Study On The Customer Satisfaction-based Performance Management And Incentive Mechanism For Marketing Personnel

Human resources are the most important ones that will enhance the core competency in an enterprise, while the performance appraisal and compensation management are the key elements of human resources management. The purpose of performance appraisal is to make compensation fairer and more stimulating, which is the core problem for managers to care more about. The paper, employing theories as well as practices, analyzed macroscopic environments where the electricity power system is being reformed, basing on the status quo of the electricity industry and the problems of the development. There is going to be a fiercer competition in the electricity supply industry with the destruction of the barrier of the market. Thus, the electricity supply enterprises should take the strategy, which focuses on the improvement of service quality and the enhancement of the customer satisfaction, in order to pursue the sustainable development in the competition.After making a deep investigation, the paper summarized the typical HRM problems in electricity supply industry which resulted in the poor service performance. Therefore, the paper established an index measuring of customer satisfaction and a relative system appraising the service performance of marketing personnel. The customer satisfaction-oriented service performance appraisal system will definitely promote the customer satisfaction strategy and hence enable the electricity supply enterprises to enhance the market competitiveness. The appraisal system put forward in the paper consisting of scorecard for marketing department and KPI for marketing personnel is combined indicators and attitude appraisal, and the result of appraisal is corresponding to the promotion and compensation. The paper established a mechanism as well to incentive marketing personnel, including compensation system based on KPI, occupational training, career development, empower system. Only when the marketing personnel are well motivated, the strategy of customer satisfaction is likely to be effectively fulfilled and the sustainable development is likely to be achieved.