主講人:TomMoormann,PhD,FLMIDirector,OrganizationalAssessment，LOMA

客戶滿意度測量

MeasuringCustomerSatisfactionAgenda

講程安排Whatiscustomersatisfaction/whyisitimportant?什么是客戶滿意度/它為什么重要CustomerSatisfactionSurvey客戶滿意度調(diào)查ProcessPerformanceMeasurements進(jìn)行績效測量Analyzingsurveyresults(andothermetrics)分析調(diào)查結(jié)果（和其它與測量有關(guān)的東西）Usingresultstomanagecustomersatisfaction利用調(diào)查結(jié)果進(jìn)行客戶滿意戶管理CustomerSatisfactionMeasurementSystems客戶滿意度測量系統(tǒng)Wrap-up總結(jié)客戶滿意度

CustomerSatisfactionWhatiscustomersatisfaction?什么是客戶滿意度Satisfactionisafeelingaboutsomething滿意度是對某種事物的一種感覺Potentialobjectsofsatisfaction滿意度的潛在目標(biāo)Theoverallrelationshipwiththecompany與公司的總體關(guān)系Withaspecifictransaction與一次特定的交易的總體關(guān)系Withthecompany’sservice與公司服務(wù)Withthecompany’sproduct(s)與公司產(chǎn)品Withtheagentorbroker與代理或經(jīng)紀(jì)人etc.等等CustomerSatisfaction

客戶滿意度Iscustomersatisfactionimportant?客戶滿意度重要嗎？Byitself,no.本身——不重要Satisfactionisnothigherrevenueorlowercosts滿意度既不是更高的收入也不是更低的成本Youcannotinfluencesatisfactiondirectly.你不能直接影響滿意度However,satisfiedcustomersareimportant.但是，滿意的客戶是重要的.CustomerSatisfaction

客戶滿意度客戶滿意度CustomerSatisfactionSatisfiedcustomersgeneratemorerevenueandcostlesstoservice.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。RevenueStreams收入PremiumPayments保費(fèi)付款PurchaseMoreProducts-購買更多的產(chǎn)品ReferralSales--指定銷售

CostStreams 成本ProductCosts-產(chǎn)品成本CosttoAttractCustomer-吸引客戶的成本-CosttoRetainCustomer

-保留客戶的成本CustomerSatisfaction

客戶滿意度TheServiceProfitChain

服務(wù)利潤鏈CustomerSatisfaction客戶滿意度Profitability利潤C(jī)ustomerLoyalty客戶忠誠度PerformanceExpectationsGap績效期望差距CustomerValue客戶價(jià)值SatisfactionMeasurementSystem:滿意度測量系統(tǒng)：Variousmeansofgatheringinformationrelated收集與服務(wù)利潤鏈有關(guān)信息的totheServiceProfitChain多種方法CustomerSatisfactionandCustomerValue

客戶滿意度和

客戶價(jià)值績效標(biāo)準(zhǔn)操作標(biāo)準(zhǔn)客戶期望CustomerOperationalPerformanceCustomerSatisfactionandCustomerValue

客戶滿意度和客戶價(jià)值IdentifyingandMeasuringCustomerExpectations

分辯并聯(lián)測量客戶期望

SourcesofInformation信息的來源TypesofExpectations期望的種類客戶CustomerCustomerExpectations

客戶期望CustomerContact聯(lián)系客戶Complaints投訴PrimaryResearch基本調(diào)研SecondaryResearch第二步調(diào)研CustomerExpectations客戶期望Whatdoesthecustomerexpect?

