外文翻译---顾客满意——一种全新的质量观

附录Customer Satisfaction---- One kind of brand-newquality viewby xi chang yangSince long ago, the people all merely treat as the quality question a technical question, speaks of the improvement quality on merely to consider from the technical angle.Along with knowledge economy development and productive forces unceasing enhancement, the people already developed to the product demand from the sole technical nature to the technical efficiency and expand to the spiritual domain, moreover satisfies the proportion which the spiritual demand the product or the product characteristic occupies greatly to surpass satisfies the proportion which the physiological demand occupies. At the same time, is day by day rich along with the material life, more and more from organizes the quality center of gravity and the determination power a side to shift to the customer hand in, the customer satisfied already becomes the appraisal product quality quality the only standard.This caused the quality idea to have the very big change----from examination quality view to tallying quality view, finally formed has satisfied take the customer as the core brand-new quality idea.Customer SatisfactionWho is a customer? The customer is "the receive product organization or individual". Based on ISO9000: 2,000 standards concerned customers define explanation that, The customer may be organizes the interior is the internal customer, also may be exterior the organization namely the external customer. As for the organization interior, "the next working procedure" is "on a working procedure" customer. Therefore, a organization to the customer the understanding should be generalized, cannot merely understand for organizes the product "the customer". At the same time, "supplies the chain" based on the product, the customer may divide into the middle customer and the final customer, the realistic customer and the potential customer, to customer thin, classification and research, is advantageous carries on the different way to us in view of the different customer demand stimulating with the guidance, thus makes the customer to be pleased, achieves organization's goal.Customer satisfaction is "the customer to its request already the degree feeling which satisfied",is the people in has accepted the product or the service including its carried the information after stimulating, makes one kind of firmly psychological condition, is the people to the product one kind of subjective comprehensive appraisal.This meant that, whether the customer does satisfy is decided by its receive product and the information the way and the degree which stimulate to it, when this kind stimulates has satisfied customer's request (including clear instructions or latent demand), can to the customer form is stimulating, thus causes the customer satisfiedly, moreover this kind stimulates the regulation goes past the deep customer to be more satisfied, otherwise, can form to the customer negative stimulates, can make thecustomer not to be pleased, moreover the regulation which stimulates to the customer goes past the depth, the customer is more unsatisfied, can cause the customer to complain, even the customer sues.Likes us to purchase clothes, clothes use value self-evident (winter clothing maintaining warmth, summer clothing penetrability and cool and so on), if only this but the oneself, the customer responded can be very light, but, if to the clothing assembly by the natural novel design, dresses up Li's color, causes us to obtain the accident pleasantly surprised, then can make us to feel one kind of unexpected harvest, we will be satisfied.Customer satisfactory quality view" Customer satisfaction " took one idea, more and more accepts for the multitudinous different type organization. We may understand from following several aspects that,1,the customer satisfies not only is the organization the starting point also falls the foot spot.The Chinese economy comprehensively entered "is too much economical" the time.Statistics have indicated, the consumer wants to choose the refrigerator from 290 kind of refrigerators, chooses the beer from 455 kind of beer, chooses the cosmetics from 478 kind of cosmetics, chooses the shirt from 575 kind of shirts. The price, the quality, the design all day after day hasten with. The buyer market buyer can make the decision.The customer decided wants any, when wants, how wants, to leave how many prices, the customer truly becomes the basic condition organizes depends on, the customer to satisfy the basic power which into the human society develops. Any organization when provides the product or the service, its goal lies in the product or the service which causes it to provide obtains customer's approval, and lets it be glad accepts. This requests the organization to understand the customer needs any type the product and the service, has any type to the product and the service the request---- The fine product, the customer does not need, also cannot obtain customer's approval. Therefore, the organization only had has grasped this starting point, could provide satisfaction for the customer the product or the service. At the same time, the customer satisfies the degree had decided the organization makes money the degree, had decided the organization develops mentality, according to conventional algorithm, an enterprise if preserves 5% stable customer, that this enterprise's profit at least can increase 25%. Therefore, the organization falls foot also to be supposed to lie in causes the customer satisfiedly, only had grasps "the customer to be satisfied" this driving force, the organization can obtain the considerable development.2, " Customer Satisfaction " is the market economy development necessity.The customer satisfies quality view is the market economy development inevitable result. Along with the social productive forces development, the society has brought the extremely rich material resources for the people, thus let the market