外文翻譯---顧客滿意——一種全新的質(zhì)量觀

1、<p><b>　　附 錄</b></p><p>　　Customer Satisfaction---- One kind of brand-new quality view</p><p>　　by xi chang yang</p><p>　　Since long ago, the people all merely trea

2、t as the quality question a technical question, speaks of the improvement quality on merely to consider from the technical angle.Along with knowledge economy development and productive forces unceasing enhancement, the p

3、eople already developed to the product demand from the sole technical nature to the technical efficiency and expand to the spiritual domain, moreover satisfies the proportion which the spiritual demand the product or the

4、 product character</p><p>　　Customer Satisfaction</p><p>　　Who is a customer? The customer is "the receive product organization or individual". Based on ISO9000: 2,000 standards concer

5、ned customers define explanation that, The customer may be organizes the interior is the internal customer, also may be exterior the organization namely the external customer. As for the organization interior, "the

6、next working procedure" is "on a working procedure" customer. Therefore, a organization to the customer the understanding should be generalized, cannot merely u</p><p>　　Customer satisfaction

7、is "the customer to its request already the degree feeling which satisfied",is the people in has accepted the product or the service including its carried the information after stimulating, makes one kind of fi

8、rmly psychological condition, is the people to the product one kind of subjective comprehensive appraisal.This meant that, whether the customer does satisfy is decided by its receive product and the information the way a

9、nd the degree which stimulate to it, when this k</p><p>　　Likes us to purchase clothes, clothes use value self-evident (winter clothing maintaining warmth, summer clothing penetrability and cool and so on),

10、if only this but the oneself, the customer responded can be very light, but, if to the clothing assembly by the natural novel design, dresses up Li's color, causes us to obtain the accident pleasantly surprised, then

11、 can make us to feel one kind of unexpected harvest, we will be satisfied.</p><p>　　Customer satisfactory quality view</p><p>　　" Customer satisfaction " took one idea, more and more a

12、ccepts for the multitudinous different type organization. We may understand from following several aspects that,</p><p>　　1,the customer satisfies not only is the organization the starting point also falls t

13、he foot spot.</p><p>　　The Chinese economy comprehensively entered "is too much economical" the time.Statistics have indicated, the consumer wants to choose the refrigerator from 290 kind of refrig

14、erators, chooses the beer from 455 kind of beer, chooses the cosmetics from 478 kind of cosmetics, chooses the shirt from 575 kind of shirts. The price, the quality, the design all day after day hasten with. The buyer ma

15、rket buyer can make the decision.</p><p>　　The customer decided wants any, when wants, how wants, to leave how many prices, the customer truly becomes the basic condition organizes depends on, the customer t

16、o satisfy the basic power which into the human society develops. Any organization when provides the product or the service, its goal lies in the product or the service which causes it to provide obtains customer's ap

17、proval, and lets it be glad accepts. This requests the organization to understand the customer needs any type the produc</p><p>　　2, " Customer Satisfaction " is the market economy development nece

18、ssity.</p><p>　　The customer satisfies quality view is the market economy development inevitable result. Along with the social productive forces development, the society has brought the extremely rich materi

19、al resources for the people, thus let the market realize from the seller market to the buyer market transformation, caused the buyer is the customer control the market development direction. Is passing we often by "

20、mine product is qualified, customer do not use when" performs to shift responsibility onto oth</p><p>　　3,Customer satisfaction is the inevitable result which the humanist idea popularizes.</p>&

21、lt;p>　　The customer satisfies quality view is by the artificial starting point and the center, is revolving the reassignment organization and customer's enthusiasm, the activity, causes the organization unceasingl

22、y to satisfy the customer to request, thus realizes the customer to be satisfied, unceasingly realizes the humanity to the happy pursue, improves humanity's quality of life. At the same time, satisfies take the custo

23、mer as the idea from organizes the quality specification and the determination</p><p>　　4, Customer satisfaction is organizes the eternal pursue the goal.</p><p>　　Customer satisfaction is human

