There is an interesting phenomenon in the Chinese market. Each company is very keen to measure customer satisfaction. Whether it is Chinese brand or foreign brand, more than one business manager tells me that they will spend money every year to ask the third party research institution to be customer satisfaction Survey, the survey results show that their company's customer satisfaction ranking industry first, leading competitors, it seems that they like this survey of this third-party research structure, which can give them "success" to provide evidence.
Under the driving of customer satisfaction survey data, many companies have put forward the goal of building the "first brand" or "foreign service service" in China's construction machinery industry. The author is very recognized that the company has created a "first brand" service strategy, which is very good for users, and can also improve the service level of the entire industry. The ridiculous thing is that almost every company claims that his customer satisfaction index is higher than the competitor, and it seems that the customer satisfaction survey of the authority has proven that they are the "first brand of services" in the industry.
Recently, Amazon punished the Chinese seller, directly sealed a lot of Chinese sellers in the Amazon platform, broke their finances. After the baptism of Taobao Tmall, Chinese sellers in the Amazon platform "advantage" huge, they are in parcels, a gift Karei to help cheating, brush, brush praise, means fire pure.
As long as there is a person who has experienced online shopping, I know the gameplay of e-commerce comments. Through Xiaoyu, death, withdraw the order, resolutely eliminate the bad review, improve the customer "word of mouth", in fact, it is a false customer satisfaction to deceive new customers . This score is neither accurate, it is not objective, consumers believe that the score is because they don't know, but if the platform is also believed to be too laugh. Taobao Tmall has a eye, close one eye, but Amazon is resolutely maintaining the rules and directly seals.
Customer satisfaction surveys are also the same, and companies hope to monitor customers' feedback. This is not very good, but if the corporate manager finds the score of customer satisfaction investigation, it is too kind to laugh. .
Why measure customer satisfaction?
We first think about the most basic question: Why should companies measure customer satisfaction? The author believes that the purpose of measurement customer satisfaction is to measure customer loyalty and customer return rate, because these two indicators are difficult to measure, the company thinks customers satisfaction The higher the degree, the higher the customer's loyalty, the customer's returns will naturally be higher. So take a budget every year to measure customer satisfaction.
Then I will ask a question again: A company customer satisfaction is 90%, the customer satisfaction of the B company is 85%, which company's customer satisfaction is higher? Some people will say, 90% greater than 85%, of course A enterprise Customer satisfaction is higher! It can be inferred that a company's customer returns will be higher than that of companies.
In fact, we have fallen into the misunderstanding of customer satisfaction surveys: the questionnaires are different, and the statistical methods are different, and the two results are not comparable. Many companies use customer satisfaction investigations as a performance appraisal score, they only recognize the results, but there is no analysis behind the results. In the end, the original intention of the customer satisfaction and the original intention of the measurement satisfaction is getting farther, and finally, it has become a "highlight", which has become a "highlight" when it is reported to the enterprise executive, and slowly management I have begun to believe this indicator, but no one has asked: "Our customer satisfaction is so high, why is the customer's return rate is so low?"
Many performance indicators often show what we want to see. Enterprises want to see that they are leading their competitors in a certain aspect. The investigation company will certainly provide this result. This kind of psychology makes many people forgetting the brain thinking, let Your own IQ decline. Common sense tells us that a industry impossible to have so many "first brands", customer satisfaction investigation is really the standard of "first brand"?
Satisfaction is unable to reflect loyalty
The easiest way to measure the customer satisfaction index is to invite customers to answer "Do you play a few points for the company's products and service satisfaction?"
1 point: very dissatisfied
2 points: unsatisfactory
3 points: neutral
4 points: satisfaction
5 points: very satisfied
Satisfied with customers (comment 4-5 points) accounts for the percentage of all investigations, is the customer satisfaction index of this company. In order to let customers satisfaction surveys reflect more details and questions, many companies have added some issues to more accurately find the problem of customer reflection.
This approach has also caused some new problems: a. There are too many investigations. The participation rate of customer surveys is low. The result is not objective; b. In order to increase the participation rate of satisfaction surveys, some research companies are committed to the investigation "Gifts" and "benefits" will be obtained later. It can be such that "there is a short mouth of people". The results of the survey tends to be high, not objective; c. Many companies will conduct customer satisfaction surveys immediately after each service, service technicians have prior "request" customers give themselves Praise. The customer is of course not stupid, knowing once it gives a bad review, you may have trouble when you need service, why do you have to go with you?
