Question 2: Case analysis of how to satisfy customers and the skills of how to satisfy customers-the sales skills of clothing salesmen-satisfy customers.
The formation of customer satisfaction is mainly influenced by customer expectation, customer perceived product value, customer perceived service value and customer purchase cost.
Experience, experience, word of mouth, seller's commitment, competitor information, etc. Constitute customer expectations. If the value of products and services perceived by customers is higher than expected, they will be satisfied and repeat the purchase. Visible, in the case of unchangeable product value, the service value embodied by sales staff is how important it is to improve customer satisfaction.
Service quality mainly includes technical quality, that is, output quality (products and gifts), which is objective, and functional quality, that is, process quality (attitude, dress, words and deeds), which is subjective and reflects the personal quality of sales staff.
Customer's evaluation of service quality is based on five aspects: reliability, responsiveness, safety, empathy and substance.
If the customer is very satisfied with the above five aspects, then what the clerk provides for the customer is what we call "quality service". Excellent service means that the customer feels that the service quality based on the above five aspects is greater than his expected service quality. The process of this psychological activity is dynamic. The perception of what you see and hear is the continuous accumulation of customers. Quality service is an important source of customer satisfaction, and the pursuit of quality service is endless.
Sales Skills of Clothing Salesmen —— Knowledge Structure and Skills of Salesmen
The knowledge structure required by a successful salesperson: ① enterprise knowledge: product line and its length, depth and width; Corporate culture, history and vision. ② Product knowledge: Very familiar with the performance, characteristics, operation demonstration and maintenance of each product; Understand and master the company's product-related business policies. 3 marketing knowledge: how to do brand promotion activities. ④ Psychological knowledge: Understand the purchasing psychology of customers. ⑤ Public relations etiquette knowledge: how to communicate with people and how to show your image.
The clerk plays a very important role in the process of customer purchase: first of all, he is a service expert and a marketing representative (organizer), who can guide customers to shop. Secondly, he should be the representative and ambassador of the customer's position, consider the customer's needs, and let the customer perceive from his words and deeds that the product is the most suitable for him. Role positioning is a very important part of sales staff's skills. Successful salespeople also need to master a series of basic skills such as product demonstration, operation skills and communication skills.
Sales Skills of Clothing Salesmen —— Improvement of Sales Skills
Because the standard of quality service is endless, the improvement of sales staff's skills is closely related to every sales staff. Today's quality service is not necessarily tomorrow. How to improve the skills of shop assistants? This may be the most concerned issue for salespeople, including successful salespeople.
First of all, we should get ready before the clerk. The initiator, influencer, decision-maker, buyer and user of the purchase must understand what the customer says and does, so as to find the breakthrough point.
Secondly, we need to thoroughly understand the customer's buying process. Need to know, collect information, choose, plan evaluation, purchase decision, post-purchase behavior, these are the basis of upgrading skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process.
Third, program some basic sales in staff flow.
Four, the sales skills of clothing sales staff-the three steps of sales staff:
Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;
Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;
Step 3: Promote the purchase. Seize the opportunity to clinch a deal, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, and send customers away.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful salesperson.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful salesperson.
1, from the company's perspective:
Positive working attitude; Full of enthusiasm for work; Ability to work independently; Good man-machine relationship; Excellent team spirit. ......& gt& gt
Question 3: Overview of Customer Relationship Management Case Analysis In Kang Hua Efficiency Manual, there is also customer management! How to manage important customers? How to keep customers from losing? How to better hand over the work when employees leave their jobs? These Kang Hua efficiency manuals can help you. Not only teach you how to manage VIP customers, but also some successful cases. Management is not a verbal principle and needs more practical actions to prove it. Kang Hua Efficiency Manual emphasizes on improving liquidity and managing customers, employees and enterprises through actions! The Case Analysis Manual of Customer Relationship Management also includes the management cases of successful people in famous enterprises at home and abroad, and provides some solutions to corporate management problems. Case analysis of customer relationship management loose-leaf notebook analysis: setting goals is not blind, and my physical examination uses SWOT analysis model. S (Advantage): Your personal advantage W (Disadvantage): Your personal weakness O (Opportunity): What are the possible directions or opportunities for future development T (Threat): Five principles for setting future development goals, your biggest personal threat at present Smart: 1, S (certainty): The goal must be very clear, and remember not to be vague. 2.m (measurable): the goal setting should be quantified as much as possible, and there are scientific methods to measure whether the goal is achieved. 3.a (achievable): the goal setting should be achievable, not too high. But it can't be too low, otherwise it will lack motivation. 4. R (Relevance): Goal setting suggestions are best related to your short-term and long-term goals. 5.t (Time Control): There must be a timetable to achieve the goal, otherwise it is easy to forget.