24、 society's one kind of basic desire, will be the humanity forever the without limits self- pursue. Therefore, meets customer's need and the desire also is organizes the eternal pursue the goal. Enters for the 21s

25、t century, the more and more many organization attention "the customer is satisfied" strategic sense. Is the various countries' expert, the entrepreneur, how the administrative personnels all exploring caus

26、es own organization to seize the 21st century qualit</p><p>　　How stimulates the customer to be satisfied?</p><p>　　Above said, customer satisfaction was the customer has accepted one kind of ps

27、ychological condition which the product or the service and its the information stimulated produces, was a psychology concept. Then, how we do stimulate customer's this kind of satisfactory mood? "We do well, the

28、 customer will satisfy" to? Which first should we pay attention affect customer satisfaction and not the satisfactory factor have:</p><p>　　1, not satisfactory factor</p><p>　　The clear ins

29、tructions forgives which in the product either the service or anticipated provides to customer's use or the service, is the customer thought the self-evident characteristic, it meets the customer need the degree, aff

30、ects the factor which the customer satisfies, once has the aspect which does not arrive, can create customer's disaffection, usually is called it not the satisfactory factor. For instance: We buy a thermos bottle, it

31、s heat preservation characteristic (or said use) is a n</p><p>　　2, neutral factor</p><p>　　Some one kind of factor, when customer's demand has not obtained satisfies, will feel very disappo

32、intedly; If obtains time satisfying which should obtain, cannot have any intense reflection; But, if organizes to do very much arrives, can increase the customer to be satisfied. We call such factor the neutral factor. F

33、or instance agrees time purchase goods, if cannot as scheduled arrive, can cause the customer to complain; If arrives on time, perhaps the customer cannot have any response; If can a</p><p>　　3, satisfactory

34、 factor</p><p>　　The customer obtains the accident harvest, often can make the customer to be extremely pleased, however, organizes not to provide these product characteristics, also cannot cause the custome

35、r to be discontented, we called such factor is the satisfactory factor. For instance we purchase the ultra value service which the product obtained arrives; Enjoys when the service obtained arrives the accident present p

36、resents and so on. These accidents are pleasantly surprised often can make us to feel extr</p><p>　　Had understood these affect the factor which the customer satisfies, how can we grasp well stimulate the cu

37、stomer to be satisfied. Only dodges forms the customer not satisfactory factor, diligently completes the neutral factor, plans with every effort with the implementation lets the factor which the customer satisfies, can u

38、nceasingly satisfy the customer to request, to strengthen the customer to be satisfied, thus achieves the quality goal which the customer satisfies, the promotion enterprise</p><p>　　The enterprise should es

39、tablish and implement the customer satisfactory strategy</p><p>　　We do not avoid the enterprise the goal are the profit maximization. But the enterprise profit goal realization is take customer's existe

40、nce as the foundation, left the customer, any organization all with difficulty exists. In in the 21st century competitions, who wins customer's adoring with the repayment, who can survive and the development; Otherwi

41、se, only can be blind alley. How does customer's adoring with repay, how also is decided to the enterprise causes their satisfaction. Therefore, sa</p><p>　　1, the creation " Customer satisfaction &

42、quot; as the central enterprise new management idea.</p><p>　　The enterprise must manifests in own management policy and the goal "attracts more customers" and "unceasingly enhances the custom

43、er degree of satisfaction" the thought, in educates training to the staff in the foundation, causes the staff to comply with the occupational ethics, the behavior standards, the value idea and the staff quality mold

44、s the aspect, all seeps "all to let the customer is satisfied" the idea. Thus creates one kind in the enterprise interior "the internal service" management</p><p>　　2, the promotion "

45、; Customer satisfaction " as the objective quality control innovation.</p><p>　　The enterprise must frequently organized carry on the customer demand and the market information diagnosis, comprehensivel

