Complete collection of customer satisfaction details

Customer satisfaction is the standard to measure customer satisfaction. Samples are often obtained through random surveys. According to the customer's rating data on specific satisfaction indicators, the corresponding results are obtained by using the weighted average method. Customer satisfaction management is a marketing management strategy that appeared in 1990s. It requires not only knowing the satisfaction degree of external customers, but also knowing the satisfaction degree of internal customers, that is, employees, so as to reveal the problems existing in the creation and transmission of customer value, and explore, analyze and solve these problems with the goal of achieving comprehensive customer satisfaction.

In the mid-1980s, the United States established the Malcolm Baldridge National Quality Award to encourage enterprises to apply "customer satisfaction".

Basic introduction Chinese name: customer satisfaction reflection: a psychological state of customers: produced in the early 1980s: American nature: definition of customer's attitude towards products: basic information of a psychological experience, concept introduction, production and development, production background, hierarchical division, overview, introduction, summary, survey methods, technical development, perceived quality survey, satisfaction index, dissatisfaction survey, short board improvement, Kano analysis, etc. Service management, survey significance, collection and analysis, introduction of basic information concept Customer satisfaction refers to the degree to which customers feel their expressed, usually implied or necessary needs or expectations. Satisfaction is the feedback of customer satisfaction and the evaluation of product or service performance and 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. The development of "customer satisfaction" came into being in the early 1980s. At that time, the competitive environment in the American market was getting worse and worse, and AT & amp； T) In order to make ourselves in a favorable competitive advantage, we began to try to understand the customer's satisfaction with the services provided by the current enterprises, and used this as a basis to improve the service quality, and achieved certain results. At the same time, Honda Motor Company of Japan also began to apply customer satisfaction as a means to understand the situation, and further improved this business strategy. In the mid-1980s, the United States established the Malcolm Baldridge National Quality Award to encourage enterprises to apply "customer satisfaction". The establishment of this award has greatly promoted the development of "customer satisfaction". Of course, it is not only a simple assessment of the final score of enterprise customer satisfaction, but a series of measurement systems of total quality management triggered by "customer satisfaction". IBM, Motorola, FedEx, Shixian, etc. They are all winners of this award, but so far, there are no more than five companies that win this award every year in the world. In the mid-1990s, customer satisfaction survey was widely used by multinational companies in Chinese mainland. One of the reasons is that the headquarters of multinational companies require regular access to customer information in the Greater China market according to the headquarters model to cope with the plans and challenges in the process of globalization; Second, in the increasingly fierce competition, quality service has become an important demand for enterprises to gain and maintain competitive advantage; Third, the supervisor needs to quantitatively evaluate the employee's job performance, which requires the evaluation from customers. Background 1. Customer satisfaction is the necessity of economic development. 2. Customer satisfaction is the inevitable result of the popularization of people-oriented concept. Customer satisfaction is the eternal goal of the enterprise. What does customer satisfaction survey bring to enterprises? 93% of CEOs believe that customer management is the most important factor for the success and competitiveness of enterprises-Aberdeen Group's customer loyalty has increased by 5%. Profits will increase by 25% ~ 85%-the purchase intention of a very satisfied customer in Harvard Business Review will be six times that of a satisfied customer-two-thirds of customers of Xerox Research leave their suppliers because of insufficient customer care-with the increasingly fierce competition in China market, the competition among enterprises has begun to shift from product-based competition to customer-based competition, and customer resources are gradually replacing products. Customer satisfaction refers to the degree of customer satisfaction after consuming the corresponding products or services. As mentioned above, customer satisfaction is a psychological state and a self-experience. This psychological state should also be defined, otherwise customer satisfaction can not be evaluated. Psychologists believe that according to the cascade theory, emotional experience can be divided into several levels, and accordingly customer satisfaction can also be divided into seven or five levels. The seven grades are: very dissatisfied, dissatisfied, not very satisfied, average, relatively satisfied, satisfied and very satisfied. The five grades are: very dissatisfied, dissatisfied, average, satisfied and very satisfied. According to the psychological cascade theory, management experts give the following reference indicators for seven steps: introduction 1. Manifestations of great dissatisfaction: indignation, anger, complaint and anti-propaganda: A state of great dissatisfaction means that customers feel indignant and angry after consuming a certain commodity or service. They not only try to find opportunities to complain, but also use every opportunity to carry out anti-propaganda to vent their unhappiness. 