客户满意度测量

主讲人:TomMoormann,PhD,FLMIDirector,OrganizationalAssessment，LOMA

客户满意度测量

MeasuringCustomerSatisfactionAgenda

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

CustomerSatisfactionWhatiscustomersatisfaction?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Withthecompany’sservice与公司服务Withthecompany’sproduct(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CustomerSatisfactionSatisfiedcustomersgeneratemorerevenueandcostlesstoservice.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

客户价值绩效标准操作标准客户期望CustomerOperationalPerformanceCustomerSatisfactionandCustomerValue

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CustomerCustomerExpectations

客户期望CustomerContact联系客户Complaints投诉PrimaryResearch基本调研SecondaryResearch第二步调研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PerformasTimeCourtesyAccuracyReliabilityCustomerSatisfactionandCustomerValue

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Operational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Time

Gap时间差距Customer

Satisfaction客户满意度CustomerExpectationsWhichexpectationsaremostcritical?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”?PerformanceTargetsPerformanceGaps

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TakeCustomer’sperspective,notCompany’s用客户角度，而不是公司的角度Provideadequatesystemssupport提供PerformanceMeasuringCustomerValue

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-

FromtheCustomer’sPerspective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CostsofImpactonCustomerIncreaseinMeasuringCustomerValue

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PerformanceOperationalCustomerTomMoormann,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？代理员工客户AgentsEmployeesConsumersSurveyAdministrationMedium

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BusinessProcesses业务处理Satisfaction满意度Loyalty忠诚度CustomerService客户服务ProductCharacteristics产品特点PurchaseExperience购买经验BrokerPerformance经纪人绩效Service服务EasytodoBusiness易做业务Product产品OverallSatisfaction总体满意度Broker经纪人CustomerLoyalty客户忠诚度BrokerLoyalty经纪人忠诚度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Let’swriteasurvey

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

February21,2003

2003年2月21日Statistics

统计分析WhichstatisticsdoIusewhen?何时，用何种统计分析？Itdepends!这要由：Onthequestionyou’retryingtoanswer.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=71 or 100A公司=71 or 100CompanyB=75 or 105B公司=75 or 105Crosstabs

交叉表Howdosatisfactionlevelscomparefordifferentsub-groups?满意度水平与不同的次一级小组的比较如何？SignificantDifferencesCalculateMeansforeachsub-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

February21,2003

2003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