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1、<p><b> 外文文獻(xiàn):</b></p><p> Marketing Customer Satisfaction</p><p> Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming
2、 business has more customers share the overall business competitive advantage means.</p><p> First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weap
3、on</p><p> With the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the
4、pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit
5、of the number of times and even the pursuit of quality and age of emotions today grad</p><p> As a result, enterprises have been through an extensive and detailed market research, direct contact with consum
6、ers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determi
7、nation of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve</p><p> Such as Haier alway
8、s put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an
9、 eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer
10、" to after-sale-stop star service to meet customer needs and both </p><p> In summary, emotional consumer era, decided what kind of products and production management services to provide what the power
11、s are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisf
12、y customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.</p><p> Second, customer satisfaction, the main steps
13、in marketing strategy</p><p> First, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.</p><p> CS the
14、ory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and
15、 external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the comp
16、any's satisfaction and loyalty are products and servic</p><p> Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of empl
17、oyee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business prin
18、ciples. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the</p><p> Second, customers participate in product design
19、 and development.</p><p> Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of product d
20、evelopment, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective com
21、munication and information exchange, needs to grasp the customer information and customer value, to enco</p><p> Third, to provide a full service customer satisfaction and personalized service. </p>
22、<p> Full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the mome
23、nt of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept
24、 was to benefit consumers willingly your products or services, consumer</p><p> In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of go
25、ods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general ne
26、eds of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individ</p><p> Fourth, foster customer loyal
27、ty. </p><p> In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do not necessar
28、ily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal cu
29、stomers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because</p><p> Customer loyalty is perceived from the customer, delivered through the two-way communication between the v
30、alue and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to d
31、efine customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentive</p><p> First, we should proper
32、ly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business
33、humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish eff
34、ective policies and institutions dealing with grievances </p><p> Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise custo
35、mers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspec
36、ts of sub-libraries. Loyal customer database, you can offer premium services for staff in a timely manner the information required; to colle</p><p><b> 中文譯文:</b></p><p> 顧客滿意策略與顧客滿
37、意營(yíng)銷 </p><p> 自20世紀(jì)八十年代末以來(lái),顧客滿意戰(zhàn)略已日益成為各國(guó)企業(yè)占有更多的顧客份額,獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的整體經(jīng)營(yíng)手段。</p><p> 一、顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶</p><p> 隨著時(shí)代的變遷,社會(huì)物質(zhì)財(cái)富的極大充裕,顧客中的主體———消費(fèi)者的需求也先后跨越了物質(zhì)缺乏的時(shí)代、追求數(shù)量的時(shí)代、追求品質(zhì)的時(shí)代,到了20
38、世紀(jì)八十年代末進(jìn)入了情感消費(fèi)時(shí)代。在我國(guó),隨著經(jīng)濟(jì)的高速發(fā)展,我們也已迅速跨越了物質(zhì)缺乏時(shí)代、追求數(shù)量的時(shí)代乃至追求品質(zhì)的時(shí)代,到今天也逐步邁進(jìn)情感消費(fèi)時(shí)代。在情感消費(fèi)時(shí)代,各企業(yè)的同類產(chǎn)品早已達(dá)到同時(shí)、同質(zhì)、同能、同價(jià),消費(fèi)者追求的已不再是質(zhì)量、功能和價(jià)格,而是舒適、便利、安全、安心、速度、躍動(dòng)、環(huán)保、清潔、愉快、有趣等,消費(fèi)者日益關(guān)注的是產(chǎn)品能否為自己的生活帶來(lái)活力、充實(shí)、舒適、美感和精神文化品位,以及超越消費(fèi)者期望值的售前、售中、
39、售后服務(wù)和咨詢。也就是說(shuō),今天人們所追求的是具有“心的滿足感和充實(shí)感”的商品,是高附加值的商品和服務(wù),追求價(jià)值觀和意識(shí)多元化、個(gè)性化和無(wú)形的滿足感的時(shí)代已經(jīng)來(lái)臨。</p><p> 與消費(fèi)者價(jià)值追求變化相適應(yīng)的企業(yè)間的競(jìng)爭(zhēng),也由產(chǎn)品競(jìng)爭(zhēng)、價(jià)格競(jìng)爭(zhēng)、技術(shù)競(jìng)爭(zhēng)、廣告競(jìng)爭(zhēng)、品牌競(jìng)爭(zhēng)發(fā)展到現(xiàn)今的形象競(jìng)爭(zhēng)、信譽(yù)競(jìng)爭(zhēng)、文化競(jìng)爭(zhēng)和服務(wù)競(jìng)爭(zhēng),即顧客滿意競(jìng)爭(zhēng)。這種競(jìng)爭(zhēng)是企業(yè)在廣角度、寬領(lǐng)域的時(shí)空范圍內(nèi)展開的高層次、體現(xiàn)綜合實(shí)力的
40、競(jìng)爭(zhēng)。它包括組織創(chuàng)新力、技術(shù)創(chuàng)新力、管理創(chuàng)新力、產(chǎn)業(yè)預(yù)見力、產(chǎn)品研發(fā)力、員工向心力、服務(wù)顧客力、顧客親和力、同行認(rèn)同力、社會(huì)貢獻(xiàn)力、公關(guān)傳播溝通力、企業(yè)文化推動(dòng)力、環(huán)境適應(yīng)力等等。這些綜合形象力和如何合成綜合持久的競(jìng)爭(zhēng)力,這就是CS策略所要解決的問(wèn)題。CS時(shí)代,企業(yè)不再以“自己為中心”,而是以“顧客為中心”;“顧客為尊”、“顧客滿意”不再是流于形式的口號(hào),而是以實(shí)實(shí)在在的行動(dòng)為基礎(chǔ)的企業(yè)經(jīng)營(yíng)的一門新哲學(xué)。企業(yè)不再以質(zhì)量達(dá)標(biāo),自己滿意為經(jīng)
41、營(yíng)理念,而是以顧客滿意,贏得顧客高忠誠(chéng)度為經(jīng)營(yíng)理念。企業(yè)經(jīng)營(yíng)策略的焦點(diǎn)不再以爭(zhēng)取或保持市場(chǎng)占有率為主,而是以爭(zhēng)取顧客滿意為經(jīng)營(yíng)理念。因此,營(yíng)銷策略的重心不再放在競(jìng)爭(zhēng)對(duì)手身上而是放在顧客身上,放在顧客現(xiàn)實(shí)的、潛在的需求上。當(dāng)企業(yè)提供的產(chǎn)品和服務(wù)達(dá)到了顧客事先的期望值,顧客就基本滿意;如果遠(yuǎn)遠(yuǎn)超越顧客的期望值,且遠(yuǎn)遠(yuǎn)高于其他同行,</p><p> 于是,企業(yè)紛紛通過(guò)廣泛細(xì)致的市場(chǎng)調(diào)研、與消費(fèi)者直接接觸、顧客信息反
42、饋等方式來(lái)了解顧客在各方面的現(xiàn)實(shí)需求和潛在需求。依靠對(duì)企業(yè)滿意忠誠(chéng)的銷售、服務(wù)人員,定期、定量地對(duì)顧客滿意度進(jìn)行綜合測(cè)定,以便準(zhǔn)確地把握企業(yè)經(jīng)營(yíng)中與“顧客滿意”目標(biāo)的差距及其重點(diǎn)領(lǐng)域,從而進(jìn)一步改善企業(yè)的經(jīng)營(yíng)活動(dòng)。依靠高親和力的企業(yè)文化、高效率的人文管理和全員共同努力,不斷地向顧客提供高附加值的產(chǎn)品,高水準(zhǔn)的親情般的服務(wù),以贏得顧客不斷變化和提升的滿意度,贏得更多的顧客份額。如海爾始終把顧客需求放在第一位,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)
43、計(jì),提供個(gè)性化、人性化實(shí)用產(chǎn)品,從拉幕式彩電到最新推出的“換臺(tái)不晃眼彩電”,從小小神童洗衣機(jī)到手搓式洗衣機(jī),從小王子冰箱到“智慧眼”變頻空調(diào),從17個(gè)小時(shí)制出“邁克冷柜”到售后一條龍星級(jí)服務(wù),無(wú)一不是為滿足顧客需求而提供的令其滿意的超值產(chǎn)品和服務(wù)。又如微軟的每一種產(chǎn)品都集中了世界上最優(yōu)秀的開發(fā)人員,推出比顧客想要的還要好的產(chǎn)品,同時(shí)形成全球化銷售的規(guī)模經(jīng)濟(jì),把價(jià)格降到最低。而這正是微軟20年來(lái)成功的秘決。</p><
44、p> 綜上所述,情感消費(fèi)時(shí)代,決定生產(chǎn)經(jīng)營(yíng)何種產(chǎn)品和提供什么樣服務(wù)的權(quán)力已不再屬于企業(yè),而是屬于消費(fèi)者,衡量企業(yè)效率以及存在價(jià)值的決定權(quán)轉(zhuǎn)移到了顧客手中,企業(yè)應(yīng)盡量迎合顧客,超值滿足顧客,以盡可能地從顧客那里獲得“貨幣選票”。而CS策略正是獲取這種選票的制勝法寶。</p><p> 二、顧客滿意營(yíng)銷策略的主要步驟</p><p> 第一,在企業(yè)文化層面上確立以顧客為中心,顧客利
45、益至上,以顧客滿意為目標(biāo)的經(jīng)營(yíng)理念。</p><p> CS理論中的顧客指的是內(nèi)部員工和外部顧客(包括經(jīng)銷商、批發(fā)商、代理商、最終消費(fèi)者和原材料供應(yīng)商、合作者等),顧客滿意包括員工和外部顧客的滿意,顧客忠誠(chéng)亦然。企業(yè)成功的機(jī)制在于顧客滿意與忠誠(chéng),員工是顧客滿意和忠誠(chéng)的關(guān)鍵人員。員工對(duì)企業(yè)的滿意度和忠誠(chéng)度是顧客對(duì)企業(yè)產(chǎn)品和服務(wù)滿意度和忠誠(chéng)度的基礎(chǔ),顧客滿意度和忠誠(chéng)度是員工行為的必然結(jié)果。沒(méi)有員工的滿意與忠誠(chéng),就不
