客户满意度测量.PPT

主讲人:TomMoormann,PhD,FLMIDirector,OrganizationalAssessment，LOMA,客户满意度测量MeasuringCustomerSatisfaction,Agenda讲程安排,Whatiscustomersatisfaction/whyisitimportant?什么是客户满意度/它为什么重要CustomerSatisfactionSurvey客户满意度调查ProcessPerformanceMeasurements进行绩效测量Analyzingsurveyresults(andothermetrics)分析调查结果（和其它与测量有关的东西）Usingresultstomanagecustomersatisfaction利用调查结果进行客户满意户管理CustomerSatisfactionMeasurementSystems客户满意度测量系统Wrap-up总结,客户满意度CustomerSatisfaction,Whatiscustomersatisfaction?什么是客户满意度Satisfactionisafeelingaboutsomething满意度是对某种事物的一种感觉Potentialobjectsofsatisfaction满意度的潜在目标Theoverallrelationshipwiththecompany与公司的总体关系Withaspecifictransaction与一次特定的交易的总体关系Withthecompanysservice与公司服务Withthecompanysproduct(s)与公司产品Withtheagentorbroker与代理或经纪人etc.等等,CustomerSatisfaction客户满意度,Iscustomersatisfactionimportant?客户满意度重要吗？Byitself,no.本身不重要Satisfactionisnothigherrevenueorlowercosts满意度既不是更高的收入也不是更低的成本Youcannotinfluencesatisfactiondirectly.你不能直接影响满意度However,satisfiedcustomersareimportant.但是，满意的客户是重要的.,CustomerSatisfaction客户满意度,客户满意度CustomerSatisfaction,Satisfiedcustomersgeneratemorerevenueandcostlesstoservice.满意的客户为公司服务创造更多的收入和更低的成本。,RevenueStreams收入PremiumPayments保费付款PurchaseMoreProducts-购买更多的产品ReferralSales-指定销售CostStreams成本ProductCosts-产品成本CosttoAttractCustomer-吸引客户的成本-CosttoRetainCustomer-保留客户的成本,CustomerSatisfaction客户满意度,TheServiceProfitChain服务利润链,CustomerSatisfaction客户满意度,Profitability利润,CustomerLoyalty客户忠诚度,PerformanceExpectationsGap绩效期望差距,CustomerValue客户价值,SatisfactionMeasurementSystem:满意度测量系统：Variousmeansofgatheringinformationrelated收集与服务利润链有关信息的totheServiceProfitChain多种方法,CustomerSatisfactionandCustomerValue客户满意度和客户价值,CustomerExpectations,OperationalStandards,PerformanceStandards,CustomerSatisfactionandCustomerValue客户满意度和客户价值,IdentifyingandMeasuringCustomerExpectations分辩并联测量客户期望SourcesofInformation信息的来源TypesofExpectations期望的种类,客户期望,CustomerExpectations,CustomerExpectations客户期望,Whatdoesthecustomerexpect?客户期望什么？,按期望执行,时间,礼貌,精确,可靠,PerformasExpected,Time,Courtesy,Accuracy,Reliability,CustomerSatisfactionandCustomerValue客户满意度和客户价值,操作标准,LinkingCustomerSatisfactiontoOperationalStandards将客户满意度与操作标准联系起来,Whichexpectationsaremostcritical?哪一个期望是最关键的？Whatisanappropriateperformancetarget?什么是合适的绩效目标？Whyaretheregaps?为什么会有差距Howdoyouclosegaps?如何消除差距,OperationalStandards,客户期望,哪一个期望是最关键的,AccuracyGap精确性差距,ReliabilityGap可靠性差距,CourtesyGap礼貌程度差距,TimeGap时间差距,CustomerSatisfaction客户满意度,CustomerExpectations,Whichexpectationsaremostcritical?,绩效目标,Betterthanweusedtobe?比我们过去所做的好？Betterthanourbestoperation?比我们最好的业务好?Betterthanothersinourindustry?比我们行业中的其余公司好?Betterthanothersinrelatedindustries?比相关行业中的其余公司好?Betterthan“world-class”?比世界水平好”?,PerformanceTargets,PerformanceGaps绩效差距,Whyaretheregaps?为什么会有差距？PerformanceDeficiencies绩效的缺陷SystemicCauses系统原因HumanError人为错误RisingCustomerExpectations提出客户期望CompetitivePressures可比性压力PriorExperience先前的经验PersonalNeeds个人需要,ClosingPerformanceGaps消除绩效差距,KeyOperationalPerformanceMeasurements关键业务绩效的测定ServiceTurnaroundTimes服务周转时间ServiceReworks服务返工etc.