客户满意度测量.ppt

1、主讲人:Tom Moormann, PhD, FLMI Director, Organizational Assessment， LOMA,客户满意度测量 Measuring Customer Satisfaction,Agenda讲程安排,What is customer satisfaction/why is it important? 什么是客户满意度/它为什么重要 Customer Satisfaction Survey 客户满意度调查 Process Performance Measurements 进行绩效测量 Analyzing survey results (and other

2、 metrics) 分析调查结果（和其它与测量有关的东西） Using results to manage customer satisfaction 利用调查结果进行客户满意户管理 Customer Satisfaction Measurement Systems 客户满意度测量系统 Wrap-up 总结,客户满意度Customer Satisfaction,What is customer satisfaction? 什么是客户满意度 Satisfaction is a feeling about something 满意度是对某种事物的一种感觉 Potential objects of

3、satisfaction 满意度的潜在目标 The overall relationship with the company 与公司的总体关系 With a specific transaction 与一次特定的交易的总体关系 With the companys service 与公司服务 With the companys product(s) 与公司产品 With the agent or broker 与代理或经纪人 etc. 等等,Customer Satisfaction客户满意度,Is customer satisfaction important? 客户满意度重要吗？ By i

4、tself, no. 本身不重要 Satisfaction is not higher revenue or lower costs 满意度既不是更高的收入也不是更低的成本 You cannot influence satisfaction directly. 你不能直接影响满意度 However, satisfied customers are important. 但是，满意的客户是重要的.,Customer Satisfaction客户满意度,客户满意度 Customer Satisfaction,Satisfied customers generate more revenue and

5、 cost less to service. 满意的客户为公司服务创造更多的收入和更低的成本。,Revenue Streams 收入 Premium Payments 保费付款 Purchase More Products - 购买更多的产品 Referral Sales - - 指定销售 Cost Streams 成本 Product Costs - 产品成本 Cost to Attract Customer - 吸引客户的成本 - Cost to Retain Customer - 保留客户的成本,Customer Satisfaction客户满意度,The Service Profit

6、Chain服务利润链,Customer Satisfaction 客户 满意度,Profitability 利润,Customer Loyalty 客户 忠诚度,Performance Expectations Gap 绩效期 望差距,Customer Value 客户 价值,Satisfaction Measurement System: 满意度测量系统： Various means of gathering information related 收集与服务利润链有关信息的 to the Service Profit Chain 多种方法,Customer Satisfaction and

7、 Customer Value客户满意度和客户价值,Customer Expectations,Operational Standards,Performance Standards,Customer Satisfaction and Customer Value客户满意度和客户价值,Identifying and Measuring Customer Expectations分辩并联测量客户期望 Sources of Information 信息的来源 Types of Expectations 期望的种类,客户 期望,Customer Expectations,Customer Expec

8、tations 客户期望,What does the customer expect?客户期望什么？,按期望执行,时间,礼貌,精确,可靠,Perform as Expected,Time,Courtesy,Accuracy,Reliability,Customer Satisfaction and Customer Value客户满意度和客户价值,操作标准,Linking Customer Satisfaction to Operational Standards 将客户满意度与操作标准联系起来,Which expectations are most critical? 哪一个期望是最关键的？

9、 What is an appropriate performance target? 什么是合适的绩效目标？ Why are there gaps? 为什么会有差距 How do you close gaps? 如何消除差距,Operational Standards,客户期望,哪一个期望是最关键的,Accuracy Gap 精确性差距,Reliability Gap 可靠性差距,Courtesy Gap 礼貌程度差距,Time Gap 时间差距,Customer Satisfaction 客户满意度,Customer Expectations,Which expectations are

10、most critical?,绩效目标,Better than we used to be? 比我们过去所做的好？ Better than our best operation? 比我们最好的业务好? Better than others in our industry? 比我们行业中的其余公司好? Better than others in related industries? 比相关行业中的其余公司好? Better than “world-class”? 比世界水平好”?,Performance Targets,Performance Gaps绩效差距,Why are there ga