46、可能創(chuàng)造出令顧客滿意的產(chǎn)品和提供超值服務(wù),顧客自然就不滿意不忠誠(chéng),離企業(yè)而去。當(dāng)員工滿意與忠誠(chéng)時(shí)就會(huì)在與顧客接觸中以極大的熱情投入自己的智力資本,創(chuàng)造性地為顧客服務(wù),并能及時(shí)發(fā)現(xiàn)顧客需求動(dòng)向,及時(shí)提升產(chǎn)品和服務(wù)的附加值,緊緊抓住顧客的心,令其滿意。聯(lián)邦快遞發(fā)現(xiàn),當(dāng)內(nèi)部員工滿意率提高到85%時(shí),他們的顧客滿意率高達(dá)95%,且企業(yè)的利潤(rùn)也就十分樂(lè)觀。在這里員工的態(tài)度決定著一切。</p><p> 因此,企業(yè)必須將顧
47、客滿意的經(jīng)營(yíng)理念滲透于員工的頭腦中,體現(xiàn)在管理中,對(duì)員工忠誠(chéng),以他們研發(fā)產(chǎn)品、制造產(chǎn)品、提供營(yíng)銷服務(wù)令顧客滿意。如九頭鳥”,員工得到的教育是一切以顧客為中心是企業(yè)經(jīng)營(yíng)的最高原則。顧客是恩人,是朋友,是老師,是顧客給了我們工作的機(jī)會(huì),工作的價(jià)值,工作的樂(lè)趣和工作的意義。我們應(yīng)該發(fā)自內(nèi)心地真誠(chéng)地感謝顧客,顧客的滿意就是我們的工作目標(biāo),為顧客創(chuàng)造最有價(jià)值的產(chǎn)品和服務(wù)是我們的最高目標(biāo)。在此原則指導(dǎo)下,寧愿讓自己吃虧不能讓顧客吃虧已成為“九頭鳥”
48、員工的行為準(zhǔn)則。讓顧客感到在“九頭鳥”消費(fèi)是一種享受,是一種物超所值的享受。顧客在付出成本后,對(duì)自己的消費(fèi)有一個(gè)期望值,而消費(fèi)者最后得到的消費(fèi)在其心中也會(huì)有一個(gè)評(píng)價(jià)的標(biāo)準(zhǔn)來(lái)衡量,如果物超所值,他以后就會(huì)再來(lái),如物有所值,他以后可能會(huì)再來(lái);否則,消費(fèi)者將不會(huì)再來(lái)。所以,“九頭鳥”的目的就是為消費(fèi)者提供物超所值的產(chǎn)品和服務(wù)。有如此經(jīng)營(yíng)理念及其指導(dǎo)下的令顧客滿意營(yíng)銷,“九頭鳥”紅火于京城就不難理解了。</p><p>
49、 第二,讓顧客參與產(chǎn)品設(shè)計(jì)與研發(fā)。</p><p> 企業(yè)以顧客為中心,經(jīng)過(guò)市場(chǎng)細(xì)分,廣泛的調(diào)研了解目標(biāo)公眾的需求和價(jià)值,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計(jì),提供個(gè)性化、人性化的高附加值的產(chǎn)品和服務(wù),是正確的,但必須讓用戶一起參與產(chǎn)品設(shè)計(jì)。利用互聯(lián)網(wǎng)和CAD技術(shù)與顧客建立有效的溝通和信息交流,及時(shí)掌握顧客的各種需求信息和顧客價(jià)值,鼓勵(lì)各種信息來(lái)源渠道對(duì)顧客信息庫(kù)進(jìn)行及時(shí)的更新。經(jīng)過(guò)分析、總結(jié),了解顧客的本質(zhì)需求
50、,并使顧客本質(zhì)需求信息成為企業(yè)各個(gè)部門的共享資源。以此設(shè)計(jì)產(chǎn)品,提供令顧客滿意的服務(wù)?,F(xiàn)在,許多公司采用一種名為:“產(chǎn)品配置器”的系統(tǒng)來(lái)幫助用戶一起參與產(chǎn)品設(shè)計(jì)。即在計(jì)算機(jī)里存放了所有產(chǎn)品模塊的最新信息,并隨時(shí)更換,營(yíng)銷人員在銷售現(xiàn)場(chǎng)通過(guò)因特網(wǎng),根據(jù)用戶需要或與用戶一起配置出其所需要的能滿足其價(jià)值的產(chǎn)品。上海通用公司生產(chǎn)的汽車令經(jīng)營(yíng)商和用戶非常滿意,就是因?yàn)樽層脩粢黄饏⑴c了產(chǎn)品的設(shè)計(jì)。而海爾無(wú)論是為四川農(nóng)民生產(chǎn)的能洗地瓜的洗衣機(jī),為上海
51、用戶生產(chǎn)的“小王子冰箱”,還是換臺(tái)不晃眼的彩電,海爾的“智慧眼”變頻空調(diào),星級(jí)一條龍售后服務(wù)等,都是依據(jù)用戶的需要,吸收了顧客參與產(chǎn)品設(shè)計(jì)的建議,而設(shè)計(jì)開發(fā)的令顧客滿意的富有人性化的超值商品和服務(wù),自然</p><p> 第三,提供令顧客滿意的全程服務(wù)和個(gè)性服務(wù)。</p><p> 全程服務(wù)是針對(duì)顧客的購(gòu)物與消費(fèi)每一環(huán)節(jié)所進(jìn)行的細(xì)致而又深入的服務(wù),心的服務(wù)。全程服務(wù)就是消費(fèi)者從產(chǎn)生消費(fèi)
