【精品】商务材料

精品精品 商务材料商务材料 Unit1Customer Relationship1 1Get readyto read 1Snapshot Lookat thepictures and discuss thesituations ingroups Suggest various topics Then spenda fewminutes actingout thesituations OBJECTIVES Know what customer relationship isKnow the importance of customer relationshipKnow how to build customer relationshipStructure analysisThe beginning Begin anessay with a quotationThe packaging an innovativecustomer relationship management tool 2Discussion A How muchdo you know about customer relationship While talkingabout customer relationship managementand customer relationship strategiesin general what will you thinkof sales persons call centers emailing and websites B Read thepassage below and identifythe basicmessage implied Make surethat your customers willinglyreturn to you easy fast andeffective It s thesmall things that makethe difference This isespecially truefor your customerrelations In gasstations boutiques orshoe stores the customeris expectedto return He does if loyaltyis rewarded When is a customerloyal And whenisn t he When did he buywhich products and howmuch moneydidhespend Questions that are closelyconnected to the valueadded in your pany Make iteasy for your customersto returntoyou produce personalizedloyalty cardsand makeuse of all theresulting possibilities Stay intouch with your customerand learnmore abouthis typicalbuying patterns C Read this article and findout whatcustomer relationshipis Customer Relationshipsare Conversations What iscustomer relationship A relationshipis anongoing conversationwith acustomer in whichthe customernever thinksof youwithout thinkingof thetwo ofyou Customer relationships are conversationonly andif there is anunwavering mitmenton thepart of the panyto makeit so Let s not forget thatin exchangefor providinga product or service the panygets pensation So far the bestreasoning Iread about the wholediscussion esfrom PaulH in the UK Customer relationshipshould bewhat the customer wantsit to be We wantthat to be ahuman relationship While itmatters howwe thinkabout customer relationships and approach theopportunities we have to begin orcontinue theseconversations with a mindset心态and attitudeof service 1 2Reading 1The importance of customer relationship A Read thisarticle and talkabouttheimportanceof customer relationship Customers Rock Disney Style Exceeding CustomerExpectations Postedby BeckyCarroll onNovember16th xxWhen I was visitingDisney Worldrecently I hada greatexperience with the Disneytours We canall learnsomething abouttheimportanceof customerrelations fromthis story in additionto lessonsabout employeeempowerment The QuestionI wason myown forone dayin theMagic Kingdombefore myconference started Inspired byC B Whittemore s greatoverview ofsome of the keyareas shownin a behind thescenes tour I decidedto see if Icould takeone whileI was there I went to Guest Relations atCity Halland askedif therewas roomon theirKeys to the Kingdomtour All20spots werealready bookedup but thevery friendlyperson atGuestRelationssuggested Iwait andseeifa spotmight openup people getsick etc For thenext30minutes I stoodquietly in the GuestRelations office chatting casuallywith the Cast Members Disney termfor employees and keepingmy fingerscrossed it wasraining buckets so I was hopeful The SurpriseAnswer Fiveminutes before the tourwas to begin one of theCast Members cameout andtold meI wason the tour Did someonecancel I asked No You have been sogood aboutwaiting patiently we decidedwe couldmake ourtour21people today I wasthrilled But wait there s moreto thestory The CastMember continued And since youhave beensuch a good sportabout this and youhave beenso politeto us we arebringing youon the tour pliments of Disney What wouldyou likefor lunch it s included Wow I wastotally impressed This was a 60tour and theseCastMembershad beenempowered togive itto mefor free My expectationswere wildlyexceeded and Ihave beenraving aboutthetourever since This wastruly surpriseand delightfor me I wasthrilled togo on thetour but togive itto mefor freewas amazing Iwas indeed floored The TourMy tourguide Mark did afabulous job and Ispent5hours engrossedin thestories hewas tellingand gawkingat thesites Igot tosee behind thescenes where they keep the paradefloats the giantwater tankthat makesup SplashMountain the Piratesof theCaribbean building from theoutside ofit the impressivegarbage collectionsystem where theysort trashby hand some of the charactersbefore theygo on stage in theirprep area and