福特汽车培训材料——顾客满意.pptxVIP

顧客滿意 / Customer Satisfaction蕭慰農 / Knight W. N. Hsiao總經理室顧客滿意部協理12 / 28, 2002Outline – Customer SatisfactionWhat 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 ?QAWhat 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 experienceCommunication with sales peopleAdvertisingPriceInfluence of friendsCustomer’s own personality characteristicsAs 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 correlation between “Completely Satisfied” customers and