市場營銷外文翻譯：顧客滿意策略與顧客滿意營銷

1、 外文翻譯：顧客滿意策略與顧客滿意營銷 原文來源：marketing customer satisfaction譯文正文：自20世紀(jì)八十年代末以來,顧客滿意戰(zhàn)略已日益成為各國企業(yè)占有更多的顧客份額,獲得競爭優(yōu)勢的整體經(jīng)營手段。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世紀(jì)八十年代末進(jìn)入了情感消費(fèi)時(shí)代。在我國,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

2、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、售后服務(wù)和咨詢。也就是說,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)值觀和意識多元化、個(gè)性化和無形的滿足感的時(shí)代已經(jīng)來臨。與消費(fèi)者價(jià)值追求變化相適應(yīng)的企業(yè)間的競爭,也由產(chǎn)品競爭、價(jià)格競爭、技術(shù)競爭、廣告競爭、品牌競爭發(fā)展到現(xiàn)今的形象競爭、信譽(yù)競爭、文化競爭和服務(wù)競爭,即顧客滿意競爭。這種競爭是企業(yè)在廣角度、寬

3、領(lǐng)域的時(shí)空范圍內(nèi)展開的高層次、體現(xiàn)綜合實(shí)力的競爭。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爭力,這就是cs策略所要解決的問題。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,而是以實(shí)實(shí)在在的行動(dòng)為基礎(chǔ)的企業(yè)經(jīng)營的一門新哲學(xué)。企業(yè)不再以質(zhì)量達(dá)標(biāo),自己滿意為經(jīng)營理念,而是以顧客滿意,贏得顧客高忠誠度為經(jīng)營理念。企業(yè)經(jīng)營策略的焦點(diǎn)不再以爭取或保持市場占有率為主,而是以爭取顧客

4、滿意為經(jīng)營理念。因此,營銷策略的重心不再放在競爭對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,顧客才真正滿意；如果企業(yè)能不斷地或長久地令顧客滿意,顧客就會(huì)忠誠。忠誠的顧客不僅會(huì)經(jīng)常性地重復(fù)購買,還會(huì)購買企業(yè)其它相關(guān)的產(chǎn)品或服務(wù)；忠誠的顧客不僅會(huì)積極向別人推薦他所買的產(chǎn)品,而且對企業(yè)競爭者的促銷活動(dòng)具有免疫能力一個(gè)不滿意的顧客會(huì)將不滿意告訴16-20個(gè)人,而每一個(gè)被告知者會(huì)再傳播給12-15個(gè)人。這樣,一個(gè)不滿意者會(huì)影響到二、三百人。在互聯(lián)網(wǎng)普及的今天,其影響則更大。據(jù)美國汽車業(yè)

5、的調(diào)查,一個(gè)滿意者會(huì)引發(fā)8筆潛在的生意,其中至少有一筆會(huì)成交。而另一項(xiàng)調(diào)查表明,企業(yè)每增加5%的忠誠顧客,利潤就會(huì)增長25%-95%。一個(gè)企業(yè)的80%的利潤來自20%的忠誠顧客；而獲取一個(gè)新顧客的成本是維持一個(gè)老顧客成本的6倍。所以,美國著名學(xué)者唐·佩珀斯指出:決定一個(gè)企業(yè)成功與否的關(guān)鍵不是市場份額,而是在于顧客份額。于是,企業(yè)紛紛通過廣泛細(xì)致的市場調(diào)研、與消費(fèi)者直接接觸、顧客信息反饋等方式來了解顧客在各方面的現(xiàn)實(shí)需求和潛在需求。依靠對企業(yè)滿意忠誠的銷售、服務(wù)人員,定期、定量地對顧客滿意度進(jìn)行綜合測定,以便準(zhǔn)確地把握企業(yè)經(jīng)營中與“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

6、經(jīng)營活動(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)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”到售后一條龍星級服務(wù),無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)

7、格降到最低。而這正是微軟20年來成功的秘決。綜上所述,情感消費(fèi)時(shí)代,決定生產(chǎn)經(jīng)營何種產(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。二、顧客滿意營銷策略的主要步驟第一,在企業(yè)文化層面上確立以顧客為中心,顧客利益至上,以顧客滿意為目標(biāo)的經(jīng)營理念。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,顧客忠誠亦然。企業(yè)成功的機(jī)制在于顧客滿意與忠

