小册子：关于大客户满意度测量

English | ISBN: 8132109783 | 2012 | 180 pages | EPUB | 2 MB

The financial benefits accruing from improvements in customer satisfaction are so significant that customer satisfaction measurement has become an important business need. The results of customer satisfaction measurement often form a key basis for improving service quality and are often linked to pay and bonuses. It is therefore imperative for CEOs and senior managers to understand the principles behind customer satisfaction measurement. This book works in that direction by explaining the principles of customer satisfaction in a brief yet powerful manner. It will help the readers build relevant and actionable customer satisfaction programs for their organization. The book begins by going over the concepts of customer satisfaction measurement. It then dwells on the various kinds of tools available to organizations to capture customer satisfaction. Further, the book also deals with two major aspects with which many organizations are trying to come to grips: (a) How do we align/link brand research with customer satisfaction research? (b) How do we connect survey research with internal databases to generate great insights for organizations? The book also discusses how the entire data from such programs can be made very actionable using simple techniques.

改善客户满意度带来的收益如此显著，以至于客户满意度测量已成为一项重要的业务需求。客户满意度测量的结果常常成为改进服务质量的关键依据，并经常与薪酬和奖金挂钩。因此，首席执行官和高级管理人员必须理解客户满意度测量的原理。 这本书沿着这个方向工作，通过简明有力地解释客户满意度的基本原理来实现这一点。它将帮助读者建立与其组织相关的可行的客户满意度计划。 本书首先概述了客户满意度测量的概念。然后深入探讨了可供组织使用的各种工具来捕捉客户满意度。此外，该书还处理了许多组织正在努力应对的两个主要方面：（a）如何将品牌研究与客户满意度研究对齐/链接？（b）如何通过连接调查研究与内部数据库生成为组织带来巨大洞见？ 本书还讨论了如何使用简单的技术使整个数据集变得非常实用。

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