蕭慰農 / Knight W. N. Hsiao
總經理室顧客滿意部協理
福特六和汽車公司
12 / 28, 2002
顧客滿意 / Customer Satisfaction
Outline – Customer Satisfaction
What Is Customer Satisfaction ?
Why Needs Customer Satisfaction ?
What Are Key Components Of Customer Satisfaction ?
How To Understand Your Customer Satisfaction ?
What Are Factors That Block Customer Satisfaction ?
How To Improve Customer Satisfaction with Product / Quality ?
What Are Key Drivers To Make You Success On Customer Satisfaction ?
Q&A
What Is Customer Satisfaction ?
The formation process is dynamic :
Customer measures 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 customer’s predictions of the nature and level 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 satisfaction level.
They include such things as :
Customer prior experience
Communication with sales people
Advertising
Price
Influence of friends
Customer’s own personality characteristics
As a result, customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent / 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 dissatisfied.
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 loyalty : 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% increase in customer loyalty.
Firms become more profitable overtime due to loyal customers.
Profit Increase
Profit Increase from 5% Increase in Customer Loyalty
Source : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality comes to Life” Harvard Business Review, Sep.-Oct. Issue.
Profit Per Customer (US$)
Customer Profit Patterns 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
Cost of acquiring new customers is 5 times the cost to retain existing ones.
Frequent of Customer Contact Point.
Sales : one time for new car buyer.
Service : eight times for car service.
Factors that affect a customer re-purchase to your product 80% comes from high satisfaction of service experiences.
Profitable Growth Through Customer Loyalty
Percents show contribution to overall customer satisfaction.
Source: M&S Service Analysis
Customer Satisfaction Components
Customer Satisfaction Scorecard
Rating Experience Feeling
A / 5 Beyond Expectation Surprised
B / 4 Glad You Really Do It Delighted
C / 3 As Expected Okay
D / 2 Disappointed Black Listed
E / 1 Betrayed Angry
Customer Feedback System
FLH’s Marketing Research for Customer Satisfaction
Product & Quality : GQRS / JD Power IQS & APEAL / ICCD
Sales : CVP / JD Power SSI
Service : CVP / 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
Emotional
Rational
Appearance
Brand Image
(Halo Effect)
Basic
Quality
Performance
Quality
Excitement
Quality
Failure mode
avoidance
Consumer driven
Functional targets
minimum degradation with time/service
Impact Score Customer Expectation sorted in descending order of their impact on overall satisfaction
100 Q4c Salesperson’s honesty and sincerity
52 Q6e Receive vehicle equipped as promised
44 Q2a Promptly welcoming you to the dealership
42 Q2b Given level of attention wanted when arrived
36 Q8e Follow-through on promises made
33 Q6a Vehicle ready when promised
29 Q5a Show concern for individual finance and insurance needs
29 Q4b Salesperson’s knowledge about products and service
24 Q7c Helpfulness of the dealership during follow-up call
20 Q6d Everything on vehicle was in working order
19 Q2c Take me seriously when I arrived
18 Q8c Ability to answer questions or resolve concerns
18 Q8d Helpfulness in responding to questions or concerns
Dealer Opportunities for Action Plans and Strengths to Maintain
Sales Survey
Impact Score Customer Expectation sorted in descending order of their impact on overall satisfaction
100 Q4a Quality of service performed
45 Q3e Service advisor’s honesty and sincerity
44 Q3c Service advisor’s understanding of service needs
32 Q2a Convenience of the Service Department’s opening hours
22 Q5a Clearly explain service work performed and any charges
21 Q4c Notify of changes in service needs or additional maintenance requirements
21 Q5b Advising of any maintenance vehicle may require in the future
20 Q3a Prompt acknowledgement when arrived
14 Q3b Starting service write-up within a reasonable amount of time
13 Q7d Follow-through on promises made
7 Q7c Helpfulness in responding to question or concern
7 Q3d Accurate 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
Kano model
Establish Key Milestones for New Program Launch – Ford case
Develop Reliability Process – Ford case
Integrate Reliability Process with Program Launch Key Milestones – Ford case
Tracking Process – Quality / Reliability Metrics
Q / RDAM – Quality, Reliability, Discipline Assessment Metrics
Brand/PALS
Consumer Headset
Kano –Prioritize and Plan
Targets Cascade
Reliability Demonstration
Kano – Execution Progress Scorecard
Customer
Satisfaction
With vehicle
Customer Satisfaction – Brand, Product, and the Engineer – Graphic of Key Messages
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
Does your company deliver unique value, at a profit, to target customers?
Can competition get a foothold?
From Product–Centric to Customer–Centric
From Product-Centric to Customer-Centric: A Paradigm Shift
Product-Centric Organization Customer -Centric Organization
Key Performance Indicators Market share, Sales revenue Customer loyalty, Profitability
Customer Segment Strategy Generic, go after everyone Targeted, proactive and selective
Product / Service Standardized Offering Customized to different customer
Value Proposition Product features, Better price Customer solution, Superior service
Organization Design Stability, Specialization, Standardization Speed, integration, flexibility
Sources of Differentiation Tangibles and hard assets Intangibles and soft assets
How to Build up a Customer-Centric Business Structure ?
Q & A
Thank You !