Question 4: Are there any cases of customer satisfaction? We studied the early customer relationship management-the story of Wang Yongqing selling rice.
I have seen many stories of entrepreneurs growing up after working in Wang Yongqing, but the most unforgettable story is that of Wang Yongqing, the founder of Formosa Plastics, selling rice.
/kloc-After graduating from primary school at the age of 0/5, Wang Yongqing became an apprentice in a small rice shop. The following year, he used the 200 yuan money borrowed by his father as the principal and opened a millet shop. In order to compete with the Japanese rice shop next door, Wang Yong spent a lot of time.
At that time, the rice processing technology was relatively backward, and the rice sold was mixed with rice bran, sand grains and pebbles, which was not surprising to both buyers and sellers. Wang Yongqing has an extra idea. Every time before selling rice, the impurities in the rice should be sorted out. This extra service is very popular with customers.
Wang Yongqing mainly sells rice at home. In his notebook, he recorded in detail how many people there are in the customer's family, how much food he eats a month and when he gets paid. Calculate that the customer's meal will be finished and then delivered to the door; Wait until the customer gets paid, and then go home to collect rice money.
When he delivers rice to customers, he doesn't just deliver it. He helped people pour rice into the rice jar first. If there is still rice in the rice jar, he will pour out the old rice, brush the rice jar clean, then pour in the new rice and put the old rice on the upper floor. So that rice will not deteriorate due to aging. Many customers were deeply moved by his small actions and decided to buy his rice.
In this way, his business is getting better and better. Starting from this millet shop, Wang Yongqing has finally become the "leading boss" in Taiwan Province industry today. Later, he talked about the experience of opening a rice shop and said with emotion: "Although there was no management knowledge at that time, in order to serve customers and do business well, he thought it was necessary to master customer needs. Unexpectedly, the idea of pursuing actual needs can be used as a starting point and gradually extended to the logic of career management. "
This story deeply inspired me and even touched me. The same is selling rice. Why did Wang Can Yongqing's business reach this level? The key is that he is careful! Study customers, study customers' psychology, study customers' needs and study how to meet customers' needs. Instead of simply selling simple products to customers, we turn customers' needs into our own service items and send them to customers together with the products.
This shows the value of service. Customers can also buy rice from other rice shops, but if they buy rice from a rice shop in Wang Yongqing, they will feel that their income exceeds the value of the product, which is service. Touching service is not only covered by a smile, it is integrated into every detail of work. If you measure it, the standard of measurement is: Do you seriously consider the convenience and interests of customers in every link of communication with customers? What we need to understand is that in today's highly developed technology and product convergence, if an enterprise wants to survive and develop, it must have reasons to go beyond products and make customers willing to join in. Only by being willing to give others convenience, benefits, warmth and service can we create the unique charm of the enterprise and win the hearts of customers.
Question 5: Customer analysis: Business behavior analysis analyzes the comprehensive utilization of customers through data such as the distribution, flow direction and historical records of customers' funds. It mainly includes: 1) product distribution: analyzing the quantity of different types of products purchased by customers in different regions and different time periods, we can get the current marketing system, the market situation in various regions and the customer's business situation. 2) Consumer retention analysis: By analyzing the detailed transaction data, subdivide the customers that the enterprise wants to retain, and publish these customer lists to all branches to ensure that these customers can enjoy the best service and preