From customer satisfaction to customer trust

What is customer satisfaction

In general, customer satisfaction is the customers and employees of enterprises of products and services directly to comprehensive evaluation, is a customer of the company, products, services and staff recognition. Customers based on their value judgments to evaluate the products and services, therefore, PhilipKotler that "satisfaction is the feeling state of a human level, it comes from the idea on a product's performance or output and carried out by people's expectations comparison. " From the business point of view, customer service goal is not just limited to customer satisfaction, so customer satisfaction is the first step in marketing management. President of the United States maintain the chemical, William. Taylor said: "Our interest lies not only let customers receive satisfaction, we have to dig those customers that can enhance the value of our relationship things." In the long-term business and customer partnerships, enterprises to provide the customers more than their expectations, "customer value", allowing customers to purchase in each process and post-purchase experience can be satisfied. Each customer satisfaction will increase the trust of the enterprise, enabling companies to obtain long-term profitability and development.
For businesses, if the enterprises are satisfied with the products and services, customers will feel them the consumer through word of mouth to spread to other customers and spread the product awareness and increase corporate image for long-term development 涓嶆柇 injected into Xin power. But the real problem is that companies tend to customer satisfaction equal to the trust, or even "customer loyalty." In fact, customer satisfaction, customer trust is a prerequisite, customer confidence is the result; customer satisfaction is a product, the positive evaluation of a service, even if a business customer satisfaction is only based on their acceptance of products and services that he satisfaction. If an imperfect one's products and services, he also dissatisfied with the company, and that is, it is a perceptual evaluation. Customer trust is a customer of the brand product and have trust in the brand business, they can rationally face the success of brands and adverse. Bain & Company survey of the United States, in the claimed product and company satisfied even satisfied customers, 65% 85% of the customers will turn to other products, only 30% 40% of customers will again buy the same products or similar products the same type.

What is customer trust

Customer trust is a corporate customer, a brand of product or service recognition and trust, which is continually enhanced customer satisfaction results, and customer satisfaction tend to feel different sensibility, customer trust is the customers on the basis of rational analysis sure, the recognition and trust. Generally speaking, customer trust can be divided into three levels:
Cognitive trust - it is directly based on the formation of products and services, since such products and services just to satisfy his individual needs, this basic level, living trust, it may be because the sense of fun, the environment changes in the transfer;
Affective trust - after using the products and services obtained lasting satisfaction, it may form a preference for products and services;
Behavior trust - only available in enterprise products and services become essential customer needs and enjoy, the behavior will be the formation of trust, its performance is the maintenance of long-term relationships and repeat purchase, as well as corporate and product focus, and In this concern the consolidation of confidence in the search for information or confirmation of no confidence in the information to prevent wronged.
Over the years, managers have made profits that the market share is the driving force behind the mid-70s of the 20th century PIMS (ProfitImpactofMarketShare) model supports this view. However, Professor EarlSasser not find this view is correct, because he found a more profitable and rapid growth is closely related factor is customer trust, rather than market share.

A specious argument
Theory in marketing management, customer loyalty is a widely used concept, but customer loyalty is really just a misunderstanding.
When marketing experts that "customer loyalty" concept, the enterprise management concept is first large-scale production, that is the first enterprise customer needs according to their own understanding of the design product, and then through a long period of mass production cost attract customers to buy. Throughout the process, the business is led in the active position; customers as the recipients of enterprise products, enterprises can only accept the "they" design, products, customer selectivity. Environment, especially in shortage, customers had to repeat purchase the same product. This repetition gives the wrong impression to buy a "customer loyalty."
In fact, in the era of personalized emotional consumer, product variety, product homogeneity malpractice, product life cycles can not make long-term customer and a product of a corporate "loyalty."
On the other hand, the object of customer loyalty is the company or products, so customer loyalty is a customer of the company or product loyalty, which is a product-centric products, the situation should be the business on customer loyalty. Only change this concept of customer service to enable enterprises to achieve maximum customer value.
Customer loyalty marketing guidance may result in: big business or product alone respect, from the customer, and poor service; company aims to achieve sales, consumer abuse cases, trafficking in customer goodwill, to lure customers consumption; sales process quick success, do not speak credit, unscrupulous, and so on.