46、y, thoroughly and accurately grasps the customer various aspects the demand, including the latent demand, for the enterprise product market localization, the development design, the improvement and the innovation promptl

47、y provides the basis. At the same time, the diagnosis will obtain customer related aspect the and so on product function, quality, price and outward appearanc</p><p>　　3, pays special attention " Custom

48、er satisfaction " and serves the management innovation as the criterion enterprise marketing.</p><p>　　The enterprise must use the science the method to carry on the customer degree of satisfaction to t

49、he enterprise exterior market environment evaluating after testing, through evaluates after testing the customer to enterprise's product quality characteristic, the fine reputation, well-knownness, turning head rate,

50、 the sales ability, the complaint rate and so on several aspects satisfaction, provides the basis for the improvement marketing strategy and the enhancement grade of service. At the sam</p><p>　　4, takes tak

51、e " Customer satisfaction " as the guidance enterprise information management innovation.</p><p>　　The information technology development, provided the very good condition for our effectively colle

52、ction and the process information, the enterprise has had in the realization take the enterprise as the center to take the customer as in the central mentality transformation foundation, carried on the enterprise informa

53、tion management the innovation. To the enterprise inside and outside pitch point and the flow and so on information collection, analysis, transmission, feedback, processing design, t</p><p>　　5, the implemen

54、tation " Customer satisfaction " as the master line enterprise organizational structure reorganization.</p><p>　　While "the customer satisfied" the thought and "the customer satisfie

55、d" for the central strategy implementation, the enterprise must take the information bidirectional transmission speed, the information past the attrition rate and the management efficiency three big targets is in th

56、e synthesis optimization as a principle, reduces the enterprise excessively many management structure level and the administrative personnel level, causes the enterprise the structure flatly, the decision-making is f<

57、/p><p>　　顧客滿意——一種全新的質(zhì)量觀</p><p><b>　　楊希昌</b></p><p>　　長期以來，人們都把質(zhì)量問題僅僅當(dāng)作一個(gè)技術(shù)問題，說到改進(jìn)質(zhì)量就僅僅從技術(shù)角度去考慮。隨著知識(shí)經(jīng)濟(jì)的發(fā)展和生產(chǎn)力的不斷提高，人們對產(chǎn)品的需求已經(jīng)從單一技術(shù)性發(fā)展到了技術(shù)經(jīng)濟(jì)性并擴(kuò)展到精神領(lǐng)域，而且滿足精神需求的產(chǎn)品或產(chǎn)品特性所占的比例已大大

58、超過滿足生理需求所占的比例。同時(shí)，隨著物質(zhì)生活的日益豐富，越來越將質(zhì)量的重心和判定權(quán)從組織一方轉(zhuǎn)移到顧客手上，顧客滿意已經(jīng)成為評(píng)價(jià)產(chǎn)品質(zhì)量好壞的唯一標(biāo)準(zhǔn)。這就使質(zhì)量觀念發(fā)生了很大的變化——從檢驗(yàn)質(zhì)量觀到符合性質(zhì)量觀，最終形成了以顧客滿意為核心的全新的質(zhì)量觀念。</p><p><b>　　一、顧客滿意</b></p><p>　　誰是顧客？顧客是“接收產(chǎn)品的組織或個(gè)人

59、”。依據(jù)ISO9000：2000標(biāo)準(zhǔn)有關(guān)顧客定義的解釋：顧客可以是組織內(nèi)部的即內(nèi)部顧客，也可以是組織外部的即外部顧客。對于組織內(nèi)部來說，“下一道工序”就是“上一道工序”的顧客，。因此，就一個(gè)組織對顧客的理解應(yīng)是廣義的，不能僅僅理解為組織產(chǎn)品的“買主”。同時(shí)，依據(jù)產(chǎn)品的“供應(yīng)鏈”，顧客可以分為中間顧客與最終顧客、現(xiàn)實(shí)顧客與潛在顧客，對顧客的細(xì)化、分類和研究，有利于我們針對不同的顧客需求進(jìn)行不同方式的刺激和引導(dǎo)，從而使顧客滿意，以實(shí)現(xiàn)組織的

