Customer Satisfaction

1、蕭慰農(nóng)蕭慰農(nóng) / knight w. n. hsiao 總經(jīng)理室顧客滿意部協(xié)理總經(jīng)理室顧客滿意部協(xié)理 福特六和汽車公司福特六和汽車公司 12 / 28, 2002 顧客滿意顧客滿意 / customer satisfaction outline customer satisfaction 1. what is customer satisfaction ? 2. why needs customer satisfaction ? 3. what are key components of customer satisfaction ? 4. how to understand your cus

2、tomer satisfaction ? 5. what are factors that block customer satisfaction ? 6. how to improve customer satisfaction with product / quality ? 7. what are key drivers to make you success on customer satisfaction ? 8. q&a what is customer satisfaction ? the formation process is dynamic : customer measu

3、res and rates his/her satisfaction as a result of comparison process. prior to the purchase and consumption of a product/service, a customer establishes various expectations concerning the “performance” of the product/service. in general, expections are the customers predictions of the nature and le

4、vel of satisfaction that they will receive when product/service is consumed. therefore, customer expectations play the role of defining the standard against which subsequent “performance” is judged. 1. 2. there are a variety of factors influence customer expectations, and hence, ultimate satisfactio

5、n level. they include such things as : customer prior experience communication with sales people advertising price influence of friends customers own personality characteristics as a result, customer expectations serve to provide the foundation for attitude formation and also the adjustment of subse

6、quent / expectation perceptions. 3. during the ownership experience, the customer compares perceived “performance” to the previously formed expectations. if the “performance” meets or exceeds expectations, the customer is satisfied, but if “performance” falls short of expectations, the customer is d

7、issatisfied. as the customer continues through the ownership experience, he/she tends to modify or revise his/her expectations. as a result, customer satisfaction levels evolve. why needs customer satisfaction ? it was proven strong correlation between “completely satisfied” customers and owner loya

8、lty : a customer will recommend his/her friends to purchase the product/service he/she experienced. harvard business school study findings : firms with higher level of customer loyalty (not market share) enjoy higher profitability in a given industry . profit will increase by 25% 85% from 5% increas

9、e in customer loyalty. firms become more profitable overtime due to loyal customers. 30% 75% 45%45% 35% 85% 0% 50% 100% auto service chain credit card industry laundry industry distribution software branch bank deposits profit increase profit increase from 5% increase in customer loyalty source : f.

10、 reichheld and e. sasser (1990), “zero defections : quality comes to life” harvard business review, sep.-oct. issue. -50 0 50 100 150 200 250 300 auto service chain credit cardindustry laundryindustry distribution year 1 year 2 year 3 year 4 year 5 profit per customer (us$) customer profit patterns

11、over time source : f. reichheld and e. sasser (1990), “zero defections : quality comes to life” harvard business review, sep.-oct. issue. loyal customer vs. sales cycle ford research 1. cost of acquiring new customers is 5 times the cost to retain existing ones. 2. frequent of customer contact point

12、. sales : one time for new car buyer. service : eight times for car service. 3. factors that affect a customer re-purchase to your product 80% comes from high satisfaction of service experiences. 1. retention - to succeed in our industry, repeated purchase from our existing customers are important t

13、o our success. - cost of acquiring new customers is 5 times the cost to retain existing ones. 2. related sales - to succeed in our industry, our ability to sell related products and services (e.g., spare parts, maintenance) to our existing customers is critical to our success. 3. referrals - to succ

14、eed in our industry, referrals from customers are critical to our success. - satisfied customers are likely to tell five other people (dissatisfied customer are likely to tell 11 other people) means of profitable growth profitable growth through customer loyalty percents show contribution to overall

15、 customer satisfaction. source: m&s service analysis external influences ownership experience sell it right build it right design it right fix it right treat me right enduring profitable growth shareholder value enthusiast overall ownership satisfaction design it right build it right get brand right

16、 image brand reliability value compe- titive actions “share of wallet” brand loyalty owner loyalty/ conquest new vehicle appeal “share of mind” press buy decision ? consumer headset 24% 76% product component sales & service customer satisfaction components ratingexperiencefeeling a / 5 beyond expect

17、ation surprised b / 4 glad you really do it delighted c / 3as expectedokay d / 2disappointedblack listed e / 1betrayedangry customer satisfaction scorecard customer feedback system sources of input resolution & improvement phone calls letterssimpleresolution of formcomplaint verbal inputscommunicate

18、 surveyto right units / people customercorrective action clinicdatabaseto improve products / services focus group system capturing of customer feedback flhs marketing research for customer satisfaction product & quality : gqrs / jd power iqs & apeal / iccd sales : cvp / jd power ssi service : cvp /

19、jd power csi / crc & dcrc survey distribution : dealer attitude survey (company to dealer standard) what are factors that block customer satisfaction.a framework for customer satisfaction and enthusiasm product components emotionalrational appearancebrand image (halo effect) basic quality performanc

