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ID:243469
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页数:11页
时间:2017-07-13
《A Report on How to Achieve Customer Satisfaction关于如何获得顾客满意的报告》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、AReportonHowtoAchieveCustomerSatisfaction1.IntroductionCustomersatisfactionisafunctionofthedifferencebetweentheexpectationoftheproductanditsactualperformanceandiscomprisedoftheirsatisfactionwiththeproductandthecustomerservice.CustomersupportIsn’titenoughthatcustomersfindaproductappealing,theserv
2、icehigh-quality,andthepricereasonable?Theanswerisno!Acustomerthatsays“yes”toalloftheabovemightbesatisfiedwithyourproduct,butloyaltyisawholedifferentmatter.2.Understandyourcustomers2.1MakethemfeelspecialSpecializedservicecangoalongwayinkeepingcustomersloyal.Ifyoumanagetowinoveracustomer’sheartina
3、mannerthat’sirreplaceableelsewhere(likethrowinginafreepickupforcarservicing),it’smorelikelythey’llreturndespitealowercostelsewhere.Itcostslessthanyouthinkandloweringchurnratecanreapunimaginableprofitsinfuture.2.2ProvideafamiliarexperiencePeoplelikeseeingfamiliarfaces.Inaphysicalstore,havingemplo
4、yeesthatknowthecustomer’snameandpreferencesdifferentiatesyoufromcompetitors.Inthecyberworld,havingseasonedemployeeswhoknowaboutyourcompanyinsideandoutallowsthemtoprovidecustomerswithahigherlevelofservicewhenhelpisneeded.Livechatallowsbusinessestocreateafamiliarexperiencefortheircustomersbecaused
5、ifferentagentscanreadpastconversationsandfollowuponpreviouslyunresolvedissues.Thinkaboutit:Ifacompanyconstantlylaysoffitsemployeesandeverytimeyouseekhelp,aninexperiencedagentfumbleswithhandbooksandknowledgebasearticlesbeforeforwardingyoutosomeoneelse,wouldyoureturn?2.3CreateacommonenemyMostfanso
6、facertainproducthateonanother.Especiallywhenthey’reextremelysimilar,butnotexactlythesame.Forexample,PepsiandCokeduringHalloweenof2013.Pepsicameupwithacleverad,butCokefansretortedwithanevenclevererone.Moralofthestory?Ifyoucan’tgiveyourfansareasontorallytogether,givethemacausetorallyagainst.Asthes
7、ayinggoes,“theenemyofmyenemyismyfriend”.ThinkAppleandWindows—thefriendlywarbetweencoolandgeekyneverends.Onceyou’veunderstoodwhatmakesloyalcustomerstickandyou’redeterminedtoconvertyournormalconsumersintoravingfans,here’swhaty
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