客戶(hù)滿(mǎn)意度調(diào)查與進(jìn)行績(jī)效測(cè)量(共47頁(yè)).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(hù)滿(mǎn)意度/它為什么重要Customer Satisfaction Survey 客戶(hù)滿(mǎn)意度調(diào)查Process Performance Measurements 進(jìn)行績(jī)效測(cè)量Analyzing survey results (and other metrics) 分析調(diào)查結(jié)果（和其它與測(cè)量有關(guān)的東西）Using result

2、s to manage customer satisfaction 利用調(diào)查結(jié)果進(jìn)行客戶(hù)滿(mǎn)意戶(hù)管理Customer Satisfaction Measurement Systems 客戶(hù)滿(mǎn)意度測(cè)量系統(tǒng)Wrap-up 總結(jié)客戶(hù)滿(mǎn)意度Customer SatisfactionWhat is customer satisfaction? 什么是客戶(hù)滿(mǎn)意度Satisfaction is a feeling about something滿(mǎn)意度是對(duì)某種事物的一種感覺(jué)Potential objects of satisfaction滿(mǎn)意度的潛在目標(biāo) The overall relationship wit

3、h 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(hù)滿(mǎn)意度Is customer satisfaction important?客戶(hù)滿(mǎn)意度重要嗎？By itself, no.本身不重要 Satisfaction is not higher revenue or

4、lower costs 滿(mǎn)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(mǎn)意度 However, satisfied customers are important.但是，滿(mǎn)意的客戶(hù)是重要的.Customer Satisfaction客戶(hù)滿(mǎn)意度客戶(hù)滿(mǎn)意度客戶(hù)滿(mǎn)意度 Customer SatisfactionSatisfied customers generate more revenue and cost less to service.滿(mǎn)意的客戶(hù)為公司服務(wù)創(chuàng)造更多的收入和更低的成本。滿(mǎn)意的客戶(hù)為公司

5、服務(wù)創(chuàng)造更多的收入和更低的成本。Revenue Streams收入收入-Premium Payments-保費(fèi)付款-Purchase More Products- 購(gòu)買(mǎi)更多的產(chǎn)品-Referral Sales- - 指定銷(xiāo)售 Cost Streams成本成本-Product Costs- 產(chǎn)品成本-Cost to Attract Customer- 吸引客戶(hù)的成本- Cost to Retain Customer - 保留客戶(hù)的成本Customer Satisfaction客戶(hù)滿(mǎn)意度滿(mǎn)意度滿(mǎn)意度/利潤(rùn)關(guān)系利潤(rùn)關(guān)系05101520253035First QuintileSecond Quinti

6、leThird QuintileFourth QuintileFifth Quintile滿(mǎn)意度五組柱形比較圖滿(mǎn)意度五組柱形比較圖%銷(xiāo)售收入投資收入The Service Profit Chain服務(wù)利潤(rùn)鏈CustomerSatisfaction客戶(hù)滿(mǎn)意度Profitability利潤(rùn)C(jī)ustomerLoyalty客戶(hù)忠誠(chéng)度PerformanceExpectationsGap績(jī)效期望差距CustomerValue客戶(hù)價(jià)值Satisfaction Measurement System:滿(mǎn)意度測(cè)量系統(tǒng)：滿(mǎn)意度測(cè)量系統(tǒng)：Various means of gathering information r

7、elated收集與服務(wù)利潤(rùn)鏈有關(guān)信息的to the Service Profit Chain多種方法Customer Satisfaction and Customer Value客戶(hù)滿(mǎn)意度和客戶(hù)價(jià)值Customer Satisfaction and Customer Value客戶(hù)滿(mǎn)意度和客戶(hù)價(jià)值 Sources of Information 信息的來(lái)源 Types of Expectations 期望的種類(lèi)Customer Expectations 客戶(hù)期望Customer Contact聯(lián)系客戶(hù)Complaints投訴Primary Research基本調(diào)研Secondary Resea

8、rch第二步調(diào)研Customer Expectations客戶(hù)期望客戶(hù)期望What does the customer expect?客戶(hù)期望什么？Customer Satisfaction and Customer Value客戶(hù)滿(mǎn)意度和客戶(hù)價(jià)值Which expectations are most critical?哪一個(gè)期望是最關(guān)鍵的？ What is an appropriate performance target? 什么是合適的績(jī)效目標(biāo)？Why are there gaps?為什么會(huì)有差距How do you close gaps?如何消除差距客戶(hù)期望 哪一個(gè)期望是最關(guān)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(shí)間差距Customer Satisfaction客戶(hù)滿(mǎn)意度Customer ExpectationsWhich expectations are most critical?績(jī)效目標(biāo) Better than we used to be? 比我們過(guò)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 other

10、s 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 TargetsPerformance Gaps績(jī)效差距Why are there gaps?為什么會(huì)有差距？ Performance Deficiencies 績(jī)效的缺陷 Systemic Causes 系統(tǒng)原因 Human Error 人為錯(cuò)誤 Rising Customer Expectations 提出客戶(hù)期望 Competitive Pressures 可比性壓力 Prior Experience 先前的經(jīng)驗(yàn) Per

