Customer satisfactionConsumer Satisfaction, also known as customer satisfaction index.It is for the service industryCustomer satisfaction surveyThe abbreviation of the system is a relative concept, which is the customerexpected valueAndcustomer experience The matching degree of.In other words, it is the index obtained by comparing the perceived effect of a product with its expected value.
Chinese name
Customer satisfaction
Foreign name
Consumer satisfactional research
Alias
Customer satisfaction index
Abbreviation
CSR
Meaning
The matching degree between customer expectations and customer experience
Real customersService satisfactionIt refers to the customer's personal demand for services and his/her previous experience of enjoying services, plus the surroundingEnterprise servicesThe customer's reputation for serviceexpected value。As an enterprise, when providing services to customers, it is also constantly trying to understand what customers' expectations for services are, and then providing services to customers according to its own understanding of customer expectations.However, in reality, there is a gap between the enterprise's understanding of customer expectations and the services provided and the customer's own expectations for services. There are five possible situations: customer expectations for services and the enterprisemanagement layerThe gap between perceptions of customer expectations;The gap between the service commitment made by the enterprise to customers and the service quality provided by the enterprise for customers;Enterprise vscustomer servicequality standardThe gap between the requirements of and the quality of services actually provided by service personnel;The gap between the management's perception of customer expectations and the enterprise's customer service quality standards;The gap between the customer's perception of the service provided by the enterprise and the customer's own expectation of the service, and the size of this gap can be measured, which is customer service satisfaction.
America Forum, the most authoritative customer service research institution in the United States, has invested hundreds ofResearchIn the past 10 years, nearly 10000 customer service personnel and customers in 14 industries including retail, credit card, banking, manufacturing, insurance and service maintenance in the United States and in these industries have been investigated in detail and in-depth, and found that an effective measure of customer service qualityRATER index。The RATER index is fiveEnglish wordsStands for reliabilityAssuranceTangiblesEmpathyResponsiveness.The customer's satisfaction with the enterprise directly depends on the RATER index.
1. Reliability: It refers to whether an enterprise can consistently fulfill its commitments to customers. When the enterprise truly achieves this, it will have a good reputation and win the trust of customers.
2. Professionalism: refers to the professional knowledge, skills andProfessional quality。Including: ability to provide quality service, courtesy and respect to customers, and communication with customersSkills for effective communication。
3. Tangibility: refers to tangible service facilities, environment, appearance of service personnel, and tangible performance of service's help and care for customers.Service itself is an invisible product, but neatService environment, special seats for children in restaurantsMcDonald'sThe service lady who leads children to sing and dance in the school can make the intangible product of service tangible.
4. Similarity: It means that the service personnel can put themselves in the customer's shoes at any time, truly sympathize with and understand the customer's situation and needs.
5. Responsiveness: It refers to the desire of service personnel to respond to customers' needs in a timely manner and provide services quickly.When there is a problem with the service, immediate response and rapid resolution can bring a positive impact on the service quality.As a customer, you need to be proactiveService attitude。
Through in-depth investigation and research by Forum Corporation of America, it is found that the perception of the importance of these five elements of service quality is different from that of the enterprise: the customer believes that reliability and responsiveness are the most important of these five service elements.This shows that customers prefer that enterprises or service personnel can fully fulfill their commitments and solve problems for them in a timely manner.The enterprise believes that the tangibility is the most important of the five service elements.This shows that there is a gap between the customer expectations of enterprise management.
So far, we can see that customer service satisfaction is closely related to customer expectations for service.Enterprises need to constantly measure their services through the five elements of service quality from the perspective of customers. Only when the services provided by enterprises exceed customers' expectations, can enterprises achieve lastingcompetitive edge。Customer satisfaction refers to the degree to which all products of an organization meet a series of customer needs.
features
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1．subjectivity。User satisfaction is based on their experience of products or services. The feeling object is objective and the conclusion is subjective.It is not only related to its own conditions such as knowledge and experience, income, living habits andsense of worthIt is also related to media news and marketFake and inferior productsAnd other factors.
2．Hierarchy。Maslow, a famous psychologist, pointed out that there are five levels of human needsevaluation criterionDifferent, which can explain that people in different regions and strata or the same person may have different evaluations of a product under different conditions.
