優(yōu)質(zhì)服務(wù)培訓(xùn)

ExceptionalService

Training主持人指南

FacilitatorGuide目錄TableOfContents介紹

Introduction過程

TheProcess培訓(xùn)演示

TrainingPresentation介紹Introduction…優(yōu)質(zhì)服務(wù)培訓(xùn)主持人指南給你提供了必要的信息和資源，用以成功地培訓(xùn)你的客戶（和他們的員工）如何為他們的客戶提供“優(yōu)質(zhì)服務(wù)”。

ThisExceptionalServiceTrainingFacilitatorGuideisdesignedtoprovideyouwithalltheinformationandresourcesyouneedinordertosuccessfullytrainyourclients(andtheirteammembers)howtoprovide‘exceptionalservice’totheircustomers介紹

Introduction…優(yōu)質(zhì)服務(wù)的定義？

WhatisExceptionalService?優(yōu)質(zhì)服務(wù)是通過提供真正的“服務(wù)”來滿足客戶的需求和期望

ExceptionalServiceisunderstandingyourcustomers’needsandexpectationsthroughthedeliveryoftrue‘service’并盡力超越客戶的期望值

Andthenstrivingtoexceedthoseexpectations客戶服務(wù)是企業(yè)的首要大事

Customerserviceshouldbethebusiness’snumberonepriority介紹Introduction…什么是優(yōu)質(zhì)服務(wù)培訓(xùn)？

WhatistheExceptionalServiceTraining?

“優(yōu)質(zhì)服務(wù)”培訓(xùn)是一個半天的工作會，用以向員工與管理人員講授優(yōu)質(zhì)客戶服務(wù)的重要性，及其對企業(yè)產(chǎn)生的影響。

The‘ExceptionalService’trainingisa?dayworkshopdesignedtoteachteammembersandmanagerstheimportanceofexceptionalcustomerserviceandtheeffectthatitcanhaveonthebusiness過程TheProcess…選擇被邀請者和場地Selectinviteesandvenue邀請出席人Inviteattendees建議每組規(guī)模8-12人（或6-10人一桌），但對整個分組規(guī)模沒有限制Rmendedgroupsizeis8-12(or6-10pertable),howevernorestrictionsneedtobeplacedontotalgroupsize培訓(xùn)對所有員工和經(jīng)理都適合Trainingissuitableforallteammembersandmanagers跟進出席者Follow-upwithattendees確定后勤準備Finaliselogistics進行培訓(xùn)Delivertraining向被邀請者送出邀請信。需要2-3劃時間Sendaletterofinvitationtoinvitees.Allowatleast2-3weeksplanningtime

“優(yōu)質(zhì)服務(wù)培訓(xùn)”邀請信InvitationtoExceptionalServiceTraining至少在培訓(xùn)前一周，與所有被邀請者確認是否出席。并在培訓(xùn)前一天再給他們打電話確認Confirmtheattendanceofallinvitees.Phonethematleast1weekbeforethetrainingandagain1daybefore準備點心飲料Arrangecateringetc

“優(yōu)質(zhì)服務(wù)培訓(xùn)”檢查清單

ExceptionalServiceTrainingChecklist安排半天的時間進行培訓(xùn)Allow?daytodeliverthetraining

“優(yōu)質(zhì)服務(wù)培訓(xùn)”演示稿

ExceptionalServiceTrainingPresentation選擇受訓(xùn)人和場地…

SelectInviteesandVenue…此培訓(xùn)適用于所有員工及管理人員

Thetrainingissuitableforallteammembersandmangers建議培訓(xùn)規(guī)模為8-12人（或者每桌6-10人）

Thermendedgroupsizeis8-12

(or6-10pertable)如果對參會者進行分組（每組不超過10人），則對培訓(xùn)的規(guī)模沒有限制

Therearenorestrictionsontotalgroupsizeprovidingparticipantsareinsmallgroups(nomorethan10pergroup)這樣做能確保在會議中有效地展開頭腦風(fēng)暴

Thisistoenableeffectivebrainstormingtohappenduringthesession邀請參會者InviteAttendees…選擇一個可以布置成“圓桌會議”風(fēng)格的場地，或者布置成能容納更多小組的“教室”風(fēng)格的場地

Selectavenuethatislargeenoughtobeset-upin“boardroom”styleorforlargergroups‘classroomstyle’場內(nèi)不應(yīng)有會分散注意力的東西

