customerSatisfactionYesCustomer satisfactionA measure of degree.Often throughRandom surveyObtain samples, based on the scoring data of customers on specific satisfaction indicators, and useWeighted average methodThe corresponding results are obtained.Customer satisfaction management emerged in the 1990smarketing management Strategy, not only requires understandingExternal customersIs satisfied with, and requires understandingInternal customers, namely the satisfaction of employees, so as to reveal the enterprise'sValue creationAnd delivery, and explore, analyze and solve these problems with the goal of achieving comprehensive customer satisfaction.[1]
Customer satisfaction refers to the customer's feelings about the extent to which their explicit, usually implicit or obligatory needs or expectations have been met.Satisfaction is the feedback of customer satisfaction, which is the evaluation of product or service performance, as well as the product or service itself;It is a psychological experience to give (or be giving) a happiness level related to the satisfaction of consumption, including the level below or above the satisfaction level.
Customer satisfaction is a changing goal. What can satisfy one customer may not satisfy another customer. What can satisfy customers in one situation may not satisfy them in another.Only for differentCustomer groupIt is possible to achieve 100% customer satisfaction only when the satisfaction factor of is well understood.
Generation and development
The promotion of "customer satisfaction" came into being in the early 1980s.American market at that timeCompetitive environmentWorse, AT&T（AT&T）To put oneself in a favorable positioncompetitive edgeAnd began to try to understand customers' satisfaction with the services provided by the enterprise, and take it as a servicequality improvement And achieved certain results.Meanwhile, JapanHondaAuto companies have also begun to use customer satisfaction as a means of understanding the situation, and have improved thismanagement strategy。
In the mid-1980s,U.S. governmentEstablished“malcolm baldrige national quality award ”(Malcolm Baldrige National Quality Award) to encourageEnterprise applications"Customer satisfaction".The establishment of this award has greatly promoted the development of "customer satisfaction".Of course, it is not just a simple assessment of the final score of enterprise customer satisfaction, but a series of tests initiated by the enterprise through focusing on "customer satisfaction"Total Quality ManagementMeasurement system.IBM、MOTOROLAFEDEX, Xianshi, etc. are all winners of this award, and there are no more than five enterprises worldwide that receive this award every year.
In the mid-1990s,Customer satisfaction surveyIt is rapidly and widely used in multinational companies in mainland China.One of the reasons is that the headquarters of multinational companies require regular access to customer information in the Greater China market in accordance with the mode of the headquarters to deal withGlobalization processPlans and challenges in;Second, in the increasingly fierce competition, excellent service has become an important demand for enterprises to obtain and maintain competitive advantage;Third, the supervisor needs tojob performance Conduct quantitative evaluation, which requires evaluation from customers.
Background
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1. Customer satisfaction is the necessity of economic development
2. Customer satisfaction is the inevitable result of the popularization of the people-oriented concept
3. Customer satisfaction is the eternal goal of enterprises
What does customer satisfaction survey bring to enterprises?
93%CEOthinkCustomer managementAberdeen Group is the most important factor for enterprises to succeed and become more competitive
Customer loyalty will increase by 5%, and profit will increase by 25%~85% - Harvard Business Review
A very satisfied customerPurchase intentionSix times more than a satisfied customer Xerox Research
2/3 Customers leave their suppliers becauseCustomer careNot enough - Yankee Group
With Chinamarket competition The competition among enterprises has begun to shift from product based competition to product based competitionCustomer resourcesCustomer resources are gradually replacing products.
Level division
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overview
Customer satisfaction level refers to the degree of satisfaction generated by customers after consuming corresponding products or services.
As mentioned above, customer satisfaction is a kind ofmentality, is a kind of self experience.This psychological state should also be defined, otherwise it will be impossible to evaluate customer satisfaction.Psychologists believe thatEmotional experienceIt can be divided into several levels according to the cascade theory, and accordingly, customer satisfaction can be divided into seven levels or five levels.
The seven levels are: very dissatisfied, dissatisfied, not very satisfied, average, relatively satisfied, satisfied and very satisfied.