Reason for evaluation
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In recent years, customer satisfaction survey has received widespread attention at home and abroad, especially in the service industry, which has become one of the important means for enterprises to find problems and improve services.
The domestic satisfaction survey has developed rapidly, but it has attracted more and more enterprises' attention.Especially in the financial and telecommunications industries, due to the large customer base, it is almost impossible to achieve one-on-one services, so throughSatisfaction surveyIt is particularly important to understand the needs of customers, the problems existing in the enterprise and the differences between the enterprise and its competitors, so as to improve the service work pertinently.The function of measuring customer satisfaction is:
Grasp the status quo of satisfaction: help customers focus their limited resources on the aspects they most value, so as to establish and improve customer loyalty and retain customers;
Research by brands and customer groups, and conduct the research for stratification, diversion andDifferentiated servicesProvide basis, understand and measurecustomer demand。
Find out service weakness and analyzeCustomer value, implementLimited resourcesGive priority to the most valuable customers;
ResearchService standards, service process and service deliveryCustomer expectationsFind out the customer's concerns and service weaknesses, and put forward corresponding improvement suggestions.
Applicable industries
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CSRApplicable to highly competitive service industries or enterprises, such asbanking、securities business、Insurance, express delivery industry, commerce and trade industry, aviation service industry, tourism service industryTelecommunication industry、IT, etc.As customer satisfaction is closely related to the financial performance of banks, securities and insurance, it will become a key factor for these industries in the futuremarket competition The key to success.Therefore, fromDigital 100 Market Research CompanyA series of surveys, such as "Good Bank in the Public's Eyes in 2009", "Insurance Company with the Most Convenient Claim Settlement in 2009", "Securities Company Satisfied by Investors in 2009" and so on, jointly launched by many well-known media, show that customer satisfaction research can help improve service quality, service level andDecision scienceImportance andApplicability。
influence factor
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Customer satisfaction is a feeling state of pleasure or disappointment formed when a person compares the perceived effect (or result) of a product with his expectation.The satisfaction or dissatisfaction of consumers and their degree are affected by the following four factors:
Consumers' satisfaction with products or services will be affected by the delivered value of products or servicessignificant impact 。If the delivered value obtained by the consumer is higher than his expectation, he tends to be satisfied, and the greater the difference, the more satisfied he will be;On the contrary, if the delivered value obtained by the consumer is lower than his expectation, he will tend to be dissatisfied, and the greater the difference, the more dissatisfied he will be.
Consumer sentiment
Consumers' emotions can also affect their perception of product and service satisfaction.These emotions may be stable and pre-existing, such asemotional state And attitude to life.A very happy moment, a healthy body and mindPositive thinkingThe way will have a positive impact on the feeling of the service you experience.On the contrary, when the consumer is in a bad mood, depressed feelings will be brought into his reaction to the service, and lead him to not let go of any minor problems or feel disappointed.
Consumption processSome specific emotions caused by itself will also affect consumers' satisfaction with the service.For example, theSales processConsumers are watching, testing andSales RepresentativeCommunication processIt is good for a successful career, higher status or betterliving standardThe sense of satisfaction is a positive emotion.This positive emotion is the lubricant for successful sales.fromdelivery value From the perspective ofImage valueRecognition level ratio ofGeneral consumersIt would have to be much higher to have such a result.
Attribution of service success or failure
The services here includeTangible productsCombined pre-sales, sales and after-sales services.Attribution refers to the perceived cause of an event.When consumers are shocked by a result (the service is too much better or too much worse than expected), they always try to find the reason, and their assessment of the reason can affect their satisfaction.For example, although a car has been repaired, it can't be repairedConsumer expectationsThe customer's satisfaction will be affected by what they think is the reason (which is sometimes inconsistent with the actual reason).
If the consumer thinks that the reason is that the maintenance station does not try its best because the business does not make much money, then he will be dissatisfied or even very dissatisfied;If the consumer thinks that the reason is that he didn't describe the condition of the car clearly and that the new car parts are really nervous, he will feel less dissatisfied and even think that the maintenance station is completely forgivable.On the contrary, for a better service than expected, if the customer attributes the reason to "the duty of the maintenance station" or "the current service quality has generally improved", then this good service will not contribute to improving the customer's satisfaction;If customers attribute the reason to "they did it because they paid special attention to me" or "this brand does it because it pays special attention to the feelings with customers", this good service will greatly enhance customers' satisfaction with the maintenance station, and then expand this high degree of satisfaction to trust in the brand.
