1 Definition of customer satisfaction
The ISO9000-2000 standard 3.1.4 "Customer Satisfaction" is defined as "feeling that the customer has been satisfied with his or her needs". Its basic connotation may include the following points: (1) The organization that provides customer satisfaction is the organization. (2) The characteristics of products that meet customer requirements and reflect their needs and expectations can be translated into product specifications; (3) Customer requirements can be determined by the customer in the form of a contract or decided by the organization. In this case, all The customer finally decides the acceptability of the product; (4) The customer's needs and expectations change, which can promote the process of the organization's continuous improvement of its products.
ISO9000-2000 standard 8.2.1 stipulates that “organizations should monitor customer perceptions about whether the organization has met its requirements, and monitor the methods for obtaining and using this informationâ€. (1) Organizations monitoring customer satisfaction and unsatisfactory information may include: feedback on production in all directions, customer needs and information, market demand, service provision data, and competition-related information. (2) Obtaining information sources related to customer satisfaction may include: complaints with customers, direct contact with customers, questionnaires and surveys, reports of social professional organizations, consumer organizations, reports of various media, and industry research surveys. Investigate the value of the project and adopt the necessary statistical analysis techniques: Calculate the customer satisfaction index.
2 Measurement of customer satisfaction
The evaluation of customer satisfaction has two aspects: the evaluation of internal customer satisfaction and the evaluation of external customer satisfaction.
External customers refer to the direct recipients of the company's products and services; internal customers refer to the internal objects related to the internal responsibilities of the company.
The degree of satisfaction of external customers can be communicated through the management department and customers, select appropriate survey methods, collect opinions or other information from the customers on the company, and determine the validity of such information. In the specific implementation, according to the characteristics of the company's products and services, select several sets of quality data that the customer cares most; when communicating with customers, it is necessary to determine the two target values ​​of customer satisfaction and dissatisfaction, and standardize the statistical values. Through the calculation of satisfaction data, quantitative results and qualitative conclusions are obtained.
The satisfaction of internal customers affects the services and collaboration among the various processes, functional departments, and business departments within the company. It is very important for enterprises to produce high-quality products and services. The next process is the customer relative to the previous process. How to make the next process satisfactory is an important part of corporate management. The operating department is the customer of the production department, and the production department is the customer of the purchasing department. Only by treating the next process as its own customer can the work be done in an orderly manner. The internal customer satisfaction can be used as a basis for comprehensive assessment of the department. It can be assessed through “questionnaire survey†and the work quality indicators of various departments, and can also refer to the method of external customer satisfaction evaluation.
3 External customer satisfaction evaluation table
The scoring method can be used to measure customer satisfaction. The calculation method is as follows:
(1) Satisfaction score of each customer: supply capacity score × weighting factor + product quality score × weighting factor + service quality score × weighting factor.
(2) Add the detailed item scores of each evaluation item, divided by the number of items and multiply the weighting coefficient, which is the score of the evaluation item.
(3) The sum of the scores for each item is the score for each customer's satisfaction. The survey's recovery rate should not be less than 80% to meet the coverage and validity of the survey data.
(4) The total customer satisfaction of all measured customers is: Each customer satisfaction score is divided by the number of customers that are measured.
(5) After each assessment, the designated staff of the company compiles the “Customer Satisfaction Survey Report†based on the evaluation results and the daily customer feedback, and organizes the relevant departments to formulate corrective and preventive measures.
4 Several questions investigated
Packaging and printing companies are typical order processing enterprises. Enterprises can analyze according to each customer's questions (complaints and complaints) to evaluate what customers are satisfied with and what are not. Analysis of customer complaints and complaints can identify each customer’s focus on product and service quality. At the same time, it can also evaluate the problems existing in the company's quality management system, find out where the problems are, and formulate corrective and preventive measures to prevent similar accidents from occurring.
1) Accuracy of customer satisfaction
The accuracy of the assessment has always been a concern for all packaging and printing companies. The customer's requirements are constantly improving. The level of corporate management and service must also be continuously improved and cannot be stagnant.
How to do a customer satisfaction survey is accurate. Of course, it is related to the customer's degree of cooperation with the investigation. Generally, it will be taken seriously. The customer satisfaction survey can be conducted in depth or in different aspects or at different levels. At present, customer satisfaction surveys are generally distributed by management departments or by quality departments. The coverage is not comprehensive, and some are actually sent to customers. However, some are filled by one person and cannot be delivered. The relevant department or business executive did not play a real investigation role. For the packaging and printing industry, its products involve many aspects in the customer's hands, and it must be done at the grassroots level to conduct in-depth surveys of customers, so that the accuracy of the survey is more true.
2) Adaptability of surveys, methods, methods, intervals
The customer satisfaction survey can be based on the nature of the product and the company's management needs. It can also be done once a quarter, six months or a year, or it can be supervised for each batch of products based on each shipment. The evaluation of customer satisfaction can also be followed up by the company's organization staff to the customer's office to organize customer-related personnel discussion, sincerely put forward valuable opinions, enhance understanding and common development.