客戶期望什么？按期望執(zhí)行時(shí)間禮貌精確可靠PerformasTimeCourtesyAccuracyReliabilityCustomerSatisfactionandCustomerValue

客戶滿意度和客戶價(jià)值操作標(biāo)準(zhǔn)LinkingCustomerSatisfactiontoOperationalStandards將客戶滿意度與操作標(biāo)準(zhǔn)聯(lián)系起來Whichexpectationsaremostcritical?哪一個(gè)期望是最關(guān)鍵的？Whatisanappropriateperformancetarget?什么是合適的績效目標(biāo)？Whyaretheregaps?為什么會有差距Howdoyouclosegaps?如何消除差距Operational客戶期望哪一個(gè)期望是最關(guān)鍵的AccuracyGap精確性差距ReliabilityGap可靠性差距CourtesyGap禮貌程度差距Time

Gap時(shí)間差距Customer

Satisfaction客戶滿意度CustomerExpectationsWhichexpectationsaremostcritical?績效目標(biāo)Betterthanweusedtobe?比我們過去所做的好？Betterthanourbestoperation?比我們最好的業(yè)務(wù)好?Betterthanothersinourindustry?比我們行業(yè)中的其余公司好?Betterthanothersinrelatedindustries?比相關(guān)行業(yè)中的其余公司好?Betterthan“world-class”?比世界水平好”?PerformanceTargetsPerformanceGaps

績效差距Whyaretheregaps?為什么會有差距？PerformanceDeficiencies績效的缺陷SystemicCauses系統(tǒng)原因HumanError人為錯誤RisingCustomerExpectations提出客戶期望CompetitivePressures可比性壓力PriorExperience先前的經(jīng)驗(yàn)PersonalNeeds個(gè)人需要ClosingPerformanceGaps

消除績效差距KeyOperationalPerformanceMeasurements關(guān)鍵業(yè)務(wù)績效的測定ServiceTurnaroundTimes服務(wù)周轉(zhuǎn)時(shí)間ServiceReworks服務(wù)返工etc.等等.TargetedInvestments理想的投資Mostfrequentlyoccurringproblems最常發(fā)生的問題Largestreturns最大的回報(bào)績效CustomerSatisfactionandCustomerValue

客戶滿意度和客戶價(jià)值LinkingCustomerServicetoPerformanceStandards將客戶服務(wù)與績效標(biāo)準(zhǔn)聯(lián)系起來Measureandrewardthebehaviorsrelevanttoperformance測量并獎勵與績效有關(guān)的舉措TakeCustomer’sperspective,notCompany’s用客戶角度，而不是公司的角度Provideadequatesystemssupport提供PerformanceMeasuringCustomerValue

測量客戶價(jià)值LinkingCustomerServicetoPerformanceStandards將客戶服務(wù)與績效標(biāo)準(zhǔn)聯(lián)系起來COOKBOOK

IdentifyServiceQualityGaps鑒定服務(wù)質(zhì)量差距PrioritizeOpportunities優(yōu)先機(jī)會MostImportanttoCustomers對客戶最重要的BiggestGaps最大差距InvestWhereitMakesSense投資到合理的地方MeasureWorkUnitPerformance-

FromtheCustomer’sPerspective從客戶的角度去測定工作單位績效MeasureEmployeePerformance-

ContributiontoWorkUnitPerformance測量員工績效對工作單位績效的貢獻(xiàn)MeasuringCustomerValue

測量客戶價(jià)值ReturnsonInvestmentstoIncreaseValueofaCustomer對增值客戶投資的回報(bào)創(chuàng)新成本績效影響客戶印象客戶價(jià)值的增加CostsofImpactonCustomerIncreaseinMeasuringCustomerValue

測量客戶價(jià)值Conclusion結(jié)論Goal:SelectBestInvestmentOpportunities目標(biāo):選擇最佳投資機(jī)會Requirements:要求:Modelslinkinginvestmenttoreturns聯(lián)合投資與回報(bào)的模型Measuresofkeymodelcomponents關(guān)鍵模型成份的測定Integrationofplanningandexecution計(jì)劃與執(zhí)行的一體化PerformanceOperationalCustomerTomMoormann,PhD湯姆·挪曼，博士Director,OrganizationalAssessment組織評估總監(jiān)MeasuringCustomerSatisfaction

測定客戶滿意度

PingAnUniversity

平安大學(xué)

February21,20032003年2月21日Whoshouldyousurvey?你應(yīng)該調(diào)查誰？Howshouldyoucontactyourcustomers?如何與你的客戶聯(lián)系Sampling取樣檢驗(yàn)SurveyContent調(diào)查內(nèi)容CustomerSatisfactionandLoyalty客戶滿意度和忠誠度SatisfactionDrivers提高滿意度的因素ClassificationVariables變量分類CustomerSatisfactionSurveys

客戶滿意度調(diào)查Whoisyourcustomer?

