ABSTRACT
This chapter discusses customer satisfaction and describes the role of marketing manager, sales manager, and QA manager. The responsibility of the marketing manager is to review customer satisfaction and implement procedures to improve customer satisfaction. The responsibility of the sales manager is to identify and measure customer satisfaction using the procedures. Customer satisfaction information is collected from customer feedback and by analysing their responses to: customer satisfaction surveys, customer complaints, recognition and awards from customers, associations, community groups and consumer groups, product returns, warranty claims, repeat customers, market share, delivery performance, and corrective action reports. Customer complaints and unsolicited spontaneous feedback from customers are collected and processed by the Marketing and Sales Teams. Customer satisfaction data is compiled and analysed by the Marketing and Sales Managers and reviewed at the management review meeting and monthly sales and marketing meetings.