theamazing utilidor or employeetunnel systemthat runsunder theentire park We alsogot togo on3rides aompaniedby ourguide whoshared some of the secrets behind them Very cool The LessonsThere arelessons hereboth forcustomers aswell asfor panies Customers There isnever anyneed to get overlyupset when the answeris no Being politeand treatingothers withrespect is the best way toget what you arehoping for Customer servicereps arepeople too and sometimes their handstruly aretied Other times like atDisney World they areempowered to make yourdreams etrue Companies How areyou empoweringyour employeesto surpriseand delightyour customers It makes the customerfeel great and theemployee alsofeels great about howthey canhelp acustomer It doesn t alwayshave to be aboutgiving thingsaway forfree It ismost oftenthe littlethingsthatmake adifference like takingone moreperson on a tour or sendinga thank you note A bigsmile reallyhelps too Time taken minutes B Match the words or phrases in Column A with thewords orphrase in Column B that is similar in meaning empowerment greeting salutation conferencetalking or behaving irrationallypliments extremelygood ravingwrite orcopy manuscript in largelegible handwritingfabulous lookwith amazement look stupidlyengross ameeting forconsultation exchange ofinformation or discussiongawk thegiving ordelegation ofpower or authority bookup prayingfor goodluck keepone s fingerscrossed makea reservation for book makeup donateor bestowasagift prize etc giveaway formor poseC Work ingroups andtell youropinions aboutthe lessonsboth forcustomers aswell asfor panies D A businesswithout customersis nota businessat all As anentrepreneur you spenda lot of timetrying to find newpeople tobuy yourproducts andservices But don tforgetthatarepeat customeris atleast asgood asa newone How important to buildrelationship withrepeat customers 2How to buildcustomer relationship How ToBu ildCu stom erRelat ionsh ipsBuilding soundrelationships withyour customersis the one of the keysto makingyour businessa suess Humans buildrelationships alltheir lives be itwith theirfriends family employers colleagues orpeers As humans we liketo stickto what we know and thisbehavior reflectsin thechoices peoplemake regardingwhich businessorganizations todeal with Building customer relationships is as important to yoursmall businessas theprice and quality ofwhat you are selling A suessfulcustomerrelationship management programrevolves aroundbuilding awork ofloyal customersthrough aprocess ofrewards incentives loyalty schemersandqualityservices Starting aCustomer Relationship Management Program 1 Build Database Before youstart withyourcustomerrelationship program it isimportantto build adatabase listingthe names profiles and otherimportant informationregarding your customers 2 Identify PotentialTargets Identify the customers thatare likelyto bemost loyalto your pany Then drawup aplan forbuilding customerloyalty like specialschemers offers incentives etc 3 Communicating withCustomers Send your clients emails newsletters anniversary cards gifts invitations tospecial eventstobuildcustomer relationships While emailsand postcardsare fine there is nothing quitelike makinga phonecall whenit esto buildingcustomer relationships Fine Tuningthe CustomerRelationshipManagementProgram Once youhave startedthe customerrelationship managementprogram you need to streamlihe processto boostits efficiency This can be donein thefollowing ways 1 Training Employees Most importantly you mustteach your employees thepractical detailsofcustomerrelationship management Developing interpersonalskills of youremployeesisasimportanttoyour businessas otherjob relatedskills 2 Better Services Nothing facilitatescustomer satisfactionlike efficientand costeffective services The betteryour service the morecustomers youwill win and retain 3 Recovery Process The wayyour businesshandles plaints negative mentsand problemsrelated togoods andservices providedto customerssays a lot about yourcustomerrelationship skills and the recovery process ofyour organization When acustomer plainsof adefect in the itemhe boughtfrom you do youreplace itafter verifyinghis plaint Alternatively do yourefuse to take responsibilityfor the quality ofyour service Handling customersthe rightway goesa longway inhelping your business grow If youhave a small businessand wishto knowmore aboutmanaging customer relationships you canconsult a small businessconsultant With the right mixof empathy business acumenand incentives you