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1、福特汽车-顾客满意 Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望Outline Customer Satisfaction1.What Is Customer Satisfaction?2.Why Needs Customer Satisfaction?3.What Are Key Components Of Customer Satisfaction?4.How To Understand Your Customer Satisfaction?5.What A
2、re 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&AWhat Is Customer Satisfaction?The formation process is dynamic:Customer measures and rates his/her Satisfaction as a result
3、 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 level of satisfaction that they will RECEIVE when prod
4、uct/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
5、Communication with sales peopleAdvertisingPriceInfluence of friendsCustomers own personality characteristicsAs 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 cus
6、tomer 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
7、 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 experience
8、d.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 IncreaseProfit In
9、crease from 5%Increase in Customer LoyaltySource:F.Reichheld and E.Sasser(1990),“Zero Defections:Quality comes to Life”Harvard Business Review,Sep.-Oct.Issue.Profit Per Customer(US$)Customer Profit Patterns Over TimeSource:F.Reichheld and E.Sasser(1990),“Zero Defections:Quality comes to Life”Harvard
10、 Business Review,Sep.-Oct.Issue.Loyal Customer vs.Sales Cycle Ford Research1.Cost of acquiring new customers is 5 times the cost to retain existing ones.2.Frequent of Customer Contact Point.Sales:one time for new car buyer.Service:eight times for car service.3.Factors that affect a customer re-purch
11、ase to your product 80%comes from high satisfaction of service experiences.Profitable Growth Through Customer LoyaltyPercents show contribution to overall customer satisfaction.Source:M&S Service AnalysisExternalInfluencesOwnership ExperienceSellItRightBuildItRightDesignItRightFixItRightTreatMeRight
12、EnduringProfitableGrowthSHAREHOLDERVALUEEnthusiastOverallOwnershipSatisfactionDesignItRightBuildItRightGet BrandRightImageBrandReliabilityValueCompe-titiveActions“Share of Wallet”BrandLoyalty$Sales$Sales$OwnerLoyalty/ConquestNewVehicleAppeal“Share of Mind”PressBuy Decision?Consumer Headset24%76%Prod
13、uct ComponentSales&ServiceCustomer Satisfaction ComponentsRatingExperienceFeelingA/5Beyond ExpectationSurprisedB/4Glad You Really Do ItDelightedC/3As ExpectedOkayD/2DisappointedBlack ListedE/1BetrayedAngryCustomer Satisfaction ScorecardCustomer Feedback SystemFLHs Marketing Research for Customer Sat
14、isfactionProduct&Quality:GQRS/JD Power IQS&APEAL/ICCDSales:CVP/JD Power SSIService:CVP/JD Power CSI/CRC&DCRC surveyDistribution:Dealer Attitude Survey(Company to Dealer Standard)What are factors that block Customer Satisfaction.A Framework for Customer Satisfaction and EnthusiasmProduct Components E
15、motionalRationalAppearanceBrand Image(Halo Effect)BasicQualityPerformanceQualityExcitementQualityFailure modeavoidanceConsumer drivenFunctional targetsminimum degradation with time/service1 123Impact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4cSa
16、lespersons 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 needs29Q4b
17、Salespersons 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 concernsDeal
18、er Opportunities for Action Plans and Strengths to MaintainSales SurveyImpact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4aQuality of service performed45Q3eService advisors honesty and sincerity44Q3cService advisors understanding of service needs3
19、2Q2aConvenience of the Service Departments 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 arrived1
20、4Q3bStarting 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 SurveyHow to Improve Customer Sat
21、isfaction with Product/Quality1.Kano model2.Establish Key Milestones for New Program Launch Ford case3.Develop Reliability Process Ford case4.Integrate Reliability Process with Program Launch Key Milestones Ford case5.Tracking Process Quality/Reliability MetricsQ/RDAM Quality,Reliability,Discipline
22、Assessment MetricsBrand/PALSConsumer HeadsetKano Prioritize and PlanTargets CascadeReliability DemonstrationKano Execution Progress ScorecardCustomerSatisfactionWith vehicleCustomer Satisfaction Brand,Product,and the Engineer Graphic of Key MessagesJune5handout.pptOriginator GSTORKWhat Are Key Drive
23、rs 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 commoditizedMargins may be vanishing1.Does your company deliver unique value,at a profit,to tar
24、get customers?2.Can competition get a foothold?From ProductCentric to CustomerCentricProduct-Centric OrganizationCustomer-Centric OrganizationKey Performance IndicatorsMarket share,Sales revenueCustomer loyalty,ProfitabilityCustomer Segment StrategyGeneric,go after everyoneTargeted,proactive and sel
25、ectiveProduct/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 ShiftHow to Build up a Customer-Centric Business Structure?Q&AThank You!蕭慰農蕭慰農 /Knight W.N.Hsiao
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