customer-service1(第12次课)1.ppt_第1页
customer-service1(第12次课)1.ppt_第2页
customer-service1(第12次课)1.ppt_第3页
customer-service1(第12次课)1.ppt_第4页
customer-service1(第12次课)1.ppt_第5页
免费预览已结束,剩余43页可下载查看

下载本文档

版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领

文档简介

Unit10Customerservice WhyNeedsCustomerSatisfaction Itwasprovenstrongcorrelationbetween CompletelySatisfied customersandownerloyalty acustomerwillrecommendhis herfriendstopurchasetheproduct servicehe sheexperienced HarvardBusinessSchoolstudyfindings Firmswithhigherlevelofcustomerloyalty notmarketshare enjoyhigherprofitabilityinagivenindustry Profitwillincreaseby25 85 from5 increaseincustomerloyalty Firmsbecomemoreprofitableovertimeduetoloyalcustomers 2001CaseStudy CustomerServiceCampaign Unexpectedlyhighcustomertrafficatcustomerservicecentersandspate 洪水迸发 ofnegativemediareportsontwonewlylaunchedhandphonescriticizingqualityissuesThekeyproductissuesincluded Auto offproblemBatteryproblemPersistent 反复的 failuresfoundaftermaintenanceUnsatisfactorycustomerservice Strategy Toshiftmedia sfocusfromproductissuestowardspositivecorporateanglessuchasoverwhelmingproductsalesandenhancedcustomerserviceNottocoverquality productissuesbuttobuytimeforimprovementandprotectoverallreputationTactics FollowedupcloselywithmediatoframeandcontextualizeperceptionsandconcernsProactiveoutreachofpositivematerialsSenior levelbriefings meetingswithdecision makingjournaliststoensureunderstandingResults ReportersstoppedwritingnegativestoriesontheissueFocused balancedmediahitsonpositiveanglesandmessages 2001CaseStudy ConsumerServiceCampaign ProfitIncrease ProfitIncreasefrom5 IncreaseinCustomerLoyalty Source F ReichheldandE Sasser 1990 ZeroDefections QualitycomestoLife HarvardBusinessReview Sep Oct Issue ProfitPerCustomer US CustomerProfitPatternsOverTime Source F ReichheldandE Sasser 1990 ZeroDefections QualitycomestoLife HarvardBusinessReview Sep Oct Issue FromProduct CentrictoCustomer Centric FromProduct CentrictoCustomer Centric AParadigmShift 1 Typesofservicecontact RemotecommunicationTelephonecommunicationFace to facecommunication 1 Remotecommunication Contactsbetweencustomersandautomaticsystems Suchasinternet ATM etc CASE CustomerslikeAmazon 顾客一直喜欢亚马逊 亚马逊曾经在2000年的美国顾客满意指数达到了84分 这是任何行业中的任何企业中都是最高分之一 亚马逊提供的书目比任何实体书店藏书都要多 书目的可选性和可获得性是亚马逊受到顾客欢迎的关键 亚马逊投入了大量的精力模拟书店的感觉 让顾客与其它顾客一起讨论书 并可以从雇员那里获得一些介绍和推荐 顾客可以通过简单的关键字在庞大的数据库里搜索 一对一的营销系统可以记录每个消费者买了什么并告诉他们可能感兴趣的书目 亚马逊还举办顾客竞赛 对畅销作家进行在线采访 并在很多书目上提供折扣 很明显 亚马逊的购书接触是技术与接触服务的独特体验 2 Telephonecommunication Theuseofthetelephoneinbusinesshasbeenonasteeplyrisinggrowthcurve Suchasinsurance tele communcation etc Telephoneetiquette BebriefClarityAccuracyPolitenessUnderstandingGettelephonenumberFindbesttimetocallbackifnecessaryFilenotesEnsurepromptanswertophoneSmile 3 face to facecommunication Givingagoodimpression listenwell bepolite andknowledgeable Agenerallyacceptedtruthisthatthecustomershoulddomostofthetalking NOTE servicecommunicationdetails Payattentiontonon verbal 非用言语的 communicationActivelisteningEffectivewrittencommunicationEffectivequestioningtechniques 2 