Customer Satisfaction Measurement

آبان 11, 1396
Subject: SCRM Customer Satisfaction Measurement
Collector: Ghazaleh Esmailzadeh Marketing Manager of Villasho
SCRM concept:
Several definitions of SCRM have been made, and some of them are:
It is a pleasant or disagreeable emotion that arises from mental performance in relation to customer expectations (Cutler, Philip, 75,1391). Satisfaction is a degree of real performance of a company that satisfies customer expectations. The quality of perception The customer will be able to meet his expectations. The customer will feel more satisfied. He will probably repeat the purchase. (Divorce and Despicable 188,1382) Satisfaction of a service can be defined by comparing the expectations of a person from the service or his perception of the service provided. If the services provided exceeds the expectations of the customer, those services will be enhanced and supportive When the customer’s expectations of the service match with his perceived service, the quality of the service provided is satisfactory. (Fitz Simmons 67,66,1382) Jamal and Nasser, two Arab researcher, also consider customer satisfaction as a feeling or The attitude of a customer is defined by a customer relative to a product or service after use.
The importance of achieving SCRM
Finding important strengths and weaknesses in the product / service delivery and focusing efforts to improve these issues.
Estimates the degree of customer loyalty
Compare the performance of different business units in different time periods and positions
Evaluating the effectiveness of redesigning service delivery system components
Basis for customer segmentation
A symbolic act for explaining and demonstrating customer behavior and demonstrating customer-centric behavior
Research shows that 96% of customers never complain about bad behavior and bad quality of products and services, and that 90% of these dissatisfied customers are not returning. Each of these unhappy customers says their discomfort to at least 9 people, and 30% of dissatisfied customers are reluctant to more than 20 people to express their dissatisfaction. Studies also show that attracting a new customer is 6 times more expensive than maintaining the current customer. In other words, keeping current customers is much cheaper than finding a new customer. This is where each of these future problems is difficult. And expensive. A loyal and satisfied customer may spend a lot on the company over the years of its relationship. Especially if this customer is encouraged by receiving quality services that the organization has promised to deliver. So interacting with existing customers is far more costly to search for a new customer.
Customer satisfaction measurement methods:
Various models can be used to measure customer satisfaction. Based on a categorization agreed upon by Tufar and Sebastien Afarat, his colleagues are divided into two kinds of objective and subjective models.
Objective models
The objective models are based on the idea that customer satisfaction can be measured by indicators that are highly correlated with customer satisfaction. These models use indicators such as market share, number of complaints, annual profit, and so on. In this regard, it should be noted that these indicators are not personal opinions of the customers. The validity of these models is doubtful. For example, the sales of a company product can not be interpreted merely as a satisfaction of customer satisfaction, while this index is considered as one of the objective indicators. Among the best indicators with the validity of objective models, one can consider the rate of customer fluctuations and the rate of customer re-purchase, but even these indicators are affected by other stimuli, such as the activity of competitors.
Mental models

Mental models are based on the level of satisfaction of customers’ needs. In other words, these models act on their perceptions of their customers. Their mental models do not act on the basis of comparison of the rates or performance indicators, but directly use the opinions of the customers. These models provide an approach to customer satisfaction, which is closer to customer perception. Mental models are divided into two categories of accidental methods and characteristic features.

1 Accidental Procedures
Accident-based methods are qualitative methods that are based on the discovery of the level of customer satisfaction through the experiences of customers in relation to the company’s products and services. These customer experiences are known as "confrontation with reality." This "confrontation with reality" is any kind of contact between the employees and the customers of an organization, which includes any common or unusual call, personal or non-personal, customers with the company. The incident is the identification of identity and "general map". These methods were investigated by Stylus as contact point analysis. This analysis takes place in three steps and aims at identifying and evaluating "confrontation with reality"
2 Characteristic methods
The characteristics of the system are based on the principle that satisfaction is the result of the subjective evaluation of single characteristics derived from the firm’s performance and can be evaluated through rating scales. These methods are divided into two groups of explicit methods and implicit methods. Indirect or implicit methods use indirect indicators of satisfaction that can be inferred from their satisfaction (for example, the number of low-level complaints is a high level of customer satisfaction). This method does not have high validity to assess customer satisfaction, because the inferences that derive from the meanings of some of the horns can not be accurate or even false. Clear or clear methods offer a better way to measure customer satisfaction, because they are based on the creation of a satisfaction scale that you can
One-dimensional or multidimensional ones. Single-dimensional scales measure customer satisfaction with just one question. For example, a one-dimensional question can be: Are you satisfied with our branch sales service? The customer has to answer the questions, for example, in five floors that start with a very satisfying and completely dissatisfied one. The advantage of this method is that it is very easy to analyze and has little complexity. But in the analysis, it does not differentiate enough customer satisfaction. In addition, the measured satisfaction from the results of the measurement is more meaningful than multidimensional scales. Multidimensional scales that are well-known for multi-objective approaches are composed of a number of different single features that are used to calculate the total customer satisfaction. To be From these single features one can judge the level of customer satisfaction. Customer Satisfaction Index In the general classification of customer satisfaction models, subjective models were categorized into two types of accidental methods and feature-specific methods. The customer satisfaction index is classified according to both methods. The customer satisfaction index is a number that determines the amount of customer satisfaction in a period of time. The customer satisfaction index is calculated for different periods so that these indices can be compared in different periods. In order to calculate the customer satisfaction index, it is necessary to analyze which of the expectations are related to the company’s performance or performance. For the purpose of obtaining the required information through market research, customers are gathered. The next step is to determine the quality grading ( The degree to which quality should be) in all areas of the company. Multiplying the rate of importance of customers with the degree to which quality should be, the indicator that satisfies that is calculated as a percentage. This method of calculating satisfaction index is based on customers’ demands. We have defined the concept of customer satisfaction measurement and expressed different models of customer satisfaction measurement. For accurate work, we should focus on the selected model. This measure It will lead to a continuous improvement in customer satisfaction, which is the ultimate goal of the business as well as increasing market share. Therefore, in different organizations, it is necessary to try to use, according to the conditions, possibilities and limitations, of any kind that can provide this purpose. To be Content posted by the collector is on the site.
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