• bokee.net

    博客

    正文 更多文章

    美國卓越績(jì)效評價(jià)準則（中英文對照版）-3以顧客和市場(chǎng)為*

    字體大?。?a href="javascript:setFontSize(16)" title="大號字體">大 | 中 | 小 2008-12-23 10:17 閱讀(4295) 評論(0) 分類(lèi)：卓越績(jì)效專(zhuān)題
    3 Customerand Market Focus (85 pts.)
    3  以顧客和市場(chǎng)為*（85分）
    The CUSTOMER and Market Focus Category examines HOW your organization determines the requirements, needs,expectations, and preferences of CUSTOMERS and markets. Also examined is HOW your organization builds relationships with CUSTOMERS and determines the KEY factors that lead to CUSTOMER acquisition, satisfaction, loyalty, and retention and to business expansion and SUSTAINABILITY.
    以顧客和市場(chǎng)為*類(lèi)目檢查組織如何確定顧客和市場(chǎng)的要求、需要、期望和偏好。同時(shí)也檢查組織如何與顧客建立良好的關(guān)系，以及如何確定導致獲得新顧客、顧客滿(mǎn)意、顧客忠誠、留住顧客、拓展業(yè)務(wù)和可持續發(fā)展的關(guān)鍵因素。
    3.1Customer and Market Knowledge:
    How do you obtain and use customer and market knowledge? (40 pts.)      Process
    3.1 對顧客和市場(chǎng)的了解：如何獲得與運用對顧客和市場(chǎng)的了解？（40分）      過(guò)程
    Describe HOW your organization determines requirements, needs, expectations, and preferences of CUSTOMERS and markets to ensure the continuing relevance of your products and services and to develop new business opportunities.
    說(shuō)明組織如何確定顧客和市場(chǎng)的要求、需要、期望和偏好，以確保產(chǎn)品和服務(wù)不斷符合需要和開(kāi)發(fā)新的商機。
    Within your response, include answers to the following questions:
    在報告中，要答復以下問(wèn)題：
    a. CUSTOMER and Market Knowledge
    a. 對顧客和市場(chǎng)的了解
    (1) HOW do you identify CUSTOMERS, CUSTOMER groups, and market SEGMENTS? HOW do you determine which CUSTOMERS, CUSTOMER groups, and market SEGMENTS to pursue for current and future products and services?HOW do you include CUSTOMERS of competitors and other potential CUSTOMERS and markets in this determination?
    (1)組織如何識別顧客、顧客群和細分市場(chǎng)？圍繞當前及將來(lái)的產(chǎn)品和服務(wù)，組織如何確定應贏(yíng)得的顧客、顧客群和細分市場(chǎng)？在這一過(guò)程中如何將競爭者的顧客及其它潛在的顧客和市場(chǎng)都考慮在內？
     (2) HOW do you use the voice of the CUSTOMER to determine KEY CUSTOMER requirements, needs, and changing expectations (including product and service features) and their relative importance to CUSTOMERS purchasing or relationship decisions? How do your listening methods vary for different CUSTOMERS,CUSTOMER groups, or market SEGMENTS? HOW do you use relevant information and feedback from current and former CUSTOMERS, including marketing and sales information, CUSTOMER loyalty and retention data,CUSTOMER referrals, win/loss ANALYSIS, and complaint data for PURPOSES of planning products and services,marketing, making WORK SYSTEM and work PROCESS improvements, and developing new business opportunities?
     (2)組織如何利用來(lái)自顧客的聲音以確定關(guān)鍵的顧客要求、需要和不斷變化的期望（包括產(chǎn)品與服務(wù)的特征）及其對于顧客購買(mǎi)或確立關(guān)系的相對重要性？這些傾聽(tīng)方法如何因顧客、顧客群或細分市場(chǎng)而異？如何將源自當前和以往顧客的相關(guān)信息和反饋（包括營(yíng)銷(xiāo)和銷(xiāo)售信息、顧客忠誠和顧客保持的數據、顧客推薦、得/失分析、投訴數據等），用于產(chǎn)品與服務(wù)的開(kāi)發(fā)、營(yíng)銷(xiāo)、工作系統和工作過(guò)程的改進(jìn)，以及新業(yè)務(wù)機會(huì )的開(kāi)發(fā)？
    (3) HOW do you use voice-of-the-CUSTOMER information and feedback to become more CUSTOMER-focused, to better satisfy CUSTOMER needs and desires, and to identify opportunities for INNOVATION?