Thereshouldbenodistractions向每位被邀請人發(fā)出邀請信

Sendaletterofinvitationtoeachattendee已提供了一個模板

Atemplatehasbeenprovided邀請信應(yīng)該在培訓(xùn)前2-3給被邀請人，以便他們有足夠的時間安排前來培訓(xùn)的日程

Lettersshouldbesentatleast2-3weeksbeforethetrainingtoallowenoughtimeforinviteestoplantheirschedules跟進被邀請人

Follow-UpWithAttendees…至少提前一邀請人打電話，確認其是否出席

Callallattendeesatleast1weekbeforethetrainingtoconfirmtheirattendance

確認會議安排細節(jié)，如時間、地點、停車等

Confirmlogisticsdetailssuchastime,place,parkingetc會議開始前一天，打電話再確認一次

Callagain,thedaybefore確定后勤安排FinaliseLogistics…準備小點心

Arrangerefreshments準備會議資料

Preparematerials幻燈演示材料

PowerPointpresentation參會者工作手冊

ParticipantWorkbook參見“優(yōu)質(zhì)服務(wù)培訓(xùn)”準備清單

RefertotheExceptionalServiceTrainingChecklist布置場地VenueSet-Up…會議室風(fēng)格

Boardroomstyle布置場地VenueSet-Up…教室風(fēng)格

Classroomstyle開始培訓(xùn)

DeliverTheTraining…已提供了一個幻燈演示稿

APowerPointpresentationhasbeenprovided…優(yōu)質(zhì)服務(wù)

ExceptionalService如何在企業(yè)開展優(yōu)質(zhì)服務(wù)HowToImplementExceptionalServiceInYourBusiness概述Overview…歡迎致辭

Wee會議目標

ObjectivesofSession向參會者講授如何成功的為客戶提供“優(yōu)質(zhì)服務(wù)”

Toteachattendeeshowtosuccessfullydeliver‘ExceptionalService’totheircustomers工作手冊介紹

Introductiontoworkbook概述Overview…說明咨詢顧問所扮演的角色

ExplanationofConsultant’sRole后勤安排

Logistics議程，洗手間的位置，會間休息等Schedule,toilets,breaksetc適用對象？

WhoShouldBeInvolved?所有員工和經(jīng)理

Allteammembersandmanagers任何一位在貴公司提供一種或其他形式服務(wù)的員工，都需要接受如何提供“出色的”服務(wù)的培訓(xùn)

Everyoneinyourbusinessdeliversserviceinoneformoranotherand

willneedtobetrainedonhowtoprovide‘exceptional’service“優(yōu)質(zhì)服務(wù)”不僅僅停留在只提供給企業(yè)外部客戶的這個層面上

“Exceptionalservicedoesnotjuststopwiththebusiness’sexternalcustomers為客戶服務(wù)也同樣重要！

Servicingyourinternalcustomersisjustasimportant!培訓(xùn)內(nèi)容…

WhatWeWillCover...為“優(yōu)質(zhì)服務(wù)”定義

DefiningExceptionalService競爭性定位petitivePositioning獨特賣點

UniqueSellingPoints對客戶漠不關(guān)心

PerceivedIndifference態(tài)度決定一切

Attitudeis100%客戶忠誠度的經(jīng)濟效益

TheEconomiesofCustomerLoyalty客戶

InternalCustomers行動計劃

ActionPlan為優(yōu)質(zhì)服務(wù)定義…

DefiningExceptionalService...“在我知道你有多在乎之前，我不在乎你知道多少?！?/p>

J麥克斯韋“Idon’tcarehowmuchyouknow,untilIknowhowmuchyoucare”JMaxwell.優(yōu)質(zhì)服務(wù)是通過提供真正的“服務(wù)”來滿足客戶的需求和期望

ExceptionalServiceisunderstandingyourcustomers’needsandexpectationsthroughthedeliveryoftrue‘service’并盡力超越客戶的期望值

Andthenstrivingtoexceedthoseexpectations客戶需要有被重視的感覺

Customersneedtofeelimportanttoyourbusiness為優(yōu)質(zhì)服務(wù)定義…

DefiningExceptionalService...客戶需要感覺到你把他們放在第一位

Theyneedtofeelliketheyareyournumberonepriority關(guān)心你的客戶就是關(guān)心你自己的企業(yè)

Caringaboutyourcustomersiscaringaboutyourbusiness為優(yōu)質(zhì)服務(wù)定義…

DefiningExceptionalService...為優(yōu)質(zhì)服務(wù)定義…

DefiningExceptionalService...客戶對每個企業(yè)的成功都至關(guān)重要

Customersarevitaltothesuccessofeverybusiness我們?nèi)绾螌⒖蛻艮D(zhuǎn)變?yōu)槠髽I(yè)的支持者？Howdoweturnthosecustomersintoadvocates?

