacron began a customer satisfaction survey. The survey, developed and performed by an outside consultant, was conducted by telephone and focused on products which the customer had in service for six months to one year. Questions dealt with Cincinnati Milacron’s products as well as its competitors.
In 1996, Cincinnati Milacron initiated monthly surveys, conducted by employees who are members of the Customer Satisfaction Team. This is a special group that has been established to obtain feedback from customers about their satisfaction with Cincinnati Milacron’s products and services, as well as their perceptions about the company and its distributors in general. About 40 customers are surveyed each month in reference to specific machine tools that were installed in their plant. The interviewer asks about 40 questions on satisfaction and perceptions using a ten-point scale, ranging from "extremely satisfied" to "not satisfied at all" for each answer. Results are carefully reviewed by Customer Service personnel, engineering staff, and management. The responses, to date, have been extremely frank. Information from the survey is used as an input to measure the effectiveness of the managers of each business unit.
Cincinnati Milacron’s customer satisfaction telephone interviews have provided excellent feedback and very useful information. Customers that indicate strong disapproval receive prompt attention which can prevent the loss of a customer. Distributor problems and weaknesses in sales coverage can be identified by the surveys and corrected. The survey is proving to be an excellent tool for continuous improvement and measuring customer satisfaction.
For more information see the
Point of Contact for this survey.