60、目標(biāo)。</p><p>　　顧客滿意是“顧客對其要求已被滿足的程度的感受”。是人們在接受了產(chǎn)品或服務(wù)包括其所攜帶信息的刺激以后，所做出的一種肯定的心理狀態(tài)。是人們對產(chǎn)品的一種主觀的綜合的評(píng)價(jià)。這就是說，顧客是否滿意取決于其接收的產(chǎn)品及信息對其刺激的方式和程度，當(dāng)這種刺激滿足了顧客的要求（包括明示的或潛在的需求）時(shí)，就會(huì)對顧客形成正刺激，從而使顧客滿意，而且這種刺激的程度越深顧客就越滿意，反之，就會(huì)對顧客形成負(fù)刺激

61、，就會(huì)使顧客不滿意，而且對顧客刺激的程度越深，顧客就越不滿意，就會(huì)引起顧客抱怨，甚至顧客投訴。</p><p>　　就像我們購買衣服，衣服的使用價(jià)值不言而喻（冬衣的保暖，夏裝的透性和涼爽等等），如果僅此而己，顧客反應(yīng)會(huì)很平淡，但是，如果對服裝配以大方新穎的款式，靚麗的顏色，使我們獲得意外的驚喜，那么就會(huì)使我們感到一種意想不到的收獲，我們就會(huì)感到滿意。</p><p><b>　　

62、二、顧客滿意質(zhì)量觀</b></p><p>　　“顧客滿意”作為一種理念，越來越為眾多的不同類型的組織所接受。我們可以從以下幾個(gè)方面來理解：</p><p>　　1、顧客滿意既是組織的出發(fā)點(diǎn)又是落腳點(diǎn)</p><p>　　中國經(jīng)濟(jì)已全面進(jìn)入“過剩經(jīng)濟(jì)”時(shí)代。據(jù)統(tǒng)計(jì)，消費(fèi)者要從290種冰箱中選冰箱，從455種啤酒中選啤酒，從478種化妝品中選化妝品，從57

63、5種襯衫中選襯衫。價(jià)格、質(zhì)量、款式都日漸趨同。買方市場買方說了算。顧客決定要什么，什么時(shí)候要，怎么樣要，出多少價(jià)，顧客真正成為組織賴以生存的基本條件，顧客滿意成為人類社會(huì)發(fā)展的基本動(dòng)力。任何組織在提供產(chǎn)品或服務(wù)時(shí)，其目的在于使其提供的產(chǎn)品或服務(wù)得到顧客的認(rèn)可，并讓其樂于接受。這就要求組織了解顧客需要什么樣的產(chǎn)品和服務(wù)，對產(chǎn)品和服務(wù)有什么樣的要求——再精美的產(chǎn)品，顧客不需要，也不會(huì)得到顧客的認(rèn)可。因此，組織只有掌握了這個(gè)出發(fā)點(diǎn)，才能為顧客

64、提供滿意的產(chǎn)品或服務(wù)。同時(shí)，顧客滿意的程度決定了組織賺錢的程度，決定了組織發(fā)展的思路，按常規(guī)算法，一家企業(yè)若保住5%的穩(wěn)定顧客，那該企業(yè)的利潤至少會(huì)增加25%。因此，組織的落腳點(diǎn)也應(yīng)在于使顧客滿意，只有掌握了“顧客滿意”這個(gè)原動(dòng)力，組織才能得到長足的發(fā)展。</p><p>　　2、“顧客滿意”是市場經(jīng)濟(jì)發(fā)展的必然</p><p>　　顧客滿意質(zhì)量觀是市場經(jīng)濟(jì)發(fā)展的必然結(jié)果。隨著社會(huì)生產(chǎn)力的