你的客戶是誰？代理員工客戶AgentsEmployeesConsumersSurveyAdministrationMedium

調(diào)查管理中介HighCost高成本LowCost低成本HighResponseRate高回復(fù)率LowResponseRate低回復(fù)率Mail郵件BillInserts塞入帳單PersonalInterviews親自訪問Telephone電話Internet互聯(lián)網(wǎng)（因特網(wǎng)）Sampling

取樣Samplingmethods取樣方法Randomsamples隨機(jī)取樣nthnamesamples第幾個(gè)名稱取樣Stratifiedsamples分層取樣SampleSizes樣本大小Formodelingpurposes-300responses用于模型目的——300個(gè)答復(fù)ConfidenceIntervals(plusorminus5%)-250responses置信區(qū)間（加上或減去5%—250個(gè)答復(fù)）SurveyContent

調(diào)查內(nèi)容BusinessProcesses業(yè)務(wù)處理Satisfaction滿意度Loyalty忠誠度CustomerService客戶服務(wù)ProductCharacteristics產(chǎn)品特點(diǎn)PurchaseExperience購買經(jīng)驗(yàn)BrokerPerformance經(jīng)紀(jì)人績效Service服務(wù)EasytodoBusiness易做業(yè)務(wù)Product產(chǎn)品OverallSatisfaction總體滿意度Broker經(jīng)紀(jì)人CustomerLoyalty客戶忠誠度BrokerLoyalty經(jīng)紀(jì)人忠誠度PolicyholderSatisfactionModelPerformance/ExpectationsGaps投保人滿意度模型績效/期望差距SurveyContent

調(diào)查內(nèi)容CustomerLoyalty客戶忠誠IexpecttocontinuetodobusinesswithPingAnInsuranceCompany.我希望繼續(xù)與平安公司有業(yè)務(wù)往來IwouldsaypositivethingsaboutPingAnInsuranceCompanytomyfriendsand/orfamily.我會對我的朋友和/或家人說平安保險(xiǎn)公司的優(yōu)點(diǎn)。IconsiderPingAnInsuranceCompanymyfirstchoiceforpurchasinginsurance.我認(rèn)為平安保險(xiǎn)公司是購買保險(xiǎn)的首選SurveyContent

調(diào)查內(nèi)容OverallSatisfaction:總體滿意度Overall,IamsatisfiedwithPingAnInsuranceCompany(agree/disagreeresponseformat)從總體來看，我對平安保險(xiǎn)公司是滿意的（同意/不同意的答復(fù)格式）Onascaleof1to10,where10ismostsatisfied,pleaseindicatehowsatisfiedyouarewithPingAnInsuranceCompany.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(xiǎn)公司的滿意度HowsatisfiedareyouwithPingAnInsuranceCompany?(verysatisfied/verydissatisfiedresponseformat)ProcessSatisfaction你對平安保險(xiǎn)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Routineservice;ProblemResolution;Product;Agent;etc.慣例服務(wù)；問題的解決；產(chǎn)品；代理；等等。SurveyContent

調(diào)查內(nèi)容SatisfactionDrivers提高滿意度的方法ProcessMeasures處理測定Timeliness時(shí)間長短Accuracy精確性Reliability可靠性Professionalism/Courtesy職業(yè)作風(fēng)/禮貌程度SpecificProcesses特定處理Settingupaccount建立帳戶Payingclaims償付索賠etc.等等SurveyContent

調(diào)查內(nèi)容ClassificationVariables變量分類IndividualPolicyholders個(gè)體投保人Age年齡Income收入Gender性別Coverages賠償范圍FamilyStatus家庭狀況GroupPolicyholders團(tuán)體投保人CompanySize公司大小Coverages賠償范圍Location/Region地點(diǎn)/區(qū)域Industry行業(yè)Let’swriteasurvey

