What Factors Affect Retail Customer Satisfaction?

Customer satisfaction (Consumer Satisfaction), also known as customer satisfaction index. It is the abbreviation of Customer Satisfaction Survey System for the service industry. It is a relative concept and the degree of matching of customer expectations and customer experience. In other words, it's an index that customers get by comparing their perceived effects on a product with their expectations.

customer satisfaction

Customer

Real customers

1. Subjectivity. User satisfaction is based on its experience with the product or service, the object of perception is objective, and the conclusion is subjective. It is not only related to its own conditions such as knowledge and experience, income, living habits and values, but also to factors such as the interference of counterfeit and inferior products in the media news and the market.

2. Hierarchical. The famous psychologist Maslow pointed out that there are five levels of human needs, and people at different levels have different evaluation standards for products or services. This can explain that people in different regions, different classes, or the same person have different conditions. Evaluation of a product may vary.

Customer satisfaction surveys have received widespread attention at home and abroad in recent years, and customer satisfaction surveys in the service industry in particular have become one of the important means for companies to find problems and improve services.

Domestic satisfaction surveys have only developed rapidly in recent years, but they have attracted more and more attention from companies. Especially in the financial and telecommunications industries, due to the large customer base, it is almost impossible to achieve one-to-one services.

Customer satisfaction is the state of pleasure or disappointment formed by a person by comparing the perceived effect (or result) of a product with his expectations. Consumer satisfaction or dissatisfaction and its degree are affected by the following four factors:

Product and service transfer value

Consumer satisfaction with a product or service is significantly affected by the value of the product or service being transferred. If the customer's assigned value is higher than his expectations, he tends to be satisfied, and the larger the difference, the more satisfied; conversely, if the customer's assigned value is lower than his expectations, he tends to be dissatisfied, the more the The bigger the less satisfied.

Consumer emotion

Consumer sentiment can also affect their perception of product and service satisfaction. These emotions may be stable and pre-existing, such as emotional state and attitude towards life. Very pleasant moments, a healthy body and mind, and a positive way of thinking all have a positive impact on the experience of the service you experience. Conversely, when the consumer is in a bad and emotional state, the depressed emotion will be brought into his response to the service, and he will not let go or feel disappointed with any small problems.

Some specific emotions caused by the consumption process itself will also affect consumer satisfaction with the service. For example, during the sales of mid-to-high-end cars, consumers are

There are differences in the degree of customer satisfaction with the enterprise. In order to understand this level of satisfaction, companies can conduct satisfaction research through the following four methods.

Customer satisfaction survey

This is a designated period of survey, the general principles of which are consistent with the general market survey methodology described in this book. Normally, companies randomly select from existing customers

The relationship between satisfaction and loyalty

Will satisfied customers pay again and become loyal customers? What is the relationship between satisfaction and consumer loyalty?

A study by Harvard Business School's Earl Sasse and his student Frederick Lechhold shows that there is a highly positive correlation between customer satisfaction and customer loyalty, and the orientation of this relationship will vary depending on the industry But different. In the 1980s, Xerox found through extensive customer research that customers who rated Xerox on a customer satisfaction rating scale with a score of 5 (very satisfied) than a customer with a score of 4 (basic satisfaction) were more likely to buy Xerox products 6 times bigger. Further research has resulted in broader conclusions as shown in Figure 18-2.

It can be seen that in the less competitive industries, loyalty does not explain the problem. These higher levels of loyalty are only caused by monopoly and high transfer costs. Only satisfaction can truly explain the industry The level of products and services sold by companies in China is high; on the contrary, in a highly competitive industry, only highly satisfied customers are highly loyal. In other words, if a vehicle manufacturer wants to have a high customer retention rate, then it should also have a fairly high percentage of customers who are highly satisfied with him. In addition, general satisfaction and lower satisfaction are not enough to make customers loyal to the auto manufacturing company.

This finding tells us that we must continuously improve customer satisfaction and increase the rate of fully satisfied customers in order to increase the number of loyal customers. However, CS theory does not require companies to absolutely pursue maximum customer satisfaction. The reason lies in three aspects: first, there are other ways for companies to improve profits, such as improving manufacturing processes and improving products through research and development; second, companies have many stakeholders in addition to customers, including employees, suppliers If investors and shareholders increase spending on improving customer satisfaction, it means a relatively small amount of funds originally used to improve other stakeholders, which may lead to dissatisfaction among these stakeholders. Third, if pure pursuit To maximize customer satisfaction, the company may adopt a method of lowering the selling price or increasing the number of supplies. The cost increase caused by this may offset or even exceed the profit brought by high satisfaction, resulting in a decline in overall profit. Therefore, what CS has created is actually within a certain limit of total resources, and the company strives to provide a high level of customer satisfaction on the premise of ensuring a level of satisfaction acceptable to other stakeholders at least.

How to use the enterprise customer satisfaction survey

1 Create a customer satisfaction template. You can choose the template provided by QD, or you can create it independently. Support multiple question types;

2 Create a questionnaire based on a template. The same template can be used to create multiple questionnaires, and multiple evaluations can be compared and analyzed.

