VIEWS: 38 PAGES: 5 POSTED ON: 8/31/2010
From customer satisfaction to customer loyalty Customers access to the core of the economy and keep customers. Business Process Reengineering (BPR), founder of Hammer to be a saying: the so-called new economy is the customer economy. According to Conference Board for the Global 506 CEO to do a survey, corporate CEO to customer loyalty and maintain the rate as the primary challenge of their management, followed by a reduction in costs, and third is to enhance the flexibility and speed up the pace of development. For these SMEs, objectives are very clear, that is to obtain and keep customers, they continually strive to create customer satisfaction and loyalty of customers to further optimize customer share. Customer satisfaction the decision by the Ho Customer satisfaction is the total value received by the customer and the customer to pay the total cost of the two factors co-decision. The total value of clients, including: product value, service value, psychological value and image value. Customers pay the total cost include: cost of money, time, cost, spiritual cost, physical cost. The total value of the larger, lower total cost, higher customer satisfaction. So, when the customer acceptance of products in addition to that excellent addition to also enjoy a very comfortable service, have been respected, the customer will feel value for money, this is an increase 分 process. The customers pay the total cost includes not only the economic costs to customers, but also includes customers in the process the cost of the time, mental and physical cost. That helps explain why the waiting time is too long, keep our customers satisfied, and in the complaints process, the client spent time and energy to customer complaints also tend to increase the cost, if we are During this period, not to create additional customer value, customer balance went to the psychological imbalance, leading to dissatisfaction with the enterprise. So when we deal with customer complaints, no hesitation to accept complaints and make gestures, so customers believe we are the fastest to deal with the situation, customers will often calm down. For enterprises, management of customer satisfaction, there are three main points: First of all, three conditions must be satisfied customers: First, the product itself (species richness and quality); two channels available (product easy to get, convenience); three services (unified, people-oriented). Customer satisfaction management in the beginning, because the quality of services will be affected by personal factors and volatility, companies must pass a high degree of uniform standards to regulate personal behavior, then the premise of unification in the standards should reflect the people-oriented, full respect for the client, and understand. Secondly, in order to create and maintain a genuine customer satisfaction, pay attention to two points: First, the company from top to bottom, from the inside out to create a service chain. Improve internal service quality from the start, improve employee satisfaction, then enterprise to improve employee loyalty, enhance employee productivity, and to play a role in the field, so customers get more value and purchasing experience to win customer satisfaction, and continuously improve service standards to achieve higher customer loyalty, thereby stimulating long-term corporate profit growth (see Figure 1). Second, the changing development needs of our customers have a very flexible and easy-to plans and programs. For services to become a habit, always listening to your customers, customer demand insight. Third, control customer expectations and enhance the actual performance. Since customer satisfaction is not a fixed value, but customer expectations and business of a ratio between the actual performance, so, good customer service staff should understand customer expectations is the goal of a subjective estimate , to some extent, customer staff to be appropriate in the &quot;raising customer expectations&quot; and &quot;control customer expectations&quot; balance. To test whether the customers are truly satisfied, there are several indicators: namely, reputation, reputation / name degrees, keep returning, sales force, the rate of complaints. As long as through regular testing and observation of these indicators, we can clearly understand the customers are truly satisfied with the enterprise. Customer satisfaction, loyalty can be certain you Customer loyalty is actually the concept of customer satisfaction leads to the concept, is customer satisfaction, the production of a certain brand or company&#39;s trust, and hope to maintain a psychological tendency to repeat purchase. Customer loyalty is a real continuity of customer buying behavior. How kind of customer loyalty to the enterprise do? Surprises for the customer to create the first goal is customer loyalty. Data show that, when customers think that companies can meet the existing requirements, the probability of selection of other competitors is 50%, but if businesses can continuously provide customers with fantastic service, the loss rate was 12%. Want to achieve from increased customer satisfaction to customer loyalty, we must start from the following six: Standardization Services, standardization emphasize the seven aspects: 1. Time: the process of providing services to clients should spend more time? The time required for each step? 2. Process: how to coordinate the different parts of service delivery systems, among them how to complement each other as a whole? 3. Adaptability: Can service in accordance with the changing customer needs to be done in time to adjust? How convenient? 4. Predictability: Do you predict how the customer needs? Can the first to step forward to provide information to customers? 5. Communication: How do you ensure that the information is adequate, accurate and timely communication? 6. Feedback: Do you understand the customer&#39;s mind? How do you know your customers satisfied with the services provided? 7. Organization and supervision: an efficient service program is the division of work, and who monitors them? ? Effective skills of staff Service personnel, including seven of effective skills, in particular: 1. Instrument: You want customers to see? Meet the requirements of the external instrument is the target? 2. Attitude: How to pass the appropriate attitude, through facial expressions, tone, body language to grasp. 3. Concern: identity client&#39;s personality, and thus in a unique approach to every customer. 4. Appropriateness: in a different environment, that which would be appropriate? What words can not say that? 5. Guidance: Service staff on how to help customers? How to guide customers to make choices and decisions? 6. Sales and service skills: the skills to provide services to you? Customers are very receptive to your recommendations and service delivery? 