Perception of equality or justice
Consumer satisfaction will also be affected by perceptions of equality or justice.Consumers will ask themselves: am I treated equally compared with other consumers?Have other consumers received better treatment, more reasonable price and better service than mine?Do I spend reasonable money on this service or product?With the money and energy I spend, do I get more or less than others?The sense of justice is that consumers haveSatisfied with the serviceThe center of perception.(Note that the same principle applies to internal employee satisfaction.) For example, in 1992,SearsThe car center was accused of cheating consumers from 44 states because the car center had carried out unnecessary repairs on their cars.Since Sears employees' remuneration comes from the number of vehicles to be repaired, this leads to the collection of unnecessary fees from consumers.Sears spent $27 million to settle the complaint and other additional business losses because its consumers were strongly dissatisfied with the unfair treatment they suffered.
research method
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There are differences in the degree of customer satisfaction with the enterprise. In order to understand this degree of satisfaction, the enterprise can use the following four methodsSatisfaction research。
This refers to regular investigation, whose general principles are consistent with the general methods of market investigation introduced in this book.Usually, the company randomly selects samples from existing customers and sends them questionnaires or calls them to understand customers' impressions of the company and its competitors in all aspects of operation.
The problem type of satisfaction research is usually hierarchicalClosed questionsFor example, are you satisfied with the maintenance speed of our company?(The options are completely dissatisfied, dissatisfied, fair, satisfied, completely satisfied).Three points must be noted: first, the options provided by the example are five levels, and some enterprises and scholars advocate six levels to avoid the conclusion being too concentrated on the middle level and lackingTendentiousness；Second, the option in the example uses the semantic difference method. Its essence is to express the difference from the least satisfied to the most satisfied. If such expression is thought to cause ambiguity in understanding, it can also be usedGraphic method, add with a directional horizontal lineText descriptionTo express the difference in degree, which may be more intuitive;Third, in some surveys, in order to get the final score, so as to make a comparison between different surveyed enterprises, the five grades are differentiated by 1-5 points.
Enterprise isCustomer complaintsComplaints and suggestions provide all possible channels, with different approaches.Some enterprises provide customers with different forms and ask them to fill in their joy and disappointment;Some enterprises set up suggestion boxes or review cards in public corridors and pay some customers to collect complaints from other customers. Western hospitals often use this method to collect customer complaints;Some enterprises accept customers through hotline or call center with powerful investment suggestion functionComplaints HotlineAnd by reflecting the rapid correction system andnew product development The system finds opportunities for product (or service) improvement or market development from these calls;
Mystery Shopper
Some companies spend money to hire people from some customer companies, or consumers, and someservice tradeOur company uses internal staff (these people are often backstage staff, and they do not know each other with the front office staff). They dress up as customers, experience all the processes that ordinary customers need to experience in consumption, and then report to the company the advantages and disadvantages of the company and its competitive products (or services).These mysterious shoppers will even deliberately ask some questions to test whether the company's sales personnel, front desk service personnel and complaint handling personnel can properly handle them.
Research lost customers
In addition to some objective reasons such as moving and sudden economic changes, most of the reasons why customers leave the company are because they are dissatisfied with the company or do not think there is any reason why they have to deal with the company for a long time.That is to say, some companies may offend customers and make them feel dissatisfied because of some things;Compared with their competitors, some companies have almost nothing special in their efforts to retain customers, while the company that attracts its customers has a more unique approach.The company must not only talk with those customers who have left, but also find ways to control themCustomer churn rateThese methods come from interviews with lost customers.
Evaluation model
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Example 1
Customer satisfaction
Research and analyze the levels and factors of enterprises or products, and further study the overall satisfaction status and factors affecting satisfaction.Objective understanding and understanding of the health level of each link satisfaction.To better judge the satisfaction of each link for the enterprise.This model divides the consumption experience process into three parts——brand image, expected qualityPerceived qualityAndPerceived valueIt is the prerequisite variable of satisfaction and the reason affecting satisfaction;User complaints and loyalty are the result variables of satisfaction. Improving satisfaction can reduce complaints and improve loyalty.
