Customer satisfaction is the customer's satisfaction with the enterprise and its products/services. Customer satisfaction is a feeling state of enterprises, and this feeling state is more likely to stimulate trading activities. A commonly used statistical result is that a satisfied customer is more willing to continue to buy the products or services of the enterprise than an dissatisfied customer.

In the increasingly fierce competition and customer-oriented market environment, more and more enterprises begin to pursue the improvement of customer satisfaction. However, the results pursued by many companies are not ideal. We find that if enterprises only pursue customer satisfaction, they often can't solve the final problem, because in many cases, improving customer satisfaction does not mean that the profits of enterprises will increase immediately. Only the customers who contribute "profits" to the company are the direct customer value. Moreover, the profit value of enterprises also has high and low points. Therefore, enterprises should optimize the allocation of scarce business resources. While concentrating on improving the satisfaction of high-value customers, they should also pay attention to potential high-value customers and gradually improve their satisfaction. From all customer satisfaction, to value customer satisfaction, and then to high-value customer satisfaction, it is the key factor that ultimately determines high-value customer satisfaction, which is the process for enterprises to enhance "customer satisfaction and value return"

Customer loyalty

Customer loyalty comes from the concept of customer satisfaction, which comes from the trust in product brands or companies, and hopes to maintain a repetitive psychological tendency. Customer loyalty is actually the continuity of customer behavior, and customer loyalty is customer loyalty at the enterprise level. There are two forms of customer loyalty, one is the will of customer loyalty in the enterprise, and the other is the behavior of customer loyalty in the enterprise. However, ordinary enterprises often confuse these two forms, which are fundamentally different. The former has no direct value to the enterprise itself, while the latter is very valuable to the enterprise. The reason is simple: customers only have wishes, but no actions, which is meaningless to enterprises. What enterprises should do is, first, to promote the conversion of customers from "will" to "action"; Second, through cross-selling and additional marketing, the transaction frequency between customers and enterprises is further improved.

Customer satisfaction does not mean customer loyalty. Customer satisfaction is a kind of psychological satisfaction, which is expressed through attitude in consumption, but customer loyalty is a continuous transaction and a factor that urges customers to repeat. The key index to measure customer loyalty is CustomerRetention, which describes the length of time that an enterprise keeps the relationship with customers. CustomerShare, that is, the ratio that the budget will be spent on the company. Data show that customer satisfaction is not enough. When the supplier's products are better, big customers may change suppliers.

Satisfaction is measured by customers' expectations and feelings, while customer loyalty reflects future purchase behavior and commitment. Customer satisfaction survey is the customer's views and thoughts on the past purchase experience, which can only reflect the past and cannot be used as a reliable forecast for the future. Loyalty survey can predict what products customers want most, when to buy them, and how many of these products can be bought and sold.

Customer satisfaction and their actual purchase behavior are not necessarily directly linked, and satisfied customers may not guarantee that they will always be loyal customers of the enterprise and have repeated purchase behavior. In a best-selling book "Customer Loyalty" entitled "Customer Satisfaction is Worthles, Customer Loyalty is Priceles", the author argues: "Customer satisfaction is worthless, because satisfied customers still buy products from other enterprises. It will be better for customers to be satisfied with every aspect during the transaction, because the price of changing suppliers will be better, and customers can sometimes lock in customers even if they are not absolutely satisfied with your products and services. "

For example, many users are dissatisfied with Microsoft products, but if you change the fees paid for using other great products, they will always insist on using Microsoft products. A recent survey found that about 25% of mobile phone users keep their phone numbers. The current contract will tolerate imperfect service providers and not signing other telecom providers, but if one day they can keep their original numbers while turning around, I believe they will take immediate action.

Loyalty must obtain a minimum level of customer satisfaction, and at this level of satisfaction, loyalty will drop significantly. However, customer satisfaction is not an important condition for customer loyalty!

Oh, sometimes.

The truth is more difficult than the inner pain, yeah

Oh, sometimes.

It's a broken heart that determines

In the evening, but on Monday night.