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特拉卡最终用户调查提纲–顾客满意1.什么是顾客满意?2.为什么需要顾客满意?3.顾客满意的关键组成部分是什么?4.怎么了解您的顾客满意程度?5.阻碍顾客满意的因素有什么?6.怎样用产品/质量提高顾客满意?7.在顾客满意上有什么动力促使您成功?8.Q&A特拉卡最终用户调查什么是顾客满意?Theformationprocessisdynamic:顾客评估其满意度，是一个比较的过程。优先于购买和消费一种产品或者服务，一个顾客会就acustomerestablishesvariousexpectationsconcerningthe“Performance”oftheproduct/service.Ingeneral,EXPECTIONSarethecustomer’spredictionsofthenatureandlevelofsatisfactionthattheywillRECEIVEwhenproduct/serviceisconsumed.Therefore,customerexpectationsplaytheroleofdefiningthestandardagainstwhichsubsequent“Performance”isjudged.1.1、对客户的一般分析（1）对客户的重新认识客户是对本企业产品和服务有特定需求的群体（2）客户满意只有满意的客户才能成为忠诚的客户；只有忠诚的客户才能为企业创造满意的价值。“客户满意”是指客户对某种产品或服务可感知的实际体验与他期望值之间的比较，如果实际体验高于期望值，则会产生满意感；如果实际体验低于期望值，则会导致客户不满。1、对客户的一般分析（3）客户忠诚客户忠诚是指客户对某一特定产品或服务产生了好感，形成了偏碍，进而重复购买的一种行为倾向。忠诚的客户是那些已经和企业建立起了长期、稳定、信任的关系，并愿意为企业提供的产品和服务支付合理价格的客户。客户忠诚度的评价因素：1）客户重复购买的次数；2）客户购买金额占其此类产品和服务购买总金额的比例；3）客户购买时挑选时间的长短；4）客户对产品价格的敏感程度；5）客户对竞争者产品的态度；6）客户对产品、服务质量事故的承受能力。1、对客户的一般分析（4）客户满意与客户忠诚满意的客户不一定是忠诚的客户；而不满意的客户肯定不是忠诚客户。特拉卡最终用户调查2.有各种各样的因素会影响顾客的期望值，并最终影响满意度。他们会包括诸如:•顾客以前的经验•与销售人员的交流•广告•价格•亲友的影响•顾客的个性Asaresult,customerEXPECTATIONSservetoprovidethefoundationforattitudeformationandalsotheadjustmentofsubsequent/expectationperceptions.特拉卡最终用户调查3.DuringtheOWNERSHIPexperience,thecustomercomparesperceived“Performance”tothepreviouslyformedEXPECTATIONS.Ifthe“Performance”meetsorexceedsEXPECTATIONS,thecustomerissatisfied,butif“performance”fallsshortofEXPECTATIONS,thecustomerisdissatisfied.AsthecustomercontinuesthroughtheOWNERSHIPexperience,he/shetendstomodifyorrevisehis/herexpectations.Asaresult,customersatisfactionlevelsevolve.特拉卡最终用户调查WhyNeedsCustomerSatisfaction?Itwasprovenstrongcorrelationbetween“CompletelySatisfied”customersandownerloyalty:acustomerwillrecommendhis/herfriendstopurchasetheproduct/servicehe/sheexperienced.HarvardBusinessSchoolstudyfindings:•Firmswithhigherlevelofcustomerloyalty(notmarketshare)enjoyhigherprofitabilityinagivenindustry.Profitwillincreaseby25%~85%from5%increaseincustomerloyalty.•Firmsbecomemoreprofitableovertimeduetoloyalcustomers.特拉卡最终用户调查30%75%45%45%35%85%0%50%100%AutoServiceChainCreditCardIndustryLaundryIndustryDistributionSoftwareBranchBankDepositsProfitIncreaseProfitIncreasefrom5%IncreaseinCustomerLoyaltySource:F.ReichheldandE.Sasser(1990),“ZeroDefections:QualitycomestoLife”HarvardBusinessReview,Sep.-Oct.Issue.特拉卡最终用户调查-50050100150200250300AutoServiceChainCreditCardIndustryLaundryIndustryDistributionYear1Year2Year3Year4Year5ProfitPerCustomer(US$)CustomerProfitPatternsOverTimeSource:F.ReichheldandE.Sasser(1990),“ZeroDefections:QualitycomestoLife”HarvardBusinessReview,Sep.