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1、Everyoneinbusinesshasbeentoldthatsuccessisallaboutattractingandretaining(留住)customers高考阅读答案 Everyoneinbusinesshasbeentoldthatsuccessisallaboutattractingandretaining(留住)customers.Itsoundssimpleandachievable.But,50,wordsofwisdomaresoonforgotten.Oncecompanieshaveattracted
2、customerstheyoften51thesecondhalfofthestory.Intheexcitementofbeatingoffthecompetition,negotiatingprices,securingorders,anddeliveringtheproduct,managerstendtobecomecarriedaway.Theyforgetwhattheyregardastheboringsideofbusiness—52thatthecustomerremainsacustomer. 53toconce
3、ntrateonretainingaswellasattractingcustomerscostsbusinesshugeamountsofmoneyannually.Ithasbeenestimatedthattheaveragecompanylosesbetween10and30percentofitscustomerseveryyears.Inconstantlychanging54,thisisnotsurprising.Whatissurprisingisthefactthatfewcompanieshaveanyideah
4、owmanycustomerstheyhavelost. Onlynowareorganizationsbeginningtowakeuptothoselostopportunitiesandcalculatethe55 implications.Cuttingdownthenumberofcustomersacompanylosescanmakeabig56initsperformance.ResearchintheUSfoundthatafivepercentdecreaseinthenumberofdefecting(流失的
5、)customersledto57increasesofbetween25and85percent. IntheUS,Domino’sPizzaestimatesthataregularcustomerisworthmorethan$5,000overtenyears.Acustomerwhoreceivesapoorqualityproductorserviceontheirfirstvisitand58neverreturns,islosingthecompanythousandsofdollarsin59profits(mor
6、eifyouconsiderhowmanypeopletheyarelikelytotellabouttheirbadexperience). Thelogicbehindcultivatingcustomer60isimpossibletodeny.“Inpracticemostcompanies’marketingeffortisfocusedongettingcustomers,withlittleattentionpaidto61them”,saysAdrianPayneofCornfieldUniversity’Schoo
7、lofManagement.“Researchsuggeststhatthereisacloserelationshipbetweenretainingcustomersandmakingprofits.62customerstendtobuymore,arepredictableandusuallycostlesstoservicethannewcustomers.Furthermore,theytendtobelessprice63,andmayprovidefreeword-of-mouthadvertising.Retaini
8、ngcustomersalsomakesit64forcompetitorstoenteramarketorincreasetheirshareofamarket. 50.A.inparticularB.inreali