"Good attitude attracts repeat customers"

—————————— Service attitude determines service quality.

Abstract: the attitude of personnel is very important for consumers to obtain good products and services. "It costs more to get a new customer than to keep an existing one." One of the secrets to attract repeat customers is the attitude of consumers. Smiling service and attentive service are two key secrets of a good attitude.

Keywords: attitude, smile, heart

"Good customers will attract repeat customers"

Service attitude determines service quality.

Abstract: Consumers want to get good products and services, and the attitude of salespeople is very important. "It costs more to get a new customer and keep an existing customer." A large part of the secret to attract repeat customers is the secret of consumers. Smiling service and attentive service are the two key secrets of acceptance.

Keywords: attitude, smile intention

From the concept of service marketing, consumers buying products only means the beginning of work, not the end. Enterprises care not only about the successful sales of products, but also about the feelings of consumers in the whole process of enjoying the services provided by enterprises through products. This can also be understood from Maslow's hierarchy of needs theory: the highest demand of human beings is respect demand and self-realization demand, and service marketing provides this demand for consumers (or people), while traditional marketing methods only provide simple satisfaction for consumers' physiological or safety needs. With the progress of society and the improvement of income, consumers need not only a product, but also a specific or personalized service brought by this product, so that they have a feeling of being respected and realizing their self-worth, which brings customer loyalty.

As consumers, in most cases, people are the first to face, which is often a "face project" of a company. Milu once said: "Attitude decides everything". The attitude of personnel is very important for consumers to get good products and services. "It costs more to get a new customer than to keep an existing one." One of the secrets to attract repeat customers is the attitude of consumers.

First, smile service

When expanding the market and expanding the market share, enterprises often put more energy into developing new customers, but the cost of developing new customers will be higher than that of retaining existing customers. In addition, according to foreign survey data, the expectations of new customers are generally higher than those of old customers. This has greatly affected the success rate of developing new customers. It is undeniable that new customers represent new markets, which can not be ignored, but we must find a balance point, and this fulcrum needs every enterprise to constantly explore.

On hearing the word smile, some people will think: everyone has a face, and every face will smile. What can I tell you? I believe everyone has experienced a sad face. At that moment, didn't your heart yearn for a sunny smile?

In fact, a smile is the most beautiful flower in the world and an eternal spring between people. Its power is so great that when you face it, you can't get angry, shout, blame or refuse.

Smiling service is one of the service concepts of CCB, and it is also the basic requirement for the quality of employees. Many industries in China are advocating smile service, so many people take pains to practice in front of the mirror in an attempt to practice a Mona Lisa-like smile. However, they didn't realize that smiling was not practiced like counting money or abacus until their cheeks swelled. Smiling is not a professional smiling face, but an emotion. For people who smile, it can also be said to be a manifestation of temperament and a positive life.

At present, consumers protect their rights and interests, need to be respected, and the competition in the industry is intensifying day by day. People pay more and more attention to the "smile service" which embodies good, standardized and humanized service. Therefore, "smile service" is a high value-added service standard and is considered to have a certain level. Smile is a world language without translation. It conveys a kind, friendly and pleasant message. Smiling is not difficult, but it can produce infinite charm. The beneficiary becomes rich, but the giver does not become poor. It is fleeting, but it often leaves a permanent memory. The importance of smile service lies in:

(1). Smile service can bring good first cause effect.

The first effect, also known as the first impression, refers to the initial impression formed when communicating for the first time. It has the characteristics of preconceived ideas, which has a great influence on the future exchanges between the two sides. In the process of service reception, the first impression is reflected in the feeling registration formed by observing the appearance, speech and behavior of the service personnel. Although the first impression is short-lived or even instantaneous, it not only affects the psychological activities of the guests, but also affects the service communication, and sometimes even affects whether the service work can be carried out smoothly. Once a guest has a bad first impression on the service staff, it is difficult to change it, and it often takes dozens of times more energy than before. Therefore, it is quite necessary to greet guests with a smile when making initial contact with them. Can quickly harmonize the relationship with guests, get twice the result with half the effort.