等等.TargetedInvestments理想的投资Mostfrequentlyoccurringproblems最常发生的问题Largestreturns最大的回报,绩效标准,CustomerSatisfactionandCustomerValue客户满意度和客户价值,LinkingCustomerServicetoPerformanceStandards将客户服务与绩效标准联系起来Measureandrewardthebehaviorsrelevanttoperformance测量并奖励与绩效有关的举措TakeCustomersperspective,notCompanys用客户角度，而不是公司的角度Provideadequatesystemssupport提供,PerformanceStandards,MeasuringCustomerValue测量客户价值,LinkingCustomerServicetoPerformanceStandards将客户服务与绩效标准联系起来,COOKBOOK,IdentifyServiceQualityGaps鉴定服务质量差距PrioritizeOpportunities优先机会MostImportanttoCustomers对客户最重要的BiggestGaps最大差距InvestWhereitMakesSense投资到合理的地方MeasureWorkUnitPerformance-FromtheCustomersPerspective从客户的角度去测定工作单位绩效MeasureEmployeePerformance-ContributiontoWorkUnitPerformance测量员工绩效对工作单位绩效的贡献,MeasuringCustomerValue测量客户价值,ReturnsonInvestmentstoIncreaseValueofaCustomer对增值客户投资的回报,创新成本,绩效影响,客户印象,客户价值的增加,CostsofInitiatives,ImpactonPerformance,CustomerImpression,IncreaseinCustomerValue,MeasuringCustomerValue测量客户价值,Conclusion结论Goal:SelectBestInvestmentOpportunities目标:选择最佳投资机会Requirements:要求:Modelslinkinginvestmenttoreturns联合投资与回报的模型Measuresofkeymodelcomponents关键模型成份的测定Integrationofplanningandexecution计划与执行的一体化,TomMoormann,PhD汤姆挪曼，博士Director,OrganizationalAssessment组织评估总监,MeasuringCustomerSatisfaction测定客户满意度PingAnUniversity平安大学February21,20032003年2月21日,Whoshouldyousurvey?你应该调查谁？Howshouldyoucontactyourcustomers?如何与你的客户联系Sampling取样检验SurveyContent调查内容CustomerSatisfactionandLoyalty客户满意度和忠诚度SatisfactionDrivers提高满意度的因素ClassificationVariables变量分类,CustomerSatisfactionSurveys客户满意度调查,Whoisyourcustomer?你的客户是谁？,Agents,Employees,Consumers,SurveyAdministrationMedium调查管理中介,HighCost高成本,LowCost低成本,HighResponseRate高回复率,LowResponseRate低回复率,Mail邮件,BillInserts塞入帐单,PersonalInterviews亲自访问,Telephone电话,Internet互联网（因特网）,Sampling取样,Samplingmethods取样方法Randomsamples随机取样nthnamesamples第几个名称取样Stratifiedsamples分层取样SampleSizes样本大小Formodelingpurposes-300responses用于模型目的300个答复ConfidenceIntervals(plusorminus5%)-250responses置信区间（加上或减去5%250个答复）,SurveyContent调查内容,PolicyholderSatisfactionModelPerformance/ExpectationsGaps投保人满意度模型绩效/期望差距,SurveyContent调查内容,CustomerLoyalty客户忠诚IexpecttocontinuetodobusinesswithPingAnInsuranceCompany.我希望继续与平安公司有业务往来IwouldsaypositivethingsaboutPingAnInsuranceCompanytomyfriendsand/orfamily.我会对我的朋友和/或家人说平安保险公司的优点。IconsiderPingAnInsuranceCompanymyfirstchoiceforpurchasinginsurance.我认为平安保险公司是购买保险的首选,SurveyContent调查内容,OverallSatisfaction:总体满意度Overall,IamsatisfiedwithPingAnInsuranceCompany(agree/disagreeresponseformat)从总体来看，我对平安保险公司是满意的（同意/不同意的答复格式）Onascaleof1to10,where10ismostsatisfied,pleaseindicatehowsatisfiedyouarewithPingAnInsuranceCompany.在1到10的级别范围内，（10为最满意的），请提出你对平安保险公司的满意度HowsatisfiedareyouwithPingAnInsuranceCompany?(verysatisfied/verydissatisfiedresponseformat)ProcessSatisfaction你对平安保险公司的满意度如保？（非常满意/非常不满意的答复格式）处理过程满意度Routineservice;ProblemResolution;Product;Agent;etc.惯例服务；问题的解决；产品；代理；等等。