     (3)組織如何運用顧客聲音提供的信息和反饋，使組織變得更為關(guān)注顧客以及更好地滿(mǎn)足顧客需要和愿望，并識別創(chuàng )新的機會(huì )？
    (4) HOW do you keep your CUSTOMER and market listening and LEARNING methods current with business needs and directions, including changes in your marketplace?
     (4)如何使了解顧客和市場(chǎng)的傾聽(tīng)和學(xué)習方法與組織的經(jīng)營(yíng)需要、發(fā)展方向，包括市場(chǎng)的變化，保持同步？
    Notes:
    注解：
    N1. Your responses to this Item should include the customer groups and market segments identified in P.1b(2).
    N1. 對此條目的回答應包括在P.1b(2)中已經(jīng)識別的顧客群和細分市場(chǎng)。
    N2. If your products and services are sold or delivered to end-use customers via other businesses or organizations (e.g., those that are part of your value chain,such as retail stores, dealers, or local distributors),customer groups (3.1a[1]) should include both the end users and these intermediate organizations.
    N2. 如果組織的產(chǎn)品與服務(wù)是通過(guò)其他的商家或組織（他們是組織的“價(jià)值鏈”的一部分如零售商、代理商或地方經(jīng)銷(xiāo)商）賣(mài)給或交付*終顧客的，那么顧客群[3.1a(1)]則應該包括組織的*終顧客和這些中間組織。
    N3. The”voice of the customer” (3.1a[2]) is your prcess for capturing customer-related information.Voice-of-the-customer processes are intended to be proactive and continuously innovative to capture stated, unstated, and anticipated customer requirements, needs, and desires. The goal is to achieve customer loyalty and build customer relationships, as appropriate. The voice of the customer might include gathering and integrating survey data, focus group findings, Web-based data, warranty data, complaintlogs and field reports, and other data and information that affect customers purchasing and relationship decisions.
    N3 “顧客的聲音” [3.1a(2)]是組織獲取顧客相關(guān)信息的過(guò)程。顧客聲音過(guò)程是指以主動(dòng)持續的創(chuàng )新來(lái)獲取明示、未明示的和預期的顧客要求、需要和期望，目的在于獲得顧客忠誠和建立顧客關(guān)系（適當時(shí)回答）。顧客的聲音包括收集和綜合調查數據、顧客焦點(diǎn)小組發(fā)現、互聯(lián)網(wǎng)數據、保修數據、顧客抱怨記錄和現場(chǎng)報告，以及其它影響顧客購買(mǎi)決策和構建關(guān)系的數據與信息。
    N4. Product and service features– (3.1a[2]) refers all the important characteristics of products and services and to their performance throughout their full life cycle and the full” consumption chain”. This icludes all customers purchasing and interaction experiences with your organization that influence purchasing and relationship decisions. The focus should be on features that affect customer preference and loyalty“for example, those features that differentiat your products and services from competing offerings or other organizations services. Those features migh include price, reliability, value, delivery, timeliness,ease of use, requirements for hazardous materials use and disposal, customer or technical support, and the sales relationship. Key product and service features and purchasing and relationship decisions (3.1a[2]) might take into account how transactions occur and factors such as confidentiality and security. Your results on performance relative to key product and service features should be reported in Item 7.1, and those concerning customer perceptions and actions (outcomes) should be reported in Item 7.2.