65、發(fā)展，社會(huì)為人們帶來了極為豐富的物質(zhì)資源，從而讓市場實(shí)現(xiàn)了從賣方市場向買方市場的轉(zhuǎn)換，使得買方即顧客左右了市場發(fā)展的方向。在過去我們往往以“我的產(chǎn)品是合格的，顧客自己使用不當(dāng)”加以推諉。現(xiàn)在不行了，你認(rèn)為自己的產(chǎn)品合格，但不能滿足我的需要，哪你就在你的倉庫里存著好了!誰考慮了我的需求，我就購買誰的產(chǎn)品。同時(shí)，知識(shí)經(jīng)濟(jì)的發(fā)展使組織有能力有條件不僅滿足顧客的生理需要，也能滿足顧客的心理需要，使產(chǎn)品更加豐富多彩，使服務(wù)更加體貼入微。</

66、p><p>　　3、顧客滿意是以人為本觀念普及的必然結(jié)果</p><p>　　顧客滿意質(zhì)量觀是以人為出發(fā)點(diǎn)和中心的，圍繞著調(diào)動(dòng)組織及顧客的積極性、能動(dòng)性，使組織不斷地滿足顧客要求，從而實(shí)現(xiàn)顧客滿意，不斷地實(shí)現(xiàn)人類對幸福的追求，提高人類的生活質(zhì)量。同時(shí)，以顧客滿意為理念將質(zhì)量標(biāo)準(zhǔn)和判定權(quán)從組織一方轉(zhuǎn)到顧客一方，反映了人的地位在不斷提高。把握好以人為本這個(gè)“新旋律”，堅(jiān)持按顧客的客觀要求，要，就給

67、足給夠；不要，一點(diǎn)不給。從而在組織與顧客的互動(dòng)和互相滲透中共同營造人類的物質(zhì)和精神文明生活。</p><p>　　4、顧客滿意是組織永恒追求的目標(biāo)</p><p>　　顧客滿意是人類社會(huì)的一種基本愿望，是人類永無止境的自我追求。因此，滿足顧客的需求和愿望也是組織永恒追求的目標(biāo)。進(jìn)入21世紀(jì)，越來越多的組織關(guān)注“顧客滿意”的戰(zhàn)略意義。各國的專家、企業(yè)家、管理人員都在探索如何使自己的組織盡快占

68、領(lǐng)21世紀(jì)質(zhì)量的制高點(diǎn)，許多大型組織在制定21世紀(jì)的質(zhì)量戰(zhàn)略，并將“顧客滿意”作為質(zhì)量戰(zhàn)略的核心，作為其支撐其他內(nèi)容的“綱”?！皾M足顧客的要求和期望”將取代追求質(zhì)量合格或服務(wù)達(dá)標(biāo)而成為企業(yè)所追求的最高目標(biāo)。把握趨勢才能把握成功，從而把握未來。在這個(gè)競爭非常激烈的時(shí)代，只有把握住這種趨勢和方向，正確確立自己發(fā)展戰(zhàn)略目標(biāo)，才能在競爭中立于不敗之地。</p><p>　　三、如何激發(fā)顧客滿意</p>&l

69、t;p>　　上面講了，顧客滿意是顧客接受了產(chǎn)品或服務(wù)及其信息的刺激所產(chǎn)生的一種心理狀態(tài)，是一個(gè)心理學(xué)的概念。那么，我們?nèi)绾渭ぐl(fā)顧客的這種滿意情緒呢?“我們好好做，顧客就會(huì)滿意”對嗎？首先我們應(yīng)關(guān)注一下影響顧客滿意和不滿意的因素有哪些：</p><p><b>　　1、不滿意因素</b></p><p>　　在產(chǎn)品或服務(wù)中包涵的明示的或預(yù)期提供給顧客的用途或服務(wù)，

