1、客戶滿意度測量 Measuring Customer Satisfaction,天馬行空官方博客： ；QQ:1318241189；QQ群：175569632,Agenda講程安排,What is customer satisfaction/why is it important? 什么是客戶滿意度/它為什么重要 Customer Satisfaction Survey 客戶滿意度調(diào)查 Process Performance Measurements 進(jìn)行績效測量 Analyzing survey results (and other metrics) 分析調(diào)查結(jié)果（和其它與測量有關(guān)的東西） U

2、sing results to manage customer satisfaction 利用調(diào)查結(jié)果進(jìn)行客戶滿意戶管理 Customer Satisfaction Measurement Systems 客戶滿意度測量系統(tǒng) Wrap-up 總結(jié),天馬行空官方博客： ；QQ:1318241189；QQ群：175569632,客戶滿意度Customer Satisfaction,What is customer satisfaction? 什么是客戶滿意度 Satisfaction is a feeling about something 滿意度是對某種事物的一種感覺 Potential obj

3、ects of satisfaction 滿意度的潛在目標(biāo) The overall relationship with the company 與公司的總體關(guān)系 With a specific transaction 與一次特定的交易的總體關(guān)系 With the companys service 與公司服務(wù) With the companys product(s) 與公司產(chǎn)品 With the agent or broker 與代理或經(jīng)紀(jì)人 etc. 等等,Customer Satisfaction客戶滿意度,Is customer satisfaction important? 客戶滿意度重

4、要嗎？ By itself, no. 本身不重要 Satisfaction is not higher revenue or lower costs 滿意度既不是更高的收入也不是更低的成本 You cannot influence satisfaction directly. 你不能直接影響滿意度 However, satisfied customers are important. 但是，滿意的客戶是重要的.,Customer Satisfaction客戶滿意度,客戶滿意度 Customer Satisfaction,Satisfied customers generate more rev

5、enue and cost less to service. 滿意的客戶為公司服務(wù)創(chuàng)造更多的收入和更低的成本。,Revenue Streams 收入 Premium Payments 保費(fèi)付款 Purchase More Products - 購買更多的產(chǎn)品 Referral Sales - - 指定銷售 Cost Streams 成本 Product Costs - 產(chǎn)品成本 Cost to Attract Customer - 吸引客戶的成本 - Cost to Retain Customer - 保留客戶的成本,Customer Satisfaction客戶滿意度,The Service

6、 Profit Chain服務(wù)利潤鏈,Customer Satisfaction 客戶 滿意度,Profitability 利潤,Customer Loyalty 客戶 忠誠度,Performance Expectations Gap 績效期 望差距,Customer Value 客戶 價值,Satisfaction Measurement System: 滿意度測量系統(tǒng)： Various means of gathering information related 收集與服務(wù)利潤鏈有關(guān)信息的 to the Service Profit Chain 多種方法,Customer Satisfac

7、tion and Customer Value客戶滿意度和客戶價值,Customer Expectations,Operational Standards,Performance Standards,Customer Satisfaction and Customer Value客戶滿意度和客戶價值,Identifying and Measuring Customer Expectations分辯并聯(lián)測量客戶期望 Sources of Information 信息的來源 Types of Expectations 期望的種類,客戶 期望,Customer Expectations,Custom

8、er Expectations 客戶期望,What does the customer expect?客戶期望什么？,按期望執(zhí)行,時間,禮貌,精確,可靠,Perform as Expected,Time,Courtesy,Accuracy,Reliability,Customer Satisfaction and Customer Value客戶滿意度和客戶價值,操作標(biāo)準(zhǔn),Linking Customer Satisfaction to Operational Standards 將客戶滿意度與操作標(biāo)準(zhǔn)聯(lián)系起來,Which expectations are most critical? 哪一個

9、期望是最關(guān)鍵的？ What is an appropriate performance target? 什么是合適的績效目標(biāo)？ Why are there gaps? 為什么會有差距 How do you close gaps? 如何消除差距,Operational Standards,客戶期望,哪一個期望是最關(guān)鍵的,Accuracy Gap 精確性差距,Reliability Gap 可靠性差距,Courtesy Gap 禮貌程度差距,Time Gap 時間差距,Customer Satisfaction 客戶滿意度,Customer Expectations,Which expectati

10、ons are most critical?,績效目標(biāo),Better than we used to be? 比我們過去所做的好？ Better than our best operation? 比我們最好的業(yè)務(wù)好? Better than others in our industry? 比我們行業(yè)中的其余公司好? Better than others in related industries? 比相關(guān)行業(yè)中的其余公司好? Better than “world-class”? 比世界水平好”?,Performance Targets,Performance Gaps績效差距,Why are

