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1、 AnnArborBuenosAiresChristchurchFrankfurtKualaLampurLondonMadridMelbourneMilanParisPortoAlegreStockholmZurich NationalCustomerSatisfactionIndicesbyClaesFornellDonaldC CookProfessorandDirector NationalQualityResearchCenterUniversityofMichiganBusinessSchool Aneconomycannotbedescribedbyaddinguphowmanyt
2、onsofrebaritmakes howmanypassengermilesofairtravelitlogs howmuchwooditswoodchuckschuckperhour Allthesethingscount andwecountthem butinthefinalanalysiswhatmattersishowwellaneconomysatisfiesitscustomers ThomasStewart Fortune 1995 TheMeasuredEconomyIncludes Pig ironproductionCoalproductionRailroadopera
3、tingincomeRailfreightEtc TheEconomyIsChanging HowWeMeasurePerformanceisAlsoChanging TheOldWorld TheNewWorld Massproductionandconsumptionofcommodities Increasinglycustomizedgoods servicesandinformation Productivity ProductivityandCustomerSatisfaction ImplicationsforCompanies CustomerAssetManagementis
4、BuiltontheFollowingPrinciples SatisfiedcustomersareaneconomicassetthatyieldsfuturecashflowsThesecashflowscanbecalculatedasdiscountedpresentvalueCoststogrowthecustomerassetbaseareinvestmentsSkillfulmanagementofthecustomerassetisessentialforlong termprofitability CustomerAssetValueinGlobalMarkets ECSI
5、 Europe KCSI Korea MCSI Malaysia ACSI Australia ACSI Argentina BCSI Brazil MCSI Mexico CCSI Canada ACSI GlobalCompetition TheRoleofIntangibles MajorReasonsforaNationalIndexofCustomerSatisfaction QualityofeconomicoutputisessentialtolivingstandardsCustomersatisfactionisaleadingindicatorofcompanyeconom
6、icperformanceCustomersatisfactioncontributestoeconomicgrowthandjobcreationNecessarymeasureforCPI productivity andultimately GDP SomeImportantEconomicIndicatorsandaNEWOne NationalEconomy SectorsandIndustries 665B 582B 472B 392B 277B 106B 62B Thesizeofeachofthesevensectorsisshownaboveasthepercentofthe
7、total1994grossdomesticproduct SalesfiguresreflectthetotalsalesfortheselectedU S firms Thetotalsalesoftheselectedfirmsare51 oftheGDPforthesesevensectorsand38 ofthenationalGDP Coverage SevensectorsFortyindustriesTwoHundred companiesandagencies 2 7trillionsales U S companies TheRespondents Approximatel
8、yonemillionsampledrandomly Screened Recentexperienceasacustomeroftheselectedcompanies Approximately250 000completedinterviews CustomerExpectations ACSIModel PerceivedServiceQuality SatisfactionComparisonw IdealConfirm DisconfirmExpectations PerceivedOverallQuality PerceivedValue CustomerComplaints C
9、ustomerLoyalty RepurchaseLikelihoodPriceTolerance ReservationPrice OverallCustomizationReliability OverallCustomizationReliability PriceGivenQualityQualityGivenPrice PerceivedProductQuality ReliabilityCustomizationOverall ReliabilityCustomizationOverall ComplaintBehavior CustomerSatisfaction ACSI AC
10、SICompaniesIncluded ChangesinNationalACSI CustomerSatisfactionandEconomicPerformance TheEvidencetoDate ROIorROAPositiveandsignificantrelationship U S andSwedishdata RicardianRentsPositiveandsignificantrelationship Tobin sQ U S data MarketValueOnepointACSI 647MillionMarketToBookPositiveandsignificant
11、relationship U S data RiskMeasuresNegativeandsignificantrelationship withloyaltyvariable notACSI StockPriceReturnsHighACSIandSCSBfirmsoutperformthemarket U S andSwedishportfolios StockMarketReactionStatisticallysignificantreactionfollowingpublicreleaseofACSIresults U S EconomicValueAddedPositiveands
12、ignificantrelationshipwithMVA RicardianRents RicardianRents State DependentSpecification ASimpleValuationModelUsingtheACSI CustomerSatisfactionasanEconomicAsset Anassetmusthavearelevantattributethatcanbemeasuredinmonetarytermswithsufficientreliability FASB Onecleardriverofwealthproductioniscustomers
13、atisfaction CommissionerStevenWallman SecuritiesandExchangeCommission 1997 Iftrue thereshouldbearelationshipbetweenchangesintheexpecteddiscountedpresentvalueofthefutureincomestreamthatcustomersatisfactionwillgenerateandchangesintheACSI MarketValueAdded MVA Ameasureofthewealthacompanyhascreatedforits
14、investors Itiscalculatedasthedifferencebetweenwhatinvestorsputinandwhattheycantakeout Significantat 05level Significantat 01level ACSI 1994 MVA 1995 ACSI 1996 24 Correlations 33 Decreaseinshort termearningsandRisingCustomerSatisfaction EarningsPowerEnhanced Increaseinshort termearningsanddeclineincu
15、stomersatisfaction Earningspowereroded ACSIandDowJones PercentChanges1995 1998 April DowJonesMovingAverage ACSIPercentChange Note DowisMovingAverageofLastMonth 4045 9162 Updated4 20 98JCA TheLimitsofCostCutting Costreductionhasaminimum zero Revenuegrowthhasnomaximum OverallConclusion IfCustomerSatisfactionismeasuredinasystem asanindex calibratedtoproxiesforeconomicreturns Loyalty ReservationPrice purgedfromrandomnoise StrongempiricalevidenceforCustomerSatisfactionaseconomicasset Qualityofeconomicoutput Quantityofeconomicoutput EconomicProsperity
