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蕭慰農蕭慰農/Knight W.N.Hsiao總經理室顧客滿意部協理總經理室顧客滿意部協理福特六和汽車公司福特六和汽車公司12/28,2002顧客滿意顧客滿意/Customer SatisfactionOutline Customer Satisfaction1.What Is Customer Satisfaction?2.Why Needs Customer Satisfaction?3.What Are Key Components Of Customer Satisfaction?4.How To Understand Your Customer Satisfaction?5.What Are Factors That Block Customer Satisfaction?6.How To Improve Customer Satisfaction with Product/Quality?7.What Are Key Drivers To Make You Success On Customer Satisfaction?8.Q&AWhat Is Customer Satisfaction?The formation process is dynamic:Customer measures and rates his/her Satisfaction as a result of comparison process.Prior to the purchase and consumption of a product/service,a customer establishes various expectations concerning the“Performance”of the product/service.In general,EXPECTIONS are the customers predictions of the nature and level of satisfaction that they will RECEIVE when product/service is consumed.Therefore,customer expectations play the role of defining the standard against which subsequent“Performance”is judged.1.2.There are a variety of factors influence customer expectations,and hence,ultimate satisfaction level.They include such things as:Customer prior experienceCommunication with sales peopleAdvertisingPriceInfluence of friendsCustomers own personality characteristicsAs a result,customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent/expectation perceptions.3.During the OWNERSHIP experience,the customer compares perceived“Performance”to the previously formed EXPECTATIONS.If the“Performance”meets or exceeds EXPECTATIONS,the customer is satisfied,but if“performance”falls short of EXPECTATIONS,the customer is dissatisfied.As the customer continues through the OWNERSHIP experience,he/she tends to modify or revise his/her expectations.As a result,customer satisfaction levels evolve.Why Needs Customer Satisfaction?It was proven strong correlation between“Completely Satisfied”customers and owner loyalty:a customer will recommend his/her friends to purchase the product/service he/she experienced.Harvard Business School study findings:Firms with higher level of customer loyalty(not market share)enjoy higher profitability in a given industry.Profit will increase by 25%85%from 5%increase in customer loyalty.Firms become more profitable overtime due to loyal customers.Profit IncreaseProfit Increase from 5%Increase in Customer LoyaltySource:F.Reichheld and E.Sasser(1990),“Zero Defections:Quality comes to Life”Harvard Business Review,Sep.-Oct.Issue.Profit Per Customer(US$)Customer Profit Patterns Over TimeSource:F.Reichheld and E.Sasser(1990),“Zero Defections:Quality comes to Life”Harvard Business Review,Sep.-Oct.Issue.Loyal Customer vs.Sales Cycle Ford Research1.Cost of acquiring new customers is 5 times the cost to retain existing ones.2.Frequent of Customer Contact Point.Sales:one time for new car buyer.Service:eight times for car service.3.Factors that affect a customer re-purchase to your product 80%comes from high satisfaction of service experiences.Profitable Growth Through Customer LoyaltyPercents show contribution to overall customer satisfaction.Source:M&S Service AnalysisExternalInfluencesOwnership ExperienceSellItRightBuildItRightDesignItRightFixItRightTreatMeRightEnduringProfitableGrowthSHAREHOLDERVALUEEnthusiastOverallOwnershipSatisfactionDesignItRightBuildItRightGet BrandRightImageBrandReliabilityValueCompe-titiveActions“Share of Wallet”BrandLoyalty$Sales$Sales$OwnerLoyalty/ConquestNewVehicleAppeal“Share of Mind”PressBuy Decision?Consumer Headset24%76%Product ComponentSales&ServiceCustomer Satisfaction ComponentsRatingExperienceFeelingA/5Beyond ExpectationSurprisedB/4Glad You Really Do ItDelightedC/3As ExpectedOkayD/2DisappointedBlack ListedE/1BetrayedAngryCustomer Satisfaction ScorecardCustomer Feedback SystemFLHs Marketing Research for Customer SatisfactionProduct&Quality:GQRS/JD Power IQS&APEAL/ICCDSales:CVP/JD Power SSIService:CVP/JD Power CSI/CRC&DCRC surveyDistribution:Dealer Attitude Survey(Company to Dealer Standard)What are factors that block Customer Satisfaction.A Framework for Customer Satisfaction and EnthusiasmProduct Components EmotionalRationalAppearanceBrand Image(Halo Effect)BasicQualityPerformanceQualityExcitementQualityFailure modeavoidanceConsumer drivenFunctional targetsminimum degradation with time/service1 123Impact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4cSalespersons honesty and sincerity52Q6eReceive vehicle equipped as promised44Q2aPromptly welcoming you to the dealership42Q2bGiven level of attention wanted when arrived36Q8eFollow-through on promises made33Q6aVehicle