Customer Satisfaction Research Management

Derek R. Allen

Description

Successful organizations have shifted from being product-based organizations to customer-based organizations, and customer satisfaction management (CSM) is an integral aspect of this new way of thinking. Successfully measuring customer satisfaction can be complicated and very detailed, requiring a great deal of in depth research and analysis. Customer Satisfaction Research Management is intended for advanced service quality managers and marketing researchers involved in the management of customer satisfaction programs. This is the third book in a series by author Derek Allen, focusing on customer satisfaction measurement, analysis, and implementation. Allen begins with the assumption that the reader has at least a minimal familiarity with the psychometric aspects of customer satisfaction measurement, statistical analysis, and linkage research that attempts to establish a causal relationship between customer attitudes and business outcomes. He then builds on this base to first discuss the theoretical relationship between customer satisfaction and financial performance, and then to dive deep into specific applications of customer satisfaction programs. Some of the areas covered include dealing with the challenges of conducting global customer satisfaction measurement programs, linking performance metrics to management compensation systems and financial outcomes, and results deployment. "This book will prove an invaluable resource for research managers charged with developing and implementing customer satisfaction research programs for their organization." Albrecht (Al) Grabenstein First Vice President, Corporate Marketing Comerica "This book describes with outstanding examples how insights gained from deep analysis of customer satisfaction research results can be used to create successful customer relationship marketing strategies and to design effective business processes which improve both customer satisfaction and business results." Lyle Kan Senior Vice President, Performance Management Countrywide Home Loans "Derek Allen offers managers of customer retention programs the tools necessary for the implementation and management of a successful program Managers whose companies have customer relationship management systems in place will also find the discussions on CRM, marketing research, and customer satisfaction very useful." Manuel Gutierrez Director of Market Research Kohler Co.

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Vente
• Customer Relations
• Marketing et communication
• Economics
• Gestion des ventes

Informations

• Publié par: ASQ Quality Press
• Date de parution: 11 février 2004
• Nombre de lectures: 5
• EAN13: 9780873893350
• Langue: English