Professor Daniel "bucket"
Old customers are enterprises, products, services trust and repeatedly purchase products or receive services groups. In a bid to increase market share and increasing sales pressure to complete, more or less to find new customers as the focus of marketing management, while ignoring the role of the old customers. In fact, this is a misunderstanding. DanielCharmich professor enterprises with buckets to liken this behavior. He was professor of marketing class hours, the board drew a barrel, then the bottom of the barrel painted many holes, and to these holes marked with the name: rude, poor service, untrained staff, poor quality, poor selectivity so, he barrels out of customers than to. He pointed out that in order to maintain the existing business turnover to keep the top from the barrel into the "new client" to complement the loss of customers, this is an expensive process with no end. Therefore, more and more companies began to improve service quality to maintain old customers, because the plug bucket brought far from the "customer number", but "customer quality" improvement.
Old customers are the most valuable asset, an old customer lifetime value is enormous. According to the survey, a favorite pizza from the people who get lifetime income is about 8000 U.S. dollars, gained from a Cadillac owner's lifetime income is 332,000 dollars.
Customers trust the considerable economic benefits of this in other industries has been proven. In recent years, service industries, such as software and banking survey showed that 5% increase in customer confidence, corporate earnings could rise 25% to 80%. If a company consistently return value to customers and win the loyalty of customers, its market share and profitability will increase, but to attract customers and customer service costs will decline. Companies will therefore invest the extra profits obtained in a series of new activities, for example, reward old customers, to provide customers with better service, improve staff remuneration, etc., thus triggering a chain reaction, the formation of "Customer trust in corporate profits "virtuous circle.
Customer trust in the benefits to the enterprise are manifold. Bring repeat customers confidence to purchase, the customer repeat purchase with the increased revenue, but also to keep old customers longer, larger purchases 灏? for recruiting customers to reduce costs to enable enterprises to lower costs, a study for a new customers about the cost of keeping an old customer than the cost of more than several times, and the strong competition in mature markets, companies gain new customers great difficulties; as "reputation effect", the old customers would recommend others to buy in order to increase new customers; enterprises have rich consumer experience, familiar with the old customer service more efficient, more economical; customer confidence and economic efficiency of the increase will help improve the working conditions of employees, improve employee satisfaction, their sense of belonging subsequently increased, in turn, can increase efficiency, reduce recruitment and training costs, reduce staff turnover loss, further reducing the costs, thus creating an enhanced customer trust in a virtuous circle effect.

Customer bribery can not cultivate customer trust
There is a popular business practice, hopes to discount or rebate to attract customers, retain customers, and to such activities as "loyalty marketing", which essentially is a customer of bribery, the trust has no role in cultivating customers . As noted in the report of the United States Food Marketing Institute, the lowest rate of new customers in Switzerland (7%), the United Kingdom was the highest (24%), but low transfer rate of the Swiss customer loyalty marketing campaign is the lowest participation rate (15%), while high transfer rate of the UK customer loyalty marketing the highest participation rate (83%). Customers did not participate in such activities, there are 12.7% of people believe that these activities a waste of time, in order to obtain these discounts not worth it. 35.5% of the customers said that if there is no such activities, they would still buy the same amount of stuff, with 87.5% of customers claim that without these activities, they will still buy goods from shops. This is from a side note, the maximum income customers who bribery is essentially the general business customers, they are real profiteers are not going to trust in business, corporate more harm than good in such activities.
But the enterprise market for certain purposes by way of discount or rebate to attract customers is very effective, and it is desirable, such as clearance, rapid return on investment, the seasonal transition, to avoid the delay caused the loss (such as water products, fresh fruit, etc.) Through the activities of the key competitive advantage, and so on. But long-term application of this strategy will result in a price war, resulting in multi-impaired, such as color TV industry. In order to gain a competitive business or should be adopted to improve the unique customer value, gaining customer trust, such as Haier.

From customer satisfaction to customer trust

Customer satisfaction and customer trust are the two dimensions. If customer satisfaction is a kind of value judgments, the customer trust is the behavior of customer satisfaction.
Therefore, we say that customer satisfaction, customer trust only just upgraded to the first step, and continuously enhanced customer satisfaction is customer trust. Meanwhile, the need to clear that customer satisfaction does not necessarily cause the development of customer trust and satisfaction from customer to customer trust, enterprises need to do many things.
Customer trust in the promotion of factors, personalized product and timeliness of services are two decisive factors. Personalized products to enhance the customer experience awareness and to foster awareness of customers trust; personalized products and services enable customers time dependence, and training emotional trust; only personalized products and services can be timely meet customer needs change, customers will trust act; customers can spontaneously trust, and customer trust requires companies to train with actual actions.

To provide customers with personalized products and services
Personalized marketing products from the most upstream start. Higher level of customer was not satisfied with batch produced products, they can reflect the personality of the products for more favor. As the technology, products and individuality of the scale of economic production are no longer opposing the conflict, companies can stay in the same time, some economies of scale, to provide customers Manzu their Butong requirement with individualized products to customer base satisfactory experience, modern production theory of mass customization is the performance of such thinking, It can meet the specific needs of individual customer groups, but also reduce production costs.
With the advances in production technology, flexible manufacturing system has been able to produce according to customer requirements personalize personalized customized products. For example, Panasonic bicycle industry companies, robots, computers and workers together in a vehicle assembly line to produce a customized bike. Each vehicle are based on customer's build, weight and loving special price higher than 10% of ready-made models. Matsushita's experience has infiltrated into many industries in Japan, they created a mass production of a new era of personalized products. The DELL through the customization to meet the individual needs of different customers, so that enterprises become a top leap of IT suppliers and service providers.
According to research, customer demands for personalized products mainly in shape, color, size, type and special auxiliary functions, while the basic function of the product demand is basically the same, meaning that most of the products differences, mainly in supporting diversification rather than on the basic functions, as if either the washing machine wash sweet potatoes or washing underwear in the washing machine, cleaning function is basic, but manual control, computer control is the customers own likes. So companies in the realization of personalized products, you can put more focus on product design and supporting the shape function, which for most businesses is not very difficult:
(1) face to face to understand the true idea of customers, according to intention to forecast customer demand for products;
(2) let customers participate in product planning and design, so customers feel that the product is tailor-made for him;
(3) customized for agile manufacturing, allowing customers to always feel that his personal enjoyment;
(4) business profile and reputation information so that customers are receiving this product and enjoy the value of business services are the embodiment;
(5) prior to customer acceptance of products and services to make customers feel convenient;
(6) lift the doubts of customers, increasing customer personal feelings;
(7) timely delivery;
(8) sales care.

