Circuits Assembly - November 2007 - (Page 46)

SEAs 2007 ‘Customer Satisfaction is More than a Score’ Chelsey Drysdale DEK explains the system behind its fiveyear SEA winning streak. EK has been honored with Service Excellence Awards five years running. CIRCUITS ASSEMBLY asked Americas general manager Neil MacRaild to what DEK attributed its success. CA: How do you use the data/feedback from the SEA surveys? NM: The candid customer feedback from the SEA surveys is one of the greatest benefits of participation. Although DEK does undertake additional, more global and formal customer support and retention initiatives in addition to the SEAs, we find the SEA program to be invaluable from a customer insight perspective. Each response is taken very seriously: We review the comments, follow up with each customer, and ensure any necessary action is expedited. I think it also bears mentioning that DEK purposefully engages different customers for this program from year to year, as it is important to us that we get a broad response. Sure, it’s great to win five years in a row, but for DEK it’s not really about getting the highest scores, but continuous improvement. CA: What are your internal customer service quality metrics? Is this a formal process? NM: DEK’s measure of customer service quality is definitely a formal process with many different components ranging from internal key performance indicators to quarterly reviews to large, global customer surveys. One of the central mechanisms we employ to measure how we are 46 Circuits Assembly NOVEMBER 2007 D doing by region is our annual customer retention program, in which customers are interviewed and asked a variety of questions relating to our products, technical expertise and service. Again, this is a worldwide effort across all regions and, like the SEAs, we survey different customers from year to year to ascertain performance in a variety of categories – from machine performance to interaction with our staff to Website usefulness and everything in between. CA: How do you gauge customer satisfaction? Do you have regular meetings? NM: Customer satisfaction is more than just a score. The focus on this part of our business is intense and evident in all parts of our organization. For example, regional service managers are evaluated on key performance indicators such as warranty issues and response times. We have regular, quarterly reviews with customers to make them aware of service, maintenance offerings and upgrade tools; we communicate regularly with customers about their requirements and “wish list.” To some degree, satisfaction can be gauged by careful analysis of all of these initiatives – customer retention, the SEA program, internal metrics and straightforward customer feedback – but the ultimate vote of confidence is repeat business. Our goal is to provide a positive and unique experience for each customer, and we work hard to ensure that happens with every single customer – no matter how large or small. And, it is also important to note this is not just for equipment, but for all products and all parts of our business. Customer needs and expectations will be different, and we plan for and anticipate that. circuitsassembly.com http://circuitsassembly.com

Table of Contents Feed for the Digital Edition of Circuits Assembly - November 2007

Circuits Assembly - November 2007 Contents Caveat Lector Industry News Market Watch Talking Heads Focus on Business Global Sourcing On the Forefront Screen Printing Better Manufacturing Pb-Free Manufacturing from a Tier III EMS Perspective ‘Living Documents, Subject to Change’ Creating Ideal Solder Joints An Alternative Drying Process for MSDs ‘Customer Satisfaction is More than a Score’ Optoelectronic Substrates: Will They Happen? Tech Tips Wave Soldering Process Doctor Test and Inspection Getting Lean Materials World Equipment Advances Product Spotlight Assembly Insider Technical Abstracts Ad Index

Circuits Assembly - November 2007

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