Customer Satisfaction -- A New View Of Quality

For a long time, people have regarded quality as a technical problem. When it comes to improving quality, they only consider it from a technical point of view.

With the development of knowledge economy and the continuous improvement of productivity, people's demand for products has developed from single technology to technology economy and extended to the spiritual field, and the proportion of products or products that satisfy the spiritual needs has already exceeded the proportion of meeting physiological needs.

At the same time, with the increasingly rich material life, more and more focus and decision power of quality are pferred from the organization side to the customer's hand. Customer satisfaction has become the only criterion to evaluate the quality of the product.

This makes the quality concept changed a lot. From the inspection quality concept to the conformance quality view, the brand new concept of quality is formed at the core of customer satisfaction.

Who is the customer?

Customers are "organizations or individuals who receive products".

According to the definition of customer definition based on ISO9000:2000 standard, customers can be internal customers, or external customers.

For the organization, the next process is the customer of the previous process.

Therefore, the understanding of an organization to its customers should be generalized, and it should not be merely understood as the "buyer" of the organization's products.

At the same time, according to the product supply chain, customers can be divided into middle and final customers, real customers and potential customers. The refinement, classification and research of customers can help us to stimulate and guide different customers' needs in different ways, so as to satisfy customers and achieve organizational goals.

Customer satisfaction is the feeling that customers are satisfied with their requirements.

It is an affirmative state of mind when people accept the stimulation of products or services, including the information they carry.

It is a subjective comprehensive evaluation of products.

That is to say, whether the customer is satisfied or not depends on the way and degree of the product and information that it receives to its stimulation. When the stimulation satisfies the customer's requirement (including express or latent demand), it will form positive stimulation to the customer, so as to satisfy the customers. The deeper the degree of the stimulation is, the more satisfied the customer will be. On the contrary, the customer will form negative stimulation, which will make the customer dissatisfied, and the deeper the customer's stimulation is, the more dissatisfied the customer will be, causing the customer to complain and even the customer to complain.

Just as we buy clothes, the value of clothes is self-evident (the warmth of winter clothes, the permeability and coolness of summer clothes, etc.). If this is the case, the customers' reactions will be very dull. However, if the costumes are fitted with generous and innovative styles and beautiful colors, we will gain an unexpected surprise, which will make us feel an unexpected harvest and we will be satisfied.

Customer satisfaction, as a concept, is increasingly accepted by many different types of organizations.

We can understand from the following aspects:

1, customer satisfaction is both the starting point and the foothold of the organization.

China's economy has entered the era of "excess economy".

According to statistics, consumers should choose refrigerators from 290 kinds of refrigerators, choose beer from 455 kinds of beer, choose cosmetics from 478 cosmetics, and choose shirts from 575 shirts.

Price, quality and style are increasingly convergent.

Buyers have the final say in the buyer's market.

Customers decide what, when, how, and how much. Customers really become the basic conditions for the survival of the organization. Customer satisfaction has become the basic driving force for the development of human society.

When providing products or services, the purpose of any organization is to make the product or service provided by the customer be recognized by the customer and make it happy to accept it.

This requires organizations to understand what products and services the customers need, what kind of requirements they have for products and services, no matter how beautiful the products are, customers do not need them, nor will they be recognized by customers.

Therefore, only by grasping this starting point can organizations provide customers with satisfactory products or services.

At the same time, the degree of customer satisfaction determines the degree of organization's profit and determines the way of organizational development. According to the conventional algorithm, if a company keeps 5% of its stable customers, the profit of the enterprise will increase by at least 25%.

Therefore, the foothold of the organization should also be to satisfy the customers. Only by mastering the motive force of "customer satisfaction" can the organization develop rapidly.

2, "customer satisfaction" is the necessity of market economy development.

Customer satisfaction quality view is the inevitable result of market economy development.

With the development of social productive forces, the society has brought rich material resources to the people, thus enabling the market to pform from seller's market to buyer's market, so that buyers and customers will have the development direction of the market.

In the past, we often used "my product is qualified, customers themselves use improper" to prevaricate.

Now you can't do it. You think your product is qualified, but it can't meet my needs, so you keep it in your warehouse! Who considers my needs, I buy who products.

At the same time, the development of knowledge economy enables the organization to have the ability and conditions not only to meet the physiological needs of customers, but also to meet the psychological needs of customers, making products more colorful and more considerate.

3, customer satisfaction is the inevitable result of the popularization of people oriented concept.

The concept of customer satisfaction quality is based on the starting point and the center of human activities. It aims to mobilize the enthusiasm and initiative of organizations and customers, so that organizations can continuously satisfy customer requirements, so as to achieve customer satisfaction, constantly achieve the pursuit of happiness for human beings, and improve the quality of human life.

At the same time, with the concept of customer satisfaction, the quality standard and the right of judgment are pferred from the organization side to the customer side, reflecting the continuous improvement of people's status.

Grasp the "New Melody" of people-oriented and insist on satisfying the objective requirements of customers.

Thus, in the interaction and infiltration of organizations and customers, we can jointly create human material and spiritual civilization.

4, customer satisfaction is the eternal goal of the organization.