11、there gaps? 為什么會有差距？ Performance Deficiencies 績效的缺陷 Systemic Causes 系統(tǒng)原因 Human Error 人為錯誤 Rising Customer Expectations 提出客戶期望 Competitive Pressures 可比性壓力 Prior Experience 先前的經(jīng)驗 Personal Needs 個人需要,Closing Performance Gaps消除績效差距,Key Operational Performance Measurements 關(guān)鍵業(yè)務(wù)績效的測定 Service Turnaround Ti

12、mes 服務(wù)周轉(zhuǎn)時間 Service Reworks 服務(wù)返工 etc. 等等. Targeted Investments 理想的投資 Most frequently occurring problems 最常發(fā)生的問題 Largest returns 最大的回報,績效 標(biāo)準(zhǔn),Customer Satisfaction and Customer Value 客戶滿意度和客戶價值,Linking Customer Service to Performance Standards 將客戶服務(wù)與績效標(biāo)準(zhǔn)聯(lián)系起來 Measure and reward the behaviors relevant to

13、 performance 測量并獎勵與績效有關(guān)的舉措 Take Customers perspective, not Companys 用客戶角度，而不是公司的角度 Provide adequate systems support 提供,Performance Standards,Measuring Customer Value測量客戶價值,Linking Customer Service to Performance Standards 將客戶服務(wù)與績效標(biāo)準(zhǔn)聯(lián)系起來,COOKBOOK,Identify Service Quality Gaps 鑒定服務(wù)質(zhì)量差距 Prioritize Oppo

14、rtunities 優(yōu)先機(jī)會 Most Important to Customers 對客戶最重要的 Biggest Gaps 最大差距 Invest Where it Makes Sense 投資到合理的地方 Measure Work Unit Performance - From the Customers Perspective 從客戶的角度去測定工作單位績效 Measure Employee Performance - Contribution to Work Unit Performance 測量員工績效對工作單位績效的貢獻(xiàn),Measuring Customer Value測量客戶價

15、值,Returns on Investments to Increase Value of a Customer 對增值客戶投資的回報,創(chuàng)新成本,績效影響,客戶印象,客戶價值的增加,Costs of Initiatives,Impact on Performance,Customer Impression,Increase in Customer Value,Measuring Customer Value測量客戶價值,Conclusion 結(jié)論 Goal: Select Best Investment Opportunities 目標(biāo): 選擇最佳投資機(jī)會 Requirements: 要求:

16、Models linking investment to returns 聯(lián)合投資與回報的模型 Measures of key model components 關(guān)鍵模型成份的測定 Integration of planning and execution 計劃與執(zhí)行的一體化,Tom Moormann, PhD 湯姆挪曼，博士 Director, Organizational Assessment 組織評估總監(jiān),Measuring Customer Satisfaction測定客戶滿意度 Ping An University平安大學(xué) February 21, 2003 2003年2月21日,W

17、ho should you survey? 你應(yīng)該調(diào)查誰？ How should you contact your customers? 如何與你的客戶聯(lián)系 Sampling 取樣檢驗 Survey Content 調(diào)查內(nèi)容 Customer Satisfaction and Loyalty 客戶滿意度和忠誠度 Satisfaction Drivers 提高滿意度的因素 Classification Variables 變量分類,Customer Satisfaction Surveys客戶滿意度調(diào)查,Who is your customer?你的客戶是誰？,Agents,Employees,

18、Consumers,Survey Administration Medium調(diào)查管理中介,High Cost 高成本,Low Cost 低成本,High Response Rate 高回復(fù)率,Low Response Rate 低回復(fù)率,Mail 郵件,Bill Inserts 塞入帳單,Personal Interviews 親自訪問,Telephone 電話,Internet 互聯(lián)網(wǎng)（因特網(wǎng)）,Sampling取樣,Sampling methods 取樣方法 Random samples 隨機(jī)取樣 nth name samples 第幾個名稱取樣 Stratified samples 分層

19、取樣 Sample Sizes 樣本大小 For modeling purposes - 300 responses 用于模型目的300個答復(fù) Confidence Intervals (plus or minus 5%) - 250 responses 置信區(qū)間（加上或減去5%250個答復(fù)）,Survey Content調(diào)查內(nèi)容,Policyholder Satisfaction Model Performance/Expectations Gaps 投保人滿意度模型績效/期望差距,Survey Content調(diào)查內(nèi)容,Customer Loyalty 客戶忠誠 I expect to co

20、ntinue to do business with Ping An Insurance Company. 我希望繼續(xù)與平安公司有業(yè)務(wù)往來 I would say positive things about Ping An Insurance Company to my friends and/or family. 我會對我的朋友和/或家人說平安保險公司的優(yōu)點。 I consider Ping An Insurance Company my first choice for purchasing insurance. 我認(rèn)為平安保險公司是購買保險的首選,Survey Content調(diào)查內(nèi)容,O