canbuild alasting relationship withyour customers A Communication playsan importantrole ineveryday business The wayin whichyou municate can meanthe differencebetween happyor disgruntledcustomers We alluse e mail today or dowe Have youever askedyour customersand potentialcustomers howthey d liketo hearfrom you Some of them mightcheck e mail messagesregularly throughoutthe day some of them mightcheck theirmessages onlyonce ortwice aday and some of themmight notuse e mail atall How youmunicatecanbe the key to the suessor failureofyourbusiness regardless if you workfor alarge panyorasmall business How tomunicate moreeffectively with customers B Recently Ivisited asupermarket after myshopping whenIwas about topay mybill the cashieroffered metheir membershipat nominaljoining priceand showedme a few benefitsfor enrolledmembers The sameincident isrepeating atevery retailoutlet Every retaileris trying to tiethe customer by issuinga membershipatanominal priceand showingthem a few benefits What ishappening nowis thatpanies aretryingto do everythingartificially build artificialrelationshipwithcustomerby enrolling themas members artificial loyaltybyenrollingcustomer for a loyaltyprogram and soon What do you thinkof this The factis that the customerstill doesn t trustthe retailersince for the customerthereisno realrelationship How manycustomers arewilling toshare theirpersonal informationwith theretailers Your customer service mightbe excellent customer mightbe happy but ifcustomer feelsthat he she ispaying morefor anominal productpackaged withexcellent servicethe trustis broken Retailers aretotally differentfrom manufacturers manufactures cansell moreproducts if they buildgood brandimage andhave goodretailers intheir distributionchain but forretailers whatdo youthink is the mostimportant thingto do C How to make yourcustomers buyfrom youagain and again The differencebetween anoutstanding businessandaso so businesslies ingood customerservice The betteryou treat your clients the moreyourbusinesswill continue to grow But howdo youactually pamperyourcustomersto retainthem What are the examplesof goodcustomerservice D Email makesmunicating easy What stepswillyou take touse emailtobuildcustomer relationships E Customer serviceis onearea wheresmall paniescan outshiheir petitorsand cultivateintense loyaltyamong regularcustomers so customerrelations isvery important particularly forsmall panies How toimprove customerservice atasmallbusiness More strategiesabout yourcustomerrelationshipHow to maintain andimprove yourcustomer relationshipsA guideto navigatingand strengtheningcustomerrelationshipsin today s economy Regardless ofwhere the current economystands maintaining positivecustomerrelationshipsisthe key to the suess of anybusiness The resultsof thispractice canbe seenthrough anexample Hunter Technology an electroniontract manufacturerin SantaClara California USA Hunter Technologyjust hadits bestfirst quarterin40years ofoperating history Not asmall featconsidering thestate of the economy Joseph O Neil president ofHunter Technology attributes thesuess to his customers Every quarteris itsown challenge he says We relyon thesuessofourcustomers So ifthey re doingwell we re goingto dowell and viceversa Here aresome tipsfor maintainingyour ownsupply chainrelationship throughoutthecurrenteconomic climate Stay intouch While quarterlyreviews area stapleofthe industry anda solidway tobenchmark progress EMS consultantSusan Mucha president ofEl Paso Texas based Powell Mucha ConsultingInc says moreinformal information gathering meetingsare oftenneglected It s doneso infrequentlyby mostpanies that it willreally standout withthe customer Mucha says She remendsanything froma casuallunch tosending managementteam membersto thecustomer site Maintain flexibility O Neil seesa lot of industrypanies makingthe samemistake by taking the cookie cutter approach to business While alotofbusinesses tryto dictatestandard terms conditions andbusiness practicesacross allcustomers he findsthat hehas gottenalotfurther withflexibility It snotjust whatis on the desktoday O Neil says Maybe weneed toget startedonaboard layout Tomorrow wemight have an issuewith routingout adense plexBGA or wemight have another quandaryabout anobsolete partsitting in assembly Companies shouldunderstand thedrivers ineach other s firms so theycan looktothedesign andconceptual stageto makethe rightdecisions he says Because alltoo often there maybe onedecision onone boardmade onprice thatends upcosting