20、e quality excitement quality failure mode avoidance consumer driven functional targets minimum degradation with time/service 2 3 impact scorecustomer expectation sorted in descending order of their impact on overall satisfaction 100q4csalespersons honesty and sincerity 52q6ereceive vehicle equipped

21、as promised 44q2apromptly welcoming you to the dealership 42q2bgiven level of attention wanted when arrived 36q8efollow-through on promises made 33q6avehicle ready when promised 29q5ashow concern for individual finance and insurance needs 29q4bsalespersons knowledge about products and service 24q7ch

22、elpfulness of the dealership during follow-up call 20q6deverything on vehicle was in working order 19q2ctake me seriously when i arrived 18q8cability to answer questions or resolve concerns 18q8dhelpfulness in responding to questions or concerns dealer opportunities for action plans and strengths to

23、 maintain sales survey impact scorecustomer expectation sorted in descending order of their impact on overall satisfaction 100q4aquality of service performed 45q3eservice advisors honesty and sincerity 44q3cservice advisors understanding of service needs 32q2aconvenience of the service departments o

24、pening hours 22q5aclearly explain service work performed and any charges 21q4cnotify of changes in service needs or additional maintenance requirements 21q5badvising of any maintenance vehicle may require in the future 20q3aprompt acknowledgement when arrived 14q3bstarting service write-up within a

25、reasonable amount of time 13q7dfollow-through on promises made 7q7chelpfulness in responding to question or concern 7q3daccurate estimate of the cost of service dealer opportunities for action plans and strengths to maintain service survey how to improve customer satisfaction with product / quality

26、1. kano model 2. establish key milestones for new program launch ford case 3. develop reliability process ford case 4. integrate reliability process with program launch key milestones ford case 5. tracking process quality / reliability metrics q / rdam quality, reliability, discipline assessment met

27、rics 9 customer satisfaction kano model customer satisfaction exciting quality (surprise & delight high % bte better than expected!) performance quality (attributes product building blocks of customer satisfaction) degree of achievementx basic quality (tgw inhibitors) y fuel economy water leaks dutc

28、h door for d nor t h amer i can ranger tr uck sat i sf act i on p273p273 br andgqrs2003pr og. pals3 mi s3 yi star getst at us desi gn & st yl i ng aaall package ef f i ci ency laall power t r ai n acala dr i v i ng dynami cs aaaaa accessi bi l i t y lcaaa comf or t caaaa technol ogy cn/ a*n/ a*n/ a*

29、 *n/ a* * env i r onment an/ a*n/ a*aa saf et y & secur i t y aaaaa qual i t y laaaa i ngenui t y ln/ a*n/ a*ll compet i t i v e set dakot a, fr ont i er , s- 10, tacoma ram, si l v er ado, tundr a, t100 17 com m ents : the team will perform further analysis to reconcile this correlation with its m

30、arket segm ent critic al q uality characteristicsunitd219 targets 80 cam ryrx300 delta target/ s tatus d219 cust. s at. target p ark /neutral96 s ounddb a41tbd41.844.4 v ibrationm m /s1.5tbd2.83.2 drive/revers e s ounddb a43tbd43.848.1 v ibrationm m /s3tbd5.21.9 a c c eleration - w o t s oundv e r8.

31、588.58 v ibrationv e r8.588.58 p art throttle s oundv e r8.588.58 v ibrationv e r8.588.58 d219 s e gm e nt engine q uie tne ss custom e r corre la tion e xpedition m ercedes m l320 navigator 4.6l navigator 5.4l land cruiser rx300 lexus lx470 e xpedition e xplorer r2 = 0.96 r = 0.98 50 55 60 65 70 75

32、 80 85 90 95 100 7580859095100 pw a g: p hons w e ighte d ave ra ge of p hons vs. rp m (w o t) p hons custom er satisfaction, engine quietness, %high satisfaction d219s target line d219/d258 customer satisfaction correlations 100010000 failure cycles probability light calcium heavy-hi calcium (c) he

33、avy cag (p) heavy cag plus 0 1 (c) current eu (p) proposed eu current target proposed target lucas yuasa in toyota b10 0.1 2400 5700 robustness window number of test cycles 200 400 600 800 displacement under 6kn load current design modified design note: failure modes 1.1 & 1.2 generate functional de

34、gradation as illustrated. transmissiontransmission suspension bushingsuspension bushing 0.01 0.1 1 10 101001000 failure time (hours) failure percent production0.57mm clearance 10% 6 common shape parameter b =7.4 batterybattery 9 customer satisfaction kano model customer satisfaction exciting quality

35、 (surprise & delight high % bte better than expected!) performance quality (attributes product building blocks of customer satisfaction) degree of achievementx basic quality (tgw inhibitors) y fuel economy water leaks dutch door brand/ pals consumer headset kano prioritize and plan targets cascade r

36、eliability demonstration kano execution progress scorecard customer satisfaction with vehicle customer satisfaction brand, product, and the engineer graphic of key messages june5handout.ppt originator gstork what are key drivers to make you success on customer satisfaction ? business transformation is required to shift to think about the fact of existing competition environment under - product or service offering may be completely commoditized margins may be vanishing 1. does your