客户满意度测量

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,客户满意度测量,Measuring Customer Satisfaction,天马行空官方博客：:/；QQ群：175569632,Agenda,讲程安排,What is customer satisfaction/why is it important?,什么是客户满意度/它为什么重要,Customer Satisfaction Survey,客户满意度调查,Process Performance Measurements,进行绩效测量,Analyzing survey results(and other metrics),分析调查结果和其它与测量有关的东西,Using results to manage customer satisfaction,利用调查结果进行客户满意户管理,Customer Satisfaction Measurement Systems,客户满意度测量系统,Wrap-up,总结,天马行空官方博客：:/；QQ群：175569632,客户满意度,Customer Satisfaction,What is customer satisfaction?,什么是客户满意度,Satisfaction is a feeling about something,满意度是对某种事物的一种感觉,Potential objects of satisfaction,满意度的潜在目标,The overall relationship with the company,与公司的总体关系,With a specific transaction,与一次特定的交易的总体关系,With the companys service,与公司效劳,With the companys product(s),与公司产品,With the agent or broker,与代理或经纪人,etc.,等等,Customer Satisfaction,客户满意度,Is customer satisfaction important?,客户满意度重要吗？,By itself,no.,本身不重要,Satisfaction is not higher revenue or lower costs,满意度既不是更高的收入也不是更低的本钱,You cannot influence satisfaction directly.,你不能直接影响满意度,However,satisfied customers are important.,但是，满意的客户是重要的.,Customer Satisfaction,客户满意度,客户满意度,Customer Satisfaction,Satisfied customers generate more revenue and cost less to service.,满意的客户为公司效劳创造更多的收入和更低的本钱。,Revenue Streams,收入,Premium Payments,保费付款,Purchase More Products,-购置更多的产品,Referral Sales,-指定销售,Cost Streams,本钱,Product Costs,-产品本钱,Cost to Attract Customer,-吸引客户的本钱,-Cost to Retain Customer,-保存客户的本钱,Customer Satisfaction,客户满意度,The Service Profit Chain效劳利润链,Customer,Satisfaction,客户,满意度,Profitability,利润,Customer,Loyalty,客户,忠诚度,Performance,Expectations,Gap,绩效期,望差距,Customer,Value,客户,价值,Satisfaction Measurement System:,满意度测量系统：,Various means of gathering information related,收集与效劳利润链有关信息的,to the Service Profit Chain,多种方法,Customer Satisfaction and Customer Value,客户满意度和客户价值,绩效标准,操作标准,客户期望,Customer,Expectations,Operational,Standards,Performance,Standards,Customer Satisfaction and Customer Value,客户满意度和客户价值,Identifying and Measuring Customer Expectations,分辩并联测量客户期望,Sources of Information,信息的来源,Types of Expectations,期望的种类,客户,期望,Customer,Expectations,Customer Expectations,客户期望,Customer Contact,联系客户,Complaints,投诉,Primary Research,基本调研,Secondary Research,第二步调研,Customer Expectations,客户期望,What does the customer expect?,客户期望什么？,按期望执行,时间,礼貌,精确,可靠,Perform as,Expected,Time,Courtesy,Accuracy,Reliability,Customer Satisfaction and Customer Value,客户满意度和客户价值,操作标准,Linking Customer Satisfaction to Operational Standards,将客户满意度与操作标准联系起来,Which expectations are most critical?,哪一个期望是最关键的？,What is an appropriate performance target?,什么是适宜的绩效目标？,Why are there gaps?,为什么会有差距,How do you close gaps?,如何消除差距,Operational,Standards,客户期望,哪一个期望是最关键的,Accuracy Gap,精确性差距,Reliability Gap,可靠性差距,Courtesy Gap,礼貌程度差距,Time,Gap,时间差距,Customer,Satisfaction,客户满意度,Customer Expectations,Which expectations are most critical?,绩效目标,Better than we used to be?,比我们过去所做的好？,Better than our best operation?,比我们最好的业务好?,Better than others in our industry?,比我们行业中的其余公司好?,Better than others in related industries?,比相关行业中的其余公司好?,Better than“world-class?,比世界水平好?,Performance Targets,Performance Gaps,绩效差距,Why are there gaps?,为什么会有差距？,Performance Deficiencies,绩效的缺陷,Systemic Causes,系统原因,Human Error,人为错误,Rising Customer Expectations,提出客户期望,Competitive Pressures,可比性压力,Prior Experience,先前的经验,Personal Needs,个人需要,Closing Performance Gaps,消除绩效差距,Key Operational Performance Measurements,关键业务绩效的测定,Service Turnaround Times,效劳周转时间,Service Reworks,效劳返工,etc.,等等.,Targeted Investments,理想的投资,Most frequently occurring problems,最常发生的问题,Largest returns,最大的回报,绩效,标准,Customer Satisfaction and Customer Value,客户满意度和客户价值,Linking Customer Service to Performance Standards,将客户效劳与绩效标准联系起来,Measure and reward the behaviors relevant to performance,测量并奖励与绩效有关的举措,Take Customers perspective,not Companys,用客户角度，而不是公司的角度,Provide adequate systems support,提供,Performance,Standards,Measuring Customer Value,测量客户价值,Linking Customer Service to Performance Standards,将客户效劳与绩效标准联系起来,COOKBOOK,Identify Service Quality Gaps,鉴定效劳质量差距,Prioritize Opportunities,优先时机,Most Important to Customers,对客户最重要的,Biggest Gaps,最大差距,Invest Where it Makes Sense,投资到合理的地方,Measure Work Unit Performance-From the Customers Perspective,从客户的角度去测定工作单位绩效,Measure Employee Performance-Contribution to Work Unit Performance,测量员工绩效对工作单位绩效的奉献,Measuring Customer Value,测量客户价值,Returns on Investments to,Increase Value of a Customer,对增值客户投资的回报,创新成本,绩效影响,客户印象,客户价值的增加,Costs of,Initiatives,Impact on,Performance,Customer,Impression,Increase in,Customer Value,Measuring Customer Value,测量客户价值,Conclusion,结论,Goal:Select Best Investment Opportunities,目标:选择最正确投资时机,Requirements:,要求:,Models linking investment to returns,联合投资与回报的模型,Measures of key model components,关键模型成份的测定,Integration of planning and execution,方案与执行的一体化,Performance,Standards,Operational,Standards,Customer,Expectations,Tom Moormann,PhD,汤姆挪曼，博士,Director,Organizational Assessment,组织评估总监,Measuring Customer Satisfaction,测定客户满意度,Ping An University,平安大学,February 21,2003,2003年2月21日,