Abstract: In the modern customer-centered business model, "customer care" is an important part of the customer maintenance stage. With the increasingly fierce market competition, enterprises can no longer meet the needs of customers by relying on excellent after-sales service. Only by providing active, value-added and touching services can they win the trust of customers. In today's market environment with homogeneous products and increasingly fierce competition, "customer care" has increasingly become the core topic of concern for enterprises. How to rely on effective customer care to achieve customer retention and enhance customer satisfaction and loyalty has become the focus of enterprises.

Keywords: customer care; Satisfied; Experience; Service; connect

From the time point of view, customer care activities are included in the whole process of customers before, during and after purchase. It is the so-called "value-added" services provided by enterprises to customers in addition to purchasing products and services, such as regular and irregular customer return visits, on-site services, holiday condolences, VIP card discounts, business alliances and so on.

From the perspective of customer experience, customer care activities are also included in the whole process of customers from pre-purchase, purchase to post-purchase. Before customers buy, customer care opens a door for the establishment of the relationship between the company and customers, and opens the curtain for encouraging and promoting customers to buy products or services. During the purchase period, customer care is closely linked with the products or services provided by the company, so that the service provision can match the customer's expectations and meet the customer's needs. After the purchase, the customer care activities focus on the efficient follow-up of the enterprise and the smooth completion of the relevant steps of product maintenance, so that customers can buy the company's products or services repeatedly.

At present, most enterprises will pay attention to caring for customers at different stages of transactions, and strive to create a friendly, inspiring and efficient atmosphere. However, customer care is not blindly chasing customer needs, nor simply giving customers gifts, or saying warm words, nor simply designing a complete service plan and implementing it step by step.

Customer care needs a brand-new concept to be implemented from beginning to end, and it needs to be implemented in every service detail. More importantly, it needs careful care so that customers can truly feel the charm of corporate service culture. Therefore, it is very important for modern enterprises to implement "valuable customer care".

First, pay attention to the "inner needs" of customers

The slogan "Customer is God" always rings in our ears, but what do our customers really need? What exactly is the service they want? I think, in fact, most customers measure the service quality of a company, not just the "smiling face" of the window, but the real solution to their problems, not the quality of daily service, but their timely and effective attitude towards the mistakes caused.

Customers often care about the attitude of service staff towards him. When customers feel that the service personnel are doing their best for him, they will concentrate on amplifying the advantages of the service, thus covering up the shortcomings. On the contrary, they will concentrate their shortcomings and enlarge them, thus completely obliterating all the advantages.

Most people have had the experience of waiting in line at the mall. In helplessness and irritability, the service staff's "a smile, a greeting and a cup of tea" can greatly shorten the customer's psychological waiting time, enhance the customer's perception of the scene and reduce customer complaints.

Second, provide customer care of "creating surprises, enough is enough"

Suppose you give the customer a surprise experience, even if other aspects are just average, you will get high praise from the customer. On the contrary, once you make a mistake in a very critical link, even if you make a mistake that doesn't look like a mistake, it will reduce the customer experience, and everything else may be worthless.

"Improving service" can easily be regarded as an anodyne slogan and an ideal of "giving up one's life and forgetting one's death". In fact, as long as you look at your heart, you will find that there are not many requirements from customers, but enterprises must witness them with actions. This definitely means more than "welcoming guests politely" and "serving with a smile". Customers want to be taken seriously. They want us to take their demands seriously and listen carefully, provide them with detailed information and answer their questions correctly. To do this, we need to realize that customers make our enterprise survive and it is customers who pay us wages. If the service enterprise takes the customer as the center, thinks for the customer everywhere, and helps customers improve the value and effect of gifts through appropriate customer care, how can customers be dissatisfied and disloyal?

Third, realize "standardization and provide differentiated" nursing service.

People are emotional animals, and every customer needs care. Facing different types of customers, they need different care orientation. We should give targeted care to all kinds of customers (random onlookers, customers who are interested in buying but have not yet made a decision, dissatisfied customers, past customers, and even customers who have not fully used our products or used competitors' products).

Shopping malls provide targeted special help and care for special customers, such as pregnant women, children, the elderly and the disabled. And can give priority to business, or provide special services such as rest seats, children's seats and hearing AIDS. It can also provide business people with AC power for laptops, free access to wireless networks and so on. Send greetings to customers who have had birthdays and play happy birthday music.

Fourth, provide "unique" nursing service and embody "valuable" detail service.

There are many contact points between customers and enterprises, and almost all of them can provide customer care services, but not all opportunities are of sufficient value. According to the "peak-to-peak law", we should choose peak-to-peak experience and end-to-end experience in the service process in order to better maximize the customer care effect. At the same time, for enterprises, the process of customer care should be closely integrated with products and services, and make full use of these rare opportunities to serve enterprise marketing.

For example, people have the experience of waiting for a long time in business halls, restaurants or hospitals. During this period, some organizations will provide water delivery, newspaper reading and other services, but in fact, we should make better use of this rare opportunity to do some active marketing, such as knowledge popularization, product introduction, interactive activities, etc., which can improve customer perception and achieve good marketing results.

Fifth, pay attention to "two-way communication" with customers.

Modern society pays attention to communication and interaction. Enterprises should actively collect customer feedback, not only by opinions and customer complaints, but also through various channels to actively collect customer opinions and take the initiative to improve. Giving customers full opportunities to express themselves will not only reduce complaints, but also greatly improve customer loyalty.

Only through effective communication can we close the relationship between enterprises and customers, capture timely, comprehensive and accurate market information and promote the improvement of service quality. It can be said that the effect of communication directly affects the work quality of account managers.

In a word, "customer care" truly embodies the modern business philosophy of "customer-centered" and "valuable", is an important part of enterprise marketing system, and is the basic requirement for enterprises to build sustainable market competitiveness and realize sustainable development.

If an enterprise regards every service as a "caring activity" for customers, it is particularly important to fully explore the value of its details.

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