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1、蕭慰農/Knight W.N.Hsiao總經理室顧客滿意部協理福特六和汽車公司,12/28,2002,顧客滿意/Customer Satisfaction,Outline Customer SatisfactionWhat Is Customer Satisfaction?Why Needs Customer Satisfaction?What Are Key Components Of Customer Satisfaction?How To Understand Your Customer Satisfaction?What Are Factors That Block Customer
2、Satisfaction?How To Improve Customer Satisfaction with Product/Quality?What Are Key Drivers To Make You Success On Customer Satisfaction?Q&A,What Is Customer Satisfaction?The formation process is dynamic:Customer measures and rates his/her Satisfaction as a result of comparison process.Prior to the
3、purchase and consumption of a product/service,a customer establishes various expectations concerning the“Performance”of the product/service.In general,EXPECTIONS are the customers predictions of the nature and level of satisfaction that they will RECEIVE when product/service is consumed.Therefore,cu
4、stomer expectations play the role of defining the standard against which subsequent“Performance”is judged.,1.,2.,There are a variety of factors influence customer expectations,and hence,ultimate satisfaction level.They include such things as:Customer prior experienceCommunication with sales peopleAd
5、vertisingPriceInfluence of friendsCustomers own personality characteristicsAs a result,customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent/expectation perceptions.,3.,During the OWNERSHIP experience,the customer compares perceived“Perfor
6、mance”to the previously formed EXPECTATIONS.If the“Performance”meets or exceeds EXPECTATIONS,the customer is satisfied,but if“performance”falls short of EXPECTATIONS,the customer is dissatisfied.,As the customer continues through the OWNERSHIP experience,he/she tends to modify or revise his/her expe
7、ctations.As a result,customer satisfaction levels evolve.,Why Needs Customer Satisfaction?It was proven strong correlation between“Completely Satisfied”customers and owner loyalty:a customer will recommend his/her friends to purchase the product/service he/she experienced.Harvard Business School stu
8、dy findings:Firms with higher level of customer loyalty(not market share)enjoy higher profitability in a given industry.Profit will increase by 25%85%from 5%increase in customer loyalty.Firms become more profitable overtime due to loyal customers.,Profit Increase,Profit Increase from 5%Increase in C
9、ustomer Loyalty,Source:F.Reichheld and E.Sasser(1990),“Zero Defections:Quality comes to Life”Harvard Business Review,Sep.-Oct.Issue.,Profit Per Customer(US$),Customer Profit Patterns Over Time,Source:F.Reichheld and E.Sasser(1990),“Zero Defections:Quality comes to Life”Harvard Business Review,Sep.-O
10、ct.Issue.,Loyal Customer vs.Sales Cycle Ford ResearchCost of acquiring new customers is 5 times the cost to retain existing ones.Frequent of Customer Contact Point.Sales:one time for new car buyer.Service:eight times for car service.Factors that affect a customer re-purchase to your product 80%comes
11、 from high satisfaction of service experiences.,Profitable Growth Through Customer Loyalty,Percents show contribution to overall customer satisfaction.Source:M&S Service Analysis,Customer Satisfaction Components,Customer Satisfaction Scorecard,Customer Feedback System,FLHs Marketing Research for Cus
12、tomer SatisfactionProduct&Quality:GQRS/JD Power IQS&APEAL/ICCDSales:CVP/JD Power SSIService:CVP/JD Power CSI/CRC&DCRC surveyDistribution:Dealer Attitude Survey(Company to Dealer Standard),What are factors that block Customer Satisfaction.A Framework for Customer Satisfaction and Enthusiasm,Product C
13、omponents,Emotional,Rational,Appearance,Brand Image(Halo Effect),BasicQuality,PerformanceQuality,ExcitementQuality,Failure modeavoidance,Consumer drivenFunctional targets,minimum degradation with time/service,How to Improve Customer Satisfaction with Product/Quality,Kano modelEstablish Key Milestone
14、s for New Program Launch Ford caseDevelop Reliability Process Ford caseIntegrate Reliability Process with Program Launch Key Milestones Ford caseTracking Process Quality/Reliability MetricsQ/RDAM Quality,Reliability,Discipline Assessment Metrics,Brand/PALS,Consumer Headset,Kano Prioritize and Plan,T
15、argets Cascade,Reliability Demonstration,Kano Execution Progress Scorecard,CustomerSatisfaction,With vehicle,Customer Satisfaction Brand,Product,and the Engineer Graphic of Key Messages,June5handout.pptOriginator GSTORK,What Are Key Drivers to Make You Success on Customer Satisfaction?Business trans
16、formation is required to shift to Think about the fact of existing competition environment under-Product or Service offering may be completely commoditizedMargins may be vanishing,Does your company deliver unique value,at a profit,to target customers?Can competition get a foothold?,From ProductCentric to CustomerCentric,From Product-Centric to Customer-Centric:A Paradigm Shift,How to Build up a Customer-Centric Business Structure?,Q&A,Thank You!,蕭慰農/Knight W.N.Hsiao,