8、誠,員工是顧客滿意和忠誠的關(guān)鍵人員。員工對企業(yè)的滿意度和忠誠度是顧客對企業(yè)產(chǎn)品和服務(wù)滿意度和忠誠度的基礎(chǔ),顧客滿意度和忠誠度是員工行為的必然結(jié)果。沒有員工的滿意與忠誠,就不可能創(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,離企業(yè)而去。當(dāng)員工滿意與忠誠時(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)的利潤也就十分樂觀。在這里員工的態(tài)度決定著一切。因此,企業(yè)必須將顧客滿意的經(jīng)營理念滲透于員工的頭腦中

9、,體現(xiàn)在管理中,對員工忠誠,以他們研發(fā)產(chǎn)品、制造產(chǎn)品、提供營銷服務(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,工作的樂趣和工作的意義。我們應(yīng)該發(fā)自內(nèi)心地真誠地感謝顧客,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”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)評價(jià)的標(biāo)準(zhǔn)來衡量,如果物超所值,他

10、以后就會(huì)再來,如物有所值,他以后可能會(huì)再來；否則,消費(fèi)者將不會(huì)再來。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)營理念及其指導(dǎo)下的令顧客滿意營銷,“九頭鳥”紅火于京城就不難理解了。第二,讓顧客參與產(chǎn)品設(shè)計(jì)與研發(fā)。企業(yè)以顧客為中心,經(jīng)過市場細(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)各種信息來源渠道對顧客信息庫進(jìn)行及時(shí)的更新。經(jīng)過分析、總結(jié),了解顧客的本質(zhì)需求,并使

11、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,營銷人員在銷售現(xiàn)場通過因特網(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)。而海爾無論是為四川農(nóng)民生產(chǎn)的能洗地瓜的洗衣機(jī),為上海用戶生產(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

12、意的富有人性化的超值商品和服務(wù),自然就贏得了更多顧客的芳心。第三,提供令顧客滿意的全程服務(wù)和個(gè)性服務(wù)。全程服務(wù)是針對顧客的購物與消費(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)欲望那一刻起到商品使用價(jià)值耗盡為止的整個(gè)過程,對消費(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。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,傳遞知識信息,創(chuàng)造購物需求,令顧客理性選擇,幫助顧客購買自己實(shí)用稱心的商品；售中支持提供方便,最大限度地發(fā)

13、揮商品功能,讓顧客體味到溫情和價(jià)值；售后增值反饋回訪服務(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。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,是高附加值極富個(gè)性化價(jià)值的商品,追求價(jià)值觀和意識多元化、個(gè)性化和無形的滿足感。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)針對追求各異的個(gè)性消費(fèi)者,量體裁衣,

14、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。面對越來越復(fù)雜的消費(fèi)傾向,企業(yè)要駕馭顧客需求,進(jìn)行個(gè)性化營銷,關(guān)鍵在于建立顧客資料庫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,以及對企業(yè)新的期望,以便更好地為顧客提供個(gè)性化服務(wù)。第四,培育顧客忠誠。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%。這說明滿意的顧客并不一定能成為忠誠顧客。而一個(gè)企業(yè)80%的利潤來自20%的忠誠顧客,營銷顧客集aracature corp.的總裁larry light在advertising age雜志上說,從忠誠顧客身上得到的收益是非忠誠顧客的9倍。沃爾

15、瑪之所以能夠持續(xù)增長成為500強(qiáng)的老大,根本原因在于它吸引客戶忠誠的經(jīng)營能力。 顧客忠誠是來自顧客感受到的、通過雙向溝通所傳遞的價(jià)值和相互關(guān)系,是通過企業(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,企業(yè)最高管理層必須有長期不懈的決心和資金支持,對企業(yè)的忠誠顧客進(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,買了誰的產(chǎn)品,為什么?認(rèn)識并創(chuàng)建顧客忠誠的激勵(lì)因素。培育忠誠顧客的營銷方法有兩種: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,對改善

16、企業(yè)的經(jīng)營管理有好處”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,正確對待顧客報(bào)怨,站在顧客的角度處理顧客報(bào)怨的問題；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,以便及時(shí)處理并防止公關(guān)危機(jī)的發(fā)生。二是建立忠誠顧客數(shù)據(jù)庫。只有通過數(shù)據(jù)庫進(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。忠誠顧客數(shù)據(jù)庫的核心是關(guān)聯(lián)數(shù)據(jù)庫,它由一系列記錄營銷項(xiàng)目不同側(cè)面的子庫組成。忠誠顧客數(shù)據(jù)庫,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