21、verall Satisfaction: 總體滿意度 Overall, I am satisfied with Ping An Insurance Company (agree/disagree response format) 從總體來看，我對平安保險公司是滿意的（同意/不同意的答復(fù)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的級別范圍內(nèi)，（10為最滿意的），請?zhí)岢瞿銓ζ桨脖ｋU公

22、司的滿意度 How satisfied are you with Ping An Insurance Company? (very satisfied/very dissatisfied response format) Process Satisfaction 你對平安保險公司的滿意度如保？（非常滿意/非常不滿意的答復(fù)格式）處理過程滿意度 Routine service; Problem Resolution; Product; Agent; etc. 慣例服務(wù)；問題的解決；產(chǎn)品；代理；等等。,Survey Content調(diào)查內(nèi)容,Satisfaction Drivers 提高滿意度的方法

23、Process Measures 處理測定 Timeliness 時間長短 Accuracy 精確性 Reliability 可靠性,Professionalism/Courtesy 職業(yè)作風(fēng)/禮貌程度 Specific Processes 特定處理 Setting up account 建立帳戶 Paying claims 償付索賠 etc. 等等,Survey Content調(diào)查內(nèi)容,Classification Variables 變量分類 Individual Policyholders 個體投保人 Age 年齡 Income 收入 Gender 性別 Coverages 賠償范圍 F

24、amily Status 家庭狀況,Group Policyholders 團(tuán)體投保人 Company Size 公司大小 Coverages 賠償范圍 Location/Region 地點/區(qū)域 Industry 行業(yè),Lets write a survey調(diào)查的寫作,1. Identify your customer base 鑒定客戶基礎(chǔ) 2. How will you obtain your sample? 如何取得樣本? 3. Writing the survey 寫調(diào)查 Introductory paragraph (why should customer take survey)

25、 介紹段落（客戶為什么接受調(diào)查） Rate process performance for key processes 將關(guān)鍵步驟按處理績效排序 Rate customer satisfaction (for key processes and overall) 客戶滿意度排序（包括關(guān)鍵處理步驟和總體） Rate customer loyalty 客戶忠誠度排序 4. Distribute the survey 發(fā)放調(diào)查,Tom Moormann, PhD, FLMI 湯姆挪曼，博士，F(xiàn)LMI Director, Organizational Assessment 組織評估總監(jiān),Analyzi

26、ng Survey Results分析調(diào)查結(jié)果 Ping An University平安大學(xué) February 21, 2003 2003年2月21日,Statistics統(tǒng)計分析,Which statistics do I use when? 何時，用何種統(tǒng)計分析？ It depends! 這要由： On the question youre trying to answer. 你要回答的問題而定. On the data you have available. 你掌握的數(shù)據(jù)而定.,Current Level of Satisfaction滿意度的目前水平,How satisfied are

27、 my customers? 我的客戶有多滿意？ % Satisfied/Dissatisfied - 68%/19% % 滿意/不滿意 - 68%/19%,Current Level of Satisfaction滿意度的目前水平,How satisfied are my customers? 我的客戶有多滿意？ 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 指數(shù)值 Company A = 71 or100 A公司 = 71 or100 Company B = 7

28、5 or105 B公司 = 75 or105,Crosstabs交叉表,How do satisfaction levels compare for different sub-groups? 滿意度水平與不同的次一級小組的比較如何？,Significant Differences,Calculate Means for each sub-group 計算各組的平均值 Analysis of Variance 方差分析,Measures of Association關(guān)聯(lián)分析,Correlations 相關(guān)度,Measures of Association關(guān)聯(lián)分析,Regression Mode

29、ls 回歸模型,Has satisfaction improved?滿意度提高了嗎？,Year to Year Comparisons 年度比較 Control Charts 監(jiān)控圖表,Summary總結(jié),% Satisfied/Dissatisfied % 滿意/不滿意 Means (Averages) 平均值 Crosstabs 交叉值 Significant Differences 有效區(qū)別 Correlations 相關(guān)度 Regression Models回歸模型 Control Limits 監(jiān)控極限,How many are satisfied? 多少客戶是滿意的？ How satisfied are they? 他們有多滿意？ Comparing sub-groups 小組之間的比較 Are sub-group scores different? 小組分?jǐn)?shù)是否不同？ Do X and Y move together? X和Y是否移動一致？ Do X and Y move together, ifwe control for Z? 如果我們限制Z，X和Y是否移動一致？ Have we improved? 我們有無改進(jìn),Tom Moormann, P