VOLUME 3, AUG 2006
Customer Satisfaction Survey The Verdict is Out! by Janice CHOO
In compliance with the ISO 9001:2000 objectives, APP Systems Services conducts a customer satisfaction survey biennially to measure the performance of our sales and service efforts against key performance indicators. Following up on the last survey in 2004, a survey was conducted with the assistance from an intern from NTU, Ms Christy Tania Angwidjaja, from 15 May to 14 July 2006. A total sampling population of 250 respondents was selected to give a good representation of the customers based on the volume and sales by business units and region. As deliberated, the top 10% customers were included and the respondents were selected across different positions and levels (from technicians to senior management; engineering to procurement). A total of 70 respondents (41 questionnaires, 29 interviews) were received for the analysis. 1. Mean Ratings Customers were asked to rate the quality of APP service based on the following indicators: product quality; after sales service; technical service; pricing; delivery time and responsiveness. From the chart below, APP had improved in all areas from 2004, especially in areas like after sales service, responsiveness and pricing. However, the results were still behind the ratings achieved in 2002 in areas like technical service, delivery time and overall performance. Mean Ratings of Key Performance Indicators Scale: 1 = very satisfied; 2 = satisfied; 3 = neutral; 4 = dissatisfied; 5 = very dissatisfied 2. Satisfaction Levels The satisfaction levels measured the percentage of responses that had a rating of 2 (satisfied) or better. Except for price, all other indicators achieved a satisfaction level of 70% and above. The overall performance satisfaction level was 80.5%, which exceeded the satisfaction level of 60.7% obtained in 2004. This showed that APP had been continuously improving at all levels to serve our customers’ needs and the efforts were recognized and reflected in the improved rating compared to Year 2004. Satisfaction Levels (% of respondents with a rating of satisfied or better) 3. Customers' Comments Customers also provided feedback on areas that APP had done a good job and highlighted areas where APP could improve to serve them better in the future. The improved ratings were a combined team effort from the sales and service as well as the supporting departments. The areas most valued by our cutsomers are our high responsiveness and good after sales support. Let's continue to keep it up and strive towards service excellence and exceeding customers' expectations to reach the next higher level in service!
NEWSLETTER COMMITTEE Editor: Janice Choo Current Affairs: Veronica Tan Entertainment News: Tan Kok Wei Paparazzo: Shawn Lee
©2006 APP Systems Services Pte Ltd |  |