From the perspective of "perceived quality" in the pastIndicator systemConduct evaluation, but different users' brand impression, quality expectation, andPrice sensitivityAre different, and these factors will have an impact on the final satisfaction of users,The TCSI model starts from the consumer experience process and systematically considers thecausal relationship, can measure more comprehensively and accuratelyCustomer satisfaction。TCSI is astructural equation model , the model also includespath analysis、factor analysis、multiple regression analysis They are very professionalStatistical techniques, very professionalstatistical analysisSoftware, such as AMOSPLS-GRAPH, etc;At the same time,Only with sufficient project experience can researchers correctly interpret TCSI analysis data.
Example 2
Digital 100 part model result display
applicationscientific methodThe key factor of indirectly obtaining customer satisfaction, and putting limited resources into the most effective aspect;
Satisfied customers will pay again and becomeLoyal customersIs it?What is the relationship between satisfaction and consumer loyalty?
Harvard Business School The research of Earl Sasser and his student Frederick Lesihead shows that,Customer satisfactionAndCustomer loyaltyWith height betweenpositive correlationRelationship. The orientation of this relationship will vary from industry to industry.In the 1980s,XeroxThrough a wide range ofCustomer researchIt is found that customers who give Xerox 5 points (very satisfied) on the customer satisfaction rating scale are 6 times more likely to buy Xerox products again than those who give Xerox 4 points (basically satisfied).Further research has yielded more extensive conclusions.
It can be seen that in industries with low level of competition,loyaltyIt doesn't mean anything. These high levels of loyalty are just monopoly and highTransfer costsAnd other reasons, but onlySatisfactionIt really shows the level of products and services sold by enterprises in these industries;On the contrary, in a highly competitive industry, only highly satisfied customers will be highly loyal.In other words, if a vehicle manufacturer wants to have a high customer retention rate, it should also have a high rate of customer satisfaction.In addition, general satisfaction and lower satisfaction are not enough to makeCustomer loyaltyOnAutomobile manufacturing enterprises。
This discovery tells us that only by continuously improving customer satisfaction and increasing the ratio of fully satisfied customers can the number of loyal customers increase.For all that,CS theory does not require enterprises to absolutely pursue the maximization of customer satisfaction.The reasons are mainly in three aspects: First, there are other ways for enterprises to increase profits, such as improving manufacturing processes, and improving the profit of enterprises through research and developmentImprove productEtc;Second, the enterprise has many stakeholders besides customers, including employees, suppliers and shareholders. If the expenditure on improving customer satisfaction is increased, it means that the funds used to improve other stakeholders are relatively reduced, which may lead to dissatisfaction of these stakeholders;Third, if we simply pursue the maximization of customer satisfaction, the company may reduce the price or increase the quantity of supplies. The cost increase caused by this may offset or even exceed the profits brought by high satisfaction, resulting in a decline in overall profits.So,What CS has created is that within a certain limit of total resources, the company tries to provide a high level of customer satisfaction on the premise of ensuring that other stakeholders can at least accept the satisfaction level.
1 To create a customer satisfaction template, you can select the template provided by Ask or create it independently.Support multiple question types;
2 Create a questionnaire according to the template. Multiple questionnaires can be created for the same template, and multiple evaluations can be compared and analyzed;
3. Customer samples can be imported for email transmission, or call codes can be generated to deploy websites
4 Generate satisfaction index,Notch analysis, sample analysis, average grading report, which can be exported to excel,pdf,wordEquiformat
5 Multiple evaluations and comparisonsanalysis reportAnd grasp the change.
When to evaluate customer satisfaction
When you need to measure your product orservice level In the position of the whole industry, customer satisfaction survey can be used.
When you need a quantitative tool to assess the service level of each branch and department, you can obtain a satisfaction score through customer satisfaction survey.
When you need to strengthen employees'Service awarenessCan be accessed byCustomer satisfactionDegree survey, so that employees can understand and focus on customer satisfaction, and promote employees to focus on customer satisfaction.
When you need to evaluate the effect of product or service improvement, you canSatisfaction surveyTrack user satisfaction, verify the effect of satisfaction improvement, and identify the areas for further improvement.
In short, if you agree with the product orService qualityIs important, and you agree that the customer's evaluation is important, then you need customer satisfaction survey.
