A Report on How to Achieve Customer Satisfaction关于如何获得顾客满意的报告.docx
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A Report on How to Achieve Customer Satisfaction关于如何获得顾客满意的报告.docx
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AReportonHowtoAchieveCustomerSatisfaction关于如何获得顾客满意的报告
AReportonHowtoAchieveCustomerSatisfaction
1.Introduction
Customersatisfactionisafunctionofthedifferencebetweentheexpectationoftheproductanditsactualperformanceandiscomprisedoftheirsatisfactionwiththeproductandthecustomerservice.
Customersupport
Isn’titenoughthatcustomersfindaproductappealing,theservicehigh-quality,andthepricereasonable?
Theanswerisno!
Acustomerthatsays“yes”toalloftheabovemightbesatisfiedwithyourproduct,butloyaltyisawholedifferentmatter.
2.Understandyourcustomers
2.1Makethemfeelspecial
Specializedservicecangoalongwayinkeepingcustomersloyal.Ifyoumanagetowinoveracustomer’sheartinamannerthat’sirreplaceableelsewhere(likethrowinginafreepickupforcarservicing),it’smorelikelythey’llreturndespitealowercostelsewhere.Itcostslessthanyouthinkandloweringchurnratecanreapunimaginableprofitsinfuture.
2.2Provideafamiliarexperience
Peoplelikeseeingfamiliarfaces.Inaphysicalstore,havingemployeesthatknowthecustomer’snameandpreferencesdifferentiatesyoufromcompetitors.Inthecyberworld,havingseasonedemployeeswhoknowaboutyourcompanyinsideandoutallowsthemtoprovidecustomerswithahigherlevelofservicewhenhelpisneeded.
Livechatallowsbusinessestocreateafamiliarexperiencefortheircustomersbecausedifferentagentscanreadpastconversationsandfollowuponpreviouslyunresolvedissues.Thinkaboutit:
Ifacompanyconstantlylaysoffitsemployeesandeverytimeyouseekhelp,aninexperiencedagentfumbleswithhandbooksandknowledgebasearticlesbeforeforwardingyoutosomeoneelse,wouldyoureturn?
2.3Createacommonenemy
Mostfansofacertainproducthateonanother.Especiallywhenthey’reextremelysimilar,butnotexactlythesame.Forexample,PepsiandCokeduringHalloweenof2013.Pepsicameupwithacleverad,butCokefansretortedwithanevenclevererone.
Moralofthestory?
Ifyoucan’tgiveyourfansareasontorallytogether,givethemacausetorallyagainst.Asthesayinggoes,“theenemyofmyenemyismyfriend”.ThinkAppleandWindows—thefriendlywarbetweencoolandgeekyneverends.Onceyou’veunderstoodwhatmakesloyalcustomerstickandyou’redeterminedtoconvertyournormalconsumersintoravingfans,here’swhatyouneedtodo.
3.Commitwholeheartedly
Theonlywaytosucceedinkeepingloyalcustomersistodedicatetimeandefforttowardsastrategythatalwaysputsyourcustomersinfirstplace.AgoodstrategytotakeupisthebalancedscorecarddevelopedbyRobertSKaplanandDavidPNorton.Thestrategyaddressestheneedsofthevariousstakeholdersinanintegratedmanner,withthecompany’scorevaluesasitspivotingpoint.
Thebalancedscorecardguidescompaniesinthinkingabouttheirdecisionsandoperationsfrom4differentpointsofviews:
thecustomerperspective,thefinancialperspective,theinternalprocessperspective,andtheemployeeperspective.Whatthismeansisthatifacompanyplacescustomerloyaltyandsatisfactionatitscore,thestrategywillhelptieinallotherareasinordertomeetthatgoal.
Thisisextremelyusefulwhenitcomestohelpingindividualemployeesseetheirownvalueandtheirimpactontheentirecompany.Forexample,acustomerserviceagentwouldhavetheirownscorecardonhowtosatisfycustomers.Yetatthesametime,they’llbeabletoseetheimpactstheirownactionshaveonthefinancialsectionofthecompany,sincethebalancedscorecardtieseverythingtogether.Whenemployeesfeelimportanttothecompanyandallstakeholdersfeelcommittedtoagoalwhilehavingcleartargets,theultimatedreamofachievingcustomersatisfactionandloyaltycanbeattained.