2. Dissatisfaction: Dissatisfaction refers to the anger and annoyance of customers after buying or consuming a certain commodity or service. In this state, customers can barely bear it, hoping to make up for it in some way, and when appropriate, they will also carry out anti-publicity to remind their relatives and friends not to buy the same goods or services. 3. Dissatisfaction: Dissatisfaction and regret: Dissatisfaction refers to the state of complaints and regrets generated by customers after purchasing or consuming a certain commodity or service. In this state, although customers are not satisfied, their views on reality are like this. Don't expect too much, so they admit. 4. General indication: no obvious positive and negative emotions: general state refers to the state in which customers have no obvious emotions in the process of consuming a certain commodity or service. In other words, it's neither bad nor bad, but it's ok. 5. Satisfaction: goodwill, affirmation and recognition: Satisfaction refers to the goodwill, affirmation and recognition formed by customers when they consume a certain commodity or service. In this state, customers are still satisfied, but far from meeting higher requirements, which is gratifying compared with some worse situations. 6. Satisfaction: Satisfaction, praise and pleasure: Satisfaction refers to the satisfaction, praise and pleasure of customers when they consume a certain commodity or service. In this state, customers are not only sure of their choices, but also willing to recommend them to relatives and friends. Their expectations are basically in line with reality, and there is no big regret. 7. Satisfaction: Excitement, satisfaction and gratitude: Satisfaction refers to the state of excitement, satisfaction and gratitude formed by customers after consuming a certain commodity or service. In this state, customers' expectations are not only fully met without any regrets, but may also greatly exceed their own expectations. At this time, customers are not only proud of their choices, but also take every opportunity to publicize, introduce and recommend to relatives and friends, hoping that others will spend. Summarizing the five levels of reference indicators is similar to the definition of customer satisfaction level, which is relative, because although there are levels of satisfaction, the boundaries are vague after all, and there is no obvious boundary from one level to another. The reason why customers' satisfaction levels are classified is to evaluate customers' satisfaction for enterprises. Development of survey methods and techniques: Customer satisfaction survey has a history of more than 65,438+00 years in China. From the initial service implementation survey, to the perceived quality survey, and then to the satisfaction index model survey, we continue to combine with various research technologies and concepts to develop satisfaction survey technologies that meet different needs. According to the different concerns of satisfaction survey and problem solving, satisfaction survey technology can be classified as 10 generation so far. The first three generations are the basis of the whole 10 generation satisfaction survey, which has gone through the development process from service process survey (1 generation) to service effect survey (second generation) and from service quality survey to satisfaction index survey (third generation). The last seven generations were developed according to different application requirements on the basis of the first three generations. Focusing on improving dissatisfied customers, we have developed dissatisfaction survey (the fourth generation) and short board improvement survey (the fifth generation). In order to optimize the resource allocation strategy and determine the resource input boundary, the KANO model (6th generation) was developed. In order to analyze the demand for differentiated services, U&; A study (the seventh generation) comprehensive satisfaction survey; The eighth generation of satisfaction focuses on people with high satisfaction, the ninth generation focuses on improving user experience, and 10 generation emphasizes the establishment of a service management system with satisfaction survey as the core. Satisfaction survey technology from 1 generation to 10 generation is not a substitute relationship, and each generation of technology is suitable for the needs of enterprises and institutions of different types and development stages. Gradually adopting the targeted technical level can significantly and effectively manage and improve the service level. Each generation of satisfaction technology is specifically introduced as follows: 1 generation service implementation survey, implementation of service standards and standardization of employee behavior-service implementation survey 1965, American scholar Cardoso introduced the concept of "customer satisfaction" into the commercial field for the first time, and the research on service quality gradually rose in western countries. Enterprises and institutions are aware of the importance of service quality and begin to accept and apply service quality market research. As a tool for evaluating service quality, satisfaction survey initially focuses on the investigation of service process and checks whether the staff operates according to service standards, so it is also called "service implementation survey". The survey of