The strategy of improving customer satisfaction based on customer perception is a level of customer perception, which comes from the comparison between customers' expected performance or output of a product or service and their own expectations. In other words, "satisfaction" is not only the customer's intuitive satisfaction with the service, service attitude, product quality and price, but also the deeper meaning is the matching degree between the products and services provided by the enterprise and the customer's expectations and requirements. Therefore, customers are satisfied with the products and services of enterprises to varying degrees. I believe that only by constantly improving customer satisfaction can we maintain and enhance our market competitiveness, have more loyal customers and gain more customer value, so that enterprises can have a solid foundation for survival and development. According to my satisfaction research project for many years, the influence of satisfaction on customer loyalty will last for four years, and it will take four years to keep the relationship between customers and enterprises close (satisfaction and loyalty). However, if customers are dissatisfied for four consecutive years, there is a high probability that customers will leave China, and the future cycle will be shortened with the intensification of market competition. The impact of business processes on satisfaction will last for two years. If a business process satisfies customers, it will generally last for two consecutive years. It has a positive impact on overall satisfaction. Conversely, dissatisfaction with individual business processes will also affect overall satisfaction for two consecutive years. Therefore, I think it is necessary to devote myself to the study of customer satisfaction for a long time. The strategy of improving customer satisfaction will be developed from three aspects: finding the deficiency of customer service, designing the service improvement scheme and promoting the implementation of the scheme: 1. Looking for shortcomings in customer service (1) First, recognize the basic factors that affect customer satisfaction. The four most important factors affecting the evaluation of customer satisfaction are: products, prices, channels and competitors. Of course, these factors are reflected through customer service. 1, product: determined by the performance, opening and maintenance of the product; 2. Price: determined by the product price (cost performance/payment convenience/billing accuracy, etc.). ); 3. Channel: determined by the account manager and other customer service channels; 4. Competitors: determined by competitors' products, tariffs, channels, etc. (2) Secondly, it analyzes the main manifestations of customer churn: customers' needs are not effectively met (satisfaction) is often the most critical factor leading to customer churn, which is embodied in: 1, the products and services of enterprises are unstable and the interests of customers are damaged. Product quality is the guarantee of customers' interests. If the interests of customers are damaged, information will be lost to enterprises. 2. Enterprises lack innovation, and customers "empathize". Any product has its own life cycle. With the maturity of the market and the increase of product price transparency, the benefit space brought by products to customers is often smaller and smaller. If enterprises can't innovate in time, customers will find another way; 3. Weak sense of internal service. The arrogant attitude of employees, the problems raised by customers can not be solved in time, the consultation is ignored, the complaints are not handled, and the inefficiency of service personnel is also an important factor that directly leads to the loss of customers; 4. Employees jumped ship and stole customers. The influence of the enterprise itself on customers is relatively weak. Once the business personnel change jobs, the old customers will follow. This brings about the enhancement of competitors' strength. (3) Collect the content of customer satisfaction and service shortage again 1. Research methods: Questionnaire survey (China interview and interception interview) and in-depth interviews with key figures. 2. Data sources: diagnostic research data, enterprise management documents, second-hand data such as China Net and competitor data. 3. Application of the model: 2. Design service improvement scheme (1) First, improve customer service perception. Customer service perception will change with the content and quality of products and services provided by enterprises. Therefore, strengthen the management of customer service perception and form a closed-loop mechanism of service perception evaluation, service perception commitment, service perception realization and service perception guarantee, so that customer perception can be controlled. 1. Service perception assessment: mining service shortcomings and measuring internal resources and capabilities. In the service perception evaluation stage, the focus is on the mining of service shortcomings, while understanding internal resources and capabilities, and exploring operational and targeted improvement measures. Finding service shortcomings can change the evaluation of low satisfaction to high satisfaction, reduce negative evaluation and promote the improvement of service satisfaction; Understand the current situation of internal resources and capabilities: including human resources and capabilities, such as the number and professional capabilities of account managers, the number and capabilities of service directors, media resources and capabilities, and media channels that can spread product information and service commitments, such as advertisements, China, SMS, etc. , as well as background support capabilities, such as product technical support before, during and after sales. Scheme: Through the questionnaire survey of customers, understand the customer perception evaluation (satisfaction status), as well as the gap with customer expectations and improvement direction; Through interviews with key figures, the collection of enterprise documents and second-hand materials, we can master the enterprise management mode, the present situation of enterprise service, the advantages of competitors and the countermeasures of enterprises. 