11、sonal Needs 個(gè)人需要Closing Performance Gaps消除績(jī)效差距 Key Operational Performance Measurements 關(guān)鍵業(yè)務(wù)績(jī)效的測(cè)定 Service Turnaround Times 服務(wù)周轉(zhuǎn)時(shí)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(wèn)題 Largest returns 最大的回報(bào)Customer Satisfaction and Customer Value 客戶(hù)滿(mǎn)意度和客戶(hù)

12、價(jià)值客戶(hù)滿(mǎn)意度和客戶(hù)價(jià)值 Measure and reward the behaviors relevant to performance 測(cè)量并獎(jiǎng)勵(lì)與績(jī)效有關(guān)的舉措 Take Customers perspective, not Companys 用客戶(hù)角度，而不是公司的角度 Provide adequate systems support 提供Measuring Customer Value測(cè)量客戶(hù)價(jià)值 Identify Service Quality Gaps鑒定服務(wù)質(zhì)量差距 Prioritize Opportunities優(yōu)先機(jī)會(huì) Most Important to Customers

13、對(duì)客戶(hù)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(hù)的角度去測(cè)定工作單位績(jī)效Measure Employee Performance - Contribution to Work Unit Performance測(cè)量員工績(jī)效對(duì)工作單位績(jī)效的貢獻(xiàn)Measuring Customer Value測(cè)量客戶(hù)價(jià)值Measuring Customer Value測(cè)量客戶(hù)價(jià)值Goal: Select Best I

14、nvestment Opportunities目標(biāo)目標(biāo): 選擇最佳投資機(jī)會(huì)Requirements:要求要求: Models linking investment to returns 聯(lián)合投資與回報(bào)的模型 Measures of key model components 關(guān)鍵模型成份的測(cè)定 Integration of planning and execution 計(jì)劃與執(zhí)行的一體化Tom Moormann, PhD湯姆挪曼，博士Director, Organizational Assessment組織評(píng)估總監(jiān)Measuring Customer Satisfaction測(cè)定客戶(hù)滿(mǎn)意度 Pi

15、ng An University平安大學(xué) February 21, 2003 2003年2月21日Who should you survey?你應(yīng)該調(diào)查誰(shuí)？How should you contact your customers?如何與你的客戶(hù)聯(lián)系Sampling取樣檢驗(yàn)Survey Content調(diào)查內(nèi)容 Customer Satisfaction and Loyalty 客戶(hù)滿(mǎn)意度和忠誠(chéng)度 Satisfaction Drivers 提高滿(mǎn)意度的因素 Classification Variables 變量分類(lèi)Customer Satisfaction Surveys客戶(hù)滿(mǎn)意度調(diào)查Who i

16、s your customer?你的客戶(hù)是誰(shuí)？代理員工客戶(hù)AgentsEmployeesConsumersSurvey 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PersonalInterviews親自訪(fǎng)問(wèn)Telephone電話(huà)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(gè)名稱(chēng)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(gè)答復(fù)Confidence Intervals (plus or minus 5%) - 250 responses置信區(qū)間（加上或減去5%250個(gè)答復(fù)）Survey Content調(diào)查內(nèi)容Business Processes業(yè)務(wù)處理Satisfaction滿(mǎn)意度Loyalty忠誠(chéng)度Customer Service客戶(hù)服務(wù)Product Characteristics產(chǎn)品特點(diǎn)Purchase Experience購(gòu)買(mǎi)經(jīng)驗(yàn)Broker Pe

18、rformance經(jīng)紀(jì)人績(jī)效Service服務(wù)Easy to doBusiness易做業(yè)務(wù)Product產(chǎn)品OverallSatisfaction總體滿(mǎn)意度Broker經(jīng)紀(jì)人CustomerLoyalty客戶(hù)忠誠(chéng)度BrokerLoyalty經(jīng)紀(jì)人忠誠(chéng)度Policyholder Satisfaction Model Performance/Expectations Gaps投保人滿(mǎn)意度模型績(jī)效投保人滿(mǎn)意度模型績(jī)效/期望差距期望差距Survey Content調(diào)查內(nèi)容 Customer Loyalty 客戶(hù)忠誠(chéng)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(wù)往來(lái)I would say positive things about Ping An Insurance Company to my friends and/or family.我會(huì)對(duì)我的朋友和/或家人說(shuō)平安保險(xiǎn)公司的優(yōu)點(diǎn)。I consider Ping An Insurance Company my first choice for purchasing insurance.我認(rèn)為平安保險(xiǎn)公司是購(gòu)買(mǎi)保險(xiǎn)的首選Survey Content調(diào)查內(nèi)容Overall Satisfaction:總體滿(mǎn)意度Overall, I a

20、m satisfied with Ping An Insurance Company (agree/disagree response format)從總體來(lái)看，我對(duì)平安保險(xiǎn)公司是滿(mǎn)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(jí)別范圍內(nèi)，（10為最滿(mǎn)意的），請(qǐng)?zhí)岢瞿銓?duì)平安保險(xiǎn)公司的滿(mǎn)意度How satisfied are you with Ping An In

