客戶滿意度測量摘要.ppt

(海量营销管理培训资料下载) 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 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 company’s service 与公司服务 With the company’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 Customer Satisfaction客户满意度 The Service Profit Chain服务利润链 Customer Satisfaction and Customer Value客户满意度和客户价值 Customer Satisfaction and Customer Value客户满意度和客户价值 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 Standards 将客户满意度与操作标准联系起来 客户期望 哪一个期望是最关键的 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 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 Se