(2) Smile service can bring convenience to service work and improve work efficiency.

Smiling has a positive effect on inducing guests' emotions, which are often influenced by the attitude of service personnel. In service communication, because of smiling expression, service personnel naturally use gentle tone and polite tone, which can not only arouse guests' heartfelt goodwill, but also stabilize their anxiety and impatience. Phonetics is not a language, but changes in language, intonation and speech speed can all indicate the attitude of service personnel. Smiling can inadvertently modify these voice prompts, making guests feel relaxed and happy in the whole interaction. Smiling service is a kind of heart-to-heart communication, which is conducive to the smooth progress of service work. At the same time, in service communication, smiling is also easy to bring good emotional atmosphere such as enthusiasm, initiative and self-confidence to the service personnel themselves, and the service personnel in this atmosphere will also improve their work efficiency. Smiling not only brings convenience to service work, but also brings a sense of accomplishment to service workers themselves, which is beneficial to their physical and mental health.

(3). Smiling service enables service personnel to capture the breakthrough point of service work as soon as possible.

The difficulty of service work lies not in how to meet the needs of guests, but in not knowing what guests really need. What guests really need can only be revealed when they encounter problems and difficulties. Only at this time can the skills of good service personnel be fully displayed. In other words, it can be seen that the service quality is better at this time. The smiling service of front-line service personnel can emotionally close the distance with the guests. When guests encounter problems and difficulties, they will naturally raise them in time, which will help the service work to be targeted. At the same time, some seemingly small problems and difficulties can not be found and solved, which directly affects the quality of service. For example, in the process of eating, guests eat meals that are not to their own taste, and they really want to tell the catering waiter to order a separate one, but the indifferent expression of the catering waiter may dispel the guests' thoughts. This kind of guest who eats badly will not only have a bad stomach, but also be in a bad mood. His bad mood is easy to "infect" more people and has a bad influence on the enterprise. Therefore, if you want to do your work carefully and win the recognition of the guests, you must find the problems as soon as possible, and smiling service can be said to be a shortcut.

(d) Smile service can bring good economic benefits to the business center.

Service personnel not only play a personal role, but also represent the enterprise. These two roles depend on each other and interact with each other, that is to say, the image of the enterprise is reflected by each specific service person. If every employee can serve with a smile, guests will not only feel that the service staff has done a good job, but also sublimate this specific feeling into recognition of the corporate image. On the other hand, if individual service personnel are indifferent and not enthusiastic enough, guests will think that the waiter's attitude is not good, which will also affect the corporate image. With the development of society, people's ideas have changed greatly, and guests' awareness of enjoying services is getting stronger and stronger. If enterprises want to survive and develop in the competition, they must strive to win the favor of more guests with smiling service and characteristic service. So smile service is very important.

There is a poem, which is said to be seen in shops, restaurants, airports and many other places in Paris, France, to the effect that a smile is effortless/but it can bring infinite charm/the beneficiary becomes rich/the giver does not become poor/fleeting but often leaves a permanent memory/the rich are rich but no one will abandon them/the poor are poor but no one can give them/it brings happiness to the family, which is a wonderful expression of friendship/. It can also give courage to desperate people. If you meet someone who doesn't give you the smile you deserve, give him your smile generously, because no one needs it more than the person who never smiles at others. If we don't use a smile in our life, it's like putting a huge deposit in the bank without a passbook to withdraw this wealth.

An Indian proverb says: sow an idea and reap an action; Sow an act and reap a habit; Sow a habit and reap a character; Sow a character and reap a destiny. Therefore, the trustworthy service quality, admirable service efficiency and satisfactory service attitude we advocate are by no means superficial things, but should be the behavior we reap from the ideas we sow and become the habits and character of every CCB member. This kind of thinking is a sense of collective honor, a sense of responsibility, a positive life, and an excellent sense of optimism and helping others. This is not only our "doing our best, but also our shame".