The five levels are: very dissatisfied, dissatisfied, average, satisfied and very satisfied.
According to the cascade theory of psychology, management experts have given the following reference indicators for the seven tiers:
Narration: Very dissatisfied state means that customers feel indignant, angry and intolerable after consuming certain goods or services, not only try to find opportunities to complain, but also take every opportunity to carry out counter propaganda to vent their unhappiness.
2. Not satisfied
Indication: anger, worry
Narration: Dissatisfaction refers to the anger and annoyance of customers after purchasing or consuming certain goods or services.In this state, customers can barely bear it and hope to make up for it in a certain way. When appropriate, they will also carry out counter propaganda to remind their relatives and friends not to buy the same goods or services.
3. Not very satisfied
Indication: complaint, regret
Narration: Unsatisfactory status refers to the complaints and regrets generated by customers after purchasing or consuming certain goods or services.In this state, although the customer is dissatisfied, he thinks the reality is like this. Don't ask too much, so he accepts.
Narration: General state refers to the state of no obvious emotion formed by customers in the process of consuming certain goods or services.That is to say, it is neither good nor bad, and it is tolerable.
5. Relatively satisfied
Indications: favorable impression, affirmation and approval
Narration: The relatively satisfied state refers to the favorable, positive and approving state formed by customers when consuming certain goods or services.In this state, the customer is satisfied, but it is far from meeting the higher requirements. Compared with some worse situations, it is comforting.
6. Satisfied
Indications: satisfaction, praise, happiness
Narration: Satisfaction refers to the state of satisfaction, praise and pleasure generated by customers when they consume certain goods or services.In this state, customers not only affirm their choices, but also are willing to recommend them to their relatives and friends. Their expectations are basically consistent with the reality, and there is no major regret.
7. Very satisfied
Indication: excited, satisfied, grateful
Narration: Very satisfied state refers to the state of excitement, satisfaction and gratitude formed after customers consume certain goods or services.In this state, customers' expectations are not only fully met without any regret, but also may greatly exceed their own expectations.At this time, customers are not only proud of their choice, but also take every opportunity to promote and recommend to their relatives and friends, hoping that others will spend it.
summary
The reference indicators of the five levels are relatively similar to the definition of the customer satisfaction level, because although there are levels of satisfaction, the boundary is vague after all, and there is no obvious boundary from one level to another.The purpose of the classification of customer satisfaction levels is for enterprises to evaluate customer satisfaction.
Survey methods
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technological development
customerSatisfaction surveyMore than 10 years after entering China, from the initial survey of service implementation toPerceived qualitySurvey to satisfactionexponential model Investigation, constantly combined with a variety of research technologies and concepts, to developSatisfaction surveyTechnology.According to the different focus of satisfaction survey and problem solving, the satisfaction survey technology can be classified into 10 generations.
The whole 10 generationsSatisfaction surveyThe first three generations are the foundation and have experiencedService processSurvey (1st generation) to service effect survey (2nd generation), fromService qualityThe development process of satisfaction index survey (the third generation) was investigated.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);byOptimize resource allocationStrategy, determine the resource input boundary, and apply and develop the KANO model (6th generation);To analyze the demand for differentiated servicesU&A Study(The 7th generation) has integrated satisfaction survey;The 8th generation of satisfaction focuses on highly satisfied people, and the 9th generation will improveUser experienceAs the focus of research, the 10th generation emphasizes the establishment of service management system with satisfaction survey as the core.
The specific introduction of each generation of satisfaction technology is as follows:
The first generation of service implementation survey, implementationService standardsStandardize employees' behavior - survey on service implementation
In 1965, Cardozo, an American scholar, first introduced“Customer satisfaction”The concept is introduced into the business field,Research on service qualitystaythe WestGradually, enterprises and public institutions realized the importance of service quality and began to accept and apply market research on service quality.Satisfaction surveyAs a service qualityEvaluation toolsThe initial focus is on the investigation of the service process to check whether the staff operate according to the 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 visit), such asBusiness hall、Auto 4S shop、Department StoreThe unannounced visits mainly targeted at the front-line window departments, pretending to be customers to receive services, and taking the whole process of audio and video recordings as evidence.Questionnaire methodCoverageWide range, low cost, but assessmentEvidential powerWeak;Mystery customersThe cost is high, but there are audio and video recordings, and the assessment evidence is strong.
Perceived quality survey
The second generation, measuring service effect and evaluating front and rear servicesachievements------Perceived quality survey
Specific evaluation model
As many scholarsCustomer satisfactionAfter in-depth research, 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 isProduction oriented, perceived quality isCustomer orientationThere are obvious differences between the two. The perceived quality is not necessarily good if the objective quality is good.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 consumers' perceived quality evaluation is regarded as service qualityevaluation criterionTherefore, the satisfaction survey at this time is also called "perceived quality survey".
Different from the "service process" of the service implementation survey, the perceived quality survey is not about asking customers to confirm the staffWhat did you doInstead, it directly asks about the service feeling or satisfaction, focusing on the "perceived service quality" and the final "service effect" of customers.
perceptionQuality satisfactionBecause it is the evaluation of service effect, it is different from the service implementation survey, which can only evaluate front-end departments, not customersdirect contact Can also be evaluated, forming a complete front and rear endService evaluation system。Perceived quality satisfaction index system is based on the service process, link and contact between customers and enterprises and institutions, according to the logicInclusion relationship, which is divided into Level 1, Level 2 and Level 3 indicators, corresponding to and related to each responsible department one by one.
The specific evaluation model is as follows:
Perceived quality survey focuses on what customers care about and what are the key pointsinfluence factor。utilizeStatistical techniques, can calculate the impact intensity of indicators at all levels on the indicators at the next level, so as to find out the key influencing factors;In combination with indicator satisfaction performance and impact, identify service weaknesses and optimize resource allocation.As shown in Figure 1:
Figure 1 Specific Evaluation Model
At the same time, because the service implementation survey is particularly effective in regulating employee behavior, it has not been replaced, but has also developed“Mystery customers”This newInvestigation method, is still widely used in various enterprises and institutions, especially window departments.
satisfaction index
Third generation, service measurement from a macro perspective, cross industry/enterprise comparability ------ satisfaction index model survey
In 1988, American scholar Fornellstructural equation Combined with the psychological path of satisfaction, a newSatisfaction model, becomeCountries in the worldThe basis for developing the national satisfaction index model,SwedenIt was the first application to launch SCSB, and then developed intoACSIECSI. The satisfaction index model considers the impactCustomer satisfactionBesides perceived qualitybrand image, customer expectations, value perception, etc.Since 2001, the former Ministry of Information Industry has begun to provideTelecom operatorsconductCustomer satisfaction indexResearch and publish the telecommunications industry customer satisfaction index (TCSI) year by year, andSatisfaction evaluationScore inclusionKPI, which has greatly promoted the promotion and application of the satisfaction index model in Chinatechnological 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 are paths andcausal relationship, 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, andenterprises and institutionsThe service difference is irrelevant, so the satisfaction index survey is comparable across industries and enterprises.asChina TelecomIndustry index model TCSI:
customer satisfaction
For enterprises and institutionsSatisfaction evaluationFor example, 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;deficienciesThe design of the satisfaction index model eliminates the influence of unit differences, which makes many personalized and detailed problems of the unit not be reflected. In addition, "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 the enterprise,The focus of service improvement can only be focused on "quality".Therefore, enterprises and institutions should still combine perception when applying the satisfaction index modelMass model, which greatly increases the length of the questionnaire.
Dissatisfaction survey
The fourth generation focuses on dissatisfied customers and understands why they are dissatisfied ------ satisfaction+dissatisfaction survey
Through perceptionQuality satisfactionOr satisfaction index model survey, managers know the unit's service level and customer dissatisfaction, on this basis, managers will naturallyReally want toUnderstand why the customer is 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.
Short board improvement
The 5th generation, focusing on the internal enterpriseService gapPromote 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.Customers' dissatisfaction always comes fromenterprise behaviorShort board improvement: find out the enterprise behaviors that lead to customer dissatisfaction, analyze the reasons, and make targeted improvements.
The concept of short board improvement isquality management system It has existed for a long time, but before that, it was more in the industrial field, focusing on productsproduction processAnd process improvement.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 basisSix SigmaCarry out short board management based on the concept, use GAP model analysis to find out the internal causes of the short board, and put forward targeted and operable improvement opinions 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.previousSatisfaction surveyThe analysis focuses on finding and improving the weak board, but there is no answer to the extent to which the weak board should be improved, the level to which the advantageous factors 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, clarifies the meaning and location of the three categories, optimizes the strategy of resource allocation, determines the boundary of resource input, solves the above problems of managers, and achieves more refinedOptimized allocation of resourcesTo maximize the benefits of the resources invested.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.But KANO is a typical qualitativeanalysis model , difficult to be quantified, soSatisfaction surveyFields are often mentioned but rarely applied.
customer satisfaction
In 2006, with the efforts of the author, the quantitative technical problems of KANO were solved. On the basis of the original questionnaire problems, without the need to design problems separately, we can effectively quantify and judge the attributes of each service element, and determine the resource allocation boundary. The KANO model really appears in theResearch reportMedium.The following is from Da Wen GMMarket research companyThe KANO analysis diagram extracted from the report can clearly determine the attributes and boundaries of service elements.
Differentiated services
The 7th generation, differentiated service ------ satisfaction+U&A
Service managementThe initial focus is on the standardization of services. For example, the purpose of the service implementation survey is to standardize the behavior of employees and let themService standardization。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 different needsCustomer groupNeeds, such as VIP servicesKey customer serviceAnd so on.
Analyze different backgrounds and differencesConsumer behaviorSame attitude as the customerService awarenessIt is the basis of implementing differentiated services to find out the key factors that lead to differences (i.e. U&A research).
In 2006, the satisfaction+U&A research product was highly recognized by the market against the background of differentiated service demand in various industries.Actually, beforeSatisfaction surveyIn China, U&A issues will be more or less involved, but the focus of the research 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, includingvariance analysisChi square analysis is fully used.
Excellent service
The 8th generation focuses on highly satisfied people ---- satisfaction+excellent service
According to long-term data trackingcompetitive marketMedium, very satisfied with the crowdloyalty4-6 times that of the general 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.Customer satisfaction meansHigh levelService beyond the average level 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.
User experience
The 9th generation, turning defensive tools into offensive tools ---- satisfaction+user experience
Satisfaction, routine is defensivemanagement toolThat is, don't let theCustomer churnDrop.The user experience is to upgrade it to aOffensiveTools for managers to retain customers by creating a profound user experience;And let customers spread good word of mouth to attractNew 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 andService innovation, providing an impressive experience that is easy to describe and spread.
The 10th generation, establish a service management system ---- satisfaction+service management
along withCustomer satisfactionWith the further popularization and emphasis of the concept, many enterprises and institutions have set up full-time personnel and special service management departments.How to systematically and effectivelymanagement serviceWhat about?At this stage, we canSatisfaction surveyAs the core, take it as an effective service management tool to 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:
Significance of investigation
customer satisfaction
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, other research technologies andmanagement philosophy, guiding the development of service management of enterprises and institutions with higher value.As of 2009,Satisfaction surveyTechnology has developed to the 10th generation of products. For researchers, each generation of products is just a new starting point, all for better service
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Collect and analyze
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Article 8.2.1.2 of IS09004:2000 gives specific tips on how to collect customer satisfaction information in terms of methods, contents and channels.
There are various ways to collect customer satisfaction information, including oral and written.The enterprise shall determine the best method of information collection according to the purpose of information collection, the nature of information and the funds.There are seven channels to collect customer satisfaction information:
As required by the standard, the enterprise shall plan the collection of customer satisfaction information, determine the responsible department, and stipulate the collection method, frequency, analysis, countermeasures, tracking and verification.