servicestaffmustbeveryknowledgeable Servicestaffplayimportantrolesincreatingcustomersatisfactionandbuildinggoodcustomerrelationship ServiceProfitChain 1 TechnicalKnowledge Whatfeaturesdoesithave Howdotheycomparewithothermakes Whatguaranteecomeswithit Whatisitsreliability Isitanobsoletemodel IfasacustomerIhaveaproblem whodoIdealwith 2 Pricing Isthisafixedprice Doyouhaveauthoritytonegotiate 谈判 协商 withme Arethereoffersregardingthisparticularmodel Eg Pricereductionsorinterestfreeperiod Takethegoods paylater 3 Deliveryandinstallation Isthisfreeoristhereacharge Willyoufitthis Forfreeorcharge Whenwoulddeliverybe Doyoudeliverandfityourselfordoyouuseasub contractor 分包商 4 CustomerRight Whatarethey TextB 1 MotorolaLimitedWarranty ReadingB ThislimitedwarrantyappliesasfollowstonewProducts AccessoriesandSoftwarepurchasedbyconsumersintheUnitedStatesorCanada AppliesonlytodefectsintheCD ROMsthatcontainthesoftware TextB 2 ReadingB Toobtainserviceorinformation pleasecall MotorolaCustomerServices1 800 453 0920or954 723 4910Orvisitusonlineat B Trans 1 ReadingB 摩托罗拉有限产品质量保证书本有限产品质量保证书适用于消费者在美国或加拿大购买的下列新产品 附件和软件 只适用于含有该软件的CD ROM上的缺陷 B Trans 2 ReadingB 如需售后服务或信息 请致电 摩托罗拉客服电话 1 800 453 0920或954 723 4910或访问我们的网站 B Task1 ReadingB Task1Decidewhetherthefollowingstatementsaretrue T orfalse F accordingtothewarranty 1 Motorola Inc warrantsitsproductsandsoftware excludingitsaccessories 2 Thewarrantyonnewproductsendsoneyearfromthedateofpurchasebythefirstconsumerpurchaser 3 Youcannotgetservicedifyoufailtoprovidethereceipt 4 YouneedtoshiptheproducttoaMotorolarepaircenterandtheywillpayallcharges 5 Thewarrantyappliestoproductspurchasedbyconsumersallovertheworld F T F F F B Task2 Task2FillintheflowcharttoillustratehowtoobtainarepairservicefromMotorola Inc andexplainittoyourpartner Call Orvisitonlineat Provide orotherproofofpurchase Describe Give Shiptheproductto 1 800 453 0920or954 723 4910 acopyofyourreceipt theproblem aMotorolaAuthorized youraddressandtelephonenumber RepairCenter ReadingB DearMr Benson ofMarch12 thecomputeryouboughtfromusarrivedinsuchpoorcondition Itmighthavebeendamagedduringshipment anewcomputerassoonaspossible Toensureitreachesyousafely itwillbedouble packedthistime fortheinconvenienceithascaused Yourssincerely EmilyWatsonEmilyWatsonCustomerServiceManager W Task1 Writing Task1Completethefollowingletterofadjustmentwiththegivenexpressions WewillsendyouPleaseacceptourapologyThankyouforyourletterWearesosorrythat Thankyouforyourletter Wearesosorrythat Wewillsendyou Pleaseacceptourapology DearMr Walters ThankyouforyourletterofNovember15 Wearesosorrythatthegoodsyoureceivedhavenotbeensuppliedcorrectly Itmighthavebeenanerrorduringshipment Wewillmakeuptheshortfallassoonaspossible andpromisethatsuchthingswillneverhappenagain Pleaseacceptourapologyfortheinconvenienceithascaused Yourssincerely WangYiWangYiCustomerServiceManager W Task2 Writing Task2Supposeyouarethecustomerservicemanagerofyourcompany WritealetterofadjustmenttotheletterofcomplaintinTask1onPage90 Sample LL Task1 LanguageLab Task1Matchthewordsorphrasesontheleftwiththeirmeaningsontheright A