福特汽车培训材料——顾客满意
- 1. 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
- 2. 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
- 3. 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.
- 4. 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.
- 5. 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.
- 6. 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.
- 7. Profit IncreaseProfit Increase from 5% Increase in Customer LoyaltySource : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality comes to Life” Harvard Business Review, Sep.-Oct. Issue.
- 8. Profit Per Customer (US$)Customer Profit Patterns Over TimeSource : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality comes to Life” Harvard Business Review, Sep.-Oct. Issue.
- 9. Loyal Customer vs. Sales Cycle – Ford Research Cost of acquiring new customers is 5 times the cost to retain existing ones. Frequent of Customer Contact Point. Sales : one time for new car buyer. Service : eight times for car service. Factors that affect a customer re-purchase to your product 80% comes from high satisfaction of service experiences.
- 10. Profitable Growth Through Customer Loyalty
- 11. Percents show contribution to overall customer satisfaction. Source: M&S Service AnalysisExternal InfluencesOwnership ExperienceSell It RightBuild It RightDesign It RightFix It RightTreat Me RightEnduring Profitable GrowthSHAREHOLDER VALUEEnthusiastOverall Ownership SatisfactionDesign It RightBuild It RightGet Brand RightImage Brand Reliability ValueCompe- titive Actions“Share of Wallet”Brand Loyalty$Sales$Owner Loyalty/ Conquest New Vehicle Appeal“Share of Mind”PressBuy Decision??Consumer Headset24%76%Product ComponentSales & ServiceCustomer Satisfaction Components
- 12. RatingExperienceFeelingA / 5Beyond ExpectationSurprisedB / 4Glad You Really Do ItDelightedC / 3As ExpectedOkayD / 2DisappointedBlack ListedE / 1BetrayedAngryCustomer Satisfaction Scorecard
- 13. Customer Feedback System
- 14. 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)
- 15. What are factors that block Customer Satisfaction. A Framework for Customer Satisfaction and EnthusiasmProduct Components EmotionalRationalAppearanceBrand Image (Halo Effect)Basic QualityPerformance QualityExcitement QualityFailure mode avoidanceConsumer driven Functional targetsminimum degradation with time/service123
- 16. Impact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4cSalesperson’s honesty and sincerity52Q6eReceive vehicle equipped as promised44Q2aPromptly welcoming you to the dealership42Q2bGiven level of attention wanted when arrived36Q8eFollow-through on promises made33Q6aVehicle ready when promised29Q5aShow concern for individual finance and insurance needs29Q4bSalesperson’s knowledge about products and service24Q7cHelpfulness of the dealership during follow-up call20Q6dEverything on vehicle was in working order19Q2cTake me seriously when I arrived18Q8cAbility to answer questions or resolve concerns18Q8dHelpfulness in responding to questions or concernsDealer Opportunities for Action Plans and Strengths to MaintainSales Survey
- 17. Impact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4aQuality of service performed45Q3eService advisor’s honesty and sincerity44Q3cService advisor’s understanding of service needs32Q2aConvenience of the Service Department’s opening hours22Q5aClearly explain service work performed and any charges21Q4cNotify of changes in service needs or additional maintenance requirements21Q5bAdvising of any maintenance vehicle may require in the future20Q3aPrompt acknowledgement when arrived14Q3bStarting service write-up within a reasonable amount of time13Q7dFollow-through on promises made7Q7cHelpfulness in responding to question or concern7Q3dAccurate estimate of the cost of serviceDealer Opportunities for Action Plans and Strengths to MaintainService Survey
- 18. How to Improve Customer Satisfaction with Product / QualityKano 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
- 19. Brand/PALSConsumer HeadsetKano –Prioritize and PlanTargets CascadeReliability DemonstrationKano – Execution Progress ScorecardCustomer SatisfactionWith vehicleCustomer Satisfaction – Brand, Product, and the Engineer – Graphic of Key MessagesJune5handout.ppt Originator GSTORK
- 20. 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 vanishingDoes your company deliver unique value, at a profit, to target customers? Can competition get a foothold?
- 21. From Product–Centric to Customer–Centric
- 22. Product-Centric OrganizationCustomer -Centric OrganizationKey Performance IndicatorsMarket share, Sales revenueCustomer loyalty, ProfitabilityCustomer Segment StrategyGeneric, go after everyoneTargeted, proactive and selectiveProduct / ServiceStandardized OfferingCustomized to different customerValue PropositionProduct features, Better priceCustomer solution, Superior serviceOrganization DesignStability, Specialization, StandardizationSpeed, integration, flexibilitySources of DifferentiationTangibles and hard assetsIntangibles and soft assetsFrom Product-Centric to Customer-Centric: A Paradigm Shift
- 23. How to Build up a Customer-Centric Business Structure ?
- 24. Q & A
- 25. Thank You !蕭慰農 / Knight W. N. Hsiao
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