70、是顧客認(rèn)為不言而喻的特性，其滿足顧客需求的程度，是影響顧客滿意的因素，一旦有不到位的方面，就會(huì)造成顧客的不滿，通常將其稱為不滿意因素。比如：我們買得一個(gè)暖水瓶，它的保溫特性（或者說用途）就是一個(gè)不滿意因素。如果買一個(gè)暖水瓶不保溫，我們就會(huì)很惱火和不滿意，既使這些特性都有了，符合我們的要求，也不會(huì)促使我們滿意，因?yàn)槲覀儠?huì)認(rèn)為這是應(yīng)該的。</p><p><b>　　2、中性因素</b><

71、/p><p>　　有一種因素，當(dāng)顧客的需求沒有得到滿足時(shí)，就會(huì)感到很失望；如果得到應(yīng)該得到的滿足時(shí)，不會(huì)有什么強(qiáng)烈的反映；但是，如果組織做得很到位，就會(huì)增加顧客滿意。我們稱這樣的因素為中性因素。比如以約定的時(shí)間采購物品，如果不能如期到達(dá)，就會(huì)引起顧客抱怨；如果按時(shí)到達(dá)，顧客也許不會(huì)有什么反應(yīng)；如果能提前到達(dá)，則顧客會(huì)很高興。</p><p><b>　　3、滿意因素</b>

72、;</p><p>　　顧客得到的意外收獲，往往會(huì)使顧客非常滿意，然而，組織不提供這些產(chǎn)品特性，也不會(huì)引起顧客不滿，我們稱這樣的因素為滿意因素。比如我們購買產(chǎn)品所得到的超值服務(wù)；享受服務(wù)時(shí)所得到的意外的禮品饋贈(zèng)等。這些意外的驚喜往往會(huì)使我們感到非常滿意。</p><p>　　了解了這些影響顧客滿意的因素，我們就會(huì)很好地把握如何激發(fā)顧客滿意。只有規(guī)避形成顧客不滿意的因素，努力做好中性因素，盡

73、力策劃和實(shí)施讓顧客滿意的因素，才能不斷地滿足顧客要求，增強(qiáng)顧客滿意，從而實(shí)現(xiàn)顧客滿意的質(zhì)量目標(biāo)，促進(jìn)企業(yè)的發(fā)展。</p><p>　　四、企業(yè)應(yīng)建立并實(shí)施顧客滿意戰(zhàn)略</p><p>　　我們不用回避企業(yè)的目標(biāo)是利潤最大化。而企業(yè)利潤目標(biāo)的實(shí)現(xiàn)是以顧客的存在為基礎(chǔ)的，離開了顧客，任何組織都難以存在。在21世紀(jì)的競爭中，誰贏得顧客的傾心和回報(bào)，誰就能生存和發(fā)展；反之，只能是死路一條。顧客的傾

74、心與回報(bào)如何，又取決于企業(yè)使他們的滿意程度怎樣。因此，從某種程度上講，企業(yè)的經(jīng)營戰(zhàn)略就是質(zhì)量戰(zhàn)略，而這一切的出發(fā)點(diǎn)和歸宿都?xì)w結(jié)為一點(diǎn)：顧客滿意。那么我們?nèi)绾谓⒑蛯?shí)施顧客滿意戰(zhàn)略呢?</p><p>　　1、創(chuàng)造以“顧客滿意”為中心的企業(yè)新的經(jīng)營理念</p><p>　　企業(yè)要在自己的經(jīng)營方針和目標(biāo)中體現(xiàn)出“吸引更多的顧客”和“不斷提高顧客滿意度”的思想，在對員工教育培訓(xùn)的基礎(chǔ)上，使員工在

75、遵從職業(yè)道德、行為規(guī)范、價(jià)值觀念和員工素質(zhì)塑造方面，都滲透“一切讓顧客滿意”的理念。從而在企業(yè)內(nèi)部創(chuàng)造一種“內(nèi)部服務(wù)”的經(jīng)營理念，雖然你不直接服務(wù)顧客，但是你的工作應(yīng)當(dāng)是為服務(wù)顧客的人服務(wù)。在企業(yè)內(nèi)部導(dǎo)入“下道工序是上道工序的客戶”的顧客滿意理念，即在整個(gè)運(yùn)作環(huán)節(jié)中，上個(gè)環(huán)節(jié)的部門把下個(gè)環(huán)節(jié)的部門當(dāng)作客戶，對它進(jìn)行服務(wù)，一個(gè)環(huán)節(jié)服務(wù)一個(gè)環(huán)節(jié)，最終為外部顧客提供最佳服務(wù)。</p><p>　　進(jìn)以“顧客滿意”為宗旨

