跨境電商客服（雙語） 課件 項(xiàng)目四 售后 Customer Retention

跨境電商客服CustomerRetentionWhoaremoreimportant,newcustomersorexistingcustomers?Therehasbeennoanswertothequestion.Newcustomersbringdynamismtotheenterprise,whileexistingcustomersbringsecurity.Dynamism：n.活力

e.g.

Hewasknownforhisdynamismandstrongviews.他以主動(dòng)積極和強(qiáng)有力的觀點(diǎn)而聞名。Security:n.安全CustomerRetentionThat’swhywehadbetterkeepbalancebetweenthem.However,ourultimategoalisjusttoturnallnewcustomersintoregularcustomers,andqualityCBECafter-salescustomerservicemeansalottoit.Let'slookatasetofdata:●Thecostofdevelopingnewcustomersis3to10timesthatofretainingregularones.…3to10timesthatof…:是……的三到十倍CustomerRetentionA5%dropincustomerloyaltywillreduceyourprofitsby25%.Thechanceofsellingproductstonewcustomersis15%anditis50%toexistingcustomers.A5%increaseinretainingregularcustomerseachyearwillresultina25%increaseinprofits.60%ofnewcustomersarebyreferralofexistingcustomers.20%ofyourregularcustomersbring85%ofprofits.CustomerRetention1.LackofattentiveserviceWhenitcomestoattentiveservice,manypeoplemaythinkofserviceattitude,butinfact,attentiveservicealsoincludesthetimelinessofproblemsolving.Lowefficiencyisanimportantfactorthatdirectlyleadstocustomerloss.Incopingwithdisputes,manycasesremainuntouchedtilltheresponsetimeoutjustbecausecustomerservicepersonneldon’tknowhowtodo,whichislastthingthecustomerswouldliketosee.CustomerRetention2.LackofproductinnovationAsthemarketsbecomeincreasinglymatureandproductpricesmoretransparent,thereislessmarginofbenefitlefttocustomers.Ifcompaniesfailtotimelyinnovateproducts,customersareboundtochoosemoreinnovativemanufacturersinordertoenlargebenefits.Afterall,theinterestisthebondthatmaintainstherelationshipbetweenthetwosides.marginofbenefit:邊際利益innovate：v.創(chuàng)新；innovative：adj.創(chuàng)新的；innovation：n.創(chuàng)新CustomerRetention3.Customersencounternew“temptations”.Nowadays,themarketisincreasinglycompetitiveinanindustry,andcustomersarelimited,soitisnaturalthattheprofitablecustomerswillbecometheobjectofcompetition.Competitorssometimesknowyourproductsbetterthanyourself.Oncecatchingtheshortcomingofyourproducts,theywilldowhateverittakestoexpanditandquicklyoccupyafavorablepositioninthemarketandgetmorecustomers.SomeWaystomaintaincustomers1.Respondtocustomersinatimelyandeffectivemanner.Streamlinethecomplainthandlingprocesstoshortentherefundtime.What’smore,CBECcompaniescanalsocombineonlinemessengerswithphonecallsaschannelstosolveusers’problemsandavoidusers’passivewaiting.Streamline:v.精簡(jiǎn)，簡(jiǎn)化SomeWaystomaintaincustomers2.Updatethewebpagesregularly.Postnewproductinformation,orreplacetheproductimages.Thesewillkeepbuyersuptodatewiththelatestinformationaboutthecompany,attractingnewcustomerswhilepreventingexistingonesfromleavingduetolackofnovelty.keepsb.uptodatewith…:makesb.awareofthelatestdevelopmentSomeWaystomaintaincustomers3.Regularlysendthelatestproductinformationtoexistingcustomers.Itwillberewarded.Sincethecostofdevelopinganewcustomermaybeseveraltimesmorethanthatofmaintainingexistingcustomers,customerretentionmustnotbeignored.Justsendingagreetingcardtothecustomersinholidayswillestablishamorefriendlyandjoyfulrelationshipwiththem.SomeWaystomaintaincustomers4.Payatt