service implementation takes the survey data as the basis of notification or assessment through the implementation inspection of service specifications, so as to convey service pressure, urge employees to implement service standards, standardize employee behavior and cultivate employees' good service habits. There are two main ways to study service implementation. One is door-to-door interception or return visit by questionnaire phone, so that customers can confirm whether the staff has operated according to the specifications before; Another way is mystery customer detection (unannounced visits), such as unannounced visits to shops, car 4S shops, department stores and so on. , mainly for the front-line window department, pretending to be a customer to accept services, and recording and recording the whole process as evidence. The questionnaire method has wide coverage and low cost, but the evaluation evidence is weak; Mystery customers are expensive, but there are audio and video recordings, and the assessment evidence is strong. The second generation of perceived quality survey, measuring the service effect and evaluating the front-end and back-end service performance-Perceived quality survey With the deepening of customer satisfaction research by many scholars, since 1985, scholars have found that consumers' understanding of quality is different from that of enterprises. Service quality can be divided into "objective quality" and "perceived quality". The objective quality is production-oriented, while the perceived quality is customer-oriented. There are obvious differences between them. Perceived quality is the service quality that consumers feel, which is influenced by consumers' background and preferences, and actually affects consumers' decision-making behavior. In this context, customer-oriented satisfaction survey became popular, because the evaluation of consumers' perceived quality is regarded as the evaluation standard of service quality, so the satisfaction survey at this time is also called "perceived quality survey". The specific evaluation model is different from the service implementation survey in terms of "service process". Perceptual quality survey does not require customers to confirm what the staff has done, but directly asks about service feelings or satisfaction, focusing on customers' "perceived service quality" and ultimate "service effect". Perceived quality satisfaction is the evaluation of service effect, so different from service implementation survey, which can only evaluate front-end departments, back-end departments that are not in direct contact with customers can also evaluate, forming a complete front-end and back-end service evaluation system. Perceived quality satisfaction index system is divided into first-level, second-level and third-level indicators according to the service process, links and contact points of customers contacting enterprises and institutions and according to the logical inclusion relationship, which corresponds and correlates with relevant responsible departments one by one. Specific evaluation models, such as perceived quality survey, pay special attention to what customers care about and which are the key influencing factors. Using statistical technology, we can calculate the influence intensity of each level index on the previous level index, so as to find out the key influencing factors; Combined with the satisfaction performance and influence degree of indicators, find out the service shortcomings and optimize resource allocation. As shown in the following figure: At the same time, because the service implementation survey is particularly effective in regulating employee behavior, it has not been replaced, and new survey methods such as "mysterious customers" have been exhibited, which are still widely used in enterprises and institutions, especially window departments. Third-generation satisfaction index, concrete evaluation model, service measurement from a macro perspective, cross-industry/enterprise comparability-survey of satisfaction index model 1988. Fornell, an American scholar, combined structural equation with the psychological path of satisfaction formation and put forward a new satisfaction model, which became the basis for countries all over the world to formulate national satisfaction index models. SCSB was first applied in Sweden, and then developed into ACSI and ECSI. The satisfaction index model holds that the factors that affect customer satisfaction include brand image, customer expectation, value perception, etc. From 200 1, the former Ministry of Information Industry began to study the customer satisfaction index of all telecom operators in China, and published the customer satisfaction index (TCSI) of the telecom industry every year, which incorporated the satisfaction evaluation score into KPI, greatly promoting the popularization and application of the satisfaction index model in China and the technical development. Service quality is not equal to satisfaction. The satisfaction index model holds that besides perceived quality (i.e. service quality), brand image, user expectation and value perception are all factors that affect customer satisfaction, and there are paths and causal relationships among the four factors that affect customer satisfaction, forming a structural equation. The satisfaction index model is suitable for satisfaction surveys at the national and industry levels. Because there are obvious differences between enterprises and institutions, one unit's perceived quality satisfaction model cannot be applied to another unit, so if we want to conduct a satisfaction survey of the whole country or industry, we must have a model