11、ps? 为什么会有差距？ Performance Deficiencies 绩效的缺陷 Systemic Causes 系统原因 Human Error 人为错误 Rising Customer Expectations 提出客户期望 Competitive Pressures 可比性压力 Prior Experience 先前的经验 Personal Needs 个人需要,Closing Performance Gaps消除绩效差距,Key Operational Performance Measurements 关键业务绩效的测定 Service Turnaround Times 服务周转

12、时间 Service Reworks 服务返工 etc. 等等. Targeted Investments 理想的投资 Most frequently occurring problems 最常发生的问题 Largest returns 最大的回报,绩效 标准,Customer Satisfaction and Customer Value 客户满意度和客户价值,Linking Customer Service to Performance Standards 将客户服务与绩效标准联系起来 Measure and reward the behaviors relevant to perform

13、ance 测量并奖励与绩效有关的举措 Take Customers perspective, not Companys 用客户角度，而不是公司的角度 Provide adequate systems support 提供,Performance Standards,Measuring Customer Value测量客户价值,Linking Customer Service to Performance Standards 将客户服务与绩效标准联系起来,COOKBOOK,Identify Service Quality Gaps 鉴定服务质量差距 Prioritize Opportunitie

14、s 优先机会 Most Important to Customers 对客户最重要的 Biggest Gaps 最大差距 Invest Where it Makes Sense 投资到合理的地方 Measure Work Unit Performance - From the Customers Perspective 从客户的角度去测定工作单位绩效 Measure Employee Performance - Contribution to Work Unit Performance 测量员工绩效对工作单位绩效的贡献,Measuring Customer Value测量客户价值,Return

15、s on Investments to Increase Value of a Customer 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,Costs of Initiatives,Impact on Performance,Customer Impression,Increase in Customer Value,Measuring Customer Value测量客户价值,Conclusion 结论 Goal: Select Best Investment Opportunities 目标: 选择最佳投资机会 Requirements: 要求: Models l

16、inking investment to returns 联合投资与回报的模型 Measures of key model components 关键模型成份的测定 Integration of planning and execution 计划与执行的一体化,Tom Moormann, PhD 汤姆挪曼，博士 Director, Organizational Assessment 组织评估总监,Measuring Customer Satisfaction测定客户满意度 Ping An University平安大学 February 21, 2003 2003年2月21日,Who shoul

17、d you survey? 你应该调查谁？ How should you contact your customers? 如何与你的客户联系 Sampling 取样检验 Survey Content 调查内容 Customer Satisfaction and Loyalty 客户满意度和忠诚度 Satisfaction Drivers 提高满意度的因素 Classification Variables 变量分类,Customer Satisfaction Surveys客户满意度调查,Who is your customer?你的客户是谁？,Agents,Employees,Consumer

18、s,Survey Administration Medium调查管理中介,High Cost 高成本,Low Cost 低成本,High Response Rate 高回复率,Low Response Rate 低回复率,Mail 邮件,Bill Inserts 塞入帐单,Personal Interviews 亲自访问,Telephone 电话,Internet 互联网（因特网）,Sampling取样,Sampling methods 取样方法 Random samples 随机取样 nth name samples 第几个名称取样 Stratified samples 分层取样 Sampl

19、e Sizes 样本大小 For modeling purposes - 300 responses 用于模型目的300个答复 Confidence Intervals (plus or minus 5%) - 250 responses 置信区间（加上或减去5%250个答复）,Survey Content调查内容,Policyholder Satisfaction Model Performance/Expectations Gaps 投保人满意度模型绩效/期望差距,Survey Content调查内容,Customer Loyalty 客户忠诚 I expect to continue t