4.ListenandLearn
Listeningiskeytoeffectivecustomerserviceanditcanalsohelpboostyourprofitability.Herearetwowaystoprovetoyourcustomersthatyouarelistening–andtipsonhowtomakeitcount:
EverydayCustomerInteraction–Showyouarelisteningtoyourcustomersbytakingnotesorrepeatingbackwhatyourcustomerhassaid.Listentotheirwordsandtone.Observetheirbodylanguage.Providethemclearandconcisecommunication.Askclarifyingquestionstogainunderstandingbeforeyouprovidearesponse.Ifyoucan’trespondimmediately,besuretoprovideatimelineforresponseandmakeanoteinyourcalendartodoso.Followup,confirmtheresolutionandcheckforcustomersatisfactionandcompletion.
FacilitatingFeedback–Ifyoudon’thaveareasonforface-to-faceinteractionwithacustomer,lookforwaystostayintouchandshowyouarelisteningandeagertokeepthelinesofcommunicationopen.Forexample,followupwithacustomerafterasaletoprovetoyourcustomersthatyouwanttohearfromthem.Handoutin-storeorpost-salesurveystofindoutwhatthey’dliketoseefromyourbrand—andstayactiveonsocialmedia(moreonthisbelow).Customerserviceis,afterall,aboutmeetingtheneedsandexpectationsofthecustomerasdefinedbythecustomer.Bysolicitingfeedbackandusingthatinformationtoinformyourbusinessyouwillfindnewwaystoensureyourbusinessisrelevanttothemandhopefullyopennewlinesofprofitableopportunity.
Inordertohaveeffectivecustomerservice,youmustknowwhatyourcustomerswant,provideittothemonaconsistentbasisandaskthemhowyouaredoing.
4.1Lookforwaystotreatcustomersasyouwouldliketobetreated
Remember,howyouandyourstaffcommunicatewithyourcustomersisjustasimportantaswhatyoucommunicate.Rememberthatyourcustomerwantstoseethesunnysideofyouandyourbusiness,sohaveyourfilteronandputyourselfintheirshoes.
Agoodwaytoinstillthisattitudeamongyourstaffistodosomesimpleroleplayinwhichtheyactoutafewscenariosthatinvolvebotheasy-goinganddifficultcustomers.Observehowtheyhandlethesituationandcoachthemonareastoimprove.
4.2Findouttheirneeds
Theprocessofcustomersatisfactionbeginswellbeforeapurchaseismade--attheinitialcontactwiththecustomer.Salespeopleshouldbetrainedtolistenattentivelytocustomersandfindoutwhattheirneedsare.Whenasalespersonfullyunderstandsacustomer'sneeds,heisinapositiontorecommendtheproductorservicethatbestmeetstheseneeds.Satisfiedcustomersarethosewho,aftermakingthepurchase,areconvincedthattheychosethatparticularproductorservice,notthatasalespersonforceditonthem.
5.Customersatisfaction
TheeverdauntingCSAT(customersatisfactionscore)troubleseventhemostbrilliantofus.Sincecustomersatisfactionisaself-reportedmeasure,businessesoftentrytofigureoutwhattheircustomersarethinkingthroughaseriesofstats.
LaunchaChatRatingfeaturewhichallowscustomerstorateeachindividualchatandenablesbusinessestofindoutjusthowhappytheirclientsarewhenspeakingonlinetoachatagent.ThisisanexampleofameasureinobtainingyourCSAT.
However,sinceacomprehensiveandaccurateCSATisusuallymadeupofmorethanonemeasure,collectinginformationfromdifferentaspectsofthebusinesscanhelpprovideamorethoroughideaofhowsatisfiedyourcustomersare.
Forexample,consideringcustomerservicealone,datacanbecollectedfromdifferentareas,suchasthespeedofservice,efficiencywhensolvingproblems,andeaseofuseregardingthecustomerserviceplatform.Notonlywillabusinessbeabletofindouthowsatisfiedtheircustomersarewithregardstocustomerservice,they’llalsobeabletoseewhichareastheyaredissatisfiedwith.Ourbuilt-inanalyticsfunctionisagreatwaytoobservecustomerbehaviorandviewinformationsuchaschatdurationandnumberofmissedchats.