realize from the seller market to the buyer market transformation, caused the buyer is the customer control the market development direction. Is passing we often by "mineproduct is qualified, customer do not use when" performs to shift responsibility onto others. Now not good, you think own product qualified, but cannot meet my needs, which you on saved in yours warehouse are being good! Who had considered my demand, whose product I do purchase. At the same time, the knowledge economy development enable the organization to have the ability to have the condition not only to satisfy customer's physiological needs, also can meet customer's psychological needs, causes the product to be more richly colorful, causes the service even more to look after with great solicitude.3,Customer satisfaction is the inevitable result which the humanist idea popularizes.The customer satisfies quality view is by the artificial starting point and the center, is revolving the reassignment organization and customer's enthusiasm, the activity, causes the organization unceasingly to satisfy the customer to request, thus realizes the customer to be satisfied, unceasingly realizes the humanity to the happy pursue, improves humanity's quality of life. At the same time, satisfies take the customer as the idea from organizes the quality specification and the determination power a side to change to a customer side, had reflected person's status unceasingly is enhancing. Grasps humanist this "the new melody", persisted according to customer's objective request, wants, for suffices to the foot; Does not want, does not give. Thus and mutually seeps the Chinese Communist Party in the organization and customer's interaction with to build humanity's matter and the spiritual civilization life.4, Customer satisfaction is organizes the eternal pursue the goal.Customer satisfaction is human society's one kind of basic desire, will be the humanity forever the without limits self- pursue. Therefore, meets customer's need and the desire also is organizes the eternal pursue the goal. Enters for the 21st century, the more and more many organization attention "the customer is satisfied" strategic sense. Is the various countries' expert, the entrepreneur, how the administrative personnels all exploring causes own organization to seize the 21st century quality as soon as possible the commanding point, many large-scale organization are formulating the 21st century quality strategies, and "the customer will be satisfied" took the quality strategy the core, took it will support other contents "the outline". "Satisfies customer's request and expected" will substitute for the pursue quality to be qualified or the service reaches the sign to become the highest goal which the enterprise pursues. Grasps the tendency to be able to grasp successfully, thus will grasp the future. In this competition extremely intense time, only has grasps this kind of tendency and the direction, correctly establishes the oneself developmental strategy goal, can in the competition neutrality to the invincible position.How stimulates the customer to be satisfied?Above said, customer satisfaction was the customer has accepted one kind of psychological condition which the product or the service and its the information stimulated produces, was a psychology concept. Then, how we do stimulate customer's this kind of satisfactory mood? "We do well, the customer will satisfy" to? Which first should we pay attention affect customer satisfaction and not the satisfactory factor have:1, not satisfactory factorThe clear instructions forgives which in the product either the service or anticipated provides to customer's use or the service, is the customer thought the self-evident characteristic, it meets the customer need the degree, affects the factor which the customer satisfies, once has the aspect which does not arrive, can create customer's disaffection, usually is called it not the satisfactory factor. For instance: We buy a thermos bottle, its heat preservation characteristic (or said use) is a not satisfactory factor. If buys a thermos bottle not to keep warm, we will be very annoyed and not be unsatisfied, since these characteristics all had, conforms to our requirement, also cannot urge us to satisfy, because we can think this is should.2, neutral factorSome one kind of factor, when customer's demand has not obtained satisfies, will feel very disappointedly; If obtains time satisfying which should obtain, cannot have any intense reflection; But, if organizes to do very much arrives, can increase the customer to be satisfied. We call such factor the neutral factor. For instance agrees time purchase goods, if cannot as scheduled arrive, can cause the customer to complain; If arrives on time, perhaps the customer cannot have any response; If can arrive ahead of time, then the customer can be very happy.3, satisfactory factorThe customer obtains the accident harvest, often can make the customer to be extremely pleased, however, organizes not to provide these product characteristics, also cannot cause the customer to be discontented, we called such factor is the satisfactory factor. For instance we purchase the ultra value service which the product obtained arrives; Enjoys when the service obtained arrives the accident present presents and so on. These accidents are pleasantly surprised often can make us to feel extremely satisfies.Had understood these affect the factor which the customer satisfies, how can we grasp well stimulate the customer to be satisfied. Only dodges forms the customer not satisfactory factor, diligently completes the neutral factor, plans with every effort with the implementation lets the factor which the customer satisfies, can unceasingly satisfy the customer to request, to strengthen the customer to be satisfied, thus achieves the quality goal which the customer satisfies, the promotion enterprise's development.The enterprise should establish and implement the customersatisfactory