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满意度和忠诚度是两个不同的概念,满意度是在客户的期望范围之内的,客户认为是我们应该提供的;忠诚度是超出客户设定的期望之外的,令客户感到吃惊、兴奋的。满意度提高并不代表客户对我们的忠诚度也同步提高,有调查显示,75%表示满意的客户会毫不犹豫地选择竞争对手的产品。所以,CS的最高目标是提升客户的忠诚度,而不是只关注满意度。ISO2000版新标准中对“质量”重新进行定义,企业所提供的产品/服务必须能够“满足顾客要求并超越顾客的期望”,换句话说,当企业提供与顾客要求一致的产品/服务时,顾客会感到‘满意’,当企业所提供的产品/服务质量标准超出顾客的期望时,顾客才有可能‘忠诚’。
Satisfaction and loyalty are two different concepts. Satisfaction is within the customer’s expectations. The customer thinks that we should provide it; loyalty is beyond the expectations set by the customer, which surprises the customer. excited. The increase in satisfaction does not mean that the loyalty of our customers has increased simultaneously. According to surveys, 75% of satisfied customers will not hesitate to choose products from competitors. Therefore, the highest goal of CS is to increase customer loyalty, not just focus on satisfaction. The definition of “quality” is newly defined in the new ISO2000 standard. The products/services provided by the company must be able to “meet customer requirements and exceed customer expectations”. In other words, when companies provide products/services that are consistent with customer requirements, Customers will feel ’satisfied’. When the quality standards of the products/services provided by the company exceed the expectations of the customers, the customer may be ’loyal’.