6.Customersatisfactionpaysdividendsforthelong-run
There’sastatisticfromtheWhiteHouseOfficeofConsumerAffairsthatshouldbeeitherawelcomereminderoraneye-openerforanycompany.Aloyalcustomer,thatagencyfound,hasaCustomerLifetimeValueofusmuchastentimesthevalueoftheirinitialpurchase.Thatfigure,especiallywhenbalancedagainstthehighcostofacquiringanewcustomer,speaksvolumesabouttheneedforanycompanytofocusitsattentionandresourcesonincreasingcustomersatisfaction.
毕业论文写作十二忌
毕业论文,是高校学生根据我国学位条例的有关规定,在毕业之前,结合本人的专业学习和科研方向,在老师的指导下独立完成的学术论文。
撰写毕业论文,是高校教学过程的一个必要环节,也是对毕业生综合运用基础知识和专业知识的检验,它可以反映出毕业生对知识的储备情况和研究问题、解决问题的能力以及语言表达等方面的能力。
作为科学研究信息的载体,毕业论文也是奉献科研成果并实现其学术价值的重要工具。
历年来,许多高校应届毕业生在老师的精心指导下,撰写出了许多高质量的优秀论文。
但也有一些论文暴露出了这样或那样的问题,这体现出有些学生还没有真正掌握撰写毕业论文的要领。
根据笔者近年来指导撰写毕业论文的工作实践,并联系毕业论文中存在的带普遍性的问题,下面谈谈撰写毕
论文应注意的几个问题。
1、忌选题不当,题目大小不宜
万事开头难,选题是起点。
我们所说的选题,是指挑选用来作为毕业论文论证、探讨和解决的问题,也就是研究的中心问题。
主攻研究的方向明确了,才能明确从何下手。
一般说来,毕业论文论题的选择应遵循以下四点:
一是要选主观上有条件、有能力驾驭的论题;即选与自己的专业或工作有关的论题;二要选难易适当的论;三是选有新意的论题,或前人从未研究过、或有人探讨过但不尽透彻、或研究角度不同有待进一步研究的论题。
而有的学生在选题时,不是首先考虑论题的价值,而是首先考虑参考资料多不多;或虽然考虑了论题的社会价值,但题目大小难易限制不适中。
有的选题太大,太复杂,写起来像“老虎吃天,无从下口”,由于作者把握不住选题的原则,因而写得肤浅,甚至半途而废。
有的选题太窄太容易,没法展开也难以深入。
因此,论文选题要从自身条件出发,尽量选大小适宜、难易适中
的题目。
从自己所熟悉的领域开个口子去作文章,容易写得深刻切实。
联系实际,从具体事物着手,分析归纳出一些带规律性的东西,易于增强文章的说服力,也易于解决问题,这种“小题大作”的论文一般效果很好。
2、忌懒于实践,眼高手低
有的学生由于平时读得多、动笔少,一动笔好象非要一鸣惊人不可。
看别人的文,初看钦佩有加,久看觉得平庸肤浅,不过如此而已。
而自己真正动笔写又写不出来。
久而久之,心灰意懒,写作兴趣索然,正所谓眼高手低。
写作文是真功夫,不
仅要语言文字功底扎实,而且要思想严谨而有深度。
这就需要经常实践,反复实践。
对于毕业论文则可先写出提纲,打出初稿,然后反复思考研究,反复修改,决不能有半点畏难情绪。
人的思维能力、研究能力是在科研实践中提高的,写作能力也是在写作实践中提高的。
要想写出优秀的毕业论文,一是要对所研究的问题进行认真深入的探索,二是要对思考研究的所得进行归纳整理,理清头绪,写成条理清晰、逻辑严密的文章。
3、忌中心不明,纲目零乱
作者在下笔撰写毕业论文之前,要确定论证体系,即确定毕业论文的中心论点和分论点,并按一定的逻辑顺序排列好。
所谓论证体系就是对讨论的问题,必须有中心,有从属,使中心论点和分论点之间形成一种特定的关系(支撑、从属)。
动笔
时,一定要把握重心,扣紧中心论点,使材料蕴含的力量全部能渗透到中心论点,要防止转移中心,防止偏题。
而有的学生写的毕业论文没有一个突出的中心,什么都想说,什么都想解决,好象蜻蜓点水,到处涉及,而处处都不深入,结果一个问题也说不清楚,说不透彻,使人读后不知作者到底想阐明什么观点,说明什么问题。
4、忌凭空想象,似是而非
作为应用文体的毕业论文,毕竟不是文艺作品
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