優(yōu)質(zhì)服務(wù)就是答案！ExceptionalServiceisthekey!詢問客戶他們需要什么，并不斷地將其提供給他們

Askcustomerswhattheywantandgiveittothemagainandagain系統(tǒng)，而不是微笑！

Systems,notsmiles!少承諾，多給予！

Under-promiseandover-deliver!沒有投訴？不對勁

Noplaints?Somethingisnotright評估并管理一切事務(wù)

Measureandmanageeverything永遠以禮待人

Alwaysberespectful努力不斷地改進

Strivetocontinuallyimprove出色服務(wù)的7條規(guī)則…

7RulesofExceptionalService...益處TheBenefits…優(yōu)質(zhì)服務(wù)的益處包括：

Thebenefitsofexceptionalserviceinclude:注重團隊－每個人都為建設(shè)企業(yè)負有一定的責(zé)任

IncreasedTeamFocus-everyoneisempoweredtoworktogethertobuildthebusiness;注重客戶－為企業(yè)發(fā)展忠實支持者

IncreasedCustomerFocus-develoployaladvocatesforyourbusiness;and注重服務(wù)－通過服務(wù)提供程序來增強企業(yè)盈利性

IncreasedServiceFocus-increaseprofitabilitythroughtheservicedeliveryprocess確定你的客戶…

IdentifyYourCustomers...誰是你的客戶？

Whoareyourcustomers?____________________________________________________________________________________________________________________________________你的服務(wù)有多出色？

HowExceptionalIsYourService?在1-10的刻度表上，為你的企業(yè)提供優(yōu)質(zhì)服務(wù)的表現(xiàn)評分

Onascaleof1-10howwelldoesyourbusinessdeliverexceptionalservice?(1－非常差到10－特別好)

(1-verypoorlyto10-extremelywell)12345678910（請打圈)

(Pleasecircle)

第二部分

Segment2競爭性定位petitivePositioning競爭性定位…petitivePositioning...理解某省市場中的競爭性定位是十分重要的

Itisimportanttounderstandwhereyourbusinessispetitivelypositionedwithinthemarketplace獨特性是保持競爭力的重要戰(zhàn)略

Differentiationisakeystrategyinremainingpetitive企業(yè)競爭力水平很大程度上依賴于客戶的認知Howeveryourlevelofpetitivenessreliesheavilyoncustomerperceptions客戶的認知才是你的真實情況！

Customerperceptionsareinfactyourreality!競爭性定位…petitivePositioning...競爭性定位能幫助你確定一些事宜：petitivepositioningassistsyoutodetermineanumberofthings:定價策略

PricingStrategy; 產(chǎn)品定位

ProductPositioning;競爭對手分析；petitorAnalysis;and市場認知

MarketPerception.

給你的企業(yè)定位…

PositioningYourBusiness…區(qū)別之處清晰的價值所在DIFFERENTIATIONArticulatevalue高價格HighPrice無法生存

公司不盈利UNSUSTAINABLEFirmnotprofitable

價格領(lǐng)導(dǎo)者滿足質(zhì)量PRICELEADERMeetquality無法生存

顧客不愿購買

UNSUSTAINABLEConsumerswillnotbuy低質(zhì)量LowQuality高質(zhì)量HighQuality低價格LowPrice

請指出你認為你的企業(yè)定位的位置Pleaseidentifywhatyouperceivetobethepositionyourbusiness請指出3個直接競爭對手的位置Pleaseidentifythepositionof3directpetitors給你的企業(yè)定位…

PositioningYourBusiness…你認為你的企業(yè)定位在哪里？_______,______象限

Wheredoyouperceiveyourbusinesstobepositioned? __________,__________quadrant

列出你的理由

Listthereasonswhy _____________________________ _____________________________ _____________________________給你的企業(yè)定位…

PositioningYourBusiness…你覺得該把你的三個主要競爭對手放在哪個位置？Wheredoyouperceiveyour3mainpetitorstobepositioned?