CRM systemIncustomer serviceThe module is an ideal tool to help enterprises better solve customer service levels and evaluate customer satisfaction.We paid 800 customers800APP-CRM customer service module as an exampleCRMHow can the system help enterprises improve customer satisfaction.
The main reasons for customer dissatisfaction are: the product cannot meet the customer's new needs, the customer service request cannot be solved in a timely manner, the customer always wants to know the progress of solving the problem submitted by himselfProblem solvingThe results deviate from their own expectationsservice personalLimited service levelworking hoursExpectations beyondtechnical supportBut can't get to wait.If the above problems cannot be solved, the customer satisfaction level will be greatly reduced, thus giving the enterprisesustained developmentIt had a very bad effect.
Let's introduce the functions that can solve the above problems.
1. The customer service request function can effectively record all the expectations raised by customers. Then through the customer service request analysis function, we can see what new functions or new products customers expect the enterprise to launch. These data are the most important reference for our enterprise to develop new products or new functions.The function of constantly pushing through the old and bringing forth the new has greatly met various urgent needs of customers, and has also greatly improved customer satisfaction and loyalty to the enterprise.
2. The ability to solve customer service requests in a timely manner, to keep abreast of the progress of solving problems submitted by themselves, and to solve problems without deviation from their own expectations are the services that every customer expects to enjoy, which brings a great test to customer service personnel. Whether customers can be satisfied determines the success or failure of the enterprise.With the customer service request processing function, the system can automatically record the customer's submission time, total processing time, whether to solve the problem or not, so that the customer service staff can be reminded at any time to solve the problem as soon as possible, or you can notify the relevant person in charge to handle the problem personally if the problem is not solved after the timeout, effectively reducing theprocessing time 。Of course, if we also provide customers with advanced customer access function, so that customers can know the latest progress of their problems at any time, customers will be more satisfied.After the problem is solved, the system automatically sends a notification email to inform the customer that the problem has been solved, and automatically collects the customer's confirmation intention and customer satisfaction, which can also greatly improve customer satisfaction.
3. The limited service level of customer service personnel always restricts the enterprise's customer service level. If you applyknowledge baseFunction, then you will find that each customer service personnel'sService capabilityIt can be rapidly improved overnight. The knowledge base function does not let every customer service personnel memorize the best answers to questions, but provides clear and convenientCatalog IndexWith the query function, every time you encounter a difficult customer problem, you only need to click a few mouse clicks, and the perfect answer will appear in front of you. At this time, it is difficult to become a customer service elite.
4. Most enterprises are in the countryLegal working hoursThey provide services to customers, but customers also encounter problems outside of this time. 7X24 hours of service can really reduce the pain of customers, but it is too expensive for enterprises.However, you don't have to worry. The online knowledge base function and online customer feedback function can meet your needs.The online knowledge base function allows customers to inquire about solutions to problems and try to solve them independently. The online customer feedback function also supports customers to submit service requests without the support of customer service personnel, so that your customers can always enjoy a perfect customer service experience.
Patient satisfaction[1]It refers to the subjective evaluation of the diagnosis and treatment services received by medical institutions (hospitals) after receiving outpatient and inpatient services.becausemedical serviceIt is difficult for patients to objectively evaluate their professional service level.On the one hand, medical staff should meet the subjective requirements of patients, and at the same time, they should strictly comply with the requirements of industry norms, so in terms of improving patient satisfactionservice productsCompared with, it is more difficult.
Patient satisfaction evaluation should take into accountPeer review、The public/Media comments and other opinions.A good medical worker should have the ability to explain professional knowledge to patients in a way that is easy for patients to understand. He should win patients' understanding and cooperation through caring for patients. He should constantly study professional knowledge to improve the level of diagnosis and treatment to meet the needs of patients and the needs that patients have not yet realized but should provide.
Satisfaction of medical workers
Medical workers belong to medical institutionsInternal customersThe satisfaction of patients comes from the love and dedication of medical staff to their own work. Only those medical staff who have received respect, care and support in the organization can devote themselves to the work of serving patients.Managers of medical institutions, industry managers, and relevant government departments should strive to create an environment conducive to the professional development, smooth work, and reasonable income of medical personnelOrganizational environment。