7. Courtesy to resolve customer issues: how to resolve customer dissatisfaction? Accessibility to and flexibility Service demonstrates the closeness and flexibility may be reflected in the following eight areas: 1. Concern me: sensitive to customer concerns quickly the needs and special circumstances; 2. Understand the reasons for my actions: to consider themselves to serving the customer care; 3. Help me solve the problem: the problem of understanding and processing; 4. I and others are equal: no differentiation between customers; 5. I can understand the way communication with: Do not put a shelf bureaucratic or technicians; 6. Do not threaten to suppress me: absolutely not a threat and ignore customers; 7. Able to guide me: If a customer has problems, should help them solve their problems, they will thank you; 8. Flexible and can accommodate you: people first, customers are not machines, you are not manipulating the machine people. Reliability and loyalty Reliability is reliable and accurate ability to fulfill service commitments. Many businesses find that reliability is ranked in the customer focus element of the first point. Such as the recently conducted &quot;the best mode of transport in the manufacturing sector,&quot; the investigation, the reliability of the manufacturing supplier selection carriers need to consider the most important factor, time Jiaofu in second place, then a cost and product Diushi / Sunhuai situation. Citroen conducted a survey study shows that maintenance staff spoke highly of the importance of high-quality after-sales service. They think that a parts supplier in assessing the many standards, the availability of spare parts ranked first, closely followed by timely delivery rate, the price is only ranked seventh in a number of factors. Aftermarket Parts Service on the impact of vehicle sales and service than the impact of large customers for more than 3 times. Self-repair To mature the business, business itself is flawed, mature business customers face lay analyze these three kinds of circumstances, to obtain data, and then concentrated pooled analysis. And departments in the group discussions, finding the most effective service skills and work processes, especially attention to summing up the successful experience of former colleagues or failures. To the business in accordance with the different services, service object, on a regular basis to classify and quantify the formation of the assessment criteria, often self-reminders, self-healing, self-supervision. Pledge Pledge points &quot;unconditional pledge&quot; and &quot;commitment to important services.&quot; Service Commitment Research shows that: &quot;commitment to employee morale and loyalty will be enhanced commitment to create pride in the employees. For customers, the commitment to reduce the risk of customer service organizations and the establishment of the trust.&quot; An effective commitment can affect the profitability of the enterprise to establish a more positive service culture, commitment to indirectly reduce the cost of staff changes. Here are some businesses made pledges: * Han Punuo Hotel: &quot;Customers are not satisfied, you can not pay.&quot; * First Bank Trust: &quot;No dissatisfied customers can return the fees.&quot; * Xerox Corporation: &quot;unconditional commitment to each customer customized content.&quot; * McDonald&#39;s: &quot;100% customer satisfaction.&quot; * Federal Express promised: &quot;package delivered on time, or your money back.&quot; Innovative Thinking Finally, with constant innovation and consistent customer service to enable customers impressed by the highest customer satisfaction and create customer loyalty. Become more and more homogeneous in the service today, differentiated services, extension and penetration of the market played an important role. Only through a &quot;special service to create their own&quot; as the goal, can we truly improve business competitiveness and ability to resist risks. When the customer service business marketing strategy of the service, which is to create the &quot;sales-oriented customer service&quot;, we can play the role of the service means to the extreme, a true success. Case A: Disneyland famous entertainment facilities are praised by others, it creates customer satisfaction and control are also very unique. Regardless of holidays, Disney will often overcrowding, queuing has become a big problem. Disney designed an electronic waiting for this card, placed in the channel mouth, shown above, from the beginning that if you line up, about how much longer. This can provide a wait time that customers choose a relatively small projects, while reducing the psychological anxiety and sense of line officers. But the mystery does not stop here, when finally your turn, you will be pleasantly surprised to find that you actually line up to wait longer than e-card tips about ten minutes less. In fact, this is a clever design of Disney. The purpose is to &quot;do more than promise,&quot; so that customers feel extra surprises and harvesting. Case B: U.S. auto industry was among the first to carry out customer satisfaction surveys of the industry, through continuous efforts have been committed to improving customer satisfaction. Now, U.S. automobile manufacturer customer satisfaction rate over 90%, but again, the customers buy the same brands, only 30% to 40%. This led many business executives had doubts if we increase customer satisfaction, help to foster customer loyalty, customer satisfaction to pursue what is the use? Company found that when customer satisfaction is reached after more than 50% do not care part of the region, the region still has a great free clients and uncertainty. In the ratings table to 5 points (completely satisfied) customers investigations to fight again in the future purchase rate is 4 (satisfied) customer of 6 times. This means that in a highly competitive business world, only a very high customer satisfaction will become a loyal customer. This part of regular repeat customers will buy your product, and he will be willing to accept your offer of other products and services. But also for you to do word of mouth publicity, promotional activities of other competitors dismissed They also want more care of your company. Case C: Is not a commitment is valid for? Of view of a chain coffee shop pledges. &quot;We promise: you can not find a poor quality of our coffee shop.&quot; Obviously, this coffee shop does not capture the customer&#39;s sensitivities. To the coffee shop customers are not looking for poor quality of coffee beans, but to taste the delicious coffee and feel a quiet, comfortable environment. Such a commitment can only give customers the quality of the coffee shop cause suspicion. Sure enough not long before the store removed the commitment to sign on.
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