Because smile has the power to penetrate the soul, it can eliminate all suspicion and misunderstanding, and it can dispel all sorrow and sadness. Let's greet every good or fierce customer with a smile and greet every sunny or rainy day with a smile.

2. Dedicated services

In the old city or non-commercial area, you will often find many self-contained clothes and department stores. Although these shops are small, they are crowded and can be operated for a long time to live with their neighbors. The reporter found that the owners or clerks of these shops are generally some aunts. These aunts, with their affinity, attracted many white-collar workers and teachers to "help", which made the store have a fixed customer base and brought good economic benefits. Aunt Huang is one of the "auntie-level" bosses and shop assistants.

As we all know, the attitude and skills of shop assistants greatly affect customers' desire to buy after entering the store. Aunt Huang's shop mainly sells underwear, pajamas and household clothes, with an average monthly net profit of more than RMB. According to the reporter's observation, most of the customers entering the store are women, including white-collar workers at work and at home, as well as retirees. They either concentrate on their pajamas or chat with Aunt Huang. Every time a customer comes in, Aunt Huang will warmly say hello: "Long time no see. How's it going? We have a very good new product. Let me show you. "

Just a few warm greetings can continue to attract customers? Of course not. Experienced aunt Huang summed up several skills.

(1) likes a relaxed shopping environment. "It may be that our aunt feels kind and relaxed. Customers just come in to see or cut prices, and I will not be disappointed or unhappy. " Aunt Huang said with a smile. So many customers just entered the store to chat with Aunt Huang at first. But in the process of this chat, it promoted the purchase.

(2) Customers don't want shop assistants to follow them step by step. "I set up a shop in the old city and do neighborhood business. Therefore, it is generally' let go' and let customers find it themselves. Unlike clothing stores, the clerks are all one-on-one, and they follow the customers step by step after entering the store, which makes many customers feel uncomfortable. "

(3) Pay attention to every customer, especially the old customers. Aunt Huang said that whenever an old customer comes to the store again, she will express her gratitude. "Old customers are the best customers. For the store, it means an increasing return rate. " Studies have shown that for every 5% increase in customer loyalty, the profits of enterprises can increase by 25%.

(4) Seize the opportunity to "expose shortcomings". Under normal circumstances, most shop assistants will be "huangpo melons, boasting" and will not expose their shortcomings. In response to a reporter's question, Aunt Huang replied that now customers are used to the "good" goods introduced by the clerk, and they are used to "not at all" when they go home to use them. However, if the merchants still blindly adopt the promotion of selling melons, they will not pay attention to it. And "self-exposing shortcomings" makes customers feel fresh and credible, adding a friend-like approach and being more willing to accept this product and shop. The so-called "self-exposure shortcomings" means that the clerk reminds customers that a certain type of clothes is easy to fade; Clothes wrinkle easily; Buttons come off easily. Of course, Aunt Huang said that it takes courage and confidence to "expose one's shortcomings". Courage is to dare to deny yourself; Self-confidence means believing that your products can mature step by step.

In fact, these experiences and skills are also applicable to other types of shop assistants. Aunt Huang said that under the premise that the goods have certain quality assurance, the clerk and the boss treat the customers with care, which is the most critical point in the operation of the store.

An employee who is good at grasping the psychological needs of users can get twice the result with half the effort in product promotion. It can be said that a mature employee, coupled with a good and mature management system of the enterprise, can create the profit target that the enterprise craves. In other words, mature professionals and excellent management = success, both of which are indispensable, and the two sides always complement each other. So-called, is a kind of guidance, it is based on this kind of guidance, it is necessary for businesses to understand and grasp the psychology of consumers, and through their psychology to understand their surface needs and potential needs. In this sense, satisfying customers is an inevitable battle in itself, and its success or failure directly determines its performance. In the process of promoting consultants, we must always pay attention to satisfying customers, because this is the core part of the whole process.

In this process, how to grasp the customer's psychology more intuitively, rather than just relying on experience or taking it for granted, requires organizational and structural adjustment. Because customer psychology itself is a developing and dynamic process, it is impossible to think that you already know something about customer psychology just by looking at your performance.

