Glossary / Lexicon

Deutsch: Kundenzufriedenheit / Español: Insatisfacción del Cliente / Português: Insatisfação do Cliente / Français: Insatisfaction Client / Italian: Insoddisfazione del Cliente

Customer dissatisfaction in the context of quality management refers to the negative feelings or discontent experienced by customers when a product or service fails to meet their expectations or requirements. It is a critical indicator of a company's performance in terms of quality and directly impacts customer loyalty, reputation, and overall business success.

Description

In quality management, customer dissatisfaction is a key metric that highlights areas where a company's products or services are falling short. This dissatisfaction can stem from various factors such as poor product quality, lack of features, unreliable performance, or inadequate customer service. When customers are dissatisfied, it often results in complaints, product returns, negative reviews, and in some cases, a loss of business.

Quality management systems (QMS), such as those based on ISO 9001 standards, are designed to identify and address the root causes of customer dissatisfaction. This involves continuous monitoring of customer feedback, regular quality audits, and corrective actions aimed at improving product quality and service delivery. By focusing on customer satisfaction as a primary objective, companies can proactively address issues before they escalate into widespread dissatisfaction.

Historically, many companies have faced significant challenges due to neglecting customer dissatisfaction. For instance, ignoring early signs of discontent can lead to a decline in market share as customers turn to competitors who better meet their needs. Quality management practices like Total Quality Management (TQM) and Six Sigma are often employed to enhance processes, reduce defects, and ultimately increase customer satisfaction.

Application Areas

Customer dissatisfaction can manifest in various areas of quality management, including:

• Product Quality: Flaws, defects, or failures in the product that do not meet customer expectations.
• Service Delivery: Poor customer service, long wait times, or failure to resolve issues effectively.
• Performance and Reliability: Products that do not perform as promised or have a high rate of failure.
• User Experience: Complicated interfaces, lack of user-friendly features, or inadequate support.

Well-Known Examples

• Volkswagen Emissions Scandal (2015): The manipulation of emission tests led to widespread customer dissatisfaction, resulting in recalls, lawsuits, and a significant hit to the company’s reputation.
• Samsung Galaxy Note 7 Recall (2016): Battery defects that caused some devices to catch fire led to massive customer dissatisfaction, forcing Samsung to recall the entire product line.

Treatment and Risks

Addressing customer dissatisfaction involves several key strategies in quality management:

• Root Cause Analysis: Identifying the underlying issues that lead to dissatisfaction and implementing corrective actions.
• Continuous Improvement: Adopting practices like Kaizen to make incremental improvements in product quality and service delivery.
• Customer Feedback: Actively soliciting and responding to customer feedback to better understand their needs and expectations.

Ignoring customer dissatisfaction can have severe risks, including loss of customer trust, negative publicity, decreased sales, and even legal consequences. Companies that fail to address dissatisfaction may also struggle with high return rates, warranty claims, and ultimately, a damaged brand image.

Similar Terms

• Customer Complaints: Specific grievances or issues raised by customers, often a symptom of broader dissatisfaction.
• Customer Experience (CX): The overall perception a customer has of a brand, heavily influenced by satisfaction or dissatisfaction.
• Service Quality: A measure of how well the service delivered matches customer expectations, closely related to customer satisfaction.

Weblinks

• finanzen-lexikon.de: 'Kundenzufriedenheit' in the finanzen-lexikon.de (German)
• industrie-lexikon.de: 'Kundenzufriedenheit' in the industrie-lexikon.de (German)

Summary

In the context of quality management, customer dissatisfaction is a critical indicator that reflects shortcomings in product or service quality. By identifying and addressing the causes of dissatisfaction, companies can improve their quality management processes, enhance customer satisfaction, and avoid the risks associated with losing customer trust and market share.

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