文档介绍：Chapter 2 Building Customer Satisfaction,Value, and retention
Chapter 2
Building Customer Satisfaction,
Value, and retention
Presented by Zhou Yanfeng, Zhongshan University
Chapter Objectives
Understand customer value and satisfaction
Explain a high-performance business
Discuss customer attraction and retention
Underline customer profitability
Analyze total quality management
Presented by Zhou Yanfeng, Zhongshan University
Define Customer Value and Satisfaction
Customer delivered value is the difference between total customer value and total customer cost
Total customer value is the bundle of benefits that customers expect from a given product or service
Total customer cost is the bundle of costs that customers expect to incur in evaluating, obtaining, using, and disposing of the product or service
Presented by Zhou Yanfeng, Zhongshan University
Customer Value
Product
Value
Image
Value
Personnel
Value
Services
Value
Total Customer
Value
Customer
Delivered
Value
Total Customer
Value
ary
Cost
Psychic
Cost
Energy
Cost
Time
Cost
Presented by Zhou Yanfeng, Zhongshan University
Customer Satisfaction
Customer satisfaction is a person’s feelings of pleasure or disappointment resulting paring a product’s perceived performance (or e) in relation to his or her expectations1>.
Presented by Zhou Yanfeng, Zhongshan University
Customer Satisfaction
Performance < Expectations Dissatisfied
Performance = Expectations Satisfied
Performance > Expectations Delighted
Presented by Zhou Yanfeng, Zhongshan University
Tools for Tracking and Measuring Customer Satisfaction
Complaint and suggestion systems
Customer satisfaction surveys
Ghost shopping
Last customer analysis
Presented by Zhou Yanfeng, Zhongshan University
The High-Performance Business
Stakeholders
Processes
Resources
Organization
Set strategies to satisfy key stakeholders…
…by improving critical business processes…
…and aligning resources anization
Prese