2. Service awareness commitment: improve service standards and realize customization and customized service standards. Commitment to customer service perception includes customization and clarity of customer standards. Customization of customer standards requires service standards to be truly customer-oriented and reflect the real needs of customers. Clear customer standards mean that service standards are easy to understand, can be simplified (such as slogans) and can be visualized (such as pictures). 3. Realization of service perception: Make a training plan for account managers. According to the lack of professional ability of all account managers or the lack of a certain level of account managers, formulate the corresponding training direction and training plan to improve the status quo of account managers' professional ability. At the same time, we will carry out appraisal activities, regularly select outstanding account managers according to performance, customer evaluation and other indicators, and reward outstanding employees. At the same time, encourage enterprise personnel to actively participate, improve the ability of national account managers, and promote the creation of gold medal services. Scheme: Through the questionnaire survey of customers, understand the customer perception evaluation (satisfaction status), as well as the gap with customer expectations and improvement direction; Through interviews with key figures, the collection of enterprise documents and second-hand materials, we can master the enterprise management mode, the present situation of enterprise service, the advantages of competitors and the countermeasures of enterprises. 2. Service awareness commitment: improve service standards and realize customization and customized service standards. Commitment to customer service perception includes customization and clarity of customer standards. Customization of customer standards requires service standards to be truly customer-oriented and reflect the real needs of customers. Clear customer standards mean that service standards are easy to understand, can be simplified (such as slogans) and can be visualized (such as pictures). 3. Realization of service perception: Make a training plan for account managers. According to the lack of professional ability of all account managers or the lack of a certain level of account managers, formulate the corresponding training direction and training plan to improve the status quo of account managers' professional ability. At the same time, we will carry out appraisal activities, regularly select outstanding account managers according to performance, customer evaluation and other indicators, and reward outstanding employees. At the same time, encourage enterprise personnel to actively participate, improve the ability of national account managers, and promote the creation of gold medal services. 4. Guarantee of service perception: The incentive method for the implementation of service standards is to ensure the implementation of service standards from the aspects of service process monitoring, assessment and incentive, giving pressure and motivation to account managers, thus ensuring the improvement of service perception. Regular and irregular monitoring to ensure the implementation of service standards. Secondly, optimizing the quality of enterprise products is life. Improving the products of enterprises or developing new products after understanding customers' needs will greatly improve customers' attention and satisfaction with enterprises. At the same time, the account manager is required to train the product content, and the account manager is required to clearly explain the product to the customer, including the use and maintenance of the product. And ask the account manager to respond to the customer's needs in time, and report the problems that he can't solve to the leader in time, so as to arrange and solve the customer's needs in time. (3) Re-emphasize the importance of channel construction as a service window unit, and it is self-evident. It is necessary to pay attention to strengthening the standardized physical channel construction, establish the corporate service image, and create a gold medal service for channel personnel. Account manager is the bridge between enterprises and customers, and it is the easiest way to realize customer service. It is also obvious to strengthen the construction of account managers. With the strengthening of information technology, channels are developing from a single business hall to diversification, and it is a trend to develop a multi-channel combination model. (4) Redesign the service promotion strategy 1. Differentiated service to improve customer service perception is to improve customer satisfaction, and differentiated service is one of the important ways. Differentiation strategy: to design differentiated products, we need differentiation in characteristics, performance and functional design; Provide differentiated services and provide unique, exclusive and fast gold medal services. The differentiated service strategy will continue to develop. Specific measures: such as setting up VIP service area. VIP customer counter and expert priority service. Strengthen the maintenance of VIP customers. 2. Customer care and active service care: Take the initiative to call China to inquire about the use of customers' products. Understand the latest trends and needs of customers and recommend products suitable for customers in real time. Special services: holiday care, Mid-Autumn Festival friendship, etc. Third, promote the implementation of the plan. I will promote the implementation of the plan through the three-step process of project explanation, on-site guidance and remote monitoring. Scheme description: set up a project team to implement the project, formulate the implementation scheme, prepare the implementation materials at all stages, explain the contents and objectives of the scheme to the project team members, and guide the project team members to implement the scheme. On-site guidance: conduct on-site publicity, on-site observation and on-site demonstration of possible situations in planning implementation. Remote monitoring: I will set up a complete support team in the enterprise and project team to support the implementation of the whole scheme.