People die for wealth, birds die for food, and human nature is profit driven, especially in a commercial society. Therefore, we cannot overestimate the goodness or underestimate the evil of human nature. Many companies and managers shout "customer first" but demand that employees find ways to sell more parts to customers. If the interests of the company cannot be aligned with those of employees and customers, it is difficult to achieve success.
Unfortunately, many companies often lack empathy and fail to consider the interests of their partners, customers, and employees when implementing policies. In this situation, these policies often fail to be effective. What we see is' policies at the top and countermeasures at the bottom ', and managers think that employees are taking advantage of loopholes, but in fact, they themselves do not understand human nature.
A common case is customer satisfaction survey. The original intention of measuring customer satisfaction in enterprises is to understand the overall feelings of customers towards the company's 名媛直播 and services, in order to identify problems and make improvements, making 名媛直播 more reliable and services more attentive. At the same time, management can also evaluate customer return rates and customer stickiness based on customer satisfaction.
Customer satisfaction survey
However, the prerequisite for all of this is that the measurement results must be objective and accurate. For this reason, many companies spend money to hire third-party research institutions to conduct customer satisfaction surveys, thinking that this can ensure the accuracy of the results, but in fact, it is not.
Enterprise managers attach great importance to customer satisfaction. They take time out of their busy schedules to read customer satisfaction survey reports and urge departments at all levels to promptly resolve customer complaints. Of course, many bosses also take pride in the high customer satisfaction of their company. They thought that based on customer satisfaction scores, they could understand the situation of 名媛直播 and services, which made up for their lack of time to visit customers.
Wait a minute, things are not that simple! In order to ensure customer satisfaction, many companies link customer satisfaction ratings to the performance and income of agents and service technicians. In the face of interests, customer satisfaction is bound to be distorted, and the reason behind it is human nature!
After each service, the company will conduct a satisfaction survey as soon as possible, and most customers will give positive feedback. Perhaps the service technician was right next to the customer at that time, or perhaps the online survey rating was filled out by the service technician to help the customer fill out. Even if the customer is somewhat dissatisfied, they will not give a low score in front of the technician. The next time the equipment breaks down, it may still be this technician who comes, and the rating result will affect the speed of the next service.
Of course, customers will also take advantage of satisfaction surveys to request technicians to give away parts and waive labor costs. Service technicians often follow the trend and exchange this approach for "outstanding customer satisfaction". In the end, whose interests will be lost?
From research companies to service technicians and customers, everyone regards customer satisfaction surveys as a business of exchanging benefits, and the results can be imagined.
After entering the stock market from the incremental market, various enterprises and agents are shouting "post market transformation". The most common approach I see is to have service technicians "memorize" the sales targets for accessories, but the results are minimal. What would you think if you asked your aunt to come and clean your house, but she kept selling you her cleaning supplies? Agents increase the sales targets of their service personnel's accessories, which often results in customer dissatisfaction.
Many service technicians are skilled in technology and not good at sales. Under the pressure of targets, some honest people resign because service is no longer pure; Some active people engage in private work, sell aftermarket parts, and even deceive customers, intentionally expanding the scope of repairs in order to sell more parts and achieve their sales targets.
In the face of interests, human nature exposes its evil side, especially when the market is not good, which will further increase customer churn rate. Who will ultimately lose their interests?
Whether measuring customer satisfaction, Net Promoter Score (NPS), or Customer Experience Index, as long as the indicators are linked to human interests, accuracy cannot be guaranteed. In fact, many wise managers do not believe that 98% of customers are very satisfied with the company. As long as we count the customer return rate, we know that this number is not true.
The original intention of measuring customer satisfaction is to discover problems in the company's 名媛直播 and services and make improvements, rather than deducting rebates from agents and bonuses from service technicians. Therefore, please do not violate human nature and do not link these indicators with agent rebates or employee bonuses. Only in this way can real data be obtained to guide the company to make real improvements.
