Analysis on How to Improve Customer Satisfaction in Service.docx

Analysis on How to Improve Customer Satisfaction in Service.docx

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AnalysisonHowtoImproveCustomerSatisfactioninService

AnalysisonHowtoImproveCustomerSatisfactioninService

AnalysisonHowtoImproveCustomerSatisfactioninService

1.Introduction 

1.1Theresearchbackground

 FESCOCompanyistomakehumanresourcesServicesCompany,mainlytoprovideforeignstaffpersonnelagencyservices.（includingstorage,thepersonnelfilesofsocialsecuritytaxes,receivegraduates,personneloutsourcingservices）,thefirsthalfof2013received21（average4）customercomplaints,comparedwithlastyearin2012,theequivalentof2012thewholeyear'scomplaints.Astheservicecentermanager,wewanttopasstheFESCOCompanyinBeijing,8servicecenters（CBDinBeijing,distributionofhigh-gradeofficebuildings,mainlyresponsibleforforeignenterprisesandcustomerservicepersonnelagency,directcontactwiththeclientlevel）incustomerservices,satisfactionsurveyreleasedcardtoemployeesatisfactionsurvey,doactivities.（eventaweek.91-7）activitiesaftertheendoftheweekofSeptember8-14,thesurveyresultsarecollectedandanalyzed,drawupprograms（suchas:

tochooseagoodserviceattitude,thenumberofemployees,asthe"servicestar",givethereward.Otheremployeestomotivateleadotherstaffawarenessofservice）.IntheeventafterthecompletionofthenextmonthinOctober1st,complaintsstatisticsdoagaininSeptember,9complaints1.Highqualityserviceweeksuccessfullyimprovesthequalityofservice,reducecomplaintsandsolve.Andwedecidedatthebeginningofeachmonth,aweekofsatisfactionsurvey.

1.1.1Theimportanceofcustomersatisfaction

Wecanfromthefollowingdatawecanseetheimportanceofresearchoncustomersatisfaction:

onaverage,anenterprisecannothearit96%ofdissatisfiedcustomersvoice;eachreceivedacomplaint,meansthatthereareactually26customershavethesamesound;onaverage,amanwithaproblemtellthe9or10people,13%peoplewilltellmorethan20peoplewhocomplainofbeingresolvedsatisfactorily;theaveragecustomerwouldtheyhavebeentreatedtotell5people;customercomplaintthancomplainingcustomersaremorelikelytostaywithyourservice,iffullysolveitis54%to70%iftherapidprocessing,itcanreach95%.

Thesefiguresillustrate,customerdissatisfactionoftendonottaketheinitiativetoenterprisecomplain,soenterprisesneedthroughvariousmeanstounderstandcustomersatisfaction.Customercomplaintsifnotwelldonequickly,willspreadfrommouthtomouth.Thisnotonlylosetheoriginalcustomer,willlosethepotentialconsumers,eventuallyledtothecustomer'stotalloss,thedirecteconomicbenefitisdamaged.Iftherearecustomerscompetitorsusedissatisfaction,andimprovetheircustomersatisfaction,theconsequencesbeunbearabletocontemplate.

1.1.2.StudyonthecurrentsituationofChinesescholarsoncustomersatisfaction

ResearchonthecustomersatisfactioninChinasince1997.In2001,thefirstpublishedaboutsatisfactionofarticles,accommodationandcatering.14industriesgraduallytothedevelopmentofanimalhusbandryandfishery,manufacturing,residentialserviceetc..Andnowgraduallypenetratedintoallfieldsofindustry,postalservices,banking,transportation.Informationmediaincreasinglyassociatedwithhumanlife.Becauseourcountrystartslate,so,variousevaluationmodelsarebasedontheresearchofforeignscholars.

2.Theobjectofstudy 

2.1Definition 

2.1.1Theconceptofservice

Fromthenineteensixtiesto80years,peoplehadtoservicealotdefinition,andthedefinitionsarelimitedtotheserviceindustry,itisnotperfect.90,Schoolofeconomicsandmanagement,KristinofFinland?

Gringosservicesuchadefinition:

itiscomposedofaseriesofmoreorlessisintangibleactivities.Nowpeopledefineitsimple,fromthenarrowsense,theserviceisaction,processandperformance.Broadlyspeaking,theserviceincludesalloutputofalleconomicactivitiesfornontangibleproducts,usuallyisconsumedintheproduction,andconvenient,time-saving,pleasant,comfortableandhealthyformprovideaddedvalue.Howimportantservicesforshapingthecorporateimage,qualityservicehavealreadybecomeaswordofbestmanagementcompanies,arethekeyfactorsofcorporatereputationandreliablesecurity.

