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吸引一个新顾客所耗费的成本大概相当于保持一个现有顾客的5倍,也就是说,如果我们不能让我们的客户拥有较高的忠诚度,就会陷入不断开发又不断流失客户的怪圈。事实上,许多企业的客户忠诚度低得可怜,甚至还有一些企业怀着严重的“一锤子买卖”情节,完全无视客户的感受。这些都给企业造成了难以估量的伤害。我们看到,大多数营销理论和实践往往集中在如何吸引新客户而不是保持现有的客户方面,强调创造交易而不是保持良好关系,营销活动的焦点往往在售前活动和销售活动的本身,而不是售后活动。让客户满意,除了产品质量、品质的优越,为客户带来真实的使用价值以外,还有更为重要的一点就是产品的售前、售中、售后服务。一般来说,在工业产品和服务业的销售中,服务往往起到了非常重要的作用,而在日用品消费领域,服务的价值却常常被企业忽视。其实,任何领域都不能忽视服务的力量,谁的服务更好,谁就赢得更大的效益。根据莱克海德和萨瑟的理论,如果一个企业将顾客的流失率降低5%,其利润就能增加25%～85%。可见,让顾客满意就是为企业创造利润。下面,我们将从为客户服务的角度,详细阐述企业如何通过服务创建竞争优势,并介绍服务实施中经常遇到的问题及解决方法,与您共同探讨。
The cost of attracting a new customer is roughly five times the cost of keeping an existing customer, which means that if we can not give our clients a high degree of loyalty, they will fall into a spiral of constantly developing and losing customers. In fact, many enterprises have poor customer loyalty, and some even ignore the customer's feelings with a serious “one-hammer sale” plot. These have caused immeasurable damage to the business. We see that most marketing theories and practices tend to focus on how to attract new customers rather than maintaining existing ones, emphasizing the creation of transactions rather than maintaining good relationships, the focus of marketing activities is often in the pre-sales activities and sales activities themselves, Rather than after-sale activities. Customer satisfaction, in addition to product quality, superior quality, to bring customers true value, there is more important point is that the product pre-sale, sale, after-sales service. In general, services often play a very important role in the sales of industrial products and services, while in the area of consumption of daily necessities, the value of services is often neglected by enterprises. In fact, any area can not ignore the power of service, whose service is better, who will win greater benefits. According to Lake Hyde and Suther's theory, an enterprise can increase its profit by 25% -85% if it reduces its customer churn by 5%. Visible, customer satisfaction is to create profits for the enterprise. From the perspective of customer service, we will elaborate on how an enterprise can create competitive advantages through services and introduce frequently encountered problems and solutions in service implementation to discuss with you.