. Customer satisfaction is a moving target; what satisfies one customer may not satisfy another, and what makes a customer satisfied in one situation may not satisfy him or her in another. 100% customer satisfaction can only be achieved if the satisfaction factors of different customer groups are well understood.
. Maintaining long-term customer satisfaction contributes to the building of customer relationships and ultimately improves the long-term profitability of the organization; achieving the highest degree of customer satisfaction is the ultimate goal of marketing.
. Customer satisfaction measurement, monitoring and control is the 2000 version of the ISO9000 standard of a key and difficult, customer satisfaction measurement results is the enterprise quality management performance of the comprehensive indicators. Enterprises in order to improve product quality, continuous and effective improvement, should be constantly customer satisfaction measurement and market research. But how to accurately conduct customer satisfaction survey, measurement and analysis is an extremely tricky job.
. With the ISO9000 quality management system certification in the domestic enterprises in the general implementation of customer satisfaction has become an important measure of the level of quality management of each enterprise one of the indicators. Therefore, customer satisfaction measurement has become an important part of daily quality management and management system certification. In order to do a good job of this work, enterprises every year to invest a lot of manpower, material resources, but the effect is often poor. The main reason for this is that the products of various enterprises and related circumstances vary greatly, customer satisfaction measurement is not possible according to a unified model, and the measurement is the customer's personal feelings, losing the significance of this work. Therefore, how to do a good job of customer satisfaction measurement, business operations, especially in the quality management system certification is one of the most difficult work.
. Customer satisfaction measurement can evaluate the performance of the management system for the enterprise quality management system to provide a scientific basis for improvement, so the development of scientific customer satisfaction measurement method is objective, fair and comprehensive investigation of the basic conditions of customer satisfaction.
. Customer satisfaction measurement commonly used survey methods are questionnaires, household interviews, telephone evaluation, group interviews and mystery shopper method. Each method has its own focus, and the results are different. Therefore, it is difficult to obtain a comprehensive and accurate satisfaction value by using a single method for satisfaction measurement. Therefore, according to the product characteristics, customer structure and consumption, choose a different combination of ways to conduct satisfaction surveys and measurements, so that customer satisfaction can be more comprehensive, real and objective to reflect the feelings of customers.
. Cangzhou Chemical is a national large one-type chlor-alkali chemical enterprise, and its main product is PVC resin - one of the five major general-purpose plastics. Its customers are mainly plastics processing enterprises and trade dealers, generally are often cooperate with the old customers, the customer base is relatively fixed, single. The product differences between peers are small, and the generality is strong. In view of the above characteristics, combined with several years of customer satisfaction survey and measurement work experience and lessons learned, we have developed a more complete customer satisfaction measurement method: the use of questionnaires, visits and exchanges and complaints statistics combined with the measurement method.
. Combined with the characteristics of PVC resin and customer use, according to the nature and role of the satisfaction survey is subdivided into the following items (the number in parentheses is the weight of each item)
. 1. product quality (50): a. quality (30) b. packaging (10) c. usability (10)
. . 2. Purchasing and selling process (20): a. Reception (8) b. Procedure (8) c. Price and payment (10)
. .3. Related services (30): a. Transportation (8) b. Problem handling (12) c. Technical support and service (10)
. Since PVC resin is white powder with clear requirements for impurities, the tightness and recontamination of packaging have a greater impact on the quality of PVC resin, so it is investigated as an important item.
. Price and payment is one of the focus of supply and marketing, due to the different price positioning of each enterprise's products, quality differences, thus generating the price of high and low, coupled with different people on the market fluctuations in the sense of feeling and reaction speed is not the same, but also may increase the price difference. This is normal, but customers may disagree with this. For this reason, we also include price and payment as an element of the survey, but establish a lower score.
. Based on the above items, the survey form is further subdivided to develop a questionnaire to be used as part of the satisfaction survey and measurement.
. Considering the questionnaire, many customers are reluctant to express their opinions directly, simple perfunctory, thus causing the results of the survey distortion. Worse, with a variety of excuses such as: "no opinion", "very good" and so on to shirk, do not fill in as required. But this does not mean that there is really no opinion, there may be more opinions, and even loss. Therefore, in doing customer satisfaction measurement, this part can not be the focus of statistics by 40% discount.
. Because of the annual visit to the customer and communication, this time the customer does not have the psychological burden of filling out the form, through the exchange can be more accurate to understand the customer's opinions and requirements of the products and services, the content of the conversation to record and analyze, you can get a more realistic customer feelings.
. According to the content of the questionnaire, each item is divided into very satisfied (100-90); satisfied (90-70); more satisfied (70-60); more dissatisfied (60-40); dissatisfied (40-20) Five levels were used to re-estimate satisfaction scores. Items not reflected in the communication were estimated as satisfactory.
. This estimated score and the questionnaire score, weighted average of the 60/40 ratio to get the customer's initial satisfaction value. If there is no score for this customer in the questionnaire survey, the walk-through estimated score will be used as his preliminary satisfaction value.
. On this basis, the customer every complaint, according to the handling of the situation and the degree of customer satisfaction with the results, according to the following levels plus or minus customer satisfaction scores: complaints are not dealt with (-5); complaints are handled, the customer is not satisfied (-5); complaints are handled, the customer is not very satisfied (-3); complaints are handled, the customer is basically satisfied (-1); complaints are handled, the customer is satisfied (0); complaints are handled, the customer is very satisfied (+2), thus obtaining a final satisfaction score for that customer.
. In short, the customer satisfaction measured in this way is more objective and fair, and can more truly reflect the problems in quality management and provide a more scientific basis for further improvement and refinement of the work. Of course, there are still shortcomings in this measurement method, for example, it should increase the reflection of customer turnover and other items in satisfaction, and it can also be adapted and added to other measurement methods. Therefore, we should start from the actual, combined with their own characteristics, continue to explore, the courage to innovate, will be able to do a good job of measuring customer satisfaction, to achieve the purpose of understanding the real feelings and requirements of customers, through the improvement of customer loyalty, and ultimately improve the long-term profitability of enterprises.