Enhanced Customer Experience
LewisCarbone that customers care about the feelings of doing business with you, especially for a product or a business customer with feelings, it is difficult to change his mind with a discount. They purchase products and services are receiving an experience, they frequently patronize a company's products and services because the company is actually creating a cordial than the competition but also the experience, therefore enhancing the customer experience is to develop customer trust important way.
Enterprise from the following aspects:
(1) to establish the concept of customer service. "Courteous and smiling service" does not mean quality service, this is only the attitude of the requirements. Enterprises to achieve a comprehensive quality service for customer service must implement the concept of marketing activities to the entire process. IBM proposed the "IBM means service" business philosophy, for each employee for the training of corporate philosophy and help them understand the enterprise's mission is to provide customers with the best services to achieve customer satisfaction levels, and to staff Recognizing and dealing with customers, not just to sell products, but to solve practical problems for customers. IBM, with its perfect service and the customer is responsible for the spirit of the people had their full trust.
(2) to develop reasonable and effective service quality standards. Different companies, different products or services will have different specific features of the standard rules requirements, such as Haier, "12345" rule: a document-site services to produce a work license; two public open standardized charges in accordance with standard fees, maintenance or installation of public records to produce a single and after the service, please sign the views of customers; three are in place to clear the on-site service in place, power demonstration test machine in place, it clear to their customers to use the knowledge in place; four customers are not allowed to drink water pumping customers do not smoke, do not eat rice customers, not customers the gift; 5 one handed a business card, wearing a pair of slippers and carrying a mattress, and carrying a piece of cloth, giving a small gift.
Effective service quality standards should have the following characteristics:
(1) starting from the needs of customers.
Specific. Enterprise should determine the specific quality standards as far as possible, to facilitate implementation.
Received. Employees understand and accept the company established service quality standards, will be effective implementation and implementation. Businesses can mobilize their staff involved in developing quality standards, such standards to determine not only more accurate, but can get the support of staff.
(2) emphasis. If the established quality standards are too cumbersome and not bound to make employees understand the key requirements needed to achieve.
Have some flexibility. The basic principles of Tong Yi's premise, give employees a certain degree of flexibility to enable him to the specific conditions according to different customers flexible, targeted to provide special services.
Both practical and challenging. If the business service quality standards set too high, employees can not reach, they are bound to discontent; If the standard is too low, they can not motivate employees to improve service quality. Both practical and challenging quality standards before they can motivate people to do service work.
(3) to make commitments to customers must be fulfilled. "Good as gold" is responsible for the company, is the value for the customer. Many of the "good as gold," contributes to customer trust, the loss of a customer's departure date result.
(4) service quality assessment and improvement. Good service quality inspection, assessment work in order to further improve services to promote the work of staff. Company employees regularly assessing the quality of service, and examination results and timely feedback to the staff, helping staff to enhance service quality. In addition, enterprises should be based on assessment results, reward outstanding staff, research to improve measures to continuously improve service quality.
Service quality is the core of the system and basic services, high-quality service can enhance the credibility of enterprises and enhance the value of customer service satisfaction, generate favorable word of mouth effect, and inspire the morale of the staff and eventually strengthen customers trust the company.

Customer Relationship Management
Customer relationship management is to cultivate and maintain customer trust means. Good customer relationship management not only allows companies to better retain existing customers, but also enable enterprises to find back the lost customers. As the world's largest, to visit the largest and most profitable online bookstore Amazon, the face of a growing number of competitors is a magic weapon to maintain enduring customer relationship management. When you first buy Amazon books, its system will record the purchase or browse through the book, when you re-enter the bookstore, the system will recognize your identity based on your preferences recommend the books. The number of times you go to the bookstore more understanding of the system you have more, and he became able to provide you with better service, so Amazon has always maintained a 65% keep returning.
Customer relationship management is becoming more and more enterprises to improve the quality of customer service essential magic, it can improve the way the information submitted, strengthening communication with customers, streamline customer service processes, improve customer service quality. According to the survey, nearly 80% of companies are trying to establish their own business for customer relationship management system.







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