,SurveyContent调查内容,SatisfactionDrivers提高满意度的方法ProcessMeasures处理测定Timeliness时间长短Accuracy精确性Reliability可靠性,Professionalism/Courtesy职业作风/礼貌程度SpecificProcesses特定处理Settingupaccount建立帐户Payingclaims偿付索赔etc.等等,SurveyContent调查内容,ClassificationVariables变量分类IndividualPolicyholders个体投保人Age年龄Income收入Gender性别Coverages赔偿范围FamilyStatus家庭状况,GroupPolicyholders团体投保人CompanySize公司大小Coverages赔偿范围Location/Region地点/区域Industry行业,Letswriteasurvey调查的写作,1.Identifyyourcustomerbase鉴定客户基础2.Howwillyouobtainyoursample?如何取得样本?3.Writingthesurvey写调查Introductoryparagraph(whyshouldcustomertakesurvey)介绍段落（客户为什么接受调查）Rateprocessperformanceforkeyprocesses将关键步骤按处理绩效排序Ratecustomersatisfaction(forkeyprocessesandoverall)客户满意度排序（包括关键处理步骤和总体）Ratecustomerloyalty客户忠诚度排序4.Distributethesurvey发放调查,TomMoormann,PhD,FLMI汤姆挪曼，博士，FLMIDirector,OrganizationalAssessment组织评估总监,AnalyzingSurveyResults分析调查结果PingAnUniversity平安大学February21,20032003年2月21日,Statistics统计分析,WhichstatisticsdoIusewhen?何时，用何种统计分析？Itdepends!这要由：Onthequestionyouretryingtoanswer.你要回答的问题而定.Onthedatayouhaveavailable.你掌握的数据而定.,CurrentLevelofSatisfaction满意度的目前水平,Howsatisfiedaremycustomers?我的客户有多满意？%Satisfied/Dissatisfied-68%/19%满意/不满意-68%/19%,CurrentLevelofSatisfaction满意度的目前水平,Howsatisfiedaremycustomers?我的客户有多满意？MeanorAverage平均值CompanyA=4.97A公司=4.97CompanyB=5.24B公司=5.24IndexValue指数值CompanyA=71or100A公司=71or100CompanyB=75or105B公司=75or105,Crosstabs交叉表,Howdosatisfactionlevelscomparefordifferentsub-groups?满意度水平与不同的次一级小组的比较如何？,SignificantDifferences,CalculateMeansforeachsub-group计算各组的平均值AnalysisofVariance方差分析,MeasuresofAssociation关联分析,Correlations相关度,MeasuresofAssociation关联分析,RegressionModels回归模型,Hassatisfactionimproved?满意度提高了吗？,YeartoYearComparisons年度比较ControlCharts监控图表,Summary总结,%Satisfied/Dissatisfied%满意/不满意Means(Averages)平均值Crosstabs交叉值SignificantDifferences有效区别Correlations相关度RegressionModels回归模型ControlLimits监控极限,Howmanyaresatisfied?多少客户是满意的？Howsatisfiedarethey?他们有多满意？Comparingsub-groups小组之间的比较Aresub-groupscoresdifferent?小组分数是否不同？DoXandYmovetogether?X和Y是否移动一致？DoXandYmovetogether,ifwecontrolforZ?如果我们限制Z，X和Y是否移动一致？Haveweimproved?我们有无改进,TomMoormann,PhD,FLMI汤姆挪曼，博士Director,OrganizationalAssessment组织评估总监,UsingResultstoManageCustomerSatisfaction利用调查结果管理客户满意度PingAnUniversity平安大学February21,20032003年2月21日,InvestinginCustomerSatisfaction对客户满意度的投资,DecisionCriteria决策标准InvestmentDecisionsinGeneral一般投资决策Returnoninvestment投资回报Amountofinvestment投资数回Investingincustomersatisfactionimprovements对改善客户满意度的投入Biggestimpactonsatisfaction(return)对满意度的最大影响（回报）Greatestopportunityforimprovement(cost)改进的最大机会（成本）,Performance/ImportanceCharts绩效/重要性图表,高影响低绩效,IncidenceCharts关联图,MarketingExperiments市场试验,Summary总结,Universalcustomersatisfactionisunachievable-andundesirable全球客户满意度是不可实现的也是不可想的Customersatisfactioncanandshouldbemanaged客户满意度是能够并且应该管理的Customersatisfactionmanagementrequiresmeasurementandamodeloftherelationshipbetweenprocessperformanceandsatisfaction客户满意度管理需要测量，并需要一个程序绩效和满意度之间的关系模型Customersatisfactionmanagementrequiresoutcomemeasurements客户满意度管理要求成果管理,