名稱Name 象限Quadrant ____________ _________________ ____________ _________________ ____________ _________________未來定位FuturePositioning…在未來的時間里，你將把企業(yè)定位在哪里？

Wherewouldyouliketoseeyourbusinessbepositionedinthefuture? ______________________________你認為該如何努力讓你的企業(yè)達到這個目標？

Howdoyouthinkyourbusinesscanstrivetoachievethis? ______________________________ ______________________________

第三部分

Segment3獨特賣點UniqueSellingPoints獨特賣點…

UniqueSellingPoints(USPs)…客戶認知就是你的實際狀況！

PerceptionIsYourReality!客戶認知的“差異”是決定他們選擇哪家企業(yè)的依據(jù)

Itisthe‘differences’thatacustomerperceivesthatmakesthemchooseonebusinessoveranother對企業(yè)來說，這某省市場份額領(lǐng)導(dǎo)者最有力的武器之一

Thisisoneofthemostpowerfulwaysforabusinesstogainmarket-share

leadership獨特賣點

UniqueSellingPoints(USP)你的產(chǎn)品/服務(wù)也個“區(qū)別于”你的競爭對手的特點

Yourproducts/servicesmayhaveacharacteristicthatis‘different’fromyourpetitors但是成功的“區(qū)分”應(yīng)該把重點放在“提供服務(wù)過程”的區(qū)分上

Buttosuccessfully‘differentiate’istofocusondifferentiatingthe‘deliveryprocess’往往是一些“小事情”會對你的客戶產(chǎn)生很大的影響Quiteoftenitisthe‘littlethings’thathavethegreatestimpactonyourcustomers獨特賣點…

UniqueSellingPoints(USP)...范例：

Examplesare:送生日卡給客戶

Birthdaycardstoowners;寄發(fā)票時隨贈小禮物

Jellybeansininvoicessentout;上門等等

Freedeliveryofproductsetc如何開發(fā)獨特賣點…

HowToDevelopUSPs…如何開發(fā)自己的獨特賣點？

HowdowedevelopourownUniqueSellingPoints?需要明確：

Startdetermining:哪些是我們做得好的？

Whatdoyoudothatisbetter?哪里是我們做了而別人沒做的？

Whatdoyoudothattheydonot?哪些是別人做了而我們沒做的？

Whatdotheydothatyoudonot?確定獨特賣點的特征…

IdentifyUSPCharacteristics…可用于使你的企業(yè)與眾不同的特征有：

Characteristicsthatyoucanusetodifferentiateyourbusinessare:產(chǎn)品；Products;客戶；Customers;服務(wù)；Service;價格；Price;and品牌Brand.獨特賣點的好處…

BenefitsofUSPs…獨特賣點能使你的企業(yè)獲得如下好處：

UniqueSellingPointswillbenefityourbusinessinthefollowingways:他們清楚地告訴你客戶的需求；

Theyarticulatewhatyourcustomerwants;消除客戶的不滿；

Removecustomerfrustrations;改善營銷結(jié)果；

Improvemarketingresults;提高銷售額；

Increasesales;為員工提供一個工作的重點；

Provideafocusforyourteam;and改善企業(yè)經(jīng)營

Improveoperations.開發(fā)你的獨特賣點…

DevelopingYourUniqueSellingPoints(USPs)…你（比競爭對手）做得更好的地方在哪？

Whatisitthatyoudobetter(thanyourpetitors)? ___________________________________ ___________________________________ ___________________________________哪些是你做了而別人沒做的？

Whatdoyoudothattheydonot? ___________________________________ ___________________________________ ___________________________________開發(fā)你的獨特賣點…

DevelopingYourUniqueSellingPoints(USPs)…競爭對手做了哪些你沒做的事？Whatdotheydothatyoudonot? ___________________________________ ___________________________________你能為企業(yè)創(chuàng)造哪些獨特賣點？WhatUniqueSellingPointscanyoucreateinyourbusiness? __________________________________ __________________________________ __________________________________ 第四部分

Segment4對客戶漠不關(guān)心PerceivedIndifference對客戶漠不關(guān)心…

PerceivedIndifference...盡管讓企業(yè)與眾不同十分重要，但同樣重要的是理解你的客戶，了解他們?yōu)槭裁磿x擇“不”與你做生意

Whilstitisimportanttodifferentiateyourbusinessitisequallyimportanttounderstandyourcustomersandwhytheymaychoose‘not’todobusinesswithyou研究表明，“對客戶漠不關(guān)心”是使客戶離開你的主要因素之一