strategyWe do not avoid the enterprise the goal are the profit maximization. But the enterprise profit goal realization is take customer's existence as the foundation, left the customer, any organization all with difficulty exists. In in the 21st century competitions, who wins customer's adoring with the repayment, who can survive and the development; Otherwise, only can be blind alley. How does customer's adoring with repay, how also is decided to the enterprise causes their satisfaction. Therefore, says from some kind of degree, enterprise's management strategy is the quality strategy, but this all starting points and the home to return to all conclusion is a point: The customer is satisfied. How then we do establish and implement the customersatisfactory strategy?1, the creation " Customer satisfaction " as the central enterprise new management idea.The enterprise must manifests in own management policy and the goal "attracts more customers" and "unceasingly enhances the customer degree of satisfaction" the thought, in educates training to the staff in the foundation, causes the staff to comply with the occupational ethics, the behavior standards, the value idea and the staff quality molds the aspect, all seeps "all to let the customer is satisfied" the idea. Thus creates one kind in the enterprise interior "the internal service" management idea, although you not directly serve the customer, but your work must be for serves customer's person to serve. Inducts " the next working procedure in the enterprise interior is on the working procedure customer" the customer satisfies the idea, namely in the entire operation link, the previous link department treats as the next link department the customer, carries on the service to it, a link serves a link, finally provides the best service for the external customer.2, the promotion " Customer satisfaction " as the objective quality control innovation.The enterprise must frequently organized carry on the customer demand and the market information diagnosis, comprehensively, thoroughly and accurately grasps the customer various aspects the demand, including the latent demand, for the enterprise product market localization, the development design, the improvement and the innovation promptly provides the basis. At the same time, the diagnosis will obtain customer related aspect the and so on product function, quality, price and outward appearance demand, comprehensively accurately will transform as the product design improvement technical parameter, the cost element, and in strictly will request in the process according to the product design or the improvement which the organization will produce, will have to implement "under a link will be the customer" the policy, comprehensive development "internal customer satisfied" the activity, will produce conforms to the product which the customer will request, achieved the customer will be satisfied.3, pays special attention " Customer satisfaction " and serves the management innovation as the criterion enterprise marketing.The enterprise must use the science the method to carry on the customer degree of satisfaction to the enterprise exterior market environment evaluating after testing, through evaluates after testing the customer to enterprise's product quality characteristic, the fine reputation, well-knownness, turning head rate, the sales ability, the complaint rate and so on several aspects satisfaction, provides the basis for the improvement marketing strategy and the enhancement grade of service. At the same time, from enhances the customer "satisfaction" and "the loyalty" the goal embarks, establishes the customer file, omni-directionally implements, the multi- forms standard post-sale service, the realization pre-sale consultation, sells supports, the post-sale increment namely "the help user buys goods" the increment service process, thus "sues" the service after three stages entire processes service substitution.4, takes take " Customer satisfaction " as the guidance enterpriseinformation management innovation.The information technology development, provided the very good condition for our effectively collection and the process information, the enterprise has had in the realization take the enterprise as the center to take the customer as in the central mentality transformation foundation, carried on the enterprise information management the innovation. To the enterprise inside and outside pitch point and the flow and so on information collection, analysis, transmission, feedback, processing design, the speed which as well as various pitch points information current capacity and pasts performs to control, does the system research to the information feedback processing cycle and the time stipulation, thus is the correct development "the customer is satisfied" a series of activities, provides the science effective basis.5, the implementation " Customer satisfaction " as the master line enterprise organizational structure reorganization.While "the customer satisfied" the thought and "the customer satisfied" for the central strategy implementation, the enterprise must take the information bidirectional transmission speed, the information past the attrition rate and the management efficiency three big targets is in the synthesis optimization as a principle, reduces the enterprise excessively many management structure level and the administrative personnel level, causes the enterprise the structure flatly, the decision-making is fast. Realizes "the customer satisfiedly" the management goal is a master line, reasonably adjusts various departments the management function, eliminates the overlap region ofvarious departments function connection place and other management pessimistic areas, the realization management science is highly effective. Thus carries on the enterprise organizational structure the reorganization, the realization enterprise flow makes again.顾客满意——一种全新的质量观杨希昌长期以来，人们都把质量问题仅仅当作一个技术问题，说到改进质量就仅仅从技术角度去考虑。