Customer satisfaction is a basic aspiration of human society, and is the endless pursuit of human beings.

Therefore, meeting customers' needs and aspirations is also the eternal goal of organizations.

In twenty-first Century, more and more organizations were concerned about the strategic significance of "customer satisfaction".

Experts, entrepreneurs and managers from various countries are exploring how to make their organizations occupy the commanding heights of quality in twenty-first Century as soon as possible. Many large organizations are formulating the quality strategy of twenty-first Century, and regard customer satisfaction as the core of quality strategy as their "support" for supporting other contents.

"Satisfying customer requirements and expectations" will replace the pursuit of quality or service standards to become the highest goal pursued by enterprises.

Grasp the trend so as to grasp the success and grasp the future.

In this era of intense competition, only by grasping the trend and direction and correctly establishing our own development strategic objectives can we remain invincible in the competition.

As mentioned above, customer satisfaction is a psychological state produced by the stimulation of customers' products or services and information, which is a psychological concept.

So how do we motivate the customer's satisfaction? "We do well, the customers will be satisfied", right?

First of all, we should pay attention to what factors affect customer satisfaction and dissatisfaction.

1, dissatisfied factors

The purpose or service that is expressly or expected to be supplied to a customer in a product or service is a characteristic that the customer considers to be self-evident. The degree of customer satisfaction is a factor that affects customer satisfaction. Once there are not enough aspects, it will cause customers' dissatisfaction, usually called it an unsatisfactory factor.

For example, if we buy a thermos bottle, its heat preservation characteristic (or use) is an unsatisfactory factor.

If we buy a thermos bottle without holding it, we will be very annoyed and dissatisfied. Even if all these characteristics are met, our requirements will not satisfy us, because we will think that is right.

2. Neutral factors

There is a factor that, when the needs of customers are not satisfied, will be very disappointing; if there is no satisfaction, there will be no strong reaction; however, if the organization is in place, it will increase customer satisfaction.

We call this factor neutral.

For example, when purchasing goods at the agreed time, if they fail to arrive on time, they will cause customers to complain; if they arrive on time, customers may not react; if customers can arrive early, customers will be very happy.

3. Satisfactory factors

The unexpected gains of customers often make the customers very satisfied. However, the organization does not provide the characteristics of these products, nor does it cause customers dissatisfaction. We call this factor a satisfactory factor.

For example, the value service we buy from the product, the unexpected gift giving when we enjoy the service.

These unexpected surprises often give us great satisfaction.

Knowing these factors that affect customer satisfaction, we will have a good grasp of how to stimulate customer satisfaction.

Only by avoiding the factors of customer dissatisfaction, making efforts to do well the neutral factors, and trying to plan and implement the factors that satisfy the customers, can we constantly satisfy the customers' requirements and enhance customer satisfaction, so as to achieve the quality objectives of customer satisfaction and promote the development of enterprises.

Four, enterprises should establish and implement customer satisfaction strategy.

We need not avoid the goal of maximizing profits.

The realization of enterprise profit target is based on the existence of customers. It is difficult for any organization to exist without customers.

In the competition of twenty-first Century, whoever wins the customers' heart and rewards can survive and develop; on the contrary, it can only be a dead end.

How customers feel and how rewarding they are depends on how satisfied they are.

Therefore, to a certain extent, the business strategy of an enterprise is the quality strategy, and the starting point and end result of all these are summed up as one point: customer satisfaction.

So how do we establish and implement the customer satisfaction strategy?

Enterprises should reflect the idea of "attracting more customers" and "constantly improving customer satisfaction" in their own business policies and objectives. On the basis of staff education and training, employees should penetrate into the concept of "satisfying all customers" in compliance with professional ethics, behavior norms, values and the shaping of staff quality.

Thus creating a kind of "internal service" business philosophy within the enterprise. Although you do not directly serve customers, your job should be to serve the customers.

The concept of customer satisfaction is introduced into the enterprise, which means "the next process is the customer of the previous process". That is, in the whole operation process, the Department in the previous link regards the next department as a customer, serves it, links a link to serve a link, and finally provides the best service for the external customers.

Enterprises should organize and carry out investigation and analysis of customer demand and market information regularly and comprehensively, thoroughly and accurately to grasp the needs of all aspects of customers, including potential demand, so as to provide timely basis for market positioning, development, design, improvement and innovation of enterprise products.

At the same time, we will investigate and analyze the requirements of customers about the functions, quality, price and appearance of the products, and pform them into the technical parameters and cost elements of product design and pformation comprehensively and accurately. In the process of organizing production according to the requirements of product design or improvement, we should carry out the "next link is the customer" policy and carry out the activities of "internal customer satisfaction" in an all-round way so as to produce products that meet customers' requirements and satisfy customers' satisfaction.

Enterprises should adopt a scientific method to evaluate the customer satisfaction of the external market environment of the enterprise, and provide a basis for improving the marketing strategy and improving the service quality by evaluating the customers' satisfaction with the product quality characteristics, reputation, popularity, turnover rate, sales ability and complaint rate.

At the same time, starting from improving the customer's "satisfaction" and "loyalty",