The status quo and analysis of "customer satisfaction measurement" in LED Enterprises

According to Mccann visited the bridge Performance Excellence Center, found that domestic LED enterprises have achieved rapid development in 2010. Many companies are busy with production, construction of new plants, the purchase of new equipment to expand production scale to meet customer needs. Business leaders pay more attention to sales, cost and other financial data, customer satisfaction survey is not very important, mainly in the following three aspects:

1 system has not yet been established

The related system of enterprises has not yet developed the customer satisfaction measurement, may have the following two reasons: one is because the enterprise set up a short time, busy with survival and development, do not put too much effort into the construction of rules and regulations of the enterprise; two is the enterprise customer satisfaction measurement of understanding is not deep, lack of awareness in this regard.

2 have not implemented the system

Some enterprises based on the requirements of the quality management system to develop a system of customer satisfaction measurement system (program files), the design of the questionnaire, but did not really implement.

3 there are systems and implementation, but there are many problems in the implementation process, as follows:

(1) the purpose of customer satisfaction measurement is not clear

The majority of enterprises in the design and implementation of customer satisfaction measurement, did not consider how to measure the performance of their own quality management system. Many companies just to do the investigation and survey, to obtain a final complete numerical year-end summary or through the ISO9000 audit, ignored the analysis by the customer satisfaction measurement, to discover the dissatisfaction of customers, so as to improve management.

(2) the means of investigation are simple and single

Many enterprises believe that the measurement of customer satisfaction, satisfaction survey is, whether it is only one customer or end consumers tens of thousands of, the customer satisfaction survey as the only means to measure the "customer satisfaction". At present, the general method is questionnaire survey, and all the contents of the questionnaire, according to different customer groups with different design questionnaire, there is no application of telephone interview and interview different means; survey project of product quality, price and service, not questionnaire refinement; didn't take customers to competitors, benchmarking enterprises product / service use this class to contrast problems are also included in the investigation content; customer experience is divided into four (satisfaction, more satisfied, not satisfied, in general) or 5 (very satisfied, satisfied, not satisfied, in general, very dissatisfied), the last value weighted average results of customer satisfaction. This "Tiger Balm" type questionnaire to understand the customer feel unable to provide improvement opportunities for the development of enterprises.

(3) narrow scope of investigation

Some of the companies that satisfied the customer satisfaction measurement is the measurement of customer information, in order to obtain beautiful data, in the investigation to determine the object often only look for old customers who own familiar, may exclude those who are dissatisfied customers, or even individual enterprises have sales staff to complete the task, fill in some of their findings.

(4) distortion of survey results

Many companies believe that customers do not complain, complain that customer satisfaction, satisfaction is 100%, the results of the distortion of the situation is serious. On the one hand is the satisfaction of 90% or more of the situation, on the other hand, it is returned, repair is very common, after-sales service personnel busy around.

In addition, the majority of enterprises in the implementation of customer satisfaction measurement are no pre established measurement scheme, the survey also just activity of a department alone, other departments do not participate in the enterprise; no statistical analysis of measurement data of customer satisfaction, but did not form the analysis report and improvement suggestion; there is no corresponding system and method of customer products / services the quality of tracking, only a few companies do not make regular phone calls or regular visits to customers; at the same time, these enterprises were not regularly evaluate the company's customer satisfaction measurement.

Through interviews, Mccann bridge excellence performance center found that many companies to promote customer satisfaction measurement is not in place the main reasons are the following two:

(1) the cause of consciousness

The highest A. enterprise management on customer satisfaction measurement is not deep enough understanding, do not understand the benefits of customer satisfaction measurement on the enterprise, that customer satisfaction measurement only, far less than the degree of attention.

B. most employees think that customer satisfaction measurement is just a matter of the sales department or the sales department, it has nothing to do with other departments, and has nothing to do with themselves.

(2) mechanism

The measurement of customer satisfaction is lack of key mechanisms in enterprises, such as performance appraisal. No enterprise customer satisfaction measurement results into the employee performance appraisal system, the measurement results have no effect of income level, position and other aspects of the lifting of the staff, resulting in staff involved in the work willingness is not very high.