20、o do business with Ping An Insurance Company. 我希望继续与平安公司有业务往来 I would say positive things about Ping An Insurance Company to my friends and/or family. 我会对我的朋友和/或家人说平安保险公司的优点。 I consider Ping An Insurance Company my first choice for purchasing insurance. 我认为平安保险公司是购买保险的首选,Survey Content调查内容,Overall S

21、atisfaction: 总体满意度 Overall, I am satisfied with Ping An Insurance Company (agree/disagree response format) 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） On a scale of 1 to 10, where 10 is most satisfied, please indicate how satisfied you are with Ping An Insurance Company. 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 Ho

22、w satisfied are you with Ping An Insurance Company? (very satisfied/very dissatisfied response format) Process Satisfaction 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 Routine service; Problem Resolution; Product; Agent; etc. 惯例服务；问题的解决；产品；代理；等等。,Survey Content调查内容,Satisfaction Drivers 提高满意度的方法 Process

23、Measures 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 Specific Processes 特定处理 Setting up account 建立帐户 Paying claims 偿付索赔 etc. 等等,Survey Content调查内容,Classification Variables 变量分类 Individual Policyholders 个体投保人 Age 年龄 Income 收入 Gender 性别 Coverages 赔偿范围 Family St

24、atus 家庭状况,Group Policyholders 团体投保人 Company Size 公司大小 Coverages 赔偿范围 Location/Region 地点/区域 Industry 行业,Lets write a survey调查的写作,1. Identify your customer base 鉴定客户基础 2. How will you obtain your sample? 如何取得样本? 3. Writing the survey 写调查 Introductory paragraph (why should customer take survey) 介绍段落（客户

25、为什么接受调查） Rate process performance for key processes 将关键步骤按处理绩效排序 Rate customer satisfaction (for key processes and overall) 客户满意度排序（包括关键处理步骤和总体） Rate customer loyalty 客户忠诚度排序 4. Distribute the survey 发放调查,Tom Moormann, PhD, FLMI 汤姆挪曼，博士，FLMI Director, Organizational Assessment 组织评估总监,Analyzing Surve

26、y Results分析调查结果 Ping An University平安大学 February 21, 2003 2003年2月21日,Statistics统计分析,Which statistics do I use when? 何时，用何种统计分析？ It depends! 这要由： On the question youre trying to answer. 你要回答的问题而定. On the data you have available. 你掌握的数据而定.,Current Level of Satisfaction满意度的目前水平,How satisfied are my cust

27、omers? 我的客户有多满意？ % Satisfied/Dissatisfied - 68%/19% % 满意/不满意 - 68%/19%,Current Level of Satisfaction满意度的目前水平,How satisfied are my customers? 我的客户有多满意？ Mean or Average 平均值 Company A = 4.97 A公司 = 4.97 Company B = 5.24 B公司 = 5.24 Index Value 指数值 Company A = 71 or100 A公司 = 71 or100 Company B = 75 or105

28、B公司 = 75 or105,Crosstabs交叉表,How do satisfaction levels compare for different sub-groups? 满意度水平与不同的次一级小组的比较如何？,Significant Differences,Calculate Means for each sub-group 计算各组的平均值 Analysis of Variance 方差分析,Measures of Association关联分析,Correlations 相关度,Measures of Association关联分析,Regression Models 回归模型,

29、Has satisfaction improved?满意度提高了吗？,Year to Year Comparisons 年度比较 Control Charts 监控图表,Summary总结,% Satisfied/Dissatisfied % 满意/不满意 Means (Averages) 平均值 Crosstabs 交叉值 Significant Differences 有效区别 Correlations 相关度 Regression Models回归模型 Control Limits 监控极限,How many are satisfied? 多少客户是满意的？ How satisfied are they? 他们有多满意？ Comparing sub-groups 小组之间的比较 Are sub-group scores different? 小组分数是否不同？ Do X and Y move together? X和Y是否移动一致？ Do X and Y move together, ifwe control for Z? 如果我们限制Z，X和Y是否移动一致？ Have we improved? 我们有无改进,Tom Moormann, Ph