What are the test methods of customer satisfaction?

Establish a system of complaints and suggestions. A customer-centered enterprise should be able to facilitate customers to convey their suggestions and complaints. Establishing a complaint and suggestion system can collect customers' opinions and suggestions. For example, many restaurants and hotels provide their guests with forms to reflect their opinions. The hospital can set up a suggestion box in the aisle to provide advice cards for inpatients and hire a patient to collect patients' opinions. Some customer-centric enterprises, such as Procter & Gamble, Panasonic, Sharp, etc. , a toll-free telephone called "Customer Hotline" has been set up to facilitate customers' consultation, suggestions or complaints to the maximum extent. These information flows help enterprises solve problems faster and provide them with many ideas for developing new products. For example, 3M claims that two-thirds of its product improvement ideas come from customers' opinions. As an enterprise, don't think that you can fully understand the satisfaction and dissatisfaction of customers by establishing a complaint and suggestion system. A survey of a shopping center in Singapore shows that when customers are dissatisfied with inferior service, they will have the following reactions: 70% shoppers will buy elsewhere; 39% people think that complaints are too troublesome; 24% people will tell others not to shop in shops that provide inferior services; 17% of people will write to complain about poor service; 9% will blame the salesperson for poor service. The above results show that not all dissatisfied customers will complain. Therefore, enterprises can not measure the degree of customer satisfaction by the degree of complaints, but should obtain the direct measurement index of customer satisfaction through regular surveys. Enterprises can ask buyers' satisfaction by phone or letter. In these tests to ask about customer satisfaction, questionnaires or test scales are generally designed from the following two aspects: first, list all factors that may affect customer satisfaction, then rank them from the most important to the least important, and finally select several factors that enterprises are most concerned about to help respondents judge the importance of these factors; Respondents are required to evaluate the satisfaction of the selected important factors to be evaluated. Generally speaking, it is highly satisfied, generally satisfied, no opinion, partially dissatisfied and extremely dissatisfied. This is the main way to find customer satisfaction and dissatisfaction, and enterprises will use this information to improve their next stage of work. Another effective way to know customer satisfaction by pretending to shop is to hire some people to pretend to be potential buyers and report their strengths and weaknesses in the process of buying products from enterprises and competitors. These people who pretend to shop can even deliberately make trouble to see if the sales staff of the enterprise can handle things well. Enterprises should not only hire pretend shoppers, but also managers themselves should leave the office from time to time, travel incognito, engage in shopping activities among enterprises and competitors, and experience the experience of being treated as customers. For managers, there is another unusual way: to call their own enterprises as customers to raise various problems and complaints, and see how the employees of the enterprises deal with these problems. For example, Taikang Insurance Company often calls customers to ask whether their staff have made persuasive sales to customers or signed on their behalf. Enterprises that lose customer analysis should contact customers who stop buying or switch to other suppliers to understand why this happens. Every time IBM loses a customer, it will try its best to discuss and analyze the reasons for the failure: whether the price is too high, the service is defective, or the product is unreliable. It is very important to conduct a "turnover survey" and control the "customer turnover rate". Because the customer churn rate is rising, it shows that enterprises are not satisfied with customers. In the final analysis, the above customer satisfaction survey method is to collect relevant information. Therefore, enterprises must spend money and carefully design their own information systems. Generally speaking, there are two channels to obtain information: formal channels are mainly open and procedural channels, such as customer complaint system and customer satisfaction survey. Informal information channels are non-public and hidden information channels, such as pretending to shop, visiting incognito, arranging "eyeliner" and "undercover" among customers. The advantage of formal information channels is procedural, but the disadvantage is too slow. In addition, due to face, emotions and other factors, customers are somewhat dissatisfied and inconvenient to express. The advantage of informal channels is that they can quickly obtain the most confidential information from customers, and the disadvantage is that they are non-procedural and tend to summarize the opinions of individual customers. Marketing managers should flexibly control these two channels and use informal channels to make up for the lack of formal channels.