Extrait

Customer
Satisfaction
Research
ManagementAlso available from ASQ Quality Press:
Analysis of Customer Satisfaction Data
Derek R. Allen and Tanniru R. Rao
Linking Customer and Employee Satisfaction to the Bottom Line
Derek R. Allen and Morris Wilburn
Customer Centered Six Sigma: Linking Customers, Process Improvement,
and Financial Results
Earl Naumann and Steven H. Hoisington
Customer Satisfaction Measurement Simplified: A Step-by-Step Guide for
ISO 9001:2000 Certification
Terry G. Vavra
Improving Your Measurement of Customer Satisfaction: A Guide to
Creating, Conducting, Analyzing and Reporting Customer Satisfaction
Measurement Programs
Terry G. Vavra
Measuring Customer Satisfaction: Survey Design, Use, and Statistical
Analysis Methods, Second Edition
Bob E. Hayes
The Trust Imperative: Performance Improvement Through Productive
Relationships
Stephen Hacker and Marsha Willard
Customer Satisfaction Measurement and Management
Earl Naumann and Kathleen Giel
Performance Measurement Explained: Designing and Implementing Your
State-of-the-Art System
Bjørn Andersen and Tom Fagerhaug
Value Leadership: Winning Competitive Advantage in the Information Age
Michael C. Harris
To request a complimentary catalog of ASQ Quality Press publications,
call 800-248-1946, or visit our Web site at http://qualitypress.asq.org.Customer
Satisfaction
Research
Management
A Comprehensive Guide to
Integrating Customer Loyalty and
Satisfaction Metrics in the Management
of Complex Organizations
Derek R. Allen
ASQ Quality Press
Milwaukee, WisconsinAmerican Society for Quality, Quality Press, Milwaukee 53203
© 2004 by ASQ
All rights reserved. Published 2004
Printed in the United States of America
12 11 10 09 08 07 06 05 04 03 54321
Library of Congress Cataloging-in-Publication Data
Allen, Derek R., 1959–
Customer satisfaction research management : a comprehensive guide to
integrating customer loyalty and satisfaction metrics in the management of
complex organizations / Derek R. Allen.
p. cm.
“American Society for Quality.”
Includes bibliographical references and index.
ISBN 0-87389-593-2 (hard cover, casebound)
1. Consumer satisfaction—Research. 2. Customer loyalty—Research.
3. Customer services—Quality control—Research. 4. Customer services—
Management—Research. 5. Marketing research—Management. I. American
Society for Quality. II. Title.
HF5415.335.A432 2004
658.8343—dc22 2004003921
ISBN 0-87389-612-2
No part of this book may be reproduced in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher.
Publisher: William A. Tony
Acquisitions Editor: Annemieke Hytinen
Project Editor: Paul O’Mara
Production Administrator: Randall Benson
Special Marketing Representative: David Luth
ASQ Mission: The American Society for Quality advances individual,
organizational, and community excellence worldwide through learning, quality
improvement, and knowledge exchange.
Attention Bookstores, Wholesalers, Schools, and Corporations: ASQ Quality Press
books, videotapes, audiotapes, and software are available at quantity discounts
with bulk purchases for business, educational, or instructional use. For
information, please contact ASQ Quality Press at 800-248-1946, or write to ASQ
Quality Press, P.O. Box 3005, Milwaukee, WI 53201-3005.
To place orders or to request a free copy
of the ASQ Quality Press Publications
Catalog, including ASQ membership
information, call 800-248-1946. Visit our
Web site at www.asq.org or
http://qualitypress.asq.org.
Printed on acid-free paperContents
List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv
Chapter 1 Customer Satisfaction, Retention,
and Profitability . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
History of Customer Satisfaction Research . . . . . . . . . . . . . . . . 2
Customer Satisfaction and Business Outcomes . . . . . . . . . . . . . 3
An Intervening Variable: Customer Retention . . . . . . . . . . . . . . 4action, Share, and Profitability 6
A Return on Quality Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
The ACSI Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
What Is Loyalty? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Chapter 2 Tracking and Reporting Customer Satisfaction
Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
The Roles of Customer Satisfaction Measurement . . . . . . . . . . 20
The Customer Satisfaction Program Life Cycle . . . . . . . . . . . . 21
Reporting Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Customer Comment Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Defining Loyalty Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
vvi Contents
Chapter 3 Linking CSM to Management Incentives:
Theoretical Foundation . . . . . . . . . . . . . . . . . . . . . 37
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
The Nature of Human Motivation . . . . . . . . . . . . . . . . . . . . . . . 38
Needs-Based Theories of Motivation . . . . . . . . . . . . . . . . . . . . 38
Process vation . . . . . . . . . . . . . . . . . . . . . . . . . 43
Reward and Recognition Programs . . . . . . . . . . . . . . . . . . . . . . 46
Customer Feedback in Incentive Systems . . . . . . . . . . . . . . . . . 51
Relationship and Transaction Surveys 53
Hybrid Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Chapter 4 Linking CSM to Management Incentives:
Quantitative Approaches . . . . . . . . . . . . . . . . . . . . 59
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Incentive Systems and Customer Satisfaction . . . . . . . . . . . . . . 59
Accommodating Measurement Error 60
Case Study: SuperCam Dealer Bonus Program . . . . . . . . . . . . . 62
Summary 72
Chapter 5 Implementing Key-Driver Results 75
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Derived Versus Stated Importance: Managerial Implications . . 75
Marginal Resource Allocation Models . . . . . . . . . . . . . . . . . . . 79
Key-Driver Quantification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Bivariate Measures of Importance . . . . . . . . . . . . . . . . . . . . . . . 81
Multiv . . . . . . . . . . . . . . . . . . . . 82
Multivariate Regression Models . . . . . . . . . . . . . . . . . . . . . . . . 84
Interaction Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
Hierarchical Bayes Regression . . . . . . . . . . . . . . . . . . . . . . . . . 86
Effects of Collinearity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Strategies for Dynamic Key Drivers . . . . . . . . . . . . . . . . . . . . . 91
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Chapter 6 CRM and Customer Satisfaction . . . . . . . . . . . . . . 97
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
CRM as a Business Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
CRM: The Promise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99The Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
Marketing Research Data and CRM . . . . . . . . . . . . . . . . . . . . . 103
Customer Satisfaction Data and CRM . . . . . . . . . . . . . . . . . . . . 106
The Future of the CRM/CSM Relationship . . . . . . . . . . . . . . . . 112Contents vii
Chapter 7 Linking Customer Satisfaction to Business
Outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Linkage Research Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . 116
Direct Linkage Dependent Measures: Market Share . . . . . . . . . 119
Direct Linkage Dependent Measures: Profitability . . . . . . . . . . 121
Cross-Sectional Linkage Techniques . . . . . . . . . . . . . . . . . . . . . 125
Longitudinal Linkage T . . . . . . . . . . . . . . . . . . . . . . . 128
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Chapter 8 Managing Global CSM Projects . . . . . . . . . . . . . . 133
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
Global Program Management . . . . . . . . . . . . . . . . . . . . . . . . . . 134
Data Collection Considerations . . . . . . . . . . . . . . . . . . . . . . . . . 138
Telephone Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
Mail Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
Personal Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
The Internet 142
Interactive Voice Response (IVR) . . . . . . . . . . . . . . . . . . . . . . . 144
Panels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145
Instrument Design 146
The Data Dictionary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
Psychometric Issues: Cultural Bias . . . . . . . . . . . . . . . . . . . . . . 154
Chapter 9 Linking Customer Feedback to Business
Processes 157
Introduction . . . . . . . . .