Satisfaction questionnaire

. . Customer satisfaction refers to the degree to which customers feel that their explicit, usually implied or necessary needs or expectations have been met. Satisfaction is the feedback of customer satisfaction. It is an evaluation of the performance of a product or service and the product or service itself; Giving (or giving) the happiness level related to consumer satisfaction, including the level below or above satisfaction, is a psychological experience.

. . Customer satisfaction is an ever-changing goal. What can satisfy one customer may not satisfy another customer, and what can satisfy customers in one situation may not satisfy customers in another. Only by fully understanding the satisfaction factors of different customer groups can we achieve 100% customer satisfaction.

. . Maintaining long-term customer satisfaction is conducive to the establishment of customer relations and ultimately improve the long-term profitability of enterprises. Achieving the highest degree of customer satisfaction is the ultimate goal of marketing.

. . The measurement and monitoring of customer satisfaction is the key and difficult point of ISO9000 2000, and the result of customer satisfaction measurement is the comprehensive index of enterprise quality management performance. In order to improve product quality and make continuous and effective improvement, enterprises should constantly measure customer satisfaction and conduct market research. However, how to accurately investigate, measure and analyze customer satisfaction is an extremely difficult task.

. . With the implementation of ISO9000 quality management system certification in domestic enterprises, customer satisfaction has become one of the important indicators to measure the quality management level of enterprises. Therefore, customer satisfaction measurement has become an important work in daily quality management and management system certification. In order to do this work well, enterprises invest a lot of manpower and material resources every year, but the effect is often not good. The main reason is that the products and related situations of various enterprises are quite different, so it is impossible to measure customer satisfaction with a unified model, but to measure customers' personal feelings, which loses the significance of this work. Therefore, how to measure customer satisfaction has become the most difficult task in enterprise management, especially in quality management system certification.

. . Customer satisfaction measurement can evaluate the performance of management system and provide scientific basis for the improvement of enterprise quality management system. Therefore, it is the basic condition to formulate a scientific customer satisfaction measurement method to investigate customer satisfaction objectively, fairly and comprehensively.

. . The commonly used survey methods to measure customer satisfaction mainly include questionnaire survey, home visit, telephone evaluation, group discussion and mystery customer method. Each method has its own emphasis and different effects. Therefore, it is difficult to get a comprehensive and accurate satisfaction value by using a single method to measure satisfaction. Therefore, according to product characteristics, customer structure and consumption, we should choose different combinations to conduct satisfaction survey and measurement, so that customer satisfaction can reflect customers' feelings more comprehensively, truly and objectively.

. . Cangzhou chemical industry is a national first-class chlor-alkali chemical enterprise, and its main product is PVC resin, one of the five general plastics. Its customers are mainly plastic processing enterprises and trade dealers, and they are generally regular customers, and the customer base is relatively fixed and single. The product difference between peers is small and the versatility is strong. In view of the above characteristics, combined with the experience and lessons of customer satisfaction survey and measurement in recent years, we have formulated a set of relatively perfect customer satisfaction measurement methods: questionnaire survey, interview and complaint statistics.

. . According to the characteristics of PVC resin and the use of customers, the satisfaction survey is divided into the following items according to their nature and functions (the figures in brackets are the weight values of each item)

. . 1. Product quality (50): A. Quality (30) B. Packaging (10) C. Availability (10)

. . 2. Purchase and sale process (20): A. Receiving goods (8) B. Procedures (8) C. Price and payment (10)

. . 3. Related services (30): A. Transportation (8) B. Problem solving (12) C. Technical support and services (10)

. . Because PVC resin is white powder, there are clear requirements for impurities, so the sealing and re-contamination of packaging have great influence on the quality of PVC resin, which is an important content to be investigated.

. . Price and payment are one of the focuses of supply and marketing. Due to the different price positioning and quality differences of products of various enterprises, the price level is generated, and different people have different feelings and reaction speeds to market fluctuations, which may also increase the price difference. This is normal, but customers may object. So we also take price and payment as one of the contents of the survey, but the score is low.

. . According to the above contents, the questionnaire is subdivided and investigated in the form of questionnaire as a part of satisfaction survey and measurement.

. . Considering the questionnaire survey, many customers are unwilling to express their opinions directly, which leads to the distortion of the survey results. What's more, they use various excuses such as "no problem" and "good" to not fill in the form as required. But this does not mean that it really has no opinion, and it may be bigger or even lose its opinion. Therefore, when measuring customer satisfaction, we can't focus on this part. Statistically, we will convert it into 40%.

. . Because we visit and communicate with customers every year, customers have no psychological burden when filling out the form. Through communication, we can get a more accurate understanding of customers' opinions and requirements on products and services, and record and analyze the conversation content, so as to obtain more real customer feelings.

. . Judging from the contents of the questionnaire, each item is very satisfactory (100-90); Satisfied (90-70); Satisfied (70-60); Not satisfied (60-40); Dissatisfied with (40-20) five grades, re-evaluate the satisfaction score. Items not reflected in the communication are considered satisfactory.

. . The estimated score and the questionnaire score are weighted and averaged according to the ratio of 60/40, and the initial customer satisfaction value is obtained. If the customer does not score in the questionnaire survey, the estimated score of the visit will be taken as the initial satisfaction value.

. . On this basis, every time a customer complains, according to the handling situation and the customer's satisfaction with the handling results, the customer satisfaction score will increase or decrease according to the following grades: the complaint will not be handled (-5); Complaint handling, customer dissatisfaction (-5); Complaint handling, customers are not satisfied (-3); Complaint handling, customers are basically satisfied (-1); Complaint handling, customer satisfaction (0); Complaint handling, customer satisfaction (+2), so as to get the final customer satisfaction score.

. . In a word, the customer satisfaction measured by this method is objective and fair, which can more truly reflect the problems existing in quality management and provide a more scientific basis for further improvement and perfection of all work. Of course, there are still some shortcomings in this measurement method, such as adding the embodiment of customer churn and other measurement methods to the satisfaction. Therefore, we should proceed from reality, combine our own characteristics, constantly explore and be brave in innovation, and we will certainly do a good job in evaluating customer satisfaction, realize the purpose of understanding customers' real feelings and requirements, increase customers' loyalty through improvement, and finally improve the long-term profitability of enterprises.