顾客满意和忠诚度【外文翻译】

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1、外文翻译CustomersatisfactionandloyaltyMaterialSource:www.qikanwang.comAuthor:PaulGLinnellTheintuitivelinkbetweencustomersatisfactionandloyaltyisonethathasbeentraditionallyhardtoquantify.Manymarketresearchcompaniesagreethateven“satisfiedcustomers”willdefect.Unfortunatelythi

2、sfacthasdonemoretodrivecompaniestoinactionthanithastodemonstratetheclearbusinessgainsthatcanbederivedfrommaximisingcustomersatisfaction.Theproblemisthatcustomersatisfactionisseldomexpressedinfinancialterms.Manyorganisationssimplycategorisecustomersatisfactionmeasuremen

3、tasaformof“marketingintelligence”insteadofusingitasamanagementtooltobuildthecustomerintotheirqualityimprovementprocessesandincreaseprofit.Asaresult,companiesoftenknowthecostofprovidinggoodservicebuttheyrarelyknowthecostofprovidingbadservice.ArecentstudyconductedbyCTMAi

4、nNewZealandshowedthataquarterofrespondentcompaniesdidn'thaveasystematicapproachtomeasuringcustomersatisfactionandonly13%adoptanapproachthatwouldallowthemtoeffectivelymanageitupwards.Theabilitytomovefromsimplymeasuringlevelsofcustomersatisfactionandloyaltytobeingabletoa

5、ctivelymanagethemupwardsmakesasignificantdifferenceinjustifyinginvestmentinthisarea.EconomictruthsofcustomersatisfactionTheeconomicimperativeformorecompaniestotakethemeasurementandmanagementofservicequalityandcustomersatisfactionmoreseriouslyisclearwhenyouconsidertheim

6、plicationsofpoorservicethatCTMAhasconfirmedinanotherrecentNewZealandstudy.Therearefivekeyeconomictruthsthatimpactanorganisationwishingtoimprovethebottom-lineofcustomerservice.1.ProblemsdrivecustomersawayAlthoughactualloyaltylevelsvaryfromoneindustrytoanother,thereistyp

7、icallya25%dropinloyaltybetweenthosecustomerswhohaveexperiencedaproblemandthosewhohavenot.Inrevenuetermsthiscouldbetheequivalentoflosingsome,orall,oftherevenuefromoneineveryfourcustomerswhoexperiencea6problem.2.MorecustomersexperienceproblemsthanyoumaythinkFormanyorgani

8、sations,theonlymeasurementofcustomerproblem-experiencecomesfromtheircomplaintsdepartment.Asmanyashalfofyourcustomersm