As a result, customer satisfaction surveys become like a "shame", and the results are increasingly related to the company's products and service levels, more is a happy indicator of enterprise management "self-entertainment". The bosses believe that the higher the customer satisfaction, the higher the customer's loyalty, the higher the customer's retreat rate. Unfortunately, almost every business satisfaction survey has received a high score, many business customer satisfaction more than 90%, but the customer's backward rate is even less than 30%, the two are simply in the north, complete There is no dependency.
Gartner's survey results show that the correlation between customer satisfaction and customer loyalty is only 0.13, and both are related. This explains why the customer satisfaction is high, the customer's backward rate is very low, and many boss's cognitive misunderstandings are that they believe that customer loyalty is difficult to measure directly, thinking that customer satisfaction directly reflects customers loyalty. Unfortunately, they are wrong, the customer satisfaction investigation cannot reflect the customer loyalty and customer return rate.
People think that companies hire third-party companies to do customer satisfaction surveys, and the results will be fair, in fact. I want to understand it, you will be easy to understand: You spend a third-party company to do investigation, they certainly hope that the results will not be satisfied, otherwise the second year will not find them again; the list of customers who participated in the survey is you provided, the result may be The survey has been determined; the customer samples of competitors are very limited, the questionnaires of satisfaction investigation are different, how to prove your customer satisfaction than your competitor?
Previously, the customer satisfaction survey of Xerox Company was also calculated based on the ratio of satisfaction and very satisfied customers. Later, a young manager of Xerox analyzed the satisfaction survey of 40,000 customers. The analysis results were shocked: very satisfied with the returning rate of customers than satisfied with the returning rate! To this end, Xerox Company Adjust the statistical method of customer satisfaction survey, only calculate the proportion of very satisfied customers, because statistical results prove that satisfaction customers do not represent any extent to customer loyalty, and very satisfied is the necessary conditions for customers.
If a brand market share is constantly declining, it is known as its customer satisfaction. The company is the "first brand" of the industry. Do you think it is ridiculous? What kind of persuasion is this kind of persuasion?
If you use your feet, they will only choose their most trusted brands when they purchase products and services, and factors that affect customer trust include brand experience, product experience, income experience, service experience, convenient experience and emotional experience, for customers In terms of a comprehensive experience and feel, the results of the survey of customer satisfaction are unable to assess the customer's viscosity, and customers will only choose the brand that can bring the best interests.
Therefore, the customer's choice is the most authentic "customer satisfaction", and the customer's turn-back rate is the index of the company's most attention. See which customers have replaced other brands after using the products of your brand, see which other brands of customers, choose your brand again, more valuable is to understand and inspect the reasons behind them. Because this can reflect the true problem of the brand.
Compared to the third party's customer satisfaction survey, the customer's turning ratio is more objective, accurate and true results. No one can falsify, no one can manipulate the result, because the customer is in voting with his own "real gold and silver" Companies must do products and services, and employees must take customers as friends, and they can win their hearts, thus winning their "ballot".
Don't be immersed in the high score of customer satisfaction, because this survey is neither objective, not accurate, and more unreasonable. A brand market share is an increase or decrease, depending on the brand's customer loyalty, customer sense is high, the old customers will return to buy, increase the wallet size, and send a word of mouth, recommend new customers. All this is not much related to customer satisfaction. So, don't pay attention to the high score of customer satisfaction, you only need to look at the return rate of the old customers, you know if the high score of these customer satisfaction is true, please don't "deceive"!
The service strategy to create "service first brand" is not wrong, childish is a lot of enterprises to prove their success with customer satisfaction index. It is not a final goal, but a process of continuous improvement and improvement, letting enterprises constantly discover their own problems, improve customer service, and make each employee establish the concept of customer service. Provide customers with more outstanding services and experiences.
"First Brand" is not the so-called customer satisfaction survey to get a high-score company, but the company that truly putting customer interests in the first place, so that customers like to do business with them, customers have high viscosity, not easy Replace the brand, and the result, the customer group of this company is like a snowball, and it has brought more gains to the company.
If the company uses the customer satisfaction index to prove that he is a "first brand", it is a typical self-deception, and the standard "first brand" standard should be the customer's comprehensive experience, and the customer experience is the enterprise service. The meaning of the strategy.
