顾客满意度指数测评体系报告.ppt

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1、AnnArborBuenosAiresChristchurchFrankfurtKualaLampurLondonMadridMelbourneMilanParisPortoAlegreStockholmZurichNationalCustomerSatisfactionIndicesbyClaesFornellDonaldC.CookProfessorandDirector,NationalQualityResearchCenterUniversityofMichiganBusinessSchool1“Aneconomycannotbe

2、describedbyaddinguphowmanytonsofrebaritmakes,howmanypassengermilesofairtravelitlogs,howmuchwooditswoodchuckschuckperhour.Allthesethingscount(andwecountthem),butinthefinalanalysiswhatmattersishowwellaneconomysatisfiesitscustomers…”(ThomasStewart,Fortune,1995)TheMeasuredEcono

3、myIncludes…Pig-ironproductionCoalproductionRailroadoperatingincomeRailfreightEtc.…TheEconomyIsChangingHowWeMeasurePerformanceisAlsoChangingTheOldWorldTheNewWorldMassproductionandconsumptionofcommoditiesIncreasinglycustomizedgoods,servicesandinformationProductivityProductiv

4、ityandCustomerSatisfactionImplicationsforCompaniesCustomerAssetManagementisBuiltontheFollowingPrinciplesSatisfiedcustomersareaneconomicassetthatyieldsfuturecashflowsThesecashflowscanbecalculatedasdiscountedpresentvalueCoststogrowthecustomerassetbaseareinvestmentsSkillf

5、ulmanagementofthecustomerassetisessentialforlong-termprofitabilityCustomerAssetValueinGlobalMarketsECSI(Europe)KCSI(Korea)MCSI(Malaysia)ACSI(Australia)ACSI(Argentina)BCSI(Brazil)MCSI(Mexico)CCSI(Canada)ACSIüGlobalCompetitionüTheRoleofIntangiblesMajorReasonsforaNationalInde

6、xofCustomerSatisfactionQualityofeconomicoutputisessentialtolivingstandardsCustomersatisfactionisaleadingindicatorofcompanyeconomicperformanceCustomersatisfactioncontributestoeconomicgrowthandjobcreationNecessarymeasureforCPI,productivity,andultimately,GDPSomeImportantEcon

7、omicIndicatorsandaNEWOne!NationalEconomy,SectorsandIndustries*$665B$582B$472B$392B$277B$106B$62B*Thesizeofeachofthesevensectorsisshownaboveasthepercentofthetotal1994grossdomesticproduct.SalesfiguresreflectthetotalsalesfortheselectedU.S.firms.Thetotalsalesoftheselectedfirms

8、are51%oftheGDPforthesesevensectorsand38%ofthenationalGDP.ManufacturingNondurables