76、的質(zhì)量管理的創(chuàng)新</p><p>　　企業(yè)要經(jīng)常有組織地進(jìn)行顧客需求和市場信息的調(diào)查分析，全面、深入和準(zhǔn)確地掌握顧客各方面的需求，包括潛在的需求，為企業(yè)產(chǎn)品的市場定位、開發(fā)設(shè)計(jì)、改進(jìn)和創(chuàng)新及時(shí)提供依據(jù)。同時(shí)，將調(diào)查分析獲得的顧客有關(guān)產(chǎn)品的功能、質(zhì)量、價(jià)格和外觀等方面的需求，全面準(zhǔn)確地轉(zhuǎn)化為產(chǎn)品設(shè)計(jì)改進(jìn)的技術(shù)參數(shù)、成本元素，并在嚴(yán)格按產(chǎn)品設(shè)計(jì)或改進(jìn)要求組織生產(chǎn)的過程中，要貫徹“下個(gè)環(huán)節(jié)就是顧客的”方針，全面開展“內(nèi)

77、部顧客滿意”的活動(dòng)，以生產(chǎn)出符合顧客要求的產(chǎn)品，達(dá)到顧客滿意。</p><p>　　3、抓好以“顧客滿意”為準(zhǔn)則的企業(yè)營銷和服務(wù)管理的創(chuàng)新</p><p>　　企業(yè)要采用科學(xué)的方法對企業(yè)外部市場環(huán)境進(jìn)行顧客滿意度的測評(píng)，通過測評(píng)顧客對企業(yè)的產(chǎn)品質(zhì)量特性、美譽(yù)度、知名度、回頭率、銷售能力、抱怨率等幾個(gè)方面的滿意程度，為改進(jìn)營銷策略和提高服務(wù)質(zhì)量提供依據(jù)。同時(shí)，從提高顧客“滿意程度”和“忠誠度

78、”的目標(biāo)出發(fā)，建立顧客檔案，實(shí)施全方位、多形式的規(guī)范的售后服務(wù)，實(shí)現(xiàn)售前咨詢、售中支持、售后增值即“幫助用戶買貨”的增值服務(wù)過程，從而以三階段全過程服務(wù)替代“訴后”服務(wù)。</p><p>　　4、重視以“顧客滿意”為導(dǎo)向的企業(yè)信息管理的創(chuàng)新</p><p>　　信息化技術(shù)的發(fā)展，為我們有效地收集和處理信息提供了很好的條件，企業(yè)要在實(shí)現(xiàn)以企業(yè)為中心到以顧客為中心的思路轉(zhuǎn)換基礎(chǔ)上，進(jìn)行企業(yè)信息

79、管理的創(chuàng)新。對企業(yè)內(nèi)外信息的收集、分析、傳遞、反饋、處理等節(jié)點(diǎn)和流程的設(shè)計(jì)，以及各節(jié)點(diǎn)信息流量和流轉(zhuǎn)的速度加以控制，對信息反饋處理周期和時(shí)間的規(guī)定作系統(tǒng)研究，從而為正確開展“顧客滿意”的一系列活動(dòng)，提供科學(xué)有效的依據(jù)。</p><p>　　5、實(shí)施以“顧客滿意”為主線的企業(yè)組織結(jié)構(gòu)的重組</p><p>　　隨著“顧客滿意”思想和“顧客滿意”為中心戰(zhàn)略的實(shí)施，企業(yè)必須以信息雙向傳遞速率、信