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!