that has nothing to do with the differences between enterprises and institutions. The satisfaction index model is designed according to the psychological path formed by customer satisfaction, and has nothing to do with the service differences of enterprises and institutions, so the satisfaction index survey has the characteristics of cross-industry and cross-enterprise comparability. For example, TCSI, the index model of China telecom industry, has the advantage of revealing the influencing factors of satisfaction more completely and looking at the problem from a higher level when evaluating the satisfaction of enterprises and institutions. The disadvantage is that the design of satisfaction index model eliminates the influence of unit differences, which makes many problems in personalization and details of units not reflected. Factors such as "brand", "expectation" and "value" are difficult to control or even uncontrollable, which requires the joint efforts of top management and departments of enterprises. For the service management department of an enterprise, the focus of service improvement can only be placed on the "quality" part. Therefore, enterprises and institutions should still combine the perceived quality model when applying the satisfaction index model, which greatly increases the length of the questionnaire. The fourth generation of dissatisfaction survey, paying attention to dissatisfied customers and understanding why customers are dissatisfied-satisfaction+dissatisfaction survey Through the survey of perceived quality satisfaction or satisfaction index model, managers have a clear understanding of the service level and customer dissatisfaction of their own units. On this basis, managers will naturally want to know the reasons for customer dissatisfaction. Around 2004, once the concept of dissatisfaction survey was put forward, it was immediately recognized and applied by many enterprises and institutions. Dissatisfaction investigation deepens the interview with "dissatisfied customers", deeply understands the aspects and reasons of customer dissatisfaction, and allows managers to perceive customer dissatisfaction and complaints in one scene. Shortboard improvement for five generations, pay attention to the service gap within the enterprise, and promote short-board improvement-satisfaction+short-board improvement Dissatisfaction survey is to collect opinions from the perspective of customers, and short-board improvement is to find reasons from within the enterprise. Customer dissatisfaction always comes from the behavior of enterprises. Shortboard improvement should find out the corporate behavior that leads to customer dissatisfaction, analyze the reasons and make targeted improvements. The concept of short board improvement has existed in the quality management system for a long time, but it was mostly in the industrial field before, aiming at improving the production process and technology of products. Since 2005, companies in various provinces and cities of China Mobile have improved their service shortcomings, and the huge research demand has greatly promoted the development of short-board improvement research technology. Shortboard improvement is managed according to the six sigma concept, and the internal reasons of the shortcomings are found by using the gap model analysis, and accordingly, targeted and operable improvement opinions and methods are put forward; And contact the responsible department, track and measure the improvement effect, check and urge the problem to improve. Kano analysis of six generations, optimization of resource allocation strategy, determination of resource input boundary-satisfaction+Kano analysis. Satisfaction is not as high as possible, and the improvement of satisfaction requires huge resources. The previous satisfaction survey and analysis focused on finding deficiencies and improving deficiencies, and gave no answer to the extent to which the deficiencies should be improved, the level to which the leading factors should be maintained, and the investment strategy that each factor should adopt. Managers will have problems in the process of continuous improvement of services: "So-and-so is increasing investment every year. What level should it be upgraded to? " So-and-so, the customer is satisfied, so can I reduce my investment? "KNAO analysis divides the service elements into three categories, clarifies the significance and current status of the three types of elements, optimizes the strategy of resource allocation, determines the boundary of resource input, solves the above problems of managers, realizes more detailed optimal allocation of resources, and maximizes the benefits of the invested resources. When managers make budget decisions for next year, we can get a quantitative reference of resource input from KANO analysis. KANO model was put forward by Noriaki Kano, a professor in tokyo institute of technology, and his colleague Fumio Takahashi in 1979, and quickly gained global spread and recognition. However, KANO is a typical qualitative analysis model, which is difficult to judge quantitatively, so it is often mentioned in the field of satisfaction survey, but it is rarely used. In 2006, with the efforts of the author, the problem of Kano's quantification technology was solved. On the basis of the original questionnaire, we can effectively quantify and judge the attributes of various service elements and determine the boundary of resource allocation without designing separate questions. Carnot model really appeared in the research report. The following is a Carnot analysis diagram extracted from the report of Davin General Market Research Company, from which the