Customer satisfaction evaluation index

Question 1: The classification of customer satisfaction refers to the satisfaction of customers after consuming the corresponding products or services. As mentioned above, customer satisfaction is a psychological state and a self-experience. This psychological state should also be defined, otherwise customer satisfaction can not be evaluated. Psychologists believe that according to the cascade theory, emotional experience can be divided into several levels, and accordingly customer satisfaction can also be divided into seven or five levels. The seven grades are: very dissatisfied, dissatisfied, not very satisfied, average, relatively satisfied, satisfied and very satisfied. The five grades are: very dissatisfied, dissatisfied, average, satisfied and very satisfied. According to the psychological cascade theory, management experts give the following reference indicators for the seven steps: 1. Dissatisfaction means: indignation, anger, complaint and anti-propaganda. Dissatisfaction means that customers feel indignant and angry after consuming a certain commodity or service. They not only try their best to find opportunities to complain, but also use every opportunity to carry out anti-propaganda to vent their unhappiness. 2. Dissatisfaction refers to the sign: anger and annoyance: Dissatisfaction refers to the state of anger and annoyance generated by customers after purchasing or consuming a certain commodity or service. In this state, customers can barely bear it, hoping to make up for it in some way, and when appropriate, they will also carry out anti-publicity to remind their relatives and friends not to buy the same goods or services. 3. Dissatisfaction: Dissatisfaction and regret: Dissatisfaction refers to the state of complaints and regrets generated by customers after purchasing or consuming a certain commodity or service. In this state, although customers are not satisfied, their views on reality are like this. Don't expect too much, so they admit. 4. General indication: no obvious positive and negative emotions: general state refers to the state in which customers have no obvious emotions in the process of consuming a certain commodity or service. In other words, it's neither bad nor bad, but it's ok. 5. Satisfaction: goodwill, affirmation and recognition: Satisfaction refers to the goodwill, affirmation and recognition formed by customers when they consume a certain commodity or service. In this state, customers are still satisfied, but far from meeting higher requirements, which is gratifying compared with some worse situations. 6. Satisfaction: Satisfaction, praise and pleasure: Satisfaction refers to the satisfaction, praise and pleasure of customers when they consume a certain commodity or service. In this state, customers are not only sure of their choices, but also willing to recommend them to relatives and friends. Their expectations are basically in line with reality, and there is no big regret. 7. Satisfaction: Excitement, satisfaction and gratitude: Satisfaction refers to the state of excitement, satisfaction and gratitude formed by customers after consuming a certain commodity or service. In this state, customers' expectations are not only fully met without any regrets, but may also greatly exceed their own expectations. At this time, customers are not only proud of their choices, but also take every opportunity to publicize, introduce and recommend to relatives and friends, hoping that others will spend. Customer satisfaction survey has a history of 10 years in China. From the initial service implementation survey, to the perceived quality survey, and then to the satisfaction index model survey, we continue to combine with various research technologies and concepts to develop satisfaction survey technologies that meet different needs. According to the different concerns of satisfaction survey and problem solving, satisfaction survey technology can be classified as 10 generation so far. The first three generations are the basis of the whole 10 generation satisfaction survey, which has gone through the development process from service process survey (1 generation) to service effect survey (second generation) and from service quality survey to satisfaction index survey (third generation). The last seven generations were developed according to different application requirements on the basis of the first three generations. Focusing on improving dissatisfied customers, we have developed dissatisfaction survey (the fourth generation) and short board improvement survey (the fifth generation). In order to optimize the resource allocation strategy and determine the resource input boundary, the KANO model (6th generation) was developed. In order to analyze the demand for differentiated services, U&; A study (the seventh generation) comprehensive satisfaction survey; The eighth generation of satisfaction focuses on people with high satisfaction, the ninth generation focuses on improving user experience, and 10 generation emphasizes the establishment of a service management system with satisfaction survey as the core. Satisfaction survey technology from 1 generation to 10 generation is not a substitute relationship, and each generation of technology is suitable for the needs of enterprises and institutions of different types and development stages. Gradually adopting the targeted technical level can significantly and effectively manage and improve the service level. The satisfaction technology of each generation is specifically introduced as follows: service implementation survey (1 generation), service implementation survey of implementing service standards and standardizing employee behavior (1965th generation), and the United States ..... >; & gt

Question 2: Quantification of satisfaction evaluation index system The essence of customer satisfaction evaluation is a process of quantitative analysis, that is, numbers are used to reflect customers' attitude towards the attributes of the tested object, so it is necessary to quantify the evaluation index. Customer satisfaction measurement is about customers' views, preferences and attitudes towards products, services or enterprises. It is difficult to understand the attitude of customers through direct inquiry or observation. Using some special attitude measurement techniques to quantify will make those "attitudes" that are difficult to express and measure not only objective but also convenient. The basic tool used in this attitude measurement technology is the so-called "ruler". The design of the scale includes two steps. The first step is "assignment", which assigns different values to different gesture features according to the set rules. The second step is "positioning", which arranges or forms a sequence of these numbers, and positions them on this sequence according to the different attitudes of the interviewees. The attitude characteristics expressed by numbers in the scale have two purposes. First of all, figures are convenient for statistical analysis; Secondly, numbers can make the attitude measurement activity itself simple, clear and definite.

