顾客满意CustomerSatisfaction

无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台蕭慰農/KnightW.N.Hsiao總經理室顧客滿意部協理福特六和汽車公司12/28,2002顧客滿意/CustomerSatisfaction无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Outline–CustomerSatisfaction1.WhatIsCustomerSatisfaction?2.WhyNeedsCustomerSatisfaction?3.WhatAreKeyComponentsOfCustomerSatisfaction?4.HowToUnderstandYourCustomerSatisfaction?5.WhatAreFactorsThatBlockCustomerSatisfaction?6.HowToImproveCustomerSatisfactionwithProduct/Quality?7.WhatAreKeyDriversToMakeYouSuccessOnCustomerSatisfaction?8.Q&A无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WhatIsCustomerSatisfaction?Theformationprocessisdynamic:Customermeasuresandrateshis/herSatisfactionasaresultofcomparisonprocess.Priortothepurchaseandconsumptionofaproduct/service,acustomerestablishesvariousexpectationsconcerningthe“Performance”oftheproduct/service.Ingeneral,EXPECTIONSarethecustomer’spredictionsofthenatureandlevelofsatisfactionthattheywillRECEIVEwhenproduct/serviceisconsumed.Therefore,customerexpectationsplaytheroleofdefiningthestandardagainstwhichsubsequent“Performance”isjudged.1.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台2.Thereareavarietyoffactorsinfluencecustomerexpectations,andhence,ultimatesatisfactionlevel.Theyincludesuchthingsas:•Customerpriorexperience•Communicationwithsalespeople•Advertising•Price•Influenceoffriends•Customer’sownpersonalitycharacteristicsAsaresult,customerEXPECTATIONSservetoprovidethefoundationforattitudeformationandalsotheadjustmentofsubsequent/expectationperceptions.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台3.DuringtheOWNERSHIPexperience,thecustomercomparesperceived“Performance”tothepreviouslyformedEXPECTATIONS.Ifthe“Performance”meetsorexceedsEXPECTATIONS,thecustomerissatisfied,butif“performance”fallsshortofEXPECTATIONS,thecustomerisdissatisfied.AsthecustomercontinuesthroughtheOWNERSHIPexperience,he/shetendstomodifyorrevisehis/herexpectations.Asaresult,customersatisfactionlevelsevolve.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WhyNeedsCustomerSatisfaction?Itwasprovenstrongcorrelationbetween“CompletelySatisfied”customersandownerloyalty:acustomerwillrecommendhis/herfriendstopurchasetheproduct/servicehe/sheexperienced.HarvardBusinessSchoolstudyfindings:•Firmswithhigherlevelofcustomerloyalty(notmarketshare)enjoyhigherprofitabilityinagivenindustry.Profitwillincreaseby25%~85%from5%increaseincustomerloyalty.•Firmsbecomemoreprofitableovertimeduetoloyalcustomers.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台30%75%45%45%35%85%0%50%100%AutoServiceChainCreditCardIndustryLaundryIndustryDistributionSoftwareBranchBankDepositsProfitIncreaseProfitIncreasefrom5%IncreaseinCustomerLoyaltySource:F.ReichheldandE.Sasser(1990),“ZeroDefections:QualitycomestoLife”HarvardBusinessReview,Sep.-Oct.Issue.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台-50050100150200250300AutoServiceChainCreditCardIndustryLaundryIndustryDistributionYear1Year2Year3Year4Year5ProfitPerCustomer(US$)CustomerProfitPatternsOverTimeSource:F.ReichheldandE.Sasser(1990),“ZeroDefections:QualitycomestoLife”HarvardBusinessReview,Sep.-Oct.Issue.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台LoyalCustomervs.SalesCycle–FordResearch1.Costofacquiringnewcustomersis5timesthecosttoretainexistingones.2.FrequentofCustomerContactPoint.•Sales:onetimefornewcarbuyer.•Service:eighttimesforcarservice.3.Factorsthataffectacustomerre-purchasetoyourproduct80%comesfromhighsatisfactionofserviceexperiences.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台1.Retention-Tosucceedinourindustry,repeatedpurchasefromourexistingcustomersareimportanttooursuccess.-Costofacquiringnewcustomersis5timesthecosttoretainexistingones.2.RelatedSales-Tosucceedinourindustry,ourabilitytosellrelatedproductsandservices(e.g.,spareparts,maintenance)toourexistingcustomersiscriticaltooursuccess.3.Referrals-Tosucceedinourindustry,referralsfromcustomersarecriticaltooursuccess.-Satisfiedcustomersarelikelytotellfiveotherpeople(dissatisfiedcustomerarelikelytotell11otherpeople)MeansofProfitableGrowthProfitableGrowthThroughCustomerLoyalty无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Percentsshowcontributiontooverallcustomersatisfaction.Source:M&SServiceAnalysisExternalInfluencesOwnershipExperienceSellItRightDesignItRightTreatMeRightEnduringProfitableGrowthSHAREHOLDERVALUEEnthusiastOverallOwnershipSatisfactionDesignItRightBuildItRightGetBrandRightImageBrandReliabilityValueCompe-titiveActions“ShareofWallet”BrandLoyalty$Sales$OwnerLoyalty/ConquestNewVehicleAppeal“ShareofMind”PressBuyDecision??ConsumerHeadset24%76%ProductComponentSales&ServiceCustomerSatisfactionComponents无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台RatingExperienceFeelingA/5BeyondExpectationSurpris