福特汽車培訓(xùn)材料——顧客滿意（英文版）（ppt 25)

1、 來自來自 中國最大的資料庫下載中國最大的資料庫下載 顧客滿意顧客滿意 / Customer Satisfaction 來自來自 中國最大的資料庫下載中國最大的資料庫下載 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 Are F

2、actors 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 來自來自 中國最大的資料庫下載中國最大的資料庫下載 What Is Customer Satisfaction ?The formation process is dynamic :Customer measures and r

3、ates 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 level of sat

4、isfaction 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. 來自來自 中國最大的資料庫下載中國最大的資料庫下載 2. There are a variety of factors influence customer expectations, and hence, ultima

5、te satisfaction level.They include such things as :Customer prior experienceCommunication 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

6、 subsequent / expectation perceptions. 來自來自 中國最大的資料庫下載中國最大的資料庫下載 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

7、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. 來自來自 中國最大的資料庫下載中國最大的資料庫下載 Why Needs Customer Satisfaction ?It was proven strong correlation

8、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 indus

9、try . Profit will increase by 25% 85% from 5% increase in customer loyalty.Firms become more profitable overtime due to loyal customers. 來自來自 中國最大的資料庫下載中國最大的資料庫下載 30%75%45%45%35%85%0%50%100%Auto Service ChainCredit CardIndustry LaundryIndustry DistributionSoftwareBranch Bank DepositsProfit IncreaseP

10、rofit 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. 來自來自 中國最大的資料庫下載中國最大的資料庫下載 -50050100150200250300Auto ServiceChainCredit CardIndustry LaundryIndustryDistributionYear 1Year

11、 2Year 3Year 4Year 5Profit 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. 來自來自 中國最大的資料庫下載中國最大的資料庫下載 Loyal Customer vs. Sales Cycle Ford Research1. Cost of acquiring ne

12、w 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-purchase to your product 80% comes from high satisfaction of service experiences. 來自來自 中國最大的資料

13、庫下載中國最大的資料庫下載 1. Retention- To succeed in our industry, repeated purchase from ourexisting customers are important to our success.- Cost of acquiring new customers is 5 times the cost toretain existing ones.2. Related Sales- To succeed in our industry, our ability to sell relatedproducts and service

14、s (e.g., spare parts, maintenance) toour existing customers is critical to our success.3. Referrals- To succeed in our industry, referrals from customers arecritical to our success.- Satisfied customers are likely to tell five other people(dissatisfied customer are likely to tell 11 other people)Mea

15、ns of Profitable GrowthProfitable Growth Through Customer Loyalty 來自來自 中國最大的資料庫下載中國最大的資料庫下載 Percents show contribution to overall customer satisfaction. Source: M&S Service AnalysisExternalInfluencesOwnership ExperienceSellItRightBuildItRightDesignItRightFixItRightTreatMeRightEnduringProfitableG

16、rowthSHAREHOLDERVALUEEnthusiastOverallOwnershipSatisfactionDesignItRightBuildItRightGet BrandRightImageBrandReliabilityValueCompe-titiveActions“Share of Wallet”BrandLoyaltyOwnerLoyalty/ConquestNewVehicleAppeal“Share of Mind”PressBuy Decision?Consumer Headset24%76%Product ComponentSales & Service

17、Customer Satisfaction Components 來自來自 中國最大的資料庫下載中國最大的資料庫下載 RatingExperienceFeelingA / 5Beyond ExpectationSurprisedB / 4Glad You Really Do ItDelightedC / 3As ExpectedOkayD / 2DisappointedBlack ListedE / 1BetrayedAngryCustomer Satisfaction Scorecard 來自來自 中國最大的資料庫下載中國最大的資料庫下載 Customer Feedback SystemSo

18、urces ofInputResolution &ImprovementPhone CallsLettersSimpleResolution of FormComplaintVerbal InputsCommunicateSurveyto right units / peopleCustomerCorrective ActionClinicDatabaseto ImproveProducts / servicesFocus GroupSystem Capturing of CustomerFeedback 來自來自 中國最大的資料庫下載中國最大的資料庫下載 FLHs Marketing

19、 Research for Customer SatisfactionProduct & 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) 來自來自 中國最大的資料庫下載中國最大的資料庫下載 What are factors that block Cust

20、omer Satisfaction.A Framework for Customer Satisfaction and EnthusiasmProduct Components EmotionalRationalAppearanceBrand Image(Halo Effect)BasicQualityPerformanceQualityExcitementQualityFailure modeavoidanceConsumer drivenFunctional targetsminimum degradation with time/service23 來自來自 中國最大的資料庫下載中國最大

21、的資料庫下載 Impact ScoreCustomer Expectation sorted in descending order of their impact on overall satisfaction100Q4cSalespersons honesty and sincerity52Q6eReceive vehicle equipped as promised44Q2aPromptly welcoming you to the dealership42Q2bGiven level of attention wanted when arrived36Q8eFollow-through

22、 on promises made33Q6aVehicle ready when promised29Q5aShow concern for individual finance and insurance needs29Q4bSalespersons knowledge about products and service24Q7cHelpfulness of the dealership during follow-up call20Q6dEverything on vehicle was in working order19Q2cTake me seriously when I arri