    N4. 產(chǎn)品和服務(wù)的特征 [3.1a(2)]是指產(chǎn)品和服務(wù)的所有重要特性，以及在其整個(gè)生命周期中和“消費鏈”中的性能表現。這包括所有顧客的購買(mǎi)和與組織交往的體驗，這些體驗能影響到顧客在購買(mǎi)和相互關(guān)系上的決策。應重點(diǎn)考慮那些影響顧客偏好和忠誠的特征，例如那些將組織的產(chǎn)品和服務(wù)與競爭者或其它組織相區別的特征。這些特征可包括價(jià)格、可靠性、價(jià)值、交付、及時(shí)、容易使用、對有害材料的使用和處置的要求、顧客服務(wù)或技術(shù)的支持、以及銷(xiāo)售關(guān)系等。關(guān)鍵的產(chǎn)品和服務(wù)特征以及在購買(mǎi)及相互關(guān)系上的決策[3.1a(2)]可考慮交易方式以及諸如保密性和安全性的因素。與組織關(guān)鍵產(chǎn)品和服務(wù)特性相關(guān)的績(jì)效結果在條目7.1中描述，與顧客的感知和行動(dòng)相關(guān)的績(jì)效結果在條目7.2中描述。
    N5. For additional considerations on products, services,customers, and the business of nonprofit organizations, see Item P.1, Notes 6 and 7, and Item P.2, Note5.
    N5. 對于非營(yíng)利組織在產(chǎn)品、服務(wù)、顧客及業(yè)務(wù)方面另外的考慮，請見(jiàn)條目P.1、注解6和7，和條目P.2、注解5。
    3.2Customer Relationships and Satisfaction: How do you build relationships and grow customer satisfaction and loyalty? (45 pts.)                                 Process
    3.2 顧客關(guān)系與滿(mǎn)意：組織如何建立關(guān)系及增強顧客滿(mǎn)意和忠誠？（45分）      過(guò)程
    Describe HOW your organization builds relationships to acquire, satisfy, and retain CUSTOMERS and to increase CUSTOMER loyalty. Describe also HOW your organization determines CUSTOMER satisfaction and dissatisfaction.
    說(shuō)明組織如何建立顧客關(guān)系以贏(yíng)得顧客、滿(mǎn)足和留住顧客，以及增強顧客忠誠。還應說(shuō)明組織如何確定顧客滿(mǎn)意程度和不滿(mǎn)意程度。
    Within your response, include answers to the following questions:
    在報告中，要答復以下問(wèn)題：
    a. CUSTOMER Relationship Building
    a. 顧客關(guān)系的建立
    (1) HOW do you build relationships to acquire CUSTOMERS, to meet and exceed their expectations, to increase loyalty and repeat business, and to gain positive referrals?
     (1)組織如何建立著(zhù)眼于贏(yíng)得顧客、滿(mǎn)足并超越其期望、提高其忠誠與重復惠顧、獲得良好口碑的顧客關(guān)系？
    (2) HOW do your KEY access mechanisms enable CUSTOMERS to seek information, conduct business, and make complaints? What are your KEY access mechanisms? HOW do you determine KEY CUSTOMER contact requirements for each mode of CUSTOMER access? HOW do you ensure that these contact requirements are DEPLOYED to all people and PROCESSES involved in the CUSTOMER response chain?
    (2)組織關(guān)鍵的顧客訪(fǎng)問(wèn)途徑是如何供顧客查詢(xún)信息、進(jìn)行交易和提出投訴的？組織的關(guān)鍵顧客訪(fǎng)問(wèn)途徑是什么？如何確定每種訪(fǎng)問(wèn)途徑的關(guān)鍵的顧客接觸要求？如何確保將這些接觸要求展開(kāi)到顧客反應鏈中的所有人員和過(guò)程？
     (3) HOW do you manage CUSTOMER complaints? HOW do you ensure that complaints are resolved EFFECTIVELY and promptly? HOW do you minimize CUSTOMER dissatisfaction and, as appropriate, loss of repeat business and referrals? HOW are complaints aggregated and analyzed for use in improvement throughout your organization and by your PARTNERS?
     (3)組織如何處理顧客投訴？如何確保投訴能得到有效、迅捷的解決？如何使顧客的不滿(mǎn)意、重復惠顧及顧客推薦（適用時(shí)）的流失減至*??？如何積累和分析投訴信息以供整個(gè)組織及合作伙伴改進(jìn)之用？
    (4) HOW do you keep your APPROACHES to building relationships and providing CUSTOMER access current with business needs and directions?
     (4)如何使組織在建立顧客關(guān)系與提供顧客訪(fǎng)問(wèn)途徑方面的方法與經(jīng)營(yíng)需要及發(fā)展方向保持同步？
    b. CUSTOMER Satisfaction Determination
    <
    已投稿到 博客圈: 卓越經(jīng)理人俱樂(lè )部.

    文章標簽: 以顧客和市場(chǎng)為中心 卓越績(jì)效模式

    分享到：
    閱讀(4295) 評論(0) 頂(0) 頂一下 分享 打印

    上一篇：美國卓越績(jì)效評價(jià)準則（中英文對照版）

    下一篇：美國卓越績(jì)效評價(jià)準則（中英文對照版）

    青青草原综合久久大伊人_日日摸夜夜欧美一区二区_99热这里只有精品9988_亚洲综合色区另类第一会所