Studieshaveshownthat‘perceivedindifference’isoneofthemajorfactorsthatdrivescustomersawayfrombusinesses對客戶漠不關(guān)心…

PerceivedIndifference...對客戶漠不關(guān)心是指你的顧客感覺到你不關(guān)心他

Perceivedindifferenceiswhenyourcustomersfeelthatyouand/oryourteammembersareindifferenttowardsthem換句話說，就是他們認為你不在乎要不要同他們做生意Inotherwordstheyhavetheimpressionthatyoudonotcareaboutreceivingtheirbusiness結(jié)果…

Result…你的企業(yè)并未提供優(yōu)質(zhì)服務(wù)！Yourbusinessisnotprovidingexceptionalservice!對客戶漠不關(guān)心…

PerceivedIndifference...找出你所經(jīng)歷過的，別人對你漠不關(guān)心的事

Identifycaseswhereyouhaveexperiencedperceivedindifference. ___________________________________ ___________________________________ ___________________________________ ___________________________________對客戶漠不關(guān)心…

PerceivedIndifference...顧客的購買決策并不僅僅取決于價格

Customersdonotbasetheirdecisiontopurchasepurelyonprice他們受能從企業(yè)獲得多少“價值”的認知的影響

Theyareinfluencedbythe‘value’thattheyperceivethattheywillreceivefromyourbusiness通過附加服務(wù)或產(chǎn)品的形式為客戶提供“增值”服務(wù)。這些附加服務(wù)或產(chǎn)品對客戶甚具價值，但對企業(yè)來說卻花費不多

Provideyourcustomers‘a(chǎn)ddedvalue’byofferingextraservicesorproductsthathaveaperceived‘highvalue’forvery‘littlecost’如何防止HowtoPreventIt...通過理解客戶的需求和需要，來防止發(fā)生對客戶漠不關(guān)心的事

Preventperceivedindifferencefromoccurringinyourbusinessbyunderstandingyourcustomersneedsandwants不要猜測客戶想要什么，去問他們！Donotguesswhatcustomerswant,askthem!如何防止HowtoPreventIt...做到這一點有式：

Thereareanumberofwaysthatyoucandothis:反饋表

Feedbackforms;當(dāng)他們造訪公司時，直接詢問他們；Simplyaskthemduringavisittoyourbusiness;調(diào)查問卷；Surveys;and客戶咨詢會議ClientAdvisorySessions.對客戶漠不關(guān)心…

PerceivedIndifference...分析在企業(yè)內(nèi)可能發(fā)生的，對客戶漠不關(guān)心的事

Identifycaseswhereperceivedindifferencemayhaveoccurredinyourbusiness

___________________________________ ___________________________________ ___________________________________對客戶漠不關(guān)心…

PerceivedIndifference...明確一些企業(yè)可以做到的，能讓客戶感覺到“被重視”的“小事情”Identifythe‘littlethings’thatyourbusinesscandotomakecustomersfeel‘valued’ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________第五部分

Segment5態(tài)度決定一切Attitudeis100%態(tài)度決定一切

Attitudeis100%...為客戶提供真正優(yōu)質(zhì)服務(wù)的驅(qū)動力來自企業(yè)的核心

Inordertodelivertrulyexceptionalservice,itmustbedrivenfromwithintheheartofyourbusiness換句話說，客戶服務(wù)必須是企業(yè)的“核心價值”之一

Inotherwords,customerservicemustbeoneofyourbusiness’s‘corevalues’核心價值決定員工的態(tài)度－態(tài)度決定員工做事的方式

Ourcorevaluesarereflectedinourattitude–ourattitudedeterminesthewaywedothings態(tài)度決定一切

Attitudeis100%...“態(tài)度”是一個十分有力的詞語

‘Attitude’isanextremelypowerfulword如果你發(fā)現(xiàn)了這個詞中每個字母按其位置排列的含義

(A=1-Z=26)

Ifyouidentifythevalueofeachletterinthiswordaccordingtoitspositioninthealphabet

(A=1-Z=26)你會發(fā)現(xiàn)其涵意的力量

Youwilldiscoverthepowerofitsmeaning態(tài)度決定一切

Attitudeis100%...尤其是當(dāng)它對你和你的生活有所關(guān)聯(lián)

