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Customer satisfaction has become the new mantra and good corporates are linking their employees' compensation, irrespective of the department in which they are working, to the ‘customer satisfaction score', according to Mr Subir Ghosh, President, Aegis Global Academy, Mumbai, promoted by the Essar Group.
There could not be great customer satisfaction without great employee satisfaction and companies with a high customer satisfaction and employee satisfaction are on a ‘winning track'.
Speaking to newsmen in Coimbatore, he said good companies conduct customer satisfaction study and they link every employees' compensation — whether in marketing or HR or finance — to the customer satisfaction score and if it did not come up to a certain level, ‘everybody gets equally affected'. There has to be a high customer satisfaction score and a high employee satisfaction score for companies to be on a `winning track'.
The academy, which has promoted Institute of Customer Experience Management (ICEM) in Coimbatore in association with the IIM, Indore, Service Quality Centre, Singapore and Customer Operations Performance Center, US, the first to be opened by it in the country, is offering an 11-month course to train managers in customer experience management.
Service quality
Dr. Buck P. Tang, Group Director, Principal Consultant, Service Quality (SQ) Centre Pte. Ltd, Singapore, said more organisations were realising that they should do things in a way that differentiated them from their competitors and even Governments were concerned about it. Service quality is being used as a weapon to differentiate themselves from others.
Mr Ghosh said unless companies understood that everyone within an organisation was its customers as well, it could ‘never deliver' great amount of customer centricity and customer service to external customer as well. It was also different from HR in that it was a ‘business transformation' and it was essential to understand what people within the organisation and outside required.
He said Coimbatore was chosen for locating the institute since it was a prominent centre for education with robust infrastructure and was strategically placed with strong industry-connect with the promise of knowledge sector coming up. A four-day programme titled ‘Certified Customer Experience Professional' was organised from March 3 and the next one on leadership is scheduled for June.
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