attributes and boundaries of service elements can be clearly judged. The 7th generation differentiated service, differentiated service-satisfaction+U&; The initial focus of service management is the standardization of services. For example, the purpose of service implementation survey is to standardize employee behavior and service. However, some people are satisfied with the standardized service, while others are not. After the service standardization reaches a certain level, enterprises and institutions naturally have the demand for differentiated services to meet the needs of different customer groups, such as VIP services and major customer services. This paper analyzes the differences of customers' perception of U& service with different backgrounds, different consumption behaviors and attitudes (all a survey by U&), and finds out the key factors leading to the differences, which is the basis for implementing differentiated services. In 2006, under the background of differentiated service demand of various industries, satisfaction+U&; A's research products have been highly recognized by the market. In fact, in previous satisfaction surveys, people will join U &；; A problem, but that was not the focus of the research needs at that time, so there was no in-depth analysis and application. Driven by differentiated service demand, U&; A study closely related to satisfaction survey, related technologies have been developed, in which variance analysis and chi-square analysis are fully used, as shown in the following figure: the 8th generation of excellent service, focusing on highly satisfied people-satisfaction+excellent service According to long-term data tracking, in the highly competitive market, the loyalty of very satisfied people is 4-6 times that of ordinary satisfied people. Therefore, in this market, it is of great positive significance to make people who are generally satisfied very satisfied, and its value is obviously higher than that of people who are dissatisfied generally satisfied. To make customers very satisfied is a high-level service beyond the general level, so it is called quality service. The focus of excellent service research is "high satisfaction group", because the key influencing factors of service promotion are often different from promoting customers from dissatisfied to general satisfaction and from general satisfaction to very satisfaction, so it is necessary to carry out targeted analysis. In the 9th generation of user experience, defensive tools have become offensive tools-satisfaction+user experience satisfaction. Routine is a defensive management tool, that is, don't let customers lose because of service. User experience is to upgrade it into an offensive tool, and managers can retain customers by creating a profound user experience; And let customers spread good word of mouth and attract new customers. For example, the shopping experience in shopping malls, the medical experience in hospitals and the user experience of websites all directly affect the next choice and reputation of users. User experience emphasizes shaping and spreading word of mouth, pays attention to service details and service innovation, and provides an impressive experience that is easy to describe and spread. User experience research, in terms of research methods, pays attention to the use of testing methods, such as "attraction test" and "usability test" in the research of user experience of e-commerce websites, as shown in the following figure: Service Management Generation 10, establishing a service management system-satisfaction+service management With the further popularization and attention of the concept of customer satisfaction, many enterprises and institutions have set up full-time staff and set up special units. How to manage services systematically and effectively? At this stage, we can take satisfaction survey as the core and use it as an effective service management tool to establish a systematic service management system. Through satisfaction survey, managers can establish VOC system, service improvement system and service performance evaluation system, easily and effectively listen to customers' voices, understand service conditions, find service shortcomings, evaluate service performance and promote service improvement. As shown below: Survey significance satisfaction survey technology is constantly changing and developing to meet the needs of enterprises and institutions; At the same time, it is actively integrating other research technologies and management concepts to guide the development of service management in enterprises and institutions with higher value. By 2009, the satisfaction survey technology has developed to the 10 generation product. For researchers, each generation of products is just a new starting point, and everything is just for better service. Collection and analysis of IS09004:2000 article 8.2. 1.2 gives more specific tips on how to collect customer satisfaction information. There are many ways to collect customer satisfaction information, including oral and written. Enterprises should determine the best way to collect information according to the purpose, nature and funds of information collection. There are seven channels to collect customer satisfaction information: 1. Customer complaints II. Communicate directly with customers. Questionnaire and survey. A closely watched group. Reports from consumer organizations. Various media reports. Industry research results require enterprises to plan the collection of customer satisfaction information, determine the responsible department, and stipulate the collection method, frequency, analysis, countermeasures and tracking verification.