ready when promised29Q5aShow concern for individual finance and insurance needs29Q4bSalespersons knowledge about products and service24Q7cHelpfulness of the dealership during follow-up call20Q6dEverything on vehicle was in working order19Q2cTake me seriously when I arrived18Q8cAbility to answer questions or resolve concerns18Q8dHelpfulness in responding to questions or concernsDealer Opportunities for Action Plans and Strengths to MaintainSales SurveyImpact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4aQuality of service performed45Q3eService advisors honesty and sincerity44Q3cService advisors understanding of service needs32Q2aConvenience of the Service Departments opening hours22Q5aClearly explain service work performed and any charges21Q4cNotify of changes in service needs or additional maintenance requirements21Q5bAdvising of any maintenance vehicle may require in the future20Q3aPrompt acknowledgement when arrived14Q3bStarting service write-up within a reasonable amount of time13Q7dFollow-through on promises made7Q7cHelpfulness in responding to question or concern7Q3dAccurate estimate of the cost of serviceDealer Opportunities for Action Plans and Strengths to MaintainService SurveyHow to Improve Customer Satisfaction with Product/Quality1.Kano model2.Establish Key Milestones for New Program Launch Ford case3.Develop Reliability Process Ford case4.Integrate Reliability Process with Program Launch Key Milestones Ford case5.Tracking Process Quality/Reliability MetricsQ/RDAM Quality,Reliability,Discipline Assessment MetricsBrand/PALSConsumer HeadsetKano Prioritize and PlanTargets CascadeReliability DemonstrationKano Execution Progress ScorecardCustomerSatisfactionWith vehicleCustomer Satisfaction Brand,Product,and the Engineer Graphic of Key MessagesJune5handout.pptOriginator GSTORKWhat Are Key Drivers to Make You Success on Customer Satisfaction?Business transformation is required to shift to Think about the fact of existing competition environment under-Product or Service offering may be completely commoditizedMargins may be vanishing1.Does your company deliver unique value,at a profit,to target customers?2.Can competition get a foothold?From ProductCentric to CustomerCentricProduct-Centric OrganizationCustomer-Centric OrganizationKey Performance IndicatorsMarket share,Sales revenueCustomer loyalty,ProfitabilityCustomer Segment StrategyGeneric,go after everyoneTargeted,proactive and selectiveProduct/ServiceStandardized OfferingCustomized to different customerValue PropositionProduct features,Better priceCustomer solution,Superior serviceOrganization DesignStability,Specialization,StandardizationSpeed,integration,flexibilitySources of DifferentiationTangibles and hard assetsIntangibles and soft assetsFrom Product-Centric to Customer-Centric:A Paradigm ShiftHow to Build up a Customer-Centric Business Structure?Q&AThank You!蕭慰農蕭慰農 /Knight W.N.Hsiao9、静夜四无邻，荒居旧业贫。9月-239月-23Monday,September 25,202310、雨中黄叶树，灯下白头人。02:46:0302:46:0302:469/25/2023 2:46:03 AM11、以我独沈久，愧君相见频。9月-2302:46:0302:46Sep-2325-Sep-2312、故人江海别，几度隔山川。02:46:0302:46:0302:46Monday,September 25,202313、乍见翻疑梦，相悲各问年。9月-239月-2302:46:0302:46:03September 25,202314、他乡生白发，旧国见青山。25 九月 20232:46:03 上午02:46:039月-2315、比不了得就不比，得不到的就不要。九月 232:46 上午9月-2302:46September 25,202316、行动出成果，工作出财富。2023/9/25 2:46:0302:46:0325 September 202317、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。2:46:03 上午2:46 上午02:46:039月-239、没有失败，只有暂时停止成功！。9月-239月-23Monday,September 25,202310、很多事情努力了未必有结果，但是不努力却什么改变也没有。02:46:0302:46:0302:469/25/2023 2:46:03 AM11、成功就是日复一日那一点点小小努力的积累。9月-2302:46:0302:46Sep-2325-Sep-2312、世间成事，不求其绝对圆满，留一份不足，可得无限完美。02:46:0302:46:0302:46Monday,September 25,202313、不知香积寺，数里入云峰。9月-239月-2302:46:0302:46:03September 25,202314、意志坚强的人能把世界放在手中像泥块一样任意揉捏。25 九月 20232:46:03 上午02:46:039月-2315、楚塞三湘接，荆门九派通。九月 232:46 上午9月-2302:46September 25,202316、少年十五二十时，步行夺得胡马骑。2023/9/25 2:46:0302:46:0325 September 202317、空山新雨后，天气晚来秋。2:46:03 上午2:46 上午02:46:039月-239、杨柳散和风，青山澹吾虑。9月-239月-23Monday,September 25,202310、阅读一切好书如同和过去最杰出的人谈话。02:46:0302:46:0302:469/25/2023 2:46:03 AM11、越是没有本领的就越加自命不凡。9月-2302:46:0302:46Sep-2325-Sep-2312、越是无能的人，越喜欢挑剔别人的错儿。02:46:0302:46:0302:46Monday,September 25,202313、知人者智，自知者明。胜人者有力，自胜者强。9月-239月-2302:46:0302:46:03September 25,202314、意志坚强的人能把世界放在手中像泥块一样任意揉捏。25 九月 20232:46:03 上午02:46:039月-2315、最具挑战性的挑战莫过于提升自我。九月 232:46 上午9月-2302:46September 25,202316、业余生活要有意义，不要越轨。2023/9/25 2:46:0302:46:0325 September 202317、一个人即使已登上顶峰，也仍要自强不息。2:46:03 上午2:46 上午02:46:039月-23MOMODA POWERPOINTLorem ipsum dolor sit amet,consectetur adipiscing elit.Fusce id urna blandit,eleifend nulla ac,fringilla purus.Nulla iaculis tempor felis ut cursus.感感 谢谢 您您 的的 下下 载载 观观 看看专家告诉