In our practice, empathy is sometimes very valuable, that is, to consider what customers need from their perspective. Empathy itself is a way of reverse thinking. Different from our traditional concept of promotion, consumers will be able to better understand the main contradiction between themselves and their customers through such thinking. For modern learners, only by understanding this point can they be regarded as real attentive service.

According to the survey of international authoritative organizations:

Poor customer service caused 94% of customers to leave!

89% of customers leave because they haven't solved their problems!

Every dissatisfied customer will tell an average of nine relatives and friends about his unpleasant experience.

Among the dissatisfied users, 67% want to complain.

By better solving user complaints, 75% of customers can be saved.

If you pay special attention to him in a timely and efficient manner and try your best to solve users' complaints, 95% of your customers will continue to accept your service.

The cost of attracting a new customer is six times that of retaining an old one.

The above points are obtained by studying the customer survey statistics of many well-known multinational companies, and have been widely used to guide the customer service work of customer relationship management (CRM), so as to enhance customer satisfaction and loyalty, and finally realize the strategic intention of customer sustainable development. From these statistics, we can find a very important problem. A brand that has spent a lot of money is easily destroyed by any employee who provides services.

Improper handling by any service personnel will immediately lead to the loss of a large number of customers and potential customers. So how to ensure that every service staff can provide services to customers according to the established service principles? How to supervise? How to investigate customers? These problems directly affect the degree of customer relationship management construction, and are related to the future life and death.

Since China joined the WTO, the process of economic globalization has accelerated, and foreign enterprises have set up factories in China. What is the biggest challenge faced by enterprises in China? The first is to face huge competitive pressure! The supply and demand sides of the market have changed, and the supply of products seriously exceeds the demand. Customers have become one of the most important assets and resources of enterprises. Demand is becoming more and more industrialized and personalized, and customers have more and more choices. Naturally, some personalized services are needed, and enterprises are expected to provide one-to-one marketing.

In terms of market competition, the battle for customers between enterprises has gradually escalated and intensified, such as price wars and wars. There are many examples in this regard, such as the price war in household appliances and other industries for a while. Because of this vicious price war, an industry has lost money and is on the verge of bankruptcy, which deserves our further consideration. From the inside of enterprises, the competition between enterprises has become a war of speed and information. The story of fast fish eating slow fish has been told for a long time, and HP's acquisition of Compaq has become a stereotype. How to merge such a large enterprise? But the truth is in front of us. To solve this pressure problem, enterprises must build CRM, consider how to develop and retain customers, build a customer-centered service system, and constantly improve the competitiveness of enterprises in order to be invincible.

References:

1. Wan Houfen: the change of customer orientation and quality consciousness, published in Marketing Guide,No. 1,

2. Wu Yonghong and Fan Xiucheng: Theoretical Integration of Enterprise Competitiveness Based on Customer Value, Economic Science,No. 1.

3. Wang Zhonghua: "Evolution of Marketing Channel Strategy Theory", contained in IT Times Weekly, No.7, 2008.

4. Dong Yali and Tao Li: Integrated Marketing Strategy, Enterprise Management, No.6, 2008.

5. Yunfeng Fan: "How to Implement Customer Satisfaction Marketing", Modern Marketing Institute Edition, No.7, 2008.

6. Fu Yong: Study on Macro Marketing Risks of Enterprises in China, Journal of Southwest University for Nationalities, No.8, 2008.

7. Fu Guangcheng: Combination and application of "4P", "4C" and "4S", in East China Economic Management 18, No.4. ..

8. Liu: "Continuous Innovation and Continuous Learning —— Interview with Professor Ye", published in the third issue of Modern Marketing Journal.

9. Editorial Department of Marketing Guide: The Development Status of Marketing Discipline in China-An Interview with Professor Zhao Ping of Tsinghua University Management College, published in the 6th issue of Marketing Guide.

10. Zhang Yunqi, Zhao Guojie and Li Jun: Reducing costs and risks and managing the world through marketing mode and technological innovation, issue 1.