Satisfaction is a state of mind.It is the sense of pleasure after the customer's needs are met, and it is the relative relationship between the customer's expectations of products or services in advance and the actual feelings after the actual use of products or services.If we use numbers to measure this psychological state, this number is called satisfaction. Customer satisfaction is the basic condition for customer loyalty.
In order to better grasp customers' evaluation of sales and after-sales service experience, so as to implement targeted rectification of service quality, make the development of the entire sales and service network enter a virtuous circle, and improve service competitiveness, satisfaction research has become one of the key contents of market research.
research objective
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Establish a research index system for evaluating customer satisfaction;Quantify the current service level;Identify the service advantages and disadvantages;Determine the assessment basis for the "customer-centric" service concept;Provide direction for service improvement;Comprehensively improve service competitiveness and industry position.
Satisfaction is the degree of matching between customers' consumption experience and expectations.The KANO three-level theory of satisfaction is:
1. Satisfied: For consumers, this level is the basis of satisfaction. If they fail to do so, consumers will quickly become dissatisfied;
2. Desired: For consumers, they are very eager to meet their needs in this area. If they do, they will be appreciated by consumers;On the contrary, if they fail to do so, consumers will also reduce their satisfaction;
3. Surprised: This part is not required by consumers. Therefore, consumers will not be dissatisfied if they fail to do so. But once they do, they will be surprised and become loyal users.
Research focus
Research classification
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Satisfaction can be divided into employee satisfaction
Employee Satisfaction Survey is a scientific human resource management tool. It usually collects information about employees' satisfaction with various aspects of enterprise management in the form of questionnaires, and then through subsequent professional and scientific data statistics and analysis, it truly reflects the current situation of the company's operation and management,It provides an objective reference basis for enterprise managers to make decisions.
Employee satisfaction survey can also help cultivate employees' sense of identity and belonging to the enterprise, and constantly enhance employees' centripetal force and cohesion to the enterprise.Employee satisfaction survey activities enable employees to establish an enterprise centered group consciousness on the basis of democratic management, thereby subconsciously generating strong centripetal force on the collective organization.A successful employee satisfaction survey usually has the following four functions:
1. "Earthquake prediction instrument" - as a means of prevention and monitoring, it can diagnose potential crisis problems of the enterprise, and timely capture the ideological dynamics and psychological needs of employees, so as to take targeted countermeasures;
2. Enterprise "thermometer" - through the measurement of satisfaction index, find out the reasonable and unreasonable factors of employees' satisfaction or dissatisfaction with enterprise management, so as to formulate and adjust the management system with a targeted view;
3. "Physique inspection sheet" - comprehensively, systematically and objectively evaluate the impact of organizational changes and corporate policies on employees and the current situation and level of enterprise operation and management through employee satisfaction survey, so as to provide effective data for improving the comprehensive competitiveness of enterprises;
4. "CT detector" - as a corporate performance scanner, it provides data on corporate management performance, monitors corporate management effectiveness, and grasps corporate development trends.The summary results of employee satisfaction survey can provide quantitative data from employee public opinion for enterprise/department performance.
Digital 100 company survey display
Digital 100 company survey display
Research Introduction
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The satisfaction research has been in China for more than 10 years. From the initial service implementation survey, to the perceived quality survey, to the satisfaction index model survey, it has been constantly combined with a variety of research technologies and concepts to develop satisfaction research technologies to meet different needs.According to the different focus of satisfaction survey and problem solving, so far, satisfaction survey technology can be classified into 10 generations.
The whole 10 generationsSatisfaction surveyThe first three generations are the foundation, and have gone through the development process from service process survey (the first generation) to service effect survey (the second generation), from service quality survey to satisfaction index survey (the third generation).The latter seven generations are based on the first three generations and are developed according to different application requirements.Focusing on improving dissatisfied customers, we have developed dissatisfaction survey (the fourth generation) and short board improvement survey (the fifth generation);In order to optimize resource allocation strategy and determine resource input boundary, KANO model (6th generation) is applied and developed;In order to analyze the demand for differentiated services, U&A research (the 7th generation) was integrated into the satisfaction survey;The 8th generation of satisfaction focused on highly satisfied people, the 9th generation focused on improving user experience, and the 10th generation focused on building a service management system with satisfaction survey as the core.
The first to tenth generation of satisfaction survey technology is not a substitute relationship, and each generation of technology is applicable to the needs of enterprises and institutions of different types and development stages.The gradual adoption of targeted technology levels can significantly and effectively manage and improve service levels.
The specific introduction of each generation of satisfaction technology is as follows:
First generation research
Implement service standards and standardize employee behavior ------ Survey of service fulfillment
In 1965, Cardozo, an American scholar, introduced the concept of "customer satisfaction" into the business field for the first time. The research on service quality gradually rose in western countries. Enterprises and institutions recognized the importance of service quality and began to accept and apply market research on service quality.As a tool for measuring service quality, satisfaction survey initially focused on the survey of service process, checking whether staff operated according to service specifications, so it is also called "service fulfillment survey".
The survey of service fulfillment takes the survey data as the basis for notification or assessment through the implementation inspection of service specifications, so as to convey service pressure, urge employees to implement service standards, standardize employees' behaviors, and cultivate employees' good service habits.
The survey of service fulfillment mainly adopts two ways: one is to intercept or use the questionnaire at the doorTelephone follow-upAsk the customer to confirm whether the previous staff has operated according to the specifications;Another way isMystery customer detection(unannounced visits), such as unannounced visits to business halls, car 4S stores, department stores, etc., are mainly aimed at front-line window departments, pretending to be customers to receive services, and the whole process audio and video recordings are used as evidence.The questionnaire has a wide coverage and low cost, but the assessment evidence is weak;Mystery customers have high costs, but they have audio and video recordings and strong evidence for assessment.
Second generation research
Measure the service effect and evaluate the service performance of the front and rear end ------ Perceived quality survey
With the deepening of many scholars' research on customer satisfaction, since 1985, scholars have found that consumers' understanding of quality is different from enterprises' understanding of quality. Service quality is divided into "objective quality" and "perceived quality". Objective quality is production oriented and perceived quality is customer oriented. There are obvious differences between the two. Service with good objective quality is not necessarily good perceived quality.Perceived quality is the service quality that consumers feel. It is affected by consumers' background and preferences, and in fact affects consumers' decision-making behavior.In this context, customer-oriented satisfaction surveys have become popular. Because the evaluation of consumers' perceived quality is regarded as the evaluation standard of service quality, the satisfaction survey at this time is also called "perceived quality survey".
Unlike the survey of service fulfillment, which focuses on "service process", the survey of perceived quality does not ask customers to confirm what the staff has done, but directly asks about service feelings or satisfaction. It focuses on the "perceived service quality" and the final "service effect" of customers.
Perceived quality satisfaction is the evaluation of service effect, so it is different from the service fulfillment survey that only the front-end departments can be evaluated. The back-end departments that do not directly contact with customers can also be evaluated, forming a complete front-end and back-end service evaluation system.The indicator system of perceived quality satisfaction is divided into first, second and third level indicators according to the service processes, links and contacts that customers contact with enterprises and institutions, and according to the logical inclusion relationship, which corresponds to and relates to each relevant responsible department one by one.
The specific evaluation model is as follows:
Satisfaction research
Perceived quality survey focuses on what customers care about and what are the key influencing factors.Using statistical technology, the impact intensity of indicators at all levels on the indicators at the next level can be calculated, so as to find out the key influencing factors;In combination with indicator satisfaction performance and impact, identify service weaknesses and optimize resource allocation.
At the same time, because the service implementation survey is particularly effective in regulating employee behavior, it has not been replaced, and has developed a new survey method, "mysterious customers", which is still widely used in various enterprises and institutions, especially window departments.
Three generation research
Service measurement from a macro perspective, cross industry/enterprise comparability ------ satisfaction index model survey
In 1988, American scholar Fornell combined the structural equation with the psychological path of satisfaction formation and proposed a newSatisfaction modelIt has become the basis for countries around the world to develop national satisfaction index models. Sweden first introduced SCSB, and then developed into ACSI and ECSI. The satisfaction index model believes that factors affecting customer satisfaction include brand image, customer expectations, value perception, etc. in addition to perceived quality.Since 2001, the former Ministry of Information Industry has begun to carry outCustomer satisfaction indexResearch and publish the telecom industry customer satisfaction index (TCSI) year by year, and incorporate the satisfaction evaluation score into the KPI, which has greatly promoted the promotion and application of the satisfaction index model in China and technological development.
Service quality is not equal to satisfaction. The satisfaction index model believes that in addition to "perceived quality (i.e. service quality)", "brand image", "user expectation" and "value perception" are all influencesCustomer satisfactionAnd there is a path and causal relationship between the four satisfaction factors, forming a structural equation.
The satisfaction index model is applicable to the satisfaction survey at the national and industrial levels.Because there are obvious differences between enterprises and institutions, the perceived quality of a unitSatisfaction modelIt cannot be applied to another unit, so if we want to carry out satisfaction surveys of the whole country or the whole industry, we must have a model unrelated to the differences between enterprises and institutions.The satisfaction index model is designed according to the psychological path formed by customer satisfaction, and has nothing to do with the difference of services provided by enterprises and institutions. Therefore, the satisfaction index survey is comparable across industries and enterprises.For example, the index model TCSI of China's telecommunications industry:
Satisfaction research
For the satisfaction evaluation of enterprises and public institutions, the advantage of the satisfaction index model is that it reveals the influencing factors of satisfaction more completely, and looks at the problem from a higher level;The disadvantage is that the design of the satisfaction index model eliminates the influence of the difference between companies, which makes many personalized and detailed problems of companies not be reflected. Moreover, "brand", "expectation", "value" and other factors are difficult to control or even uncontrollable, which need the cooperation of senior management and cross departments to promote. For the service management department of enterprises,The focus of service improvement can only be focused on "quality".Therefore, enterprises and public institutions still need to combine the perceived quality model when applying the satisfaction index model, which greatly increases the length of the questionnaire.
Four generation research
Focus on dissatisfied customers, understand why customers are dissatisfied ------ satisfaction+dissatisfaction survey
Through the survey of perceived quality satisfaction or satisfaction index model, managers know the service level of the unit and the aspects of customer dissatisfaction. On this basis, managers naturally want to know why customers are dissatisfied.
Around 2004, once the concept of dissatisfaction survey was introduced, it was immediately recognized and applied by many enterprises and institutions.Dissatisfaction survey deepened the visit to "dissatisfied customers", specifically understanding the aspects and reasons of customer dissatisfaction. Managers can perceive customer dissatisfaction and complaints in a situational manner.
Five Generation Studies
Pay attention to the internal service gap of the enterprise, and promote the improvement of short board ------ satisfaction+short board improvement
Dissatisfaction survey is to collect opinions from the perspective of customers. Shortcomings improvement is to find reasons from within the enterprise.Customer dissatisfaction always comes from enterprise behavior. Shortcomings improvement should find out the enterprise behavior that leads to customer dissatisfaction, analyze the reasons, and make targeted improvement.
The concept of "short board improvement" has long existed in the quality management system, but before that, it was more in the industrial field, aiming at the improvement of product production processes and processes.Since 2005,China MobileCompanies in all provinces and cities have improved their service weakness. The huge demand for research has greatly promoted the development of research technology for improving the weakness.
Short board improvement: carry out short board management according to the Six Sigma concept, use the GAP model to analyze, find out the internal causes of the short board, and propose targeted and operable improvement suggestions and methods;And associate with the responsible department, track and measure the improvement effect, assess and urge the problem improvement.
The higher the satisfaction is, the better it is. The improvement of satisfaction requires huge resource investment.The previous satisfaction survey and analysis focused on finding and improving weaknesses, but did not give answers to the extent to which weaknesses should be improved, the level to which advantages should be maintained, and the investment strategy for each factor.In the process of continuous service improvement, managers will have questions: "What level is enough to increase the investment in such and such aspects every year? If customers are satisfied with such and such aspects, can I reduce the investment?"
KNAO analysis divides each service element into three categories, defines the meaning and current location of the three categories of elements, optimizes the strategy of resource allocation, determines the boundary of resource input, solves the above problems of managers, realizes more refined resource optimization and allocation, and maximizes the benefits of invested resources.When managers make budget decisions for the next year, they can get a quantitative reference basis for resource input from KANO analysis on such issues as what needs to be increased, what needs to be maintained, and what needs to be reduced.
The KANO model was launched in 1979 by Noriaki Kano, a professor at Tokyo University of Technology, and his colleague Fumio Takahashi, and quickly gained global communication and recognition.However, KANO is a typical qualitative analysis model, which is difficult to be quantified, so it is often mentioned but rarely applied in the field of satisfaction survey.
In 2006, with the efforts of the author, the problem of KANO's quantitative technology was solved. On the basis of the original questionnaire, it was not necessary to design a problem separately, and it was possible to effectively quantify and judge the attributes of each service element, and determine the boundary of resource allocation. The KANO model really appeared in the research report.The following is the KANO analysis chart extracted from the report of Dawen General Market Research Company, from which the attributes and boundaries of service elements can be clearly judged.
Satisfaction research
Seven generation research
Differentiated service ------ satisfaction+U&A
The initial focus of service management is the standardization of services. For example, the purpose of service fulfillment survey is to standardize employee behavior and standardize employee services.However, some people are satisfied with the standardized service, while others are not. After the service standardization reaches a certain level, enterprises and public institutions naturally have the demand for differentiated services to meet the needs of different customer groups, such as VIP service, VIP customer service and so on.
It is the basis for implementing differentiated services to analyze the differences of customers' perceptions of the same service from different backgrounds, different consumption behaviors and attitudes (i.e. U&A research), and find out the key factors that lead to the differences.
In 2006, the satisfaction+U&A research product was highly recognized by the market against the background of differentiated service demand in various industries.In fact, in previous satisfaction surveys, U&A issues were more or less involved, but the focus of the survey demand was not on this, so it was not analyzed and applied in depth.Driven by the demand for differentiated services, U&A research is closely linked with satisfaction research, and related technologies have been developed. Among them, variance analysis and chi square analysis have been fully used, as shown in Figure 1 below:
Figure 1
Eight Dynasties Study
Focus on highly satisfied people ---- satisfaction+excellent service
According to long-term data tracking, in the competitive market, the loyalty of very satisfied people is 4-6 times that of ordinary satisfied people.Therefore, it has a very positive significance in such markets to upgrade the general satisfied group to the very satisfied group, and its value is significantly higher than that of upgrading the dissatisfied group to the general satisfied group.Making customers very satisfied means high standard and above average service, so it is called excellent service.
The focus of service excellence research is the "high satisfaction group", because the key influencing factors of service improvement are often different from those of upgrading customers from dissatisfaction to general satisfaction, so targeted analysis is needed.
Research on the Nine Dynasties
Turn defensive tools into offensive tools ---- satisfaction+user experience
Satisfaction is a defensive management tool, that is, don't let customers lose because of service.User experience is to upgrade it into an offensive tool. Managers can retain customers by creating a profound user experience;And let customers spread good word of mouth to attract new customers.For example, the shopping experience of the mall, the medical experience of the hospital, and the user experience of the website directly affect the next choice and reputation of users.
User experience emphasizes shaping and spreading word of mouth, focusing on service details and service innovation, and providing an impressive experience that is easy to describe and spread.
In terms of research methods, user experience research focuses on the application of testing methods. For example, in the user experience research of e-commerce websites, "attractiveness test" and "usability test" are included, as shown in Figure 2 below:
Figure 2
Ten generation study
Establish a service management system ---- satisfaction+service management
With the further popularization and emphasis of the concept of customer satisfaction, many enterprises and institutions have set up full-time personnel and special service management departments.How to manage services systematically and effectively?At this stage, we can take satisfaction survey as the core, take it as an effective service management tool, and establish a systematic service management system.
Through satisfaction survey, managers can establish VOC system, service improvement system and service performance evaluation system to easily and effectively listen to customers' voices, understand service status, find service weaknesses, evaluate service performance and promote service improvement.As follows:
Satisfaction research
Satisfaction survey technology is constantly changing and developing to adapt to the change and development of the needs of enterprises and institutions;At the same time, it is actively integrating other research technologies and management concepts to guide the development of service management of enterprises and institutions with higher value.By 2009, satisfaction survey technology has developed to the 10th generation of products. For researchers, each generation of products is just a new starting point, all for better service.