調(diào)查的寫作1.Identifyyourcustomerbase鑒定客戶基礎(chǔ)2.Howwillyouobtainyoursample?如何取得樣本?3.Writingthesurvey寫調(diào)查Introductoryparagraph(whyshouldcustomertakesurvey)介紹段落（客戶為什么接受調(diào)查）Rateprocessperformanceforkeyprocesses將關(guān)鍵步驟按處理績效排序Ratecustomersatisfaction(forkeyprocessesandoverall)客戶滿意度排序（包括關(guān)鍵處理步驟和總體）Ratecustomerloyalty客戶忠誠度排序4.Distributethesurvey發(fā)放調(diào)查TomMoormann,PhD,FLMI湯姆·挪曼，博士，F(xiàn)LMIDirector,OrganizationalAssessment組織評估總監(jiān)AnalyzingSurveyResults

分析調(diào)查結(jié)果

PingAnUniversity

平安大學(xué)

February21,2003

2003年2月21日Statistics

統(tǒng)計(jì)分析WhichstatisticsdoIusewhen?何時(shí)，用何種統(tǒng)計(jì)分析？Itdepends!這要由：Onthequestionyou’retryingtoanswer.你要回答的問題而定.Onthedatayouhaveavailable.你掌握的數(shù)據(jù)而定.CurrentLevelofSatisfaction

滿意度的目前水平Howsatisfiedaremycustomers?我的客戶有多滿意？%Satisfied/Dissatisfied-68%/19%%滿意/不滿意-68%/19%CurrentLevelofSatisfaction

滿意度的目前水平Howsatisfiedaremycustomers?我的客戶有多滿意？MeanorAverage平均值CompanyA=4.97A公司=4.97CompanyB=5.24B公司=5.24IndexValue指數(shù)值CompanyA=71 or 100A公司=71 or 100CompanyB=75 or 105B公司=75 or 105Crosstabs

交叉表Howdosatisfactionlevelscomparefordifferentsub-groups?滿意度水平與不同的次一級小組的比較如何？SignificantDifferencesCalculateMeansforeachsub-group計(jì)算各組的平均值A(chǔ)nalysisofVariance方差分析MeasuresofAssociation

關(guān)聯(lián)分析Correlations相關(guān)度MeasuresofAssociation

關(guān)聯(lián)分析RegressionModels回歸模型Hassatisfactionimproved?

滿意度提高了嗎？YeartoYearComparisons年度比較ControlCharts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SignificantDifferences有效區(qū)別Correlations相關(guān)度RegressionModels

回歸模型ControlLimits監(jiān)控極限Howmanyaresatisfied?多少客戶是滿意的？Howsatisfiedarethey?他們有多滿意？Comparingsub-groups小組之間的比較Aresub-groupscoresdifferent?小組分?jǐn)?shù)是否不同？DoXandYmovetogether?X和Y是否移動一致？DoXandYmovetogether,ifwecontrolforZ?如果我們限制Z，X和Y是否移動一致？Haveweimproved?我們有無改進(jìn)TomMoormann,PhD,FLMI湯姆·挪曼，博士Director,OrganizationalAssessment組織評估總監(jiān)UsingResultstoManageCustomerSatisfaction

利用調(diào)查結(jié)果管理客戶滿意度

PingAnUniversity

平安大學(xué)

February21,2003

2003年2月21日InvestinginCustomerSatisfaction

對客戶滿意度的投資DecisionCriteria決策標(biāo)準(zhǔn)InvestmentDecisionsinGeneral一般投資決策Returnoninvestment投資回報(bào)Amountofinvestment投資數(shù)回Investingincustomersatisfactionimprovements對改善客戶滿意度的投入Biggestimpactonsatisfaction(return)對滿意度的最大影響（回報(bào)）Greatestopportunityforimprovement(cost)改進(jìn)的最大機(jī)會（成本）Performance/ImportanceCharts

績效