客戶滿意度測量分析報告(共47頁).ppt

1、主講人主講人:Tom Moormann, PhD, FLMI Director, Organizational Assessment， LOMA 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 客戶滿意度調查Process Performance Measurements 進行績效測量Analyzing survey results (and other metrics) 分析調查結果（和其它與測量有關的東西）Using result

2、s to manage customer satisfaction 利用調查結果進行客戶滿意戶管理Customer Satisfaction Measurement Systems 客戶滿意度測量系統(tǒng)Wrap-up 總結客戶滿意度Customer SatisfactionWhat 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 objects of satisfaction滿意度的潛在目標 The overall relationship wit

3、h the company 與公司的總體關系 With a specific transaction 與一次特定的交易的總體關系 With the companys service 與公司服務 With the companys product(s) 與公司產品 With the agent or broker 與代理或經紀人 etc. 等等Customer Satisfaction客戶滿意度Is customer satisfaction important?客戶滿意度重要嗎？By itself, no.本身不重要 Satisfaction is not higher revenue or

4、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客戶滿意度 Customer SatisfactionSatisfied customers generate more revenue and cost less to service.滿意的客戶為公司服務創(chuàng)造更多的收入和更低的成本。滿意的客戶為公司

5、服務創(chuàng)造更多的收入和更低的成本。Revenue Streams收入收入-Premium Payments-保費付款-Purchase More Products- 購買更多的產品-Referral Sales- - 指定銷售 Cost Streams成本成本-Product Costs- 產品成本-Cost to Attract Customer- 吸引客戶的成本- Cost to Retain Customer - 保留客戶的成本Customer Satisfaction客戶滿意度滿意度滿意度/利潤關系利潤關系05101520253035First QuintileSecond Quinti

6、leThird QuintileFourth QuintileFifth Quintile滿意度五組柱形比較圖滿意度五組柱形比較圖%銷售收入投資收入The Service Profit Chain服務利潤鏈CustomerSatisfaction客戶滿意度Profitability利潤CustomerLoyalty客戶忠誠度PerformanceExpectationsGap績效期望差距CustomerValue客戶價值Satisfaction Measurement System:滿意度測量系統(tǒng)：滿意度測量系統(tǒng)：Various means of gathering information r

7、elated收集與服務利潤鏈有關信息的to the Service Profit Chain多種方法Customer Satisfaction and Customer Value客戶滿意度和客戶價值Customer Satisfaction and Customer Value客戶滿意度和客戶價值 Sources of Information 信息的來源 Types of Expectations 期望的種類Customer Expectations 客戶期望Customer Contact聯(lián)系客戶Complaints投訴Primary Research基本調研Secondary Resea

8、rch第二步調研Customer Expectations客戶期望客戶期望What does the customer expect?客戶期望什么？Customer Satisfaction and Customer Value客戶滿意度和客戶價值Which expectations are most critical?哪一個期望是最關鍵的？ What is an appropriate performance target? 什么是合適的績效目標？Why are there gaps?為什么會有差距How do you close gaps?如何消除差距客戶期望 哪一個期望是最關鍵的Accu

9、racy 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 ExpectationsWhich expectations are most critical?績效目標 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)務好? Better than others in our industry? 比我們行業(yè)中的其余公司好? Better than other

10、s in related industries? 比相關行業(yè)中的其余公司好? Better than “world-class”? 比世界水平好”?Performance TargetsPerformance Gaps績效差距Why are 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 先前的經驗 Per

11、sonal Needs 個人需要Closing Performance Gaps消除績效差距 Key Operational Performance Measurements 關鍵業(yè)務績效的測定 Service Turnaround Times 服務周轉時間 Service Reworks 服務返工 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Customer Satisfaction and Customer Value 客戶滿意度和客戶

12、價值客戶滿意度和客戶價值 Measure and reward the behaviors relevant to performance 測量并獎勵與績效有關的舉措 Take Customers perspective, not Companys 用客戶角度，而不是公司的角度 Provide adequate systems support 提供Measuring Customer Value測量客戶價值 Identify Service Quality Gaps鑒定服務質量差距 Prioritize Opportunities優(yōu)先機會 Most Important to Customers

13、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Measuring Customer Value測量客戶價值Measuring Customer Value測量客戶價值Goal: Select Best I

14、nvestment Opportunities目標目標: 選擇最佳投資機會Requirements:要求要求: Models linking investment to returns 聯(lián)合投資與回報的模型 Measures of key model components 關鍵模型成份的測定 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 Pi

15、ng An University平安大學 February 21, 2003 2003年2月21日Who should you survey?你應該調查誰？How should you contact your customers?如何與你的客戶聯(lián)系Sampling取樣檢驗Survey Content調查內容 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客戶滿意度調查Who i

16、s your customer?你的客戶是誰？代理員工客戶AgentsEmployeesConsumersSurvey Administration Medium調查管理中介High Cost高成本Low Cost低成本High Response Rate高回復率Low Response Rate低回復率Mail郵件Bill Inserts塞入帳單PersonalInterviews親自訪問Telephone電話Internet互聯(lián)網（因特網）Sampling取樣Sampling methods取樣方法Random samples隨機取樣nth name samples第幾個名稱取樣Strat

17、ified samples分層取樣Sample Sizes樣本大小For modeling purposes - 300 responses用于模型目的300個答復Confidence Intervals (plus or minus 5%) - 250 responses置信區(qū)間（加上或減去5%250個答復）Survey Content調查內容Business Processes業(yè)務處理Satisfaction滿意度Loyalty忠誠度Customer Service客戶服務Product Characteristics產品特點Purchase Experience購買經驗Broker Pe