-Oct.Issue.特拉卡最终用户调查LoyalCustomervs.SalesCycle–FordResearch1.Costofacquiringnewcustomersis5timesthecosttoretainexistingones.2.FrequentofCustomerContactPoint.•Sales:onetimefornewcarbuyer.•Service:eighttimesforcarservice.3.Factorsthataffectacustomerre-purchasetoyourproduct80%comesfromhighsatisfactionofserviceexperiences.特拉卡最终用户调查1.Retention-Tosucceedinourindustry,repeatedpurchasefromourexistingcustomersareimportanttooursuccess.-Costofacquiringnewcustomersis5timesthecosttoretainexistingones.2.RelatedSales-Tosucceedinourindustry,ourabilitytosellrelatedproductsandservices(e.g.,spareparts,maintenance)toourexistingcustomersiscriticaltooursuccess.3.Referrals-Tosucceedinourindustry,referralsfromcustomersarecriticaltooursuccess.-Satisfiedcustomersarelikelytotellfiveotherpeople(dissatisfiedcustomerarelikelytotell11otherpeople)MeansofProfitableGrowthProfitableGrowthThroughCustomerLoyalty特拉卡最终用户调查Percentsshowcontributiontooverallcustomersatisfaction.Source:M&SServiceAnalysisExternalInfluencesOwnershipExperienceSellItRightDesignItRightTreatMeRightEnduringProfitableGrowthSHAREHOLDERVALUEEnthusiastOverallOwnershipSatisfactionDesignItRightBuildItRightGetBrandRightImageBrandReliabilityValueCompe-titiveActions“ShareofWallet”BrandLoyalty$Sales$OwnerLoyalty/ConquestNewVehicleAppeal“ShareofMind”PressBuyDecision??ConsumerHeadset24%76%ProductComponentSales&ServiceCustomerSatisfactionComponents特拉卡最终用户调查等级经验感觉A/5超乎期待惊奇B/4很高兴你真地做到了欣喜C/3正如所料好的D/2失望列入黑名单E/1抛弃恼怒顾客满意度计分卡特拉卡最终用户调查客户反馈系统SourcesofInputResolution&ImprovementPhoneCallsLettersSimpleResolutionofFormComplaintVerbalInputsCommunicateSurveytorightunits/peopleCustomerCorrectiveActionClinicDatabasetoImproveProducts/servicesFocusGroupSystemCapturingofCustomerFeedback特拉卡最终用户调查FLH’sMarketingResearchforCustomerSatisfactionProduct&Quality:GQRS/JDPowerIQS&APEAL/ICCDSales:CVP/JDPowerSSIService:CVP/JDPowerCSI/CRC&DCRCsurveyDistribution:DealerAttitudeSurvey(CompanytoDealerStandard)特拉卡最终用户调查WhatarefactorsthatblockCustomerSatisfaction.AFrameworkforCustomerSatisfactionandEnthusiasm产品构成感性理性外观品牌度BasicQuality性能质量ExcitementQualityFailuremodeavoidanceConsumerdrivenFunctionaltargetsminimumdegradationwithtime/service123特拉卡最终用户调查ImpactScoreCustomerExpectationsortedindescendingorderoftheirimpactonoverallsatisfaction100Q4cSalesperson’shonestyandsincerity52Q6eReceivevehicleequippedaspromised44Q2aPromptlywelcomingyoutothedealership42Q2bGivenlevelofattentionwantedwhenarriv