顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)課件

顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)2024/3/14顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)“Aneconomycannotbedescribedbyaddinguphowmanytonsofrebaritmakes,howmanypassengermilesofairtravelitlogs,howmuchwooditswoodchuckschuckperhour.Allthesethingscount(andwecountthem),butinthefinalanalysiswhatmattersishowwellaneconomysatisfiesitscustomers…”(ThomasStewart,Fortune,1995)顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)TheMeasuredEconomyIncludes…Pig-ironproductionCoalproductionRailroadoperatingincomeRailfreightEtc.…顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)TheEconomyIsChanging顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)HowWeMeasurePerformanceis

AlsoChangingTheOldWorldTheNewWorldMassproductionandconsumptionofcommoditiesIncreasinglycustomizedgoods,servicesandinformationProductivityProductivity

and

Customer

Satisfaction顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)ImplicationsforCompanies顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)CustomerAssetManagementis

BuiltontheFollowingPrinciplesSatisfiedcustomersareaneconomicassetthatyieldsfuturecashflowsThesecashflowscanbecalculatedasdiscountedpresentvalueCoststogrowthecustomerassetbase

areinvestmentsSkillfulmanagementofthecustomerassetisessentialforlong-termprofitability顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)CustomerAssetValue

inGlobalMarketsECSI(Europe)KCSI(Korea)MCSI(Malaysia)ACSI(Australia)ACSI(Argentina)BCSI(Brazil)MCSI(Mexico)CCSI(Canada)ACSIüGlobalCompetitionüTheRoleofIntangibles顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)MajorReasonsforaNationalIndex

ofCustomerSatisfactionQualityofeconomicoutputisessentialto

livingstandardsCustomersatisfactionisaleadingindicatorofcompanyeconomicperformanceCustomersatisfactioncontributestoeconomicgrowthandjobcreation NecessarymeasureforCPI,productivity,andultimately,GDP顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)SomeImportantEconomicIndicatorsandaNEWOne!顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)NationalEconomy,SectorsandIndustries*$665B$582B$472B$392B$277B$106B$62B*Thesizeofeachofthesevensectorsisshownaboveasthepercentofthetotal1994grossdomesticproduct.Salesfiguresreflectthetotalsales

fortheselectedU.S.firms.Thetotalsalesoftheselectedfirmsare51%oftheGDPforthesesevensectorsand38%ofthenationalGDP.ManufacturingNondurables

(SIC2)

8.2%ManufacturingDurables

(SIC3)

9.4%Transportation/

Communications/

Utilities(SIC4)

8.8%Retail

(SIC5)9.3%Finance/

Insurance

(SIC6)6.8%Services

(SICs7,8)19.6%Public

Administration/

Government

(SIC9)12.6%Apparel/

athleticshoesApparel/sportswearBeverages/beerBeverages/softdrinksFoodprocessing

?meat

?dairy

?cannedgoods

?cereal

?bakedgoods

?confectionaryGasolinePersonalcareandcleaningproductsPublishing/newspapersTobacco/cigarettesAutomobiles,vansandlighttrucksConsumerelectronics/

TVandVCRHouseholdappliancesPersonalcomputersAirlinesBroadcasting/TVParceldelivery&expressmailTelecommunications/

localphoneTelecommunications/

longdistancephoneU.S.PostalServiceUtilities/electricserviceDepartmentanddiscountstoresRestaurants/fastfood,

pizza,andcarryoutSupermarketsCommercialbanksLifeinsuranceInsurance/

personal,property,

homeowner’sandautomobileHospitalsHotelsandmotelsMotionpicturesSolidwaste/centralcity(metro)Solidwaste/

suburban(metro)InternalRevenueServicePolice/centralcity(metro)Police/suburban

(metro)顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)CoverageSevensectorsFortyindustriesTwoHundred+companiesandagencies$2.7trillionsales(U.S.companies)顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)TheRespondentsApproximatelyonemillion

sampledrandomlyScreened:RecentexperienceasacustomeroftheselectedcompaniesApproximately250,000completedinterviews顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)CustomerExpectationsACSIModelPerceivedServiceQualitySatisfactionComparisonw/IdealConfirm/DisconfirmExpectationsPerceivedOverallQualityPerceivedValueCustomerComplaintsCustomerLoyaltyRepurchaseLikelihoodPriceTolerance(ReservationPrice)OverallCustomizationReliabilityOverallCustomizationReliabilityPriceGivenQualityQualityGivenPricePerceivedProductQualityReliabilityCustomizationOverallReliabilityCustomizationOverallComplaintBehaviorCustomerSatisfaction(ACSI)顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)ACSICompaniesIncluded…顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)ChangesinNationalACSI顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)CustomerSatisfactionandEconomicPerformance:TheEvidencetoDate ROIorROA Positiveandsignificantrelationship

(U.S.andSwedishdata) RicardianRents Positiveandsignificantrelationship

(Tobin’sQ) (U.S.data) MarketValue OnepointACSI=$647Million MarketToBook Positiveandsignificantrelationship

(U.S.data) RiskMeasures Negativeandsignificantrelationship

(withloyaltyvariable–notACSI) StockPriceReturns HighACSIandSCSBfirmsoutperformthemarket

(U.S.andSwedishportfolios) StockMarketReaction Statisticallysignificantreactionfollowing

publicreleaseofACSIresults(U.S.) EconomicValueAdded PositiveandsignificantrelationshipwithMVA顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)RicardianRents顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)RicardianRentsState-DependentSpecification顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)ASimpleValuationModelUsingtheACSI顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)CustomerSatisfactionasan

EconomicAssetAnassetmusthavearelevantattributethatcanbemeasuredinmonetarytermswithsufficientreliability.(FASB)“Onecleardriverofwealthproductioniscustomersatisfaction.”(CommissionerStevenWallman,SecuritiesandExchangeCommission,1997)Iftrue,thereshouldbearelationshipbetweenchangesintheexpecteddiscountedpresentvalueofthefutureincomestreamthatcustomersatisfactionwillgenerateandchangesintheACSI.顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)MarketValueAdded(MVA)–Ameasureofthewealthacompanyhascreatedforitsinvestors.Itiscalculatedasthedifferencebetweenwhatinvestorsputinandwhattheycantakeout.*Significantat.05level**Significantat.01levelACSI(1994)MVA(1995)ACSI(1996).24*Correlations:.33**顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)Decreasein

short-termearnings

and

RisingCustomerSatisfactionEarningsPower

Enhanced顧客滿意度指數(shù)測(cè)評(píng)體系報(bào)告(1)Increasein

short-termearnings

and

declinein

customersat