Author: Rungis

Service is the lifeblood of enterprise survival.

When it comes to the importance of service, you will inevitably think of theories such as customer satisfaction, so I don't need to go into details. I want to elaborate from two other aspects.

I remember that in a marketing textbook, the product is described like this. "Products are actually tools to provide services to consumers." It also shows us the fact that people buy products not for the entity of products, but by buying a product entity, they can get the services they need. Simply put, the purpose of buying behavior is to obtain services. Therefore, the value of an enterprise lies in the services it provides.

Let's look at such a formula: customer delivered value = total customer value-total customer cost. Among them, the total customer value includes product value, service value, person value and value of the image, etc. The total cost of customers includes monetary cost, time cost, spiritual cost and material cost. When consumers buy, they will definitely choose the product with the greatest delivery value.

However, with the popularization of technology, it is very unlikely for enterprises to improve customer delivered value and gain competitive advantage by improving product value and reducing monetary cost. On the contrary, enterprises can improve their services at a small cost, and it is easier to improve their service value. The value of people and image can reduce the time cost, spiritual cost and material cost, improve the delivered value of customers, and thus increase the competitiveness of enterprises.

Looking back a few years ago, the home appliance industry fought a big price war, but the final result was that both sides lost, and the market order was chaotic, which led to the decline of product quality and the loss of customers. Now, from Haier's customer service center to Chunlan's 24-hour gold medal service. All these fully prove that enterprises ultimately need to improve their competitiveness by improving their service level, and service competition will certainly replace price competition.

Therefore, it is by no means alarmist to raise the service to the height of enterprise survival.

Correctly establish service consciousness

After ERP system, CRM system in domestic software industry is heating up, which proves that more and more enterprises are aware of the importance of service and hope to maintain good customer relationship and obtain greater profits through the improvement of service. But CRM system is a tool after all, and the most basic and important thing is to establish the correct service consciousness of enterprises. Needless to say here, Milu's sentence "Attitude decides everything" is the most classic interpretation.

The correct establishment of enterprise service consciousness depends on the boss's attention.

Many manufacturers will mention that CRM is the "number one" project when implementing CRM, and the boss's attention is the key to the success or failure of implementation. The reason is that the boss's attention determines the employee's participation.

Service is not the responsibility of a certain department in an enterprise, but the responsibility of the whole enterprise.

The front desk department directly faces customers, which is the window for enterprises to provide services to customers, and the back desk department provides support for the front desk, which is the guarantee for enterprises to provide services to customers. The quality of the front desk service determines the customer's understanding of the enterprise, and the reliability of the background affects the quality of the front desk service. The mutual shirking between functional departments is irresponsible to users and will seriously damage the overall image of the enterprise. Only when all employees of the enterprise attach importance to and participate in the service, will there be no phenomenon that all departments shirk their responsibilities, resulting in customers' problems not being solved in time.

Therefore, enterprises should take cultivating employees' service consciousness as an important part of enterprise culture, help employees to establish correct service consciousness and obtain correct enterprise service consciousness, so as to effectively improve service quality and establish a good image of enterprises.

Establishment and perfection of service system

With the advent of the era of enterprise service competition, customers' awareness of accepting services is getting stronger and stronger, and their requirements for services are getting higher and higher. Outstanding performance is that customers not only require good service attitude, but also require enterprises to deal with problems in a timely and effective manner. This means that enterprises should not only provide a service window that represents a good image, but also integrate internal resources of enterprises, provide reliable support, ensure the reputation and service quality of enterprises, and thus effectively obtain customer satisfaction. China Netcom put forward that "the front desk service is the symbol and the back desk support is the foundation", which is particularly profound.

Therefore, enterprises need to establish an interlocking and coordinated chain service system. All departments of the enterprise have clear responsibilities in the service chain. Although they perform their duties, they are closely combined and operate effectively, avoiding the emergence of service blind spots.

The effective operation of the service system requires the establishment of a "customer-centered" service process, the standardization and standardization of services through IT systems, the quality monitoring of the service system, and the timely discovery and rectification of weak links in the service system.

For example, if the customer complaint is submitted by the service front desk department, and the complaint cannot be solved well, including the processing department in the next link exceeding the prescribed reply time limit, the system will automatically upgrade the complaint and seek a reply with higher authority. The service front desk department can also actively inform customers of the handling situation according to the handling progress of other departments recorded by the system, so as to realize real one-stop service and improve customers' understanding of the enterprise.

The effective operation of the service system also needs to establish a scientific management system.

The management system should start with the establishment of service standards, combined with the corresponding incentive and restraint system, realize post assessment, optimize the structure, increase the pressure and motivation of enterprise employees to improve service and improve service level.

What is said here is not the absolute truth about how to provide good service. But the most important thing is to remind more enterprises to pay attention to providing quality services to customers, so that customers can fully enjoy quality services. This is the purpose of my writing this article.

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How to satisfy elusive customers?

In the mid-1980s, American marketing scientist Parasuraman and his colleagues developed a system to measure service quality, which is called SERVQUAL. This framework has been adopted by companies from all walks of life. Its core is to judge the service quality by measuring the gap between the service level expected by the user and the service level actually perceived by him. The key to providing quality service is to exceed users' expectations. SERVQUAL divides service quality into the following five dimensions.

The appearance of tangible hardware facilities, instruments and equipment, and communication equipment shall be worn by employees.

Reliability, accuracy and reliability, the ability to fulfill commitments.

Respond to the willingness of the company and its employees to help customers and provide immediate service.

Ensure employee knowledge, employee etiquette and employee's ability to win trust and confidence.

Empathy company's personalized care for customers.

There are several questions under each dimension, and users are asked to rate the expected value and actual feeling value of each question through questionnaires. The total * * * scores 22 projects, and then comprehensively calculates the service quality score.

Nowadays, more and more people buy goods and services online. In order to improve the service quality of the website, Parasuraman and his colleagues feel it is necessary to modify the SERVQUAL framework according to the actual situation of online shopping experience. To this end, they developed the electronic service quality standard e-SERVQUAL. It quantifies the website service quality perceived by customers according to 22 factors. Corresponding to the traditional service quality standard, the new standard adopts four dimensions.

Efficient website access and ease of use.

To what extent can a responsible website fulfill the promise of commodity supply and distribution?

Normal technical operation of usability website.

Privacy/Security The security of a website and the ability to protect customer information.

Among these four dimensions, customers' views on efficiency and responsibility seem to be the most important and influential. They not only affect the overall quality perception level, but also affect the perceived value and loyalty intention of customers.

The availability of the system is also very important for the overall quality, value and loyalty intention of customers. Companies should pay attention to the complex website design, which will adversely affect the usability of the system.

Concerns about privacy vary from person to person, and some experienced users don't mind very much. However, the survey shows that quality/value perception and loyalty intention are indeed influenced by privacy perception. If some measures can be taken to alleviate security concerns and enhance customer confidence-such as providing some signs and information to remind privacy/security-the problem will not happen.

The author's research shows that people can be divided into five types: 15% to 20% people are adventurous, 20% to 25% people are avant-garde, and the rest are suspicious, paranoid and lagging behind. This classification is consistent for people of different ages, education levels or income levels. People's willingness to accept new technologies seems to be innate and unchangeable. Some people are always cautious about the benefits and functions of technology. Such people will naturally not accept new technologies. Therefore, the author created the Technology Readiness Index (TR) to divide the customer base according to the customer's willingness to accept technology. This is convenient for the company to adjust measures to local conditions and effectively decide whether to adopt high-tech or high-contact means.