Constant growth of customer's quantity and competing enterprises means that besides attracting new customers, enterprises must endeavor to pay attention to current customers' satisfaction and loyalty. Because from the marketing point of view of, the groundwork of the new developing market is to attract the customer, but when the market enters mature period, keeping customer seems much more important because the loss of losing one customer is bigger than benefit from one new customer.
With satisfactory ratio study, we can
1. confirm the key decisive factor
2. determine satisfactory level of present customers
3. discover the opportunity to promote the product/service, and provide suggestions for the management
4. track the satisfactory grade for a long time
Expectation and Evaluation
It is customer's totally satisfied (Total Customer Satisfaction ) abbreviation that the customer is satisfied with TCS. Customer satisfaction means that the customer is to the goods bought and satisfaction of the service, and can expect they continue the possibility bought in the future. The ideological trend company thinks to enterprise , it means meeting customer's demand maximumly through enterprise's whole joint efforts that the customer is satisfied, make enterprises obtain the customer's support, thus promote the development of enterprise.
Is it buy one goods or consumer of service in will expect to some extent to the commodities or services offered of enterprise in advance to want, the appraisal after this kind of expectation and customer obtain the goods or the service will produce the contrast.
The customer satisfaction index is to define the investigation result of customer satisfaction , and the important tool analysed further, known as CSI (CS Index ) again. Ideological trend Company can adopt different standard according to different product or characteristic of service in surveying and studying in real satisfaction. Use many satisfaction index adopt 5 type or 7 type generally in the world.
Customer satisfactory ratio is a result compared between competing brands, satisfactory ratio analysis can be used as the diagnosis of service - competition . According customer¡¯s satisfaction and his thought about the importance of the service, we can figure every business in the quadrant analysis plot chart :
Tips which should be paid attention during the satisfaction research process
¡¡¡¡Essentials Segment
The content of customer¡¯s satisfactory grade should be changed with the key elements of customer¡¯s satisfaction. IMC adopts the method from factor analysis to overall analysis, from segmentation to whole. The following chart shows the key element of satisfactory grade of consumer and intermediate trader :
Factors determining end users' satisfaction
Satisfactory factors of distributors or mid-users
Besides understanding the decomposition in satisfactory key element of the people (intermediate trader and end user ), understanding the target, namely the satisfaction key elements of the products and service are also very important.
Background of IMC Group
Background
Real Estate
New Product
Domains
Working Principle
Professional Research Models