Particularlyinitsrelevancetoyouandtoyourlife它也直接與你的企業(yè)和你取得成功的程度相關(guān)

Italsodirectlyrelatestoyourbusinessandthelevelofsuccessyoucanachieve態(tài)度決定一切

Attitudeis100%...A -1T -20T -20I -9T -20U -21D -4E -5 100%U（你）的分值最高…

U(you)isthehighestvalue…你的態(tài)度是最重要的因素

Yourattitudeisthemostimportantfactor...態(tài)度決定了100%的結(jié)果Attitudedeterminestheoue100%態(tài)度決定一切

Attitudeis100%...你認為員工中普遍所持的態(tài)度是什么？

Whatdoyoubelieveisthemonattitudeamongstteammembers? ___________________________________為什么？這會影響企業(yè)提供服務(wù)嗎？

Why?Doesthisaffectdeliveryofservice? ___________________________________ ___________________________________第六部分

Segment6客戶忠誠度的經(jīng)濟效益EconomicsofCustomerLoyalty客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…“把一個新客戶轉(zhuǎn)變成終生顧客”

“TurnThatOneTimeBuyerintoaLifetimeCustomer”C施威爾，終生的顧客，（1990）CSewell,CustomersForLife,(1990)客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…研究表明獲得一個新顧客的成本是保留一個老顧客的6倍Researchhasshownthatitcosts6timesmoretogetanewcustomerthanitdoestoretainanexistingone因此，專注于將現(xiàn)有顧客轉(zhuǎn)化成終身顧客是甚具意義的。

Itthereforemakessensetofocusondevelopingyourexistingcustomers’intolifetimecustomers4個發(fā)展你的企業(yè)的方法4

WaystoGrowYourBusiness1。增加來自于目標客戶群的客戶數(shù)量Increasethenumberofcustomersofthetypeyouwanttohave2.增加客戶回頭的數(shù)量

Increasethenumberoftimesyourcustomerseback3.增加每筆生意的平均價值

Increasetheaveragevalueofeachsale4.增加你的企業(yè)每個環(huán)節(jié)的效率Increasetheeffectivenessofeachprocesswithinyourbusiness客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…提高5%的客戶保留率，平均每個顧客的價值就能增加25%－100%

Raisingcustomerretentionratesby5%couldincreasethevalueofanaveragecustomerby25%to100%重要的是，要注意到企業(yè)只想保留“想要”的顧客“類型”。

Howeveritisimportanttonotethatyourbusinesswantstoonlyretainthe‘type’ofcustomersthatyou‘want’tohave客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…保留某些顧客在某種意義上來說，會降低企業(yè)的利潤，并損害企業(yè)價值。

Inthecaseofretainingcertaincustomers,youcanactuallydecreaseprofitsanddestroyvalueratherthantheotherwayaround客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…客戶忠誠度的經(jīng)濟效益源于2個方面：

Theeconomicsofcustomerloyaltyisderivedfrom2dimensions:數(shù)量－顧客的數(shù)量；

Volume–numberofcustomers;and2.顧客的終身價值

Thelifetimevalueofthecustomer客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…數(shù)量-顧客的數(shù)量

Volume–TheNumberofCustomers假設(shè)有2家企業(yè)，第一家（A公司）的客戶保留率為95%，第二家（B公司）的客戶保留率為90%

Imagine2businesses,thefirstpanyA)hasacustomerretentionrateof95%andthesecondpanyB)hasacustomerretentionrateof90%兩家每年的新客戶增長率均以10%

Bothbusinessacquirecustomersatarateof10%peryear客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…如果兩家企業(yè)都在年初有100位顧客，而新客戶的增長率為10%，在年末，每家企業(yè)有多少位顧客？Ifbothbusinesseshad100customersatthebeginningoftheyearandanacquisitionrateof10%,howmanycustomersdideachbusinesshaveattheendoftheyear?客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…A公司－105panyA–105B公司－100panyB–100事實上，在其他條件相同的情況下，A公司每隔14年，其客戶量就要比B公司翻一番！

Infact,allotherthingsbeingequal,panyAwillexperiencegrowthdoublethatofpanyB,every14years!