2.1.2Customersatisfaction

Customersatisfactionisakindofmentalactivity,isakindoffeelingofcustomerneedsaresatisfied.PhilipKilterstressed:

"thewholemanagementactivitiestocustomersatisfactionasapointer"."Satisfactionreferstoaproductorservice'sperceivedperformanceandheexpectedvalueastheresultofcomparisonbyapersonalfeeling".Andthecustomertobuytheproducts,comparetheirsatisfactiondependsontheactualperformanceandcustomerexpectations,satisfactionlevelcanbethedifferencebetweenperceivedperformanceandexpectationvalueofthefunction,canbeexpressedas:

thelevelofcustomersatisfaction（CS）=perceptionoftheactualperformanceofcustomerdesiredperformance.IfCSiszero,theperceptionoftheactualperformanceandmatchtheexpectations,performanceissatisfied;ifCSbeyondcustomerexpectations,i.e.CSispositive,verysatisfiedcustomerswill;iftheactualperformanceperceivedbelowexpectations,thecustomerwillbenotsatisfied.

2.1.3Determinantsofcustomersatisfaction

Becausethecustomersatisfactionisakindofcustomerperceivedsubjectiveexperience,thusaffectedbyobjectiveandsubjectivetwoaspects.Theobjectivefactorsincludemainlyrelatestotheproductpriceandquality,theobjectiveenvironmentfactorsintheserviceprocessandtheservicequalitylevel.Thesubjectivefactorsincludesubjectiveresponsetothecustomer'sown,suchasconsumersentiment,theserviceattributionandthefairnessperception.

Thefactorsinfluencingcustomersatisfactionmainlyincludethefollowingaspects:

a.Productfactor

Theproductisthecustomersreallybuythebasicservicesorbenefits,especiallythecoreproducts,thecompanyprovidecustomerswiththemostbasicthings.Inthecompetitivemarket,thecompanyofallbusinessactivitiestomeetcustomerneedsasthestartingpoint,donotdothis,thecustomerisneversatisfied.Butwiththedevelopmentoftechnologyandotheraspectsofthecoreproduct,competingcompaniesprovidebasicallythesame,especiallyincertainindustries,productqualitystandardshavebeenraisedtoaveryhighlevel,excellentqualityhasbecomecommonplace.Coreproductsqualityisthefoundationofsuccess;itrepresentsthebasicconditiontoenterthemarket.

b.Servicefactors

Constantlyimprovetheservicesystem,maximizethecustomerfeelateaseandconvenience.Peripheralandsupportiveservicestoprovidehelptothecoreproduct,theseservicesinclude:

practicalityandconvenience,businesshours,thehotline.Ofcourse,otherfactorsinthemarketingmix,suchasprice,distribution,promotionshouldalsobeincludedinthesupportingsystem.Therefore,herethecompanyshouldseriouslyconsidertheavailabletoothercomponentsofcustomer:

forwhatprice,whatkindofprice?

Readytousethemediatoattracttargetcustomersetc..Thecompanyprovidesanddistributionandinformationsupportandancillaryservices,andgraduallyputtheirdifferencesandcompetitorsapart,andaddvaluetothecustomer,sothatbetweenthemandthecustomertransactionbecomemoreconvenient,morecustomervalue,customersatisfactionwillincrease.

c.Customerculturefactorsofenterprises

Acustomerculturefactorofenterprisesisakindofspiritualin-depthconsideration.Thecompanymustconsiderthesometimessubtleinformationtransfertothecustomer,fundamentallyspeaking,thismeansthatthecompanymakescustomersfeelhow;loyalcustomerscanfeeltheemotionalconnectionbetweenthemandthecompany.Therefore,weshouldstrengthentheconstructionofenterpriseemployeesandtheenterpriseimage,tobuildagoodfeelingtothecustomer'scustomercultureenvironmenttolookforwardto.Ontheonehand,consumerstobuytheproductcontainstheenterprisemustbegoodcustomerservice;thesefactorsshouldbeexpressedbythebehaviorofemployees.Ontheotherhand,toestablishagoodcorporateimage,notonlytoraiseconsumerawarenessofenterprises,moreimportantistoletconsumershavethegoodwillandtrusttotheenterprise,onlyinthiswaycanwetrulyhavethepurchasebehavior.

3.Thecurrentsituationofthedevelopmentofserviceindustry

3.1Theoveralldevelopmentoftheserviceindustrylag

Measureofserviceindustrydevelopmentindextwo,oneisthestaticindexistheserviceindustryaccountedfortheproportionofGDP,isareflectionofthestatusofserviceindustryinthenationaleconomy;anotheristhedynamicindexistheserviceindustryaddedvaluegrowthrate,isthereflectionofthedevelopmentoftheserviceindustry.Since2000,China'sserviceindustryaccountedfortheproportionofGDPalwaysfluctuateinthenarrowrangeof32.5%-37.5%,theannual,quarterlygrowthrateisalsolowerthanthesameperiodinGDPandsecondindustrygrowthrate,atlowlevelsofdevelopmentappearedtoremainstagnantsigns.

3.2Thereisabiggapbetweensupplyanddemand

Since2000,theserviceindustryontheonehandinthespeedofdevelopmentlagsbehindotherareasoftheeconomy,ontheotherhand,priceshavecontinuedtoincrease,priceswerenoticeablyhigherthanthatofindustrialandagriculturalproducts.Evenin1998,insufficientdomesticdemand,deflation,pricesintheservicesectorwillmaintainarisingtrendyearbyyear.In2000,forexample,indexofChina'sretailpriceof1.5percentagepointslowerthanthepreviousy