福特汽车顾客满意…要点.ppt

* 蕭慰農 / Knight W. N. Hsiao 總經理室顧客滿意部協理 福特六和汽車公司 12 / 28, 2002 顧客滿意 / Customer Satisfaction Outline – Customer Satisfaction What Is Customer Satisfaction ? Why Needs Customer Satisfaction ? What Are Key Components Of Customer Satisfaction ? How To Understand Your Customer Satisfaction ? What Are Factors That Block Customer Satisfaction ? How To Improve Customer Satisfaction with Product / Quality ? What Are Key Drivers To Make You Success On Customer Satisfaction ? QA What 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 customer’s 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 experience Communication with sales people Advertising Price Influence of friends Customer’s own personality characteristics As 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 correlatio