How to understand customer satisfaction?

Customer satisfaction 1. Customer satisfaction is a relative concept, which is the matching degree between customer expectation and final value.

The expectation of customers is related to the fees they pay. The higher the cost, the higher the expectation. As far as buses are concerned, the main cost is time.

3. The higher the customer participation, the more efforts and the higher the customer satisfaction. The harder it is to get, the more it will be cherished. Because you are running all the way, you are panting, and you know how difficult it is to "catch up" with this trip, but it is very easy to wait quietly.

What is real customer service satisfaction? The customer's personal demand for service and his past experience in enjoying service, together with his reputation for the service of an enterprise around him, constitute the customer's expectation for service. As an enterprise, when providing services to customers, it is also constantly learning customers' expectations for services, and then providing services to customers according to its own understanding of customer expectations. However, in reality, there is a certain gap between enterprises' understanding of customer expectations and the services provided by enterprises and customers' own expectations of services. There are five possible situations: there is a gap between customer's expectation of service and enterprise management's cognition of customer's expectation; The gap between the service commitment made by enterprises to customers and the service quality actually provided by enterprises to customers; The gap between the enterprise's requirements for customer service quality standards and the service quality actually provided by service personnel; The gap between enterprise management's cognition of customer expectations and enterprise customer service quality standards; The gap between the customer's perception of the service provided by the enterprise and the customer's own expectation of the service can be measured, which is the satisfaction of customer service.

American Forum Company, the most authoritative customer service research institution in the United States, invested hundreds of researchers to conduct detailed and in-depth investigation and research on nearly 10,000 customer service personnel and customers in retail, credit card, banking, manufacturing, insurance, service maintenance and other industries 14, and found a rater index that can effectively measure customer service quality. Scorer index is the abbreviation of five English words, which respectively represent reliability, assurance, materiality, empathy and responsiveness. Customer's satisfaction with the enterprise directly depends on the rater index.

1. Reliability: refers to whether an enterprise can consistently fulfill its commitment to customers. When this enterprise really does this, it will have a good reputation and win the trust of customers.

2. Professionalism: refers to the professional knowledge, skills and professional quality of enterprise service personnel. Including: the ability to provide quality services, courtesy and respect for customers, and effective communication skills with customers.

3. Tangibility: refers to the tangible service facilities, environment, the appearance of service personnel and the tangible performance of service's help and care for customers. Service itself is an intangible product, but a clean service environment, special seats for children in restaurants, service girls who lead children to sing and dance in McDonald's and so on can make this intangible product tangible.

4. Empathy: It means that service personnel can always put themselves in the customer's shoes and truly sympathize with and understand the customer's situation and needs.

5. Responsiveness: refers to the desire of service personnel to respond to customer needs in time and provide services quickly. When there is a service problem, responding immediately and solving it quickly can bring positive influence to the service quality. As customers, what we need is a proactive service attitude.

Through the in-depth investigation and study of American Forum Company, it is found that customers' views on the importance of the five elements of service quality are different from those of enterprises: customers think that reliability and responsiveness are the most important of the five elements of service. This shows that customers prefer enterprises or service personnel to fully fulfill their commitments and solve problems for them in time. However, enterprises believe that visibility is the most important of these five service elements. This just shows that there is a gap between the expectations of enterprise management and customers.

At this point, we can see that the satisfaction of customer service is closely related to the customer's expectation of service. Enterprises need to stand on the customer's point of view and constantly measure their services through the five elements of service quality. Only when the services provided by enterprises exceed customers' expectations can enterprises gain a lasting competitive advantage.

Customer satisfaction: refers to the degree to which all products of the organization meet a series of customer needs.