Ways and methods to secure customer satisfaction at the example of a building subcontractor

Transkript

1 Abstract The thesis on hand deals with customer satisfaction at the example of a building subcontractor. Due to the problems in the building branch, it is nowadays necessary to act customer oriented. Customer orientation means that the special needs and demands of the customers should be asked and considered at regular intervals. Even the customers satisfaction should be controled to guarantee the continued existence of the company. Therefore, the thesis researches the different approaches of measuring customer satisfaction. In the second part, special methods are described how satisfaction can be guaranteed or even increased. For this, the according internal processes of the company are reserched and described. The last part deals with a customer relationship management tool and considers the requirements for such a tool. Finally, an instruction procedure for the DIN EN ISO 9000:2000 was developed that includes several methods of measuring customer satisfaction for auditing. Die vorliegende Diplomarbeit beschäftigt sich mit Kundenzufriedenheit am Beispiel eines Bauzuliefer-Unternehmens. Aufgrund der Probleme der Bauindustrie ist es heute notwendig, kundenorientiert zu agieren. Kundenorientierung bedeutet, dass die Bedürfnisse der Kunden regelmäßig hinterfragt und beachtet werden sollten. Auch sollte die Kundenzufriedenheit kontrolliert werden, um den dauerhaften Fortbestand des Unternehmens zu sichern. Die Arbeit untersucht verschiedene Ansätze, die Kundenzufriedenheit zu messen. Im zweiten Teil werden verschiedene Methoden vorgestellt, die die Zufriedenheit sicherstellen bzw. steigern sollen. Dafür wurden die entsprechenden internen Prozesse untersucht und beschrieben. Der letzte Teil beschäftigt sich mit dem Customer Relationship Management und betrachtet die notwendigen Anforderungen an ein CRM System. Schließlich wurde eine Verfahrensanweisung für die Zertifizierung nach DIN EN ISO 9000:2000 entwickelt, die verschiedene Methoden der Messung der Kundenzufriedenheit beschreibt.

2 Ways and methods to secure customer satisfaction at the example of a building subcontractor Diploma thesis Winter Term 2002 / 2003 by Arved Stiller Matr.-Nr.: Phone: arved@arved-stiller.de Fachhochschule Oldenburg/Ostfriesland/Wilhelmshaven & Hanzehogeschool Groningen Emden, 2003

3 Diploma Thesis Fachhochschule Oldenburg/Ostfriesland/Wilhelmshaven Fachbereich Technik Study course: Industrial & Business Systems Hanzehogeschool, Hogeschool van Groningen Faculty of Technology Study course: International Technical Management Examiners Prof. Harald Duwe (FH O/O/W Emden) Drs. G.M.H. Broekema (Hanzehogeschool) Dipl.- Betriebswirt Stephan Coester (illbruck) Affirmation Herewith I affirm that the available diploma thesis with the title Ways and methods to secure customer satisfaction at the example of a building subcontractor is made independent by and only with the stated materials. Emden, 06 th January 2003

4 Contents 1 Introduction 1 2 Theoretical basics Customer satisfaction Basic scientifical theories The C/D-paradigm as a base model Measuring of customer satisfaction Complaint management The market of industrial goods Characteristics of the market of industrial goods Consequences for the measuring of satisfaction Industrial Satisfaction Index INDSAT illbruck illbruck Global Building Systems Characteristics of the building branch Customer satisfaction monitoring at illbruck Development of the tools I

5 Diploma Thesis Contents Objective methods Event-specific methods Attribut specific methods Summary Customer oriented management Satisfaction management Expectations of the customers Analysis of the processes CRM Customer Relationship Management Complaint management Stimulation of complaints Reception of complaints Processing of complaints and the reaction Analysis of the complaints Complaint management for illbruck Preparation for the ISO 9000: Conclusion and Outlook 61 A Appendix VII A.1 Processes VII A.2 Forms and check lists XIV A.3 Procedure instruction XX A.4 Examples XXXVI II