18、rformance經紀人績效Service服務Easy to doBusiness易做業(yè)務Product產品OverallSatisfaction總體滿意度Broker經紀人CustomerLoyalty客戶忠誠度BrokerLoyalty經紀人忠誠度Policyholder Satisfaction Model Performance/Expectations Gaps投保人滿意度模型績效投保人滿意度模型績效/期望差距期望差距Survey Content調查內容 Customer Loyalty 客戶忠誠I expect to continue to do business with Pin

19、g An Insurance Company.我希望繼續(xù)與平安公司有業(yè)務往來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.我認為平安保險公司是購買保險的首選Survey Content調查內容Overall Satisfaction:總體滿意度Overall, I a

20、m 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，（10為最滿意的），請?zhí)岢瞿銓ζ桨脖ｋU公司的滿意度How satisfied are you with Ping An In

21、surance 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/非常不滿意的答復格式）處理過程滿意度Routine service; Problem Resolution; Product; Agent; etc.慣例服務；問題的解決；產品；代理；等等。Survey Content調查內容Satisfaction Drivers提高滿意度的方法提高滿意度的方法Process Measures處理測定Timeliness時間長短Accuracy

22、精確性Reliability可靠性Professionalism/Courtesy職業(yè)作風/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調查內容Classification Variables變量分類變量分類Individual Policyholders個體投保人Age年齡Income收入Gender性別Coverages賠償范圍Family Status家庭狀況Group Policyholders團體投保人Company Size公司大小Coverages賠償范圍

23、Location/Region地點/區(qū)域Industry行業(yè)Lets write a survey調查的寫作1. Identify your customer base 鑒定客戶基礎2. How will you obtain your sample? 如何取得樣本?3. Writing the survey 寫調查 Introductory paragraph (why should customer take survey) 介紹段落（客戶為什么接受調查） Rate process performance for key processes 將關鍵步驟按處理績效排序 Rate custom

24、er satisfaction (for key processes and overall) 客戶滿意度排序（包括關鍵處理步驟和總體） Rate customer loyalty 客戶忠誠度排序4. Distribute the survey發(fā)放調查Tom Moormann, PhD, FLMI湯姆挪曼，博士，FLMIDirector, Organizational Assessment組織評估總監(jiān)Analyzing Survey Results分析調查結果 Ping An University平安大學 February 21, 2003 2003年2月21日Statistics統(tǒng)計分析 W

25、hich 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. 你掌握的數據而定.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？% Satisfied/Dissatisfied - 68%/19% 滿意/不滿意 - 68%/19%總體滿意度總體滿意度0%10%20%30

26、%40%50%60%70%80%90%100% A公司 B公司答復者答復者%非常贊同贊同勉強贊同既不是贊同，也不是不贊同勉強不贊同不贊同非常不贊同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 A BIndex Value指數值 Company A = 71 or100 A公司 = 71 or100 Company B = 75 or105 B公司 = 75 or105Crosstabs交叉表 How do satisfaction levels co

27、mpare for different sub-groups? 滿意度水平與不同的次一級小組的比較如何？總體滿意度（根據客戶規(guī)模）總體滿意度（根據客戶規(guī)模）0%20%40%60%80%100%少于2525 to 5051 to 100101 to 500超過 500答復者答復者%非常不贊同不贊同既非贊同，也非不贊同贊同非常贊同Significant DifferencesCalculate Means for each sub-group計算各組的平均值Analysis of Variance方差分析總體滿意度公司規(guī)?？傮w滿意度公司規(guī)模3.803.853.903.954.004.05Less

28、than 2525 to 5051 to 100101 to 500More than 500公司規(guī)模公司規(guī)模平均評級平均評級Measures of Association關聯(lián)分析 Correlations 相關度散點圖1234512345處理分數處理分數滿意度分數滿意度分數Measures of Association關聯(lián)分析 Regression Models 回歸模型相關系數和回歸系數相關系數和回歸系數服務質量和滿意度服務質量和滿意度可靠性回應保證共鳴度有形資產0.000.050.100.150.200.250.300.350.400.450.500.550.600.650.700.75

29、相關度相關度回歸系數回歸系數Has satisfaction improved?滿意度提高了嗎？Year to Year Comparisons年度比較Control Charts監(jiān)控圖表活動跟蹤活動跟蹤總體上我對公司代表的服務是滿意的總體上我對公司代表的服務是滿意的2.62.833.23.43.63.844.2Sept. 2 - 13,2002Sept. 16 - 27,2002Sept. 30 -Oct. 12, 2002Oct. 14 - 26,2002Oct. 28 -Nov. 9, 2002Nov. 11 - 23,2002Nov. 25 -Dec. 7, 2002Dec. 9 -

30、21,2002Dec. 23, 2002- Jan. 4, 2003Call Dates平均名次平均名次時間段平均值2002年10月4日平均值下限上限Summary總結% 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

31、sub-groups小組之間的比較Are sub-group scores different?小組分數是否不同？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Tom Moormann, PhD, FLMI湯姆挪曼，博士Director, Organizational Assessment組織評估總監(jiān)Using Results to Manage Customer Satisfaction 利用調查結果管理客戶滿意度 Ping An University平安大學 February 21, 2003 2003年2月21日Investing in Customer Satisfaction對客戶滿意度的投資Decision Criteria決策標準Investment Decisions in General一般投資決策 Return on inv