理解顾客满意的测量和角色

ixTableofContentsIntroduction............................xiiiTheISOStandards.......................xiiiTheEvolutionofISO.....................xvWritingConventions......................xvOrganizationofThisBook...................xviOrganizationoftheChapters..................xviMyAppreciation........................xviiReady,Set,Go!.........................xviiiPartIDiscoveryWhatAreYourCustomers’Requirements?ChapterOneUnderstandingCustomerSatisfactionMeasurementandItsRoleintheANSI/ISO/ASQQ9001-2000Standard..............3Step-by-Step:TheIssues....................4SoWhat’sthePurpose?....................4Step1.1DefiningCustomerSatisfaction...........4TheFast-GrowingUbiquityofCustomerSatisfaction.....6Step1.2ThePhilosophicalReasonsforMaximizingCustomerSatisfaction....................7Step1.3TheEconomicReasonsforCommittingtoCustomerSatisfaction....................10Step1.4TheCertificatoryReasonsforMeasuringCustomerSatisfaction....................14Step1.5TheRequiredDocumentationandAuditableItems.17xTableofContentsStep-by-Step:TheAnswers..................19Chapter1Deliverables.....................21Step1.6AnANSI/ISO/ASQQ9001-2000Primer......21Step1.7TheTheoreticalSideofSatisfaction.........24ChapterTwoIdentifyingYourCustomers...........27TheConsequencesofNotKnowingYourCustomers.....27Step-by-Step:TheIssues....................28Step2.1RecognizetheDifferentTypesofCustomersYouMayHave.......................29Step2.2LocateSourcesforYourCustomers’Names.....31Step2.3WiththeUnderstandingThatYouHaveMultipleCustomers,WhichOnesWillYouSurvey?.........32Step2.4WhatDatabaseSoftwareWillYouUse?.......36Step2.5WhatYouNeedtoKnowaboutYourCustomers...38Step2.6StoreYourCustomers’IdentitiesandContactInformationintheDatabase................40Step2.7DecideWhetherYouWillInterviewaSampleofYourCustomersorConductaCensus..........41Step2.8DeterminetheAppropriateSamplingMethod(IfYou’llBeSampling)..................43Step2.9DetermineHowManyCustomersShouldBeinYourSample.......................44Step2.10PracticalMethodsforDrawingYourSample....45Step2.11AnticipatingandAccommodatingYourCustomers’ResponseRate.................47AClosingObservation.....................48Step-by-Step:TheAnswers..................49Chapter2Deliverables.....................51Toolkit.............................52ChapterThreeIdentifyingCustomerRequirements.....59ForanUnderstandingofCustomerNeeds,AskCustomers..60Step-by-Step:TheIssues....................61Step3.1UnderstandRequirements..............63Step3.2GenerateIssues....................64Step3.3ConfirmandClassifyYourIssues..........68Step3.4SelectYourCoreIssues................70Step3.5CommittoOngoingMonitoring...........75Step-by-Step:TheAnswers..................78Chapter3Deliverables.....................79Toolkit.............................79TableofContentsxiPartIIDesignandDeploymentHowShouldYouMeasureYourCustomers’Satisfaction?ChapterFourDecidingWhen,What,andHowtoMeasure..89ABasicResearchPrimer....................89FormandProcessAreEverything...............92Step-by-Step:TheIssues....................94Step4.1SpecifyaMeasurementObjectiveandIdentifythePerformanceCriteriaYou’llUse............94Step4.2PrioritizetheManyIssuesYou’veIdentifiedforAdministrationinYourQuestionnaire.........97Step4.3WhenandHowFrequentlyShouldYouInterviewYourCustomers?......................102Step4.4HowWillYouDistributeYourQuestionnaire(andHowWillResponsesBeReturnedtoYou)?......106Step4.5PositionYourSurveytoMaximizeCooperationandResponseRates.....................109Step4.6CreateYourReportingProcess............113Step4.7DetermineWhetherYou’llInstituteaResponseProcesstoSolveTroubledCustomers’Problems......114Step4.8IdentifyHow(andWhere)You’llEnterYourDataforAnalysis......................116Step4.9DetermineHowYouWillConductYourProgram..122Step-by-Step:TheAnswers..................123Chapter4Deliverables.....................125ChapterFiveMeasuringSatisfaction.............127UsingThisChapter.......................127TheBasicQuestionnaire:CriticalComponentsofaCustomerSatisfactionQuestionnaire............128SampleQuestionnaires.....................131Step-by-Step:TheIssues....................133LearningMoreaboutAskingQuestions............134Step5.1TheTwoLevelsofQuestionnaireBuilding.....134Macro-LevelIssues.......................135Step5.2DecideonaQuestionnaireStructureandItsContents.........................136Step5.3Routing—EstablishBranchingandSkipPatterns..139Step5.4QuestionnaireInstructions..............140Micro-LevelIssues.......................143Step5.5WhatKindofInformationAreYouCollecting?...143TableofContentsxixiiTableofContentsStep5.6SelectaQuestionType................145Step5.7ResponseMechanisms................147Step5.8AssignResponseCodes...............155Step5.9PretestYourQuestionnaire..............161Step-by-Step:TheAnswers..................162Chapter5Deliverables.....................164PartIIIDeductionHowWillYouAnalyzetheInformationYouCollect?ChapterSixAnalyzingYourData...............167ALikelySequence.......................167Step-by-Step:TheIssu