21、surance Company? (very satisfied/very dissatisfied response format) Process Satisfaction你對(duì)平安保險(xiǎn)公司的滿(mǎn)意度如保？（非常滿(mǎn)意/非常不滿(mǎn)意的答復(fù)格式）處理過(guò)程滿(mǎn)意度Routine service; Problem Resolution; Product; Agent; etc.慣例服務(wù)；問(wèn)題的解決；產(chǎn)品；代理；等等。Survey Content調(diào)查內(nèi)容Satisfaction Drivers提高滿(mǎn)意度的方法提高滿(mǎn)意度的方法Process Measures處理測(cè)定Timeliness時(shí)間長(zhǎng)短Accuracy

22、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(hù)Paying claims償付索賠etc.等等Survey Content調(diào)查內(nèi)容Classification Variables變量分類(lèi)變量分類(lèi)Individual Policyholders個(gè)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(tuán)體投保人Company Size公司大小Coverages賠償范圍

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

24、er satisfaction (for key processes and overall) 客戶(hù)滿(mǎn)意度排序（包括關(guān)鍵處理步驟和總體） Rate customer loyalty 客戶(hù)忠誠(chéng)度排序4. Distribute the survey發(fā)放調(diào)查T(mén)om Moormann, PhD, FLMI湯姆挪曼，博士，F(xiàn)LMIDirector, Organizational Assessment組織評(píng)估總監(jiān)Analyzing 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(jì)分析 W

25、hich statistics do I use when? 何時(shí)，用何種統(tǒng)計(jì)分析？ It depends! 這要由： On the question youre trying to answer. 你要回答的問(wèn)題而定. On the data you have available. 你掌握的數(shù)據(jù)而定.Current Level of Satisfaction滿(mǎn)意度的目前水平How satisfied are my customers?我的客戶(hù)有多滿(mǎn)意？% Satisfied/Dissatisfied - 68%/19% 滿(mǎn)意/不滿(mǎn)意 - 68%/19%總體滿(mǎn)意度總體滿(mǎn)意度0%10%20%30

26、%40%50%60%70%80%90%100% A公司 B公司答復(fù)者答復(fù)者%非常贊同贊同勉強(qiáng)贊同既不是贊同，也不是不贊同勉強(qiáng)不贊同不贊同非常不贊同Current Level of Satisfaction滿(mǎn)意度的目前水平How satisfied are my customers?我的客戶(hù)有多滿(mǎn)意？Mean or Average平均值 A BIndex Value指數(shù)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(mǎn)意度水平與不同的次一級(jí)小組的比較如何？總體滿(mǎn)意度（根據(jù)客戶(hù)規(guī)模）總體滿(mǎn)意度（根據(jù)客戶(hù)規(guī)模）0%20%40%60%80%100%少于2525 to 5051 to 100101 to 500超過(guò) 500答復(fù)者答復(fù)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(jì)算各組的平均值A(chǔ)nalysis of Variance方差分析總體滿(mǎn)意度公司規(guī)?？傮w滿(mǎn)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(píng)級(jí)平均評(píng)級(jí)Measures of Association關(guān)聯(lián)分析 Correlations 相關(guān)度散點(diǎn)圖1234512345處理分?jǐn)?shù)處理分?jǐn)?shù)滿(mǎn)意度分?jǐn)?shù)滿(mǎn)意度分?jǐn)?shù)Measures of Association關(guān)聯(lián)分析 Regression Models 回歸模型相關(guān)系數(shù)和回歸系數(shù)相關(guān)系數(shù)和回歸系數(shù)服務(wù)質(zhì)量和滿(mǎn)意度服務(wù)質(zhì)量和滿(mǎn)意度可靠性回應(yīng)保證共鳴度有形資產(chǎn)0.000.050.100.150.200.250.300.350.400.450.500.550.600.650.700.75

29、相關(guān)度相關(guān)度回歸系數(shù)回歸系數(shù)Has satisfaction improved?滿(mǎn)意度提高了嗎？Year to Year Comparisons年度比較Control Charts監(jiān)控圖表活動(dòng)跟蹤活動(dòng)跟蹤總體上我對(duì)公司代表的服務(wù)是滿(mǎn)意的總體上我對(duì)公司代表的服務(wù)是滿(mǎn)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(shí)間段平均值2002年10月4日平均值下限上限Summary總結(jié)% Satisfied/Dissatisfied% 滿(mǎn)意/不滿(mǎn)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(hù)是滿(mǎn)意的？How satisfied are they?他們有多滿(mǎn)意？Comparing

31、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(dòng)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(dòng)一致？Have we improved?我們有無(wú)改進(jìn)Tom Moormann, PhD, FLMI湯姆挪曼，博士Director, Organizational Assessment組織評(píng)估總監(jiān)Using Results to Manage Customer Satisfaction 利用調(diào)查結(jié)果管理客戶(hù)滿(mǎn)意度 Ping An University平安大學(xué) February 21, 2003 2003年2月21日Investing in Customer Satisfaction對(duì)客戶(hù)滿(mǎn)意度的投資Decision Criteria決策標(biāo)準(zhǔn)Investment Decisions in General一般投資決策 Return on inv