客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…你有哪些方面可以增加企業(yè)的客戶保留率？

Whatcanyoudoinyourbusinesstoincreaseyourcustomerretentionrate? ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…客戶的終身價值是隨著企業(yè)類型的不同而變化的

Thedynamicsofthelifetimevalueofacustomerwillvaryaccordingtothetypeofbusinessyouarein需要考慮的因素包括：

Factorsthatneedtobeconsideredinclude:招纜成本Acquisitioncosts;基礎(chǔ)利潤BaseProfit;收入增長RevenueGrowth;成本節(jié)約Costsavings;客戶推薦；Referrals;and溢價 PricePremium.客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…年度Years客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…為有效地建立顧客保留率（你想要的顧客類型），你需要做到：

Toeffectivelybuildcustomerretention(ofthetypeyouwanttohave)youneedto:制定顧客選擇標準

Developacustomerselectioncriteria對你的顧客進行“A－D”級的分類

Categoriseyourcustomersinto‘A-Dclass’將企業(yè)戰(zhàn)略的核心放在增加和保持“A”和“B”級顧客

Focusyourbusinessstrategiesonincreasingandmaintaining“A”and“B”classcustomers除掉“C’和“D”級的顧客

Remove“C’and“D”classcustomers客戶忠誠度的經(jīng)濟效益…

EconomicsofCustomerLoyalty…你不僅可以花更多時間在你想要的客戶身上，而且你的利潤會增長，你從企業(yè)享受到的樂趣也得到增加。Notonlywillyouhavemoretimetospendonthetypeofcustomersyouwanttohave,butyourprofitswillsoarandyouwillenjoymentfromthebusinesswillincrease!第七部分

Segment7顧客InternalCustomers顧客…

InternalCustomers…為了提供優(yōu)質(zhì)顧客服務(wù)，你需要聘用優(yōu)秀員工

Providingexceptionalcustomerservicerequiresyoutohiregreatpeople但并不僅僅停留在這里…

Butitdoesnotjuststopthere…你需要營造一個以人為導(dǎo)向的環(huán)境，在這此環(huán)境中，團隊得以興旺發(fā)展。

Youmustcreateapeopleorientedenvironmentinwhichteamworkwillthrive建設(shè)一個動態(tài)的企業(yè)文化，激勵員工提供優(yōu)質(zhì)服務(wù)。

Buildadynamicculturewhichmotivatesyouremployeestodeliverexceptionalservice顧客…

InternalCustomers…顧客－你的員工－與你的外部顧客同樣重要Internalcustomers-youremployees-arejustasimportantasyourexternalcustomers你對待員工的方式也直接影響員工對待顧客的方式！

Thewayyoutreatyouremployeeswillbereflecteddirectlyinthewayyourcustomersaretreatedtoo!黃金原則“已所不欲，務(wù)施于人”GoldenRule“Treatpeoplethewayyouwouldliketobetreated”顧客…

InternalCustomers…激勵員工，通過實施以下一些小事來推廣“顧客”的企業(yè)文化：

Youcanmotivateyourteamandpromoteacultureof“internalcustomers”byimplementinglittlethingssuchas:讓員工做正確的事情；

Catchthemdoingtherightthings;鼓勵員工參與決策；

Encourageteammemberstoparticipateindecisionmaking;組織團隊建設(shè)的活動；

Holdteambuildingactivities;and實施員工滿意度系統(tǒng)；

ImplementingtheTeamHappinessSystem顧客…

InternalCustomers…行動

ACTION負責(zé)人WHO完成時間BYWHEN1.2.3.4.5.在激勵員工提供優(yōu)質(zhì)或更好服務(wù)方面，你能采取的行動？

Whatthingscanyoudotomotivateyourteammemberstoexcelanddeliverexceptionalservice?第八部分

Segment8是系統(tǒng)而不是微笑SystemsNotSmiles是系統(tǒng)而不是微笑…

SystemsNotSmiles…“做你承諾要做的事，并立即著手進行?！?/p>

“Dowhatyousayyouaregoingtodo,anddoitrightthefirsttime”多L.伯瑞

LeonardL.Berry是系統(tǒng)而不是微笑…

SystemsNotSmiles…如果顧客服務(wù)是塊蛋糕，禮貌、微笑、以及其他額外的東西就是蛋糕外的裝飾！

Ifcustomerservicewereacake,thepoliteness,smiles,andbeingwillingtogotheextramilewouldbetheicing!這塊蛋糕就是確保你出色地完成工作的系統(tǒng)！