17、捷聯(lián)系；為開發(fā)新產(chǎn)品和提供新的服務(wù)創(chuàng)造條件；與顧客進(jìn)行長期互動(dòng)的雙向溝通,以便為其提供潛在需求的、似曾想到又非想到的滿足其期望價(jià)值的產(chǎn)品或服務(wù)。 marketing customer satisfactionsince the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.firs

18、t, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weaponwith 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,

19、the 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 of the number of times and even the pursuit of quality and age of emotions t

20、oday gradually into the consumer era. spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort,

21、 speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. in

22、other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come . and consumers adap

23、t to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and servi

24、ce competition, competition that customer satisfaction . this competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. it includes organizational innovation, technological innovation, management innovation, ind

25、ustry foresight, r & d force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. these integrate

26、d image of the force and the synthesis of integrated sustainable competitiveness, which is cs strategy to solve the problem. cs times, companies no longer "own the center," but to "customer-centric" "customer", "customer satisfaction" is no longer a mere forma

27、lity of the slogan, but real action to basis of a new business philosophy of. enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. the focus is no longer business strategy to gai

28、n or maintain market share, mainly, but as for customer satisfaction for the business philosophy. therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. when the company provides products and services to the customer's prior

29、 expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. loyal customers will not only regularly

30、repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 i

31、ndividuals, and each one was told who will then spread to 12-15 individuals. thus, a dissatisfied person will affect two or three hundred people. today in the popularity of the internet, its impact is even greater. according to the u.s. auto industry survey, a satisfaction will unleash the potential

32、 of business 8 document, which will be at least a transaction. another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times

33、 the cost of old customers. therefore, the american scholar tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.as a result, enterprises have been through an extensive and detailed market research, direct contact with c

34、onsumers, 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 determination of customer satisfaction in order to accurately grasp the business w

35、ith "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high

36、 levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.such as haier always 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 t

37、he latest release of "taiwan does not blink of an 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" to after-sale-stop

38、star service to meet customer needs and both are provided to the satisfaction the value of products and services. another example is microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation

39、 of global sales of economy of scale, the lowest price. this is microsoft's secret of success in 20 years.in summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the val

40、ue of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." the cs strategy is the magic weapon for winning such

41、a vote.second, customer satisfaction, the main steps in marketing strategyfirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.cs theory in the customer refers to internal staff and external customers (incl

42、uding distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also however. mechanism for business success is customer satisfaction with loyalty, employee satisfa

43、ction and customer loyalty are key personnel. employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. no employee satisfaction and lo

44、yalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. when the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual c

45、apital, creative customer service, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction. fedex found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%,

46、and also very optimistic about corporate profits. here determines the attitude of all employees. therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their r & d products, manufacture products,

47、provide marketing services to satisfied customers. if nine birds, "the education of all employees receive customer-centric is the highest business principles. customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance

48、of the work. we should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird&qu

49、ot; code of conduct for employees. so that customers are in the "9 first bird "consumption is a pleasure, is such a great pleasure. customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the v

50、alue for money, he will come back later, such as value for money, he probably will come again; otherwise, consumers will not come back. therefore, "9 bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the

51、guidance of marketing, "nine bird" fire in the capital is not difficult to understand.second, customers participate in product design and development.customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, stan

52、ding customer point of view of product development, 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 communication and information exchange, nee

53、ds to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. after analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various depar

54、tments to share resources. this design products, provide customer satisfaction services. now, many companies use a service called: "product configurator" system to help users with the participation of product design. that is stored in the computer where the latest information for all produ

55、ct modules, and replaced at any time, marketing personnel in the sales site on the internet, according to user needs or user configuration with out it needs to meet their value products. shanghai gm produces cars that operators and users are very satisfied, because users join the product design. hai

56、er whether it is for farmers in sichuan production of washing machines to wash sweet potatoes, users in shanghai production of "the little prince fridge", or change channels without dazzling color tv, haier's "wisdom eye" inverter air conditioner, star-stop after-sales servic

57、e, etc. are based on the needs of users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.third, to provide a full

58、 service customer satisfaction and personalized service. 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 moment of production value of goods ru

59、n 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 was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and t

60、o win customer loyalty. sales stage - to ensure that customers receive timely and quality services to, participation in training pre-consultation, transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient to maximize play product features, customer