顾客满意度指数测评体系分析报告
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by Claes Fornell Donald C. Cook Professor and Director, National Quality Research Center University of Michigan Business School
“An economy cannot be described by
(Thomas Stewart, Fortune, 1995)
The Measured Economy Includes …
Pig-iron production Coal production Railroad operating income Rail freight Etc. …
The Economy Is Changing
Productivity and
Customer Satisfaction
Implications for Companies
Economic Assets
Tangible
Intangibleቤተ መጻሕፍቲ ባይዱ
Economic Return
Customer Asset Management is Built on the Following Principles
Necessary measure for CPI, productivity, and ultimately, GDP
Some Important Economic Indicators and a NEW One!
GDP Productivity Balance of Trade
Employment Consumer Price Index Index of Leading Indicators
Skillful management of the customer asset is essential for long-term profitability
Customer Asset Value in Global Markets
CCSI (Canada)
ACSI
ECSI (Europe)
Ann Arbor Buenos Aires Christchurch
Frankfurt Kuala Lampur
London Madrid Melbourne Milan Paris Porto Alegre Stockholm Zurich
National Customer Satisfaction Indices
Apparel/sportswear
Beverages/beer
Beverages/softdrinks
Food processing • meat • dairy • canned goods • cereal • baked goods • confectionary
Utilities (SIC 4) 8.8%
Retail (SIC 5) 9.3%
Finance/ Insurance
(SIC 6) 6.8%
Services (SICs 7,8)
19.6%
Public Administration/
Government (SIC 9) 12.6%
Apparel/ athletic shoes
How We Measure Performance is Also Changing
The Old World
• Mass production and consumption of commodities
Productivity
The New World
• Increasingly customized goods, services and information
KCSI (Korea)
MCSI (Mexico)
✓ Global Competition
✓ The Role of Intangibles
BCSI (Brazil)
MCSI (Malaysia)
ACSI (Argentina)
ACSI (Australia)
Major Reasons for a National Index of Customer Satisfaction
adding up how many tons of rebar it makes, how many passenger miles of air travel it logs, how much wood its woodchucks chuck per hour. All these things count (and we count them), but in the final analysis what matters is how well an economy satisfies its customers …”
Satisfied customers are an economic asset that yields future cash flows
These cash flows can be calculated as discounted present value
Costs to grow the customer asset base are investments
Quality of economic output is essential to living standards
Customer satisfaction is a leading indicator of company economic performance
Customer satisfaction contributes to economic growth and job creation
Economic Policy
Financial M arke ts
National Economy, Sectors and Industries*
Manufacturing Nondurables
(SIC 2) 8.2%
Manufacturing Durables (SIC 3) 9.4%
Transportation/ Communications/
“An economy cannot be described by
(Thomas Stewart, Fortune, 1995)
The Measured Economy Includes …
Pig-iron production Coal production Railroad operating income Rail freight Etc. …
The Economy Is Changing
Productivity and
Customer Satisfaction
Implications for Companies
Economic Assets
Tangible
Intangibleቤተ መጻሕፍቲ ባይዱ
Economic Return
Customer Asset Management is Built on the Following Principles
Necessary measure for CPI, productivity, and ultimately, GDP
Some Important Economic Indicators and a NEW One!
GDP Productivity Balance of Trade
Employment Consumer Price Index Index of Leading Indicators
Skillful management of the customer asset is essential for long-term profitability
Customer Asset Value in Global Markets
CCSI (Canada)
ACSI
ECSI (Europe)
Ann Arbor Buenos Aires Christchurch
Frankfurt Kuala Lampur
London Madrid Melbourne Milan Paris Porto Alegre Stockholm Zurich
National Customer Satisfaction Indices
Apparel/sportswear
Beverages/beer
Beverages/softdrinks
Food processing • meat • dairy • canned goods • cereal • baked goods • confectionary
Utilities (SIC 4) 8.8%
Retail (SIC 5) 9.3%
Finance/ Insurance
(SIC 6) 6.8%
Services (SICs 7,8)
19.6%
Public Administration/
Government (SIC 9) 12.6%
Apparel/ athletic shoes
How We Measure Performance is Also Changing
The Old World
• Mass production and consumption of commodities
Productivity
The New World
• Increasingly customized goods, services and information
KCSI (Korea)
MCSI (Mexico)
✓ Global Competition
✓ The Role of Intangibles
BCSI (Brazil)
MCSI (Malaysia)
ACSI (Argentina)
ACSI (Australia)
Major Reasons for a National Index of Customer Satisfaction
adding up how many tons of rebar it makes, how many passenger miles of air travel it logs, how much wood its woodchucks chuck per hour. All these things count (and we count them), but in the final analysis what matters is how well an economy satisfies its customers …”
Satisfied customers are an economic asset that yields future cash flows
These cash flows can be calculated as discounted present value
Costs to grow the customer asset base are investments
Quality of economic output is essential to living standards
Customer satisfaction is a leading indicator of company economic performance
Customer satisfaction contributes to economic growth and job creation
Economic Policy
Financial M arke ts
National Economy, Sectors and Industries*
Manufacturing Nondurables
(SIC 2) 8.2%
Manufacturing Durables (SIC 3) 9.4%
Transportation/ Communications/