52、欲望那一刻起到商品使用價(jià)值耗盡為止的整個(gè)過(guò)程,對(duì)消費(fèi)者的細(xì)心呵護(hù),使消費(fèi)者與自己的品牌緊密相連,讓消費(fèi)者享受文化、享受服務(wù)、感受理念、感到受益,心甘情愿地消費(fèi)你的產(chǎn)品或服務(wù),令消費(fèi)者在每一個(gè)層面都感到完全滿意,并能贏得客戶的忠誠(chéng)。銷售階段———保證顧客得到必須及時(shí)優(yōu)質(zhì)的服務(wù),售前咨詢培訓(xùn)參與,傳遞知識(shí)信息,創(chuàng)造購(gòu)物需求,令顧客理性選擇,幫助顧客購(gòu)買自己實(shí)用稱心的商品;售中支持提供方便,最大限度地發(fā)揮商品功能,讓顧客體味到溫情和價(jià)值;售后
53、增值反饋回訪服務(wù),使顧客感受到溫馨和真情。如一老太太買的海爾空調(diào),回家途中被黑心司機(jī)拉跑了,海爾得知后,立即免費(fèi)給老太太送去一臺(tái)海爾新空調(diào),并決定以后送貨到位。內(nèi)蒙一用戶因家中失火,將剛買的海爾冰箱燒壞,海爾接電后從計(jì)算機(jī)服務(wù)網(wǎng)絡(luò)中查到該用戶詳細(xì)住址,派專人專車用4天時(shí)間趕到為其修好冰箱。這種超值服務(wù)必然贏得顧客超期望值的滿意。</p><p> 在如今情感消費(fèi)時(shí)代,人們追求“心的滿足感和充實(shí)感”的商品,是高附
54、加值極富個(gè)性化價(jià)值的商品,追求價(jià)值觀和意識(shí)多元化、個(gè)性化和無(wú)形的滿足感。因此,企業(yè)不再將注意力投入于全體消費(fèi)者的一般需求差異上,應(yīng)針對(duì)追求各異的個(gè)性消費(fèi)者,量體裁衣,設(shè)計(jì)并開發(fā)企業(yè)的產(chǎn)品及服務(wù)項(xiàng)目,以適應(yīng)當(dāng)今個(gè)性化和多樣化的消費(fèi)趨勢(shì)。面對(duì)越來(lái)越復(fù)雜的消費(fèi)傾向,企業(yè)要駕馭顧客需求,進(jìn)行個(gè)性化營(yíng)銷,關(guān)鍵在于建立顧客資料庫(kù)與顧客信息反饋系統(tǒng),進(jìn)行客戶關(guān)系管理,不斷收集了解消費(fèi)者的要求和偏好的變化,以及對(duì)企業(yè)新的期望,以便更好地為顧客提供個(gè)性化
55、服務(wù)。</p><p> 第四,培育顧客忠誠(chéng)。</p><p> 在餐飲業(yè),滿意顧客中品牌轉(zhuǎn)換者的比例竟高達(dá)60%到80%。這說(shuō)明滿意的顧客并不一定能成為忠誠(chéng)顧客。而一個(gè)企業(yè)80%的利潤(rùn)來(lái)自20%的忠誠(chéng)顧客,營(yíng)銷顧客集Aracature Corp.的總裁Larry Light在Advertising Age雜志上說(shuō),從忠誠(chéng)顧客身上得到的收益是非忠誠(chéng)顧客的9倍。沃爾瑪之所以能夠持續(xù)增長(zhǎng)成
56、為500強(qiáng)的老大,根本原因在于它吸引客戶忠誠(chéng)的經(jīng)營(yíng)能力。</p><p> 顧客忠誠(chéng)是來(lái)自顧客感受到的、通過(guò)雙向溝通所傳遞的價(jià)值和相互關(guān)系,是通過(guò)企業(yè)不懈地提供超值產(chǎn)品或服務(wù)而取得的。要使顧客忠誠(chéng),企業(yè)最高管理層必須有長(zhǎng)期不懈的決心和資金支持,對(duì)企業(yè)的忠誠(chéng)顧客進(jìn)行界定,了解顧客的需求是怎樣形成的,他們離去的原因是什么,買了誰(shuí)的產(chǎn)品,為什么?認(rèn)識(shí)并創(chuàng)建顧客忠誠(chéng)的激勵(lì)因素。培育忠誠(chéng)顧客的營(yíng)銷方法有兩種:</p
57、><p> 一是要妥善解決顧客的抱怨。只要妥善地處理顧客報(bào)怨,82%的顧客會(huì)再度購(gòu)買商品。妥善處理顧客報(bào)怨,要求企業(yè)確立一套良好的人性化的“報(bào)怨管理”制度。第一,樹立“顧客的報(bào)怨,是給企業(yè)最好的禮物,對(duì)改善企業(yè)的經(jīng)營(yíng)管理有好處”的觀念;第二,企業(yè)必須確立有效的報(bào)怨處理政策和制度,并訓(xùn)練員工,正確對(duì)待顧客報(bào)怨,站在顧客的角度處理顧客報(bào)怨的問(wèn)題;第三,處理顧客的部門要輪換,以便各業(yè)務(wù)單位都能及時(shí)了解顧客的滿意度,并獲得
58、處理顧客報(bào)怨的經(jīng)驗(yàn);第四,建立所有顧客報(bào)怨資料庫(kù),以便及時(shí)處理并防止公關(guān)危機(jī)的發(fā)生。</p><p> 二是建立忠誠(chéng)顧客數(shù)據(jù)庫(kù)。只有通過(guò)數(shù)據(jù)庫(kù)進(jìn)行跟蹤調(diào)查分析,才能確切知道企業(yè)擁有的顧客份額會(huì)增加多少,達(dá)到某一份額需要多久。忠誠(chéng)顧客數(shù)據(jù)庫(kù)的核心是關(guān)聯(lián)數(shù)據(jù)庫(kù),它由一系列記錄營(yíng)銷項(xiàng)目不同側(cè)面的子庫(kù)組成。忠誠(chéng)顧客數(shù)據(jù)庫(kù),可以為員工及時(shí)提供超值服務(wù)所需的資料;為收集所有與顧客有關(guān)的細(xì)節(jié)資料創(chuàng)造條件;強(qiáng)化同顧客的快捷聯(lián)系
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