thesystem100times theprice We needa holisticapproach togetting theobjectives metunderstanding alloftheramifications ofthe decisionsmade alongthe way As away tostart holisticallybut maintainthat flexibility Mucha advocatesa win win environmentinstead of a win lose environment While it s easyto fallinto thewinner loser categorywhen makingnegotiations Mucha saysthis iseasily avoidedby givingthecustomera choicebetween a few aeptableoptions Then everyoneisawinner In thisenvironment it s even more importanttodothat becauseeverybody isunder acertain amountof stress she says Establish multiplerelationships Not onlyis itimperative that you knowthekeydecision makersthat decidewhether youkeepthebusiness but you should alsostrive to have multiplepoints ofcontact The reasonsfor thisare twofold In thecurrent economyall positionsare tenuous Mucha warns If youonly haveone or two contacts and theylose their jobs you ve lostyour relationshipwith thataount O Neil findsthat peer to peer contactisa great way to assurethat you are yourcustomer s resourcehotline Whenever possible he seesthat programmanagers engineers andmanagers areall linkedup withtherightpeople onthecustomerend sothat not only arethey providinga valuableservice but theyare alsogetting feedbackfrom multipledepartments Practice customerrelationshipmanagement From ourbeing asupplier totheindustry the challengeis ourcustomers needas muchsupport asever says AlecJ Babiarz president new businessdevelopment Asymtek based inCarlsbad California USA You have toberesilient enoughtobe able tocontinuetoprovide themsupport A goodcustomerrelationshipmanagement CRM system helps You re municatingworldwide Babiarz says If yourmain facilityis inthe U S somewhere inthe worldit s midnight But theputer neversleeps If you re abletomaintainthat type of municationand management it helps Understand therisks involved Ultimately intheend the thingto rememberis that there arerisks involvedin anypartnership If yourpany performsbadly the personor teamyou aredealing withcould losetheirjobsjust becauseit ssovisible intheir pany Mucha says Whenever possible mitigate thoserisks withsolid serviceand support Selling Strategiesfor LocalFood ProducersA In anybusiness building relationshipswith customersis key This isevenmoreimportant inthe worldof directmarketing Each groupworks onthis pictureanddiscusshow toincrease salesby buildinga loyalcustomer base B Strong customerrelationshipsareessential to a pany s abilityto sustainprofits andhave ashot atgrowth the winningdifferentiator isno longerproductorprice it isthe levelof engagement the degreeto whicha panysueeds increating intimate long term relationshipswithcustomers But thistypeofrelationship requirestwo way trust In thistrust curve do youthink it s lowor hightrust customerrelationships What arethe reasonsofcustomer s distrustofapany The followingis one ofthereasons Seventy seven percentof peoplestop doingbusinesses withpanies theydon t trust But it doesn t stopthere They tellothers and33 spread theword over the Inter C Various strategiesincluding loyaltyschemes anddiscount cardsare sometimesused in an effortto retaincustomers but theirsuess isquestionable Building customerrelationships do discountcards work 1 3Language linkLearn ItStructure AnalysisThe beginningThe beginningrouses thereader s interestin andsecures hisattention tothe subjectmatter ofthe essayor provides necessary backgroundinformation Begin anessay with a quotationSample1 Hegel the Germanphilosopher says We learnfrom historythat mennever learnanything fromhistory This wryremark hasbeen confirmedtime andagain byhistorical events one ofwhich isHitler s invasionoftheSoviet Union He must have utterlyforgotten orwillfully ignoredthe greatdisaster Napoleonbrought uponhimself byattacking Russiaearly inthe19th century 2 Great mindsmust beready notonly to take the opportunity but to make them Colton a greatwriter onceremarked But itstill hasa profoundsignificance now To aperson in whoselifetime opportunitiesare notmany tomakeopportunities ismore essentialtohissuess 1 4Stimulated project1 5Reading forfun How tomakecustomers happyWe experiencedsome examplesof excellentcustomerrelationshipmanagement duringour vacationon Majorcalast week The funnything isthat mostof theseexperiences probablywere noteven intended tobesomething like superior customerservice or activities toincrease customerloyalty To fullyunderstand our customer experiences you need to knowthat weare repeatvisitors toMajorca same hotelfor