3 You can import customer samples for mail dissemination, and also generate calling codes and deploy websites

4 Generate satisfaction index, gap analysis, template analysis, average grading report, export formats such as excel, pdf, word, etc.

5 Repeated evaluations, generate comparative analysis reports, and grasp changes.

When to measure customer satisfaction

When you need to measure the position of your product or service level in the entire industry, you can pass the customer satisfaction survey.

When you need a quantified tool to assess the service level of each branch and department, you can obtain a satisfaction score for assessment through customer satisfaction surveys.

When you need to strengthen the employee's service awareness, you can use the customer satisfaction survey to let employees understand and focus on customer satisfaction, and promote employees to focus on customer satisfaction.

When you need to evaluate the effect of product or service improvement, you can track user satisfaction through satisfaction surveys, check the effect of satisfaction improvement work, and identify areas for further improvement.

In short, if you agree that product or service quality is important and you agree that customer evaluation is important, then you need a customer satisfaction survey.

The role of CRM in improving customer satisfaction

The customer service module in the CRM system is an ideal tool to help companies better solve customer service levels and evaluate customer satisfaction. Let's take the 800APP-CRM customer service module of 800 customers as an example to introduce how a CRM system can help enterprises improve customer satisfaction.

The main causes of customer dissatisfaction are: the product cannot meet the new needs of the customer, the customer service request cannot be resolved in a timely manner, the progress of the problem submitted by the user at any time, the deviation of the problem resolution result from his own expectations, and Limited service level, expecting some technical support beyond the working hours of customer service staff but unable to get it. Failure to solve the above problems will greatly reduce the level of customer satisfaction, which will have an extremely bad impact on the sustainable development of the enterprise.

Let's introduce what features can solve the above problems.

1. The customer service request function can effectively record all the expectations made by customers. At this time, through the customer service request analysis function, you can see what new functions or new products customers expect from the enterprise. These data are ours. The most important reference for enterprises to develop new products or new functions. The continuous introduction of new functions greatly meets the various needs of customers and greatly improves customer satisfaction and loyalty to the enterprise.

2. When customer service requests occur, they can be resolved in a timely manner, and they can keep abreast of the progress of the problems they submit, and the results of the problems are not deviated from their own expectations. This is a service that every customer expects to enjoy, which brings customer service personnel A very big test is whether the customer's satisfaction determines the success of the business. Applying the customer service request processing function, the system can automatically record the customer's submission time, total processing time, whether it is resolved, etc., so that the customer service can be reminded at any time to solve the problem as soon as possible, or you can notify the relevant responsible if the timeout is not resolved People come to deal with it personally, which effectively shortens the processing time for customer issues. Of course, if we also provide customers with advanced customer access functions, so that customers can always know the latest processing progress of their problems, customers will be more satisfied. After processing the problem, the system automatically sends a notification email to inform the customer that the problem has been processed, and automatically collects the customer's confirmation intention and customer satisfaction, which can also greatly improve customer satisfaction.

3. The limited service level of customer service personnel always restricts the customer service level of the enterprise. If you apply the knowledge base function, you will find that the service capabilities of each customer service personnel can be quickly improved overnight. The library function is not to let every customer service staff complete the best answer to the question, but to provide clear and convenient directory indexing and query functions. Every time you encounter a difficult customer problem, it only takes a few clicks of the mouse. The perfect answer is right in front of you. At this time, it is difficult to not become a customer service elite.

4. Most companies provide services to customers during national legal working hours, but customers will also encounter problems outside this time. 7X24 hours of service can indeed reduce customer pain, but it is too costly for the enterprise Already. But don't worry, the online knowledge base function and online customer feedback function can meet your needs. The online knowledge base function allows customers to query their own solutions to problems and try to solve them on their own. The online customer feedback function also supports customers to submit service requests without the support of customer service personnel, so that your customers will always enjoy the perfect customer service experience. .

Medical institutions (hospitals) service satisfaction

Patient satisfaction

Patient satisfaction ^[1] refers to the subjective evaluation of the services received by a medical institution (hospital) after receiving outpatient and inpatient services. Due to the professional nature of medical services, it is generally difficult for patients to make an objective assessment of their professional service level. On the one hand, medical staff must meet the subjective requirements of patients, and at the same time strictly comply with the requirements of industry norms. Therefore, compared with general service products, it is more difficult to improve patient satisfaction.

Patient satisfaction evaluations should take into account peer review, social public / media reviews, etc. A good medical worker should have the ability to explain and explain the professional knowledge to the patient in a way that is easy for the patient to understand. He should win the patient's understanding and cooperation by caring about the patient. He should continue to specialize in professional knowledge to improve The level of treatment meets the needs of the patient and the needs that the patient himself has not realized but should provide.

Medical Worker Satisfaction

Medical workers are internal customers of medical institutions. Patient satisfaction comes from the love and dedication of medical staff for their professional work. Only those medical workers who receive respect, care and support in the institution can devote themselves to serving patients. Going to work. Medical institution managers, industry managers, and relevant government departments should strive to create an organizational environment that is conducive to the professional development of medical personnel, the smooth operation of work, and reasonable income.