23、ved18Q8cAbility to answer questions or resolve concerns18Q8dHelpfulness in responding to questions or concernsDealer Opportunities for Action Plans and Strengths to MaintainSales Survey 來自來自 中國最大的資料庫下載中國最大的資料庫下載 Impact ScoreCustomer Expectation sorted in descending order of their impact on overall s

24、atisfaction100Q4aQuality of service performed45Q3eService advisors honesty and sincerity44Q3cService advisors understanding of service needs32Q2aConvenience of the Service Departments opening hours22Q5aClearly explain service work performed and any charges21Q4cNotify of changes in service needs or a

25、dditional 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 concern7Q3dAcc

26、urate estimate of the cost of serviceDealer Opportunities for Action Plans and Strengths to MaintainService Survey 來自來自 中國最大的資料庫下載中國最大的資料庫下載 How to Improve Customer Satisfaction with Product / Quality1. Kano model2. Establish Key Milestones for New Program Launch Ford case3. Develop Reliability Proc

27、ess Ford case4. Integrate Reliability Process with Program Launch Key Milestones Ford case5. Tracking Process Quality / Reliability MetricsQ / RDAM Quality, Reliability, Discipline Assessment Metrics 來自來自 中國最大的資料庫下載中國最大的資料庫下載 9Customer Satisfaction Kano ModelCustomer SatisfactionExciting Quality(Sur

28、prise & Delight High % BTE BetterThan Expected!)Performance Quality(Attributes Product BuildingBlocks Of Customer Satisfaction)Degree of AchievementxBasic Quality(TGW Inhibitors)yFuel EconomyWater LeaksDutch DoorFor dNor t h Amer i can RangerTr uckSat i sf act i onP273P273Br andGQRS2003Pr og.PAL

29、S3 MI S3 YI STar getSt at usDesi gn & St yl i ngAAALLPackage Ef f i ci encyLAALLPower t r ai nACALADr i v i ng Dynami csAAAAAAccessi bi l i t yLCAAAComf or tCAAAATechnol ogyCN/ A*N/ A*N/ A* *N/ A* *Env i r onmentAN/ A*N/ A*AASaf et y & Secur i t yAAAAAQual i t yLAAAAI ngenui t yLN/ A*N/ A*LL

30、Compet i t i v e SetDakot a, Fr ont i er , S- 10, TacomaRam, Si l v er ado, Tundr a, T10017Com m ents : The team will perform further analysis to reconcile this correlation with its m arket segm entCritic al Q uality CharacteristicsUnitD219 TargetS 80Cam ryRX300Delta Target/ S tatusD219 Cust. S at.

31、TargetP ark /Neutral96 S ounddB a41tbd41.844.4 V ibrationm m /s1.5tbd2.83.2Drive/Revers e S ounddB a43tbd43.848.1 V ibrationm m /s3tbd5.21.9A c c eleration - W O T S oundV E R8.588.58 V ibrationV E R8.588.58P art Throttle S oundV E R8.588.58 V ibrationV E R8.588.58D219 S e gm e nt Engine Q uie tne s

32、s Custom e r Corre la tionE xpedition M ercedes M L320Navigator 4.6L Navigator 5.4LLand CruiserRX300Lexus LX470E xpeditionE xplorerR2 = 0.96R = 0.98505560657075808590951007580859095100pw a g: P hons W e ighte d Ave ra ge of P hons vs. RP M (W O T) P honsCustom er Satisfaction, Engine Quietness, %Hig

33、h Satisfaction D219s Target LineD219/D258 Customer Satisfaction Correlations100010000Failure cyclesProbabilityLight CalciumHeavy-Hi Calcium (c)Heavy CAG (p)Heavy CAG Plus01(c) Current EU(p) Proposed EUcurrent target proposed target Lucas Yuasa in ToyotaB100.124005700Robustness WindowNumber of test c

34、ycles200 400 600 800Displacement under 6kN loadcurrent designmodified designNote: failure modes 1.1 & 1.2generate functional degradation asillustrated.TransmissionTransmissionSuspension BushingSuspension Bushing0.010.1110101001000Failure Time (hours)Failure percentProduction0.57mm clearance10%6C

35、ommon shape parameter b =7.4BatteryBattery9Customer Satisfaction Kano ModelCustomer SatisfactionExciting Quality(Surprise & Delight High % BTE BetterThan Expected!)Performance Quality(Attributes Product BuildingBlocks Of Customer Satisfaction)Degree of AchievementxBasic Quality(TGW Inhibitors)yF

36、uel EconomyWater LeaksDutch DoorBrand/PALSConsumer HeadsetKano Prioritize and PlanTargets CascadeReliability DemonstrationKano Execution Progress ScorecardCustomerSatisfactionWith vehicleCustomer Satisfaction Brand, Product, and the Engineer Graphic of Key MessagesJune5handout.pptOriginator GSTORK 來

37、自來自 中國最大的資料庫下載中國最大的資料庫下載 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 commoditizedMargins may be vanishing1. Does your company deliver unique value, at a profit, to target customers?2. Can comp