Question 3: How to establish the evaluation index system of customer service satisfaction The first step to establish the evaluation index system of customer service satisfaction is to clarify the factors that affect customer satisfaction. At the same time, we should fully consider how to obtain these factors and quantify them. The process specifically includes answers to the following questions:

Customer satisfaction factors that affect the purchase behavior, customer satisfaction factors that affect the use of products (services), and which of these satisfaction factors can be satisfaction indicators; The degree of influence of various satisfaction indexes on purchase and use, and the channels through which the above data can be obtained; What methods should be used to collect data, problems that should be paid attention to when collecting data, and so on.

The initial selection of indicators is mainly to determine the indicators that affect customer satisfaction. You can comprehensively use the data collection methods described above to find out all the factors that affect customer satisfaction.

First of all, you can collect second-hand information to form an understanding of the industry background, industry status and competitors, and initially give the answers to the above questions. Secondly, through internal interviews, in-depth interviews and focus interviews, the company's executives, employees who deal with customers, existing customers, potential customers and suppliers were deeply investigated. These interviews provide a framework for identifying and understanding important satisfaction indicators. At present, qualitative analysis method is mainly used, that is, content analysis method. By counting the number of times that certain opinions about satisfaction appear, the word frequency is analyzed to determine the pattern of word usage level. In the focus group, determine the initial satisfaction index, when the number of words is very valuable information.

Open-ended questions are more applicable at this stage, because it can grasp the intuitive response and spontaneity of customers and capture important indicators that cannot be imagined from the company's point of view. Analyzing the answers and understanding the customer's evaluation of each satisfaction index and its importance will help to find out the main reasons for customer satisfaction or dissatisfaction. By coding, summarizing and classifying, we can identify and extract important topics, questions and structures from the answers to open-ended questions. There is often a strong subjectivity in the coding process. One way to reduce subjectivity is to compare the codes designed by two or more independent coding individuals, so that we can examine and discuss the differences in ideas and incorporate everyone's best opinions into the final code table.

Selection of effective indicators After all the indicators that affect customer satisfaction have been preliminarily selected, effective selection should be made, inapplicable indicators should be eliminated, and those indicators that can truly reflect customer satisfaction not only in the statistical sense but also in the practical sense should be retained. At this stage, quantitative analysis method is mainly adopted, that is, various statistical techniques are applied to deeply excavate and analyze the relationship between variables.

At this stage, questionnaires are usually used to collect the required data. Customer satisfaction measurement mainly investigates customers' evaluation of products, services or enterprises, and generally adopts Likert scale to measure such problems. Experts can be asked to find out the key indicators according to the preliminary selected indicators to design the questionnaire, and decide to adopt five, seven or ten scales according to the actual situation. On the premise of ensuring the validity and reliability of the questionnaire, the results of the questionnaire survey can be quantitatively analyzed.

Question 4: How to build a customer satisfaction index system? Customers can be divided into internal customers and external customers. First, the construction of external customer satisfaction index system;

First, the establishment of evaluation indicators

1. What should customers pay attention to first? Generally speaking, customers have four concerns: quality (product or service), price (internal cost), timeliness and accuracy of providing services, and sense of superiority (vanity).

2. Secondly, the purpose of establishing customer satisfaction index system should be clear: first, to cultivate customer loyalty; Second, understand customer complaints and demands (VOC) and guide internal improvement.

3. Based on the above, we can start to design the customer satisfaction index system. General evaluation indicators include: product failure rate (measuring quality), price level comparison (comparing with competitors' similar products), after-sales service response rate (if there is an installation and delivery process, it will also be included, and users' needs will often be forgiven and unhappy feelings will become respected), and after-sales service problem solving rate (timely service and).

Second, determine the appropriate investigation methods and implement the investigation.

First of all, it should be clear that the evaluator of customer satisfaction is the customer, not himself, but often the customer's perception of products is just an impression, and customers are often unwilling to spend too much time recalling the problems of those products or services, so appropriate investigation methods are very important. At present, the survey methods include questionnaire, telephone, in-depth interview, focus interview and technical exchange meeting. What form it takes depends on the specific situation. What I want to emphasize here is that no matter which survey method, it involves the design of questionnaire survey, which is the key. On the one hand, the truly valuable content can be asked through questionnaire design, on the other hand, the questions of questionnaire design must be able to guide the internal improvement direction.

Third, establish an evaluation mechanism of customer satisfaction within the enterprise.

Enterprises should establish corresponding assessment mechanism according to the results of questionnaire survey, and implement rewards and punishments according to the survey results.

