某汽車顧客滿意-文庫吧在線文庫
【正文】 ease by 25% ~ 85% from 5% increase in customer loyalty.?Firms bee more profitable overtime due to loyal customers.Profit IncreaseProfit Increase from 5% Increase in Customer LoyaltySource : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality es to Life” Harvard Business Review, . Issue.Profit Per Customer (US$)Customer Profit Patterns Over TimeSource : F. Reichheld and E. Sasser (1990), “Zero Defections : Quality es to Life” Harvard Business Review, . Issue.Loyal Customer vs. Sales Cycle – Ford Research1. Cost of acquiring new customers is 5 times the cost to retain existing ones.2. Frequent of Customer Contact Point.? Sales : one time for new car buyer.? Service : eight times for car service.3. Factors that affect a customer repurchase to your product 80% es from high satisfaction of service experiences.Profitable Growth Through Customer LoyaltyPercents show contribution to overall customer satisfaction. Source: MS Service AnalysisExternalInfluencesOwnership ExperienceSellItRightBuildItRightDesignItRightFixItRight TreatMeRightEnduringProfitableGrowthSHAREHOLDERVALUEEnthusiastOverallOwnershipSatisfactionDesignItRightBuildItRightGet BrandRightImageBrandReliabilityValueCompetitiveActions“Share of Wallet”BrandLoyalty$Sales$OwnerLoyalty/ConquestNewVehicleAppeal“Share of Mind”PressBuy Decision ??Consumer Headset24%76%Product ComponentSales ServiceCustomer Satisfaction ComponentsRating Experience FeelingA / 5 Beyond Expectation SurprisedB / 4 Glad You Really Do It DelightedC / 3 As Expected OkayD / 2 Disappointed Black ListedE / 1 Betrayed AngryCustomer Satisfaction ScorecardCustomer Feedback SystemFLH’s Marketing Research for Customer SatisfactionProduct Quality : GQRS / JD Power IQS APEAL / ICCDSales : CVP / JD Power SSIService : CVP / JD Power CSI / CRC DCRC surveyDistribution : Dealer Attitude Survey (Company to Dealer Standard)What a
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