haveanincreaseinB inexistenceandreadytobeusedC haveearnedsomethingbygoodorbadactionsorbehaviorD stronglyadvisesomeonetodosomethingE takeactionorputintopracticeF opiniongivenbrieflyinspeechorwritingaboutsomethingorsomeoneG setup startH ageneralexaminationorstudy ofconditions opinions etc especiallycarriedoutbyaskingpeoplequestionsI unusual singleanddifferentfromothersJ whole complete 1 deserve 2 entire 3 survey 4 gain 5 particular 6 urge ment 8 implement 9 establish 10 inplace C J H A I D F E G B LL Task5 2 LanguageLab 1 他们敦促我们给予支持 urge Theyurgedustogiveoursupport 2 如果你发现这部手机有问题 可以要求退款 defect Youcanaskforarefundifyoufindanydefectsinthismobilephone 3 经理授权我在他出差期间代表他行事 authorize Themanagerauthorizedmetoactforhimwhilehewasonbusiness 4 他自己出钱印他的书 atone sexpense Hehadhisbookprintedathisownexpense TextA 1 IReallyWanttoKnowFridaynightIwentoffmydiet IdaresayIdeservedagoodmealafterlosingthetwentypoundsIgainedfromtoomanytripstoManhattanrestaurantslastyear MywifeandIwenttooneofourfavoriteHoustonrestaurantstocelebratethesuccessfulconclusionofmydiet ReadingA TextA 2 Thefood asalways waswonderful Theservicewasevenbetterthanusual Ireallywouldhavegiventherestauranttopmarksoneveryitem butIdidn t Why We llseeinamoment ReadingA TextA 3 Itisadmirableforanorganizationtowanttomeasurecustomersatisfaction However todosocorrectly theentiremeasurementprocessmustbeproperlydesignedandimplementedfromstarttofinish Properquestionnairedesignisjustthefirststepintheprocess Equallyasimportantisestablishingaprocessofgatheringdatawhichwillobtainarepresentativesampleofcustomers andwhichkeepsbiastoaminimum Thisiswheremanyorganizationsfail Thisiswherethisparticularrestaurantfailed ReadingA TextA 4 Afterwehadfinishedourcoffee thewaiterbroughtoverthecheck Withthecheckwasabriefcustomersatisfactionsurvey Onesideofthequestionnairecontainedanotefromtheowner beginningwiththewords Ireallywanttoknow Theothersideofthequestionnairecontainedafewstandardmeasurementitemsandroomforcomments Whatwasalittledifferentaboutthissurveywasthatthequestionnairehadalreadybeenfilledoutbythewaiter Onascaleof excellent good and needsimprovement thewaiterhaddrawnalinethroughallthe excellent boxes ReadingA TextA 5 AsmuchasIenjoyedtheservice Iwasnotabouttodepositaquestionnairethatsomebodyelsehadcompletedintoaballotbox However manypeoplewouldreturnsuchaquestionnairewithoutthinkingtwice ReadingA TextA 6 Theowneroftherestaurantisonlyfoolinghimselfbykeepingthecurrentcustomersatisfactionmeasurementprograminplace Ifhe reallywantstoknow hewouldbebetteroffaskingsomeonetohandoutpostage paidquestionnairestopeopleastheylefttherestaurant ReadingA TextA 7 Ifyouhaveacustomersatisfactionmeasurem

温馨提示

  • 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
  • 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
  • 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
  • 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
  • 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
  • 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
  • 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。

评论

0/150

提交评论