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1、主讲人:Tom Moormann, PhD, FLMI Director, Organizational Assessment， LOMA 客户满意度测量客户满意度测量 Measuring Customer SatisfactionMeasuring Customer SatisfactionAgenda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An
2、alyzing 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 总结客户满意度Customer SatisfactionWhat 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
3、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 与公司服务 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 imp
4、ortant?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成本 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 SatisfactionSatisfied customers generate mo
5、re revenue and cost less to service.满意的客户为公司服务创造更多的收入和更低的成本。Revenue Streams收入-Premium Payments-保费付款-Purchase More Products- 购买更多的产品-Referral Sales- - 指定销售 Cost Streams成本-Product Costs- 产品成本-Cost to Attract Customer- 吸引客户的成本- Cost to Retain Customer - 保留客户的成本Customer Satisfaction客户满意度The Service Prof
6、it Chain服务利润链CustomerSatisfaction客户满意度Profitability利润CustomerLoyalty客户忠诚度PerformanceExpectationsGap绩效期望差距CustomerValue客户价值Satisfaction Measurement System:满意度测量系统：Various means of gathering information related收集与服务利润链有关信息的to the Service Profit Chain多种方法Customer Satisfaction and Customer Value客户满意度和客户
7、价值Customer Satisfaction and Customer Value客户满意度和客户价值 Identifying and Measuring Customer ExpectationsIdentifying and Measuring Customer Expectations分辩并联测量客户期望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Customer Expectations 客户期望Customer Contact联系客户Complaints投诉Primary Research基本
8、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？Customer Satisfaction and Customer Value客户满意度和客户价值 Linking Customer Satisfaction to Operational StandardsLinking Customer Satisfaction to Operational Standards 将客户满意度与操作标准联系起来将客户满意度与操作标准联系起来Which expectations are
9、most critical?哪一个期望是最关键的？ What is an appropriate performance target? 什么是合适的绩效目标？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 ExpectationsWhich expectations are most critical?
10、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 TargetsPerformance Gaps绩效差距Why are there gaps?为什么会有差距？ Perfor
11、mance 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 服务周转时间 Service Reworks 服
12、务返工 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Customer Satisfaction and Customer Value 客户满意度和客户价值 Linking Customer Service to Performance StandardsLinking Customer Service to Performance Standards 将客户服务与绩效标准联系起来将客户服务与绩效标准联系起来 Measure and rewa
13、rd 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Measuring Customer Value测量客户价值 Linking Customer Service to Performance StandardsLinking Customer Service to Performance Standards 将客户服务与绩效标准联系起来将客户服务与绩效标准
14、联系起来 Identify Service Quality Gaps鉴定服务质量差距 Prioritize Opportunities优先机会 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 Perform
15、ance测量员工绩效对工作单位绩效的贡献Measuring Customer Value测量客户价值Returns on Investments to Returns on Investments to Increase Value of a CustomerIncrease Value of a Customer对增值客户投资的回报对增值客户投资的回报Measuring Customer Value测量客户价值 ConclusionConclusion 结论结论Goal: Select Best Investment Opportunities目标: 选择最佳投资机会Requirements
16、: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 计划与执行的一体化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Who should you survey?你应该调查谁？How should you contact your customers?如何与你的客户联系Sampling取样检验Survey Content调查内容 Customer Satisfaction and Loyalty 客户满意度和忠诚度 Satisfaction Drivers 提高满意度的因素 Classification Variab
