客户满意度测量 .ppt.ppt

主讲人:Tom Moormann, PhD, FLMI
Director, Organizational Assessment,
LOMA
客户满意度测量
Measuring Customer Satisfaction
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
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 pany
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 pany’s service
与公司服务
With pany’s 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 Satisfaction
Satisfied customers generate more 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 Profit Chain服务利润链
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客户满意度和客户价值
绩效标准
操作标准
客户期望
Customer
Operational
Performance
Customer Satisfaction and Customer Value客户满意度和客户价值
Identifying and Measuring Customer Expect