Fourth, establish an improvement mechanism.

The results of the questionnaire survey are from beginning to end, so we must sort out the specific improvement items, reach the corresponding departments, and implement follow-up management.

After completing the above four steps, we should formulate corresponding management standards and then establish a customer satisfaction system.

These are some personal experiences, and the question of time is not very detailed. Welcome to communicate for your reference!

Question 5: Evaluation index of customer satisfaction index (I) Establishment of evaluation index system of customer satisfaction index Let's first understand the "customer satisfaction index model", which is mainly composed of six variables, namely, customer expectation, customer's perception of quality, customer's perception of value, customer satisfaction, customer complaint and customer loyalty. Among them, customer expectation, customer's perception of quality and customer's perception of value determine the degree of customer satisfaction and are the input variables of the system; Customer satisfaction, customer complaints and customer loyalty are the result variables. (II) Indicator Quantification Attitude Scale The evaluation index of customer satisfaction index mainly adopts the method of attitude quantification. Generally, the Richter scale is adopted, that is, the values of "5, 4, 3, 2, 1" are given to the five-level attitude of "very satisfied, satisfied, average, dissatisfied and very dissatisfied" (or the reverse order). Please mark the respondents, or tick or circle the corresponding positions directly. The following is an example of evaluating customers' satisfaction with the quality of a product with Likert scale: the evaluation indexes are very satisfied, generally dissatisfied and dissatisfied with the appearance stability, durability and safety of the packaged product. Sometimes we will encounter many quantitative evaluation indicators, which can't be directly used in Likert scale. In order to facilitate the collection and statistical analysis of data information, these indicators must be transformed into the evaluation indicators required by Likert scale. The transformation method is to divide the index value into five intervals, and each interval corresponds to five assignments of Likert scale, thus realizing the transformation of the index. Determine the weight of evaluation indicators. Each indicator has different importance in the evaluation system and needs to be given different weights, that is, weights. Besides subjective weighting method, there are direct comparison method, paired comparison method, Delphi method and analytic hierarchy process. Enterprises can choose appropriate methods according to the experience and professional knowledge of appraisers.

Question 6: The grade index of customer satisfaction index, the second part of customer satisfaction index evaluation, the third-level index, the third-level index, the overall expectation of customers for the quality of products or services, the expectation of customers for the reliability of products or services, the customer's perception of quality, the customer's evaluation of the reliability of products or services, the customer's perception of value, and the customer's evaluation of the quality level under a given price condition. Customer's perception of total value; Customer satisfaction; Comparison between overall satisfaction perception and expectation; Customer complaints; Customer complaints; The possible performance of customer loyalty and repeat purchase; The price increase range that competitors can bear can be * * * the four-level index of the price reduction range evaluation index system (that is, the three-level index is expanded to form a questionnaire problem).

Question 7: What are the evaluation principles of customer satisfaction? The core of customer satisfaction survey is to determine to what extent products and services meet customers' wishes and needs. As far as its research objectives are concerned, the following five basic principles should be followed:

1 to determine the key performance factors that lead to customer satisfaction;

2. Evaluate the satisfaction index of the company and the satisfaction index of major competitors;

3. Judge priorities and take correct actions;

4. Control the whole process;

5. Product upgrade and product upgrade.

Question 8: Definition of Customer Satisfaction Index (CSI) Customer Satisfaction Index is a very hot and cutting-edge topic in the field of quality economy at home and abroad. Abroad, many countries, such as the United States, have mature customer satisfaction evaluation systems, but in China, the customer satisfaction index evaluation system is still in its infancy. Corros of the Quality Research Center of the University of Michigan Business School? Dr. Claes fornell summarized the results of theoretical research and put forward an econometric model, namely Fennell logic model, which is composed of customer expectation, post-purchase perception, purchase price and other factors. This model combines the mathematical operation method of customer satisfaction with the psychological perception of customers buying goods or services. The index obtained by solving this model with partial differential least squares method is customer satisfaction index. The American Customer Satisfaction Index (ACSI) is also based on this index. It is an index obtained by establishing a model based on customers' evaluation of the quality of products and services purchased in the United States, provided by domestic enterprises in the United States or provided by foreign enterprises with a considerable share in the American market. It is an economic index to measure customer satisfaction.

Question 9: Four levels of customer satisfaction index The evaluation index system of customer satisfaction index is divided into four levels: the first level: the overall evaluation target "customer satisfaction index" is the first level index; The second level: the six elements in the customer satisfaction index model-customer expectation, customer perception of quality, customer perception of value, customer satisfaction, customer complaint and customer loyalty, are secondary indicators; The third level: the indicators obtained after the concrete development of the second-level indicators conform to the characteristics of different industries, enterprises, products or services, and are third-level indicators; The fourth level: the third level indicators are specifically developed into questions on the questionnaire, forming the fourth level indicators. The first and second indicators in the evaluation system are applicable to all products and services. In fact, we are going to study the third and fourth indicators.