From customer satisfaction to customer trust

customer satisfaction and customer trust are two levels of problems, if customer satisfaction is a value judgment, customer trust is customer satisfaction behaviorHow to achieve an effective combination of the two, this paper from the theory and practice of some discussionwhat customer satisfaction is
In general, customer satisfaction is a direct comprehensive evaluation of products and services provided by customers to enterprises and employees, and a customer's recognition of the enterprise, products, services and employees"Satisfaction is a level of human perception that comes from comparing the performance or output envisaged by a product with people's expectations," says Philip Kotler, who evaluates products and services based on their valueFrom the enterprise's point of view, the goal of customer service is not only to make customers satisfied, so that customer satisfaction is only the first step in marketing management"Our interest is not just in getting customer satisfaction, we're digging up what our customers think are valuable in our relationship," said William Taylor, president of American Maintenance ChemicalsIn the process of establishing a long-term partnership between the enterprise and the customer, the enterprise provides the customer with more than the "customer value" it expects, so that the customer can be satisfied with every purchase process and post-purchase experienceEach time satisfaction will enhance the customer's trust in the enterprise, so that the enterprise can obtain long-term profitability and developmentfor enterprises, if the enterprise's products and services are satisfied, customers will also be their consumption feelings through word-of-mouth spread to other customers, expand product visibility, improve the image of enterprises, for the long-term development of enterprises continue to inject new impetusBut the real problem is that companies tend to equate customer satisfaction with trust, or even "customer loyalty"In fact, customer satisfaction is only the premise of customer trust, customer trust is the result, customer satisfaction is a certain evaluation of a product, a service, even if the customer's satisfaction with an enterprise is only based on the products and services they accept to make him satisfiedIf a particular product and service is not perfect, he is not satisfied with the enterprise, that is, it is an emotional evaluation indicatorCustomer trust is the customer's trust in the brand products and the enterprises that own the brand, they can rationally face the success and disadvantage of the brand enterpriseAccording to a Bain survey, 65 percent of customers who say they're satisfied with products and even businesses, 85 percent, will switch to other products, and only 30 percent will buy the same product or the same model againwhat is customer trust
customer trust refers to the customer's recognition and trust of a certain enterprise, a brand of product sand, it is the result of customer satisfaction and constantly strengthen, and customer satisfaction tends to feel different, customer trust is the customer's affirmation, recognition and trust on the basis of rational analysis In general, customer trust can be divided into three levels: cognitive trust, which is formed directly on products and services, because it meets his individual needs, which is based on the basic level, and which may shift because of changes in interest, environment, etc., and emotional trust, which can be sustained satisfaction gained after the use of products and services, and it may Develop a preference for products and services, behavioral trust - Behavioral trust is formed only when the products and services provided by the enterprise become indispensable to the customer, as well as by the maintenance and re-purchase of long-term relationships, as well as by focusing on the enterprise and the product, and in finding information that reinforces trust or seeks information to prove their distrust in order to prevent fraud managers have long believed that market share was the driving force behind profits, supported by the PIMS model of the mid-1970s But Professor Earl Sasser found this view not necessarily correct, as he found that a factor more closely related to high profits and rapid growth was customer trust, not market share a plausible view
in marketing management theory, customer loyalty is a widely used concept, but customer loyalty is actually a misunderstanding When marketing experts put forward the concept of "customer loyalty", the first concept of business management is large-scale production, that is, enterprises first according to their own understanding of customer demand design products, and then through long-term large-scale production to reduce costs, to attract customers to buy In the whole process, the enterprise is the leading, in the active position, the customer as the recipient of the enterprise product, can only accept the enterprise for "they" design, production of products, poor customer selectivity Especially in a shortage environment, customers have to buy the same product repeatedly This re-purchase gives the illusion of "customer loyalty" in fact, in the era of personalized emotional consumption, a wide variety of products, product homogeneity, product life cycle shortened so that customers can not long-term to a company and a product "loyalty." on the other hand, the object of customer loyalty is the enterprise or product, so customer loyalty is customer loyalty to the enterprise or product, which is product-centered product, the current situation should be the enterprise to customer loyalty Only this kind of concept change can make the enterprise serve the customer and maximize the customer value marketing guided by customer loyalty may lead to: enterprises or products with self-esteem, away from customers, poor service quality, enterprises in order to achieve sales purposes, abuse of consumption cases, selling customer goodwill, seduction of customers consumption, sales process of quick gains, not to speak of credit, unscrupulous, and so on Professor Daniel's "bucket" the group of customers who have a sense of trust in the business, product, and service and have repeatedly purchased or received the service In order to improve market share and complete the growing sales pressure, enterprises are more or less looking for new customers as the focus of marketing management, while ignoring the role of old customers In fact, this is a mistake Professor Daniel Charmich once used a leaky barrel to paint a metaphor for corporate behaviour While teaching marketing, he drew a bucket on the blackboard, then drew many holes at the bottom of the bucket, and marked them with names: rude, poor service, untrained employees, poor quality, poor selectivity, etc., and he compared the buckets to customers He points out that it is an expensive and endless process for companies to keep their original turnover and constantly inject "new customers" from the top of the barrel to supplement lost customers As a result, more and more enterprises are beginning to maintain their old customers by improving the quality of their services, because blocking the bucket brings far from the "number of customers" but the improvement of "customer quality" old customers are the most valuable wealth of the enterprise, the lifetime value of an old customer is huge According to the survey, a lifetime income from a person who eats Italian pie is about $8,000, and a lifetime income from a Cadillac owner is $332,000 the economic benefits of customer trust are considerable, as evidenced in other industries Surveys in service industries such as software and banking in recent years show that customer trust has increased by 5 per cent and corporate earnings have risen by 25 per cent "If a company consistently rewards its customers and wins loyal customers, its market share and revenue increase, and the cost of soliciting and serving customers decreases." Companies can invest the excess profits they make in a new set of activities, such as rewarding old customers, providing better service to customers, increasing employee compensation, and so on, triggering a chain reaction that creates a virtuous circle of "corporate profit-making customer trust" the benefits of customer trust to the enterprise are manifold Customer trust leads to duplicate purchases, repeat purchases increase the revenue of the enterprise, and the longer the old customer keeps the company's income, the greater the purchase volume, because the cost of soliciting customers is reduced, the cost of getting a new customer is reduced, a study shows that the cost of securing a new customer is about most times the cost of maintaining an old customer, and in a mature competitive market, the enterprise has a great difficulty in getting new customers, because of the "word-of-mouth effect", the older customer will recommend Others buy to increase new customers, enterprises to familiar old customers with rich experience in consumption services more efficient and more economical, customer trust and enterprise economic efficiency improvement will help improve the working conditions of enterprise employees, improve employee satisfaction, employee belonging to improve, and then improve work efficiency, reduce recruitment and training costs, reduce staff turnover losses, and further reduce costs, thus forming a strengthen edrinous effect of customer trust customer bribery cannot foster customer trust
there is a popular practice in enterprises, hoping to attract customers or reward customers, and this activity is called a "loyalty marketing campaign", which is essentially a kind of customer bribery, to cultivate customer trust has no role Switzerland has the lowest customer transfer rate (7 per cent) and the UK has the highest (24 per cent), but Switzerland, which has the lowest rate of customer loyalty marketing campaigns (15 per cent), and the UK with the highest transfer rate, has the highest customer loyalty marketing participation rate (83 per cent), according to the American Food Marketing Association Of those who did not participate in such activities, 12.7 per cent thought they were too time-consuming to receive the discounts Without these activities, 35.5 per cent of customers said they would still buy the same amount of goods, and 87.5 per cent said they would still buy from the store without them This also shows from one aspect, the customer bribery in essence the biggest gain is the general customer of the enterprise, they are the real profiteer, not the trust of the enterprise, the enterprise in this activity is not worth the loss but enterprises for a certain market purposes to use discounts or feedback to attract customers is very effective, but also desirable, such as clearance, rapid recovery of investment, seasonal transformation, to avoid delay led to losses (such as aquatic products, fresh fruit, etc.), through key activities to win competitive advantage, and so on However, the long-term application of this strategy will lead to price war, resulting in many parties damaged, such as the color TV industry In order to win the competition, it is better to improve customer value through uniqueness and gain customer trust, such as Haier from customer satisfaction to customer trust
customer satisfaction and customer trust are two levels of problems If customer satisfaction is a value judgment, customer trust is the behavior of customer satisfaction therefore, we say that customer satisfaction is only the first step of customer trust, and constantly strengthening customer satisfaction is the basis of customer trust At the same time, it needs to be clear that customer satisfaction does not necessarily develop customer trust, in the process from customer satisfaction to customer trust, enterprises have to do a lot of things in promoting customer trust, personalized products and timely service are two decisive factors Personalized products can enhance the customer's cognitive experience, so as to cultivate the customer's cognitive trust, personalized products and timely service can make customers rely on, and then cultivate emotional trust, only personalized products and timely services can adapt to changes in customer demand, customers will act trust, customers can not trust spontaneously, customer trust needs enterprises to cultivate with practical actions