[原创]满意度调查技术发展历程---第1代到第10代（四）
<br/><h3><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度调查技术发展历程</span><span lang="EN-US">---</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">1</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代到第</span><span lang="EN-US">10</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代（四）</span></h3>
<p class="MsoNormal" style="TEXT-ALIGN: center" align="center"><span lang="EN-US">---</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>达闻通用市场研究公司</span><span lang="EN-US"><span style="mso-spacerun: yes"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>毛创奇</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">8</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代，关注高满意人群</span><span lang="EN-US">------</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度</span><span lang="EN-US">+</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>卓越服务</span><span lang="EN-US"><o:p></o:p></span></b></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>根据长期的数据跟踪发现，在竞争市场中，非常满意人群的忠诚度是一般满意人群的</span><span lang="EN-US">4-6</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>倍。因此，把一般满意人群提升到非常满意，在此类市场中具有非常积极的意义，其价值要明显高于把不满意人群提升到一般满意。让客户非常满意，意味着高水准、超出一般水平的服务，所以称为卓越服务。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>卓越服务研究的重点是“高满意群体”，因为把客户从不满意提升到一般满意，与从一般满意提升到非常满意，其服务提升的关键影响因素往往是不一样的，所以需要进行针对性分析。</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">9</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代，将防御工具转为进攻工具</span><span lang="EN-US">------</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度</span><span lang="EN-US">+</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>用户体验</span><span lang="EN-US"><o:p></o:p></span></b></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度，常规是一个防御性管理工具，即不要因为服务的缘故让客户流失掉。用户体验是将其升级为一个进攻性工具，管理者通过营造深刻的用户体验，留住客户；并让客户散播好的口碑，吸引新客户。如商场的购物体验、医院的就医体验，及网站的用户体验等，都直接影响用户的下一次选择和口碑。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>用户体验强调塑造和传播口碑，注重服务细节和服务创新，提供令人印象深刻的，而且容易描述和传播的体验。</span><span lang="EN-US"> </span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>用户体验研究，在研究方法上，注重测试类方法的运用，如在电子商务网站用户体验研究中就包括了“吸引力测试”、“可用性测试”等，如下图所示：</span></p>
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<p class="a" style="TEXT-INDENT: 21.1pt"><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>第</span><span lang="EN-US">10</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代，建立服务管理体系</span><span lang="EN-US">------</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度</span><span lang="EN-US">+</span></b><b><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>服务管理</span><span lang="EN-US"><o:p></o:p></span></b></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>随着客户满意观念的进一步普及和重视，许多企事业单位设立专职人员，成立了专门的服务管理部门。如何系统有效地管理服务呢？在这个阶段，就可以满意度调研为核心，把其作为有效的服务管理工具，建立系统的服务管理体系。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>通过满意度调研，管理者可建立</span><span lang="EN-US">VOC</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>系统、服务改进系统、服务绩效评估系统，轻松有效地倾听客户声音，了解服务现状，发现服务短板，评价服务绩效，推进服务提升。如下所示：</span></p>
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<p class="MsoNormal"><span lang="EN-US"><o:p><img src="http://www.dmworld.com.cn/blogger/wp-content/uploads/2009/11/e69c8de58aa1e7aea1e79086500.jpg"/></o:p></span></p>
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<p class="a" style="TEXT-INDENT: 21pt"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>满意度调研技术，适应企事业单位的需求变化和发展，在不断地变化和发展；同时也在主动融合其他调研技术和管理理念，以更高的价值，引导着企事业单位服务管理的发展。到</span><span lang="EN-US">2009</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>年为止，满意度调研技术已经发展到第</span><span lang="EN-US">10</span><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times new=" ?Times mso-hansi-font-family: Roman?? new="New" New? Roman?;>代产品，对于研究人员来说，每一代产品都只是一个新的起点，一切只为更好地服务。</span></p>
<p class="a" style="TEXT-INDENT: 21pt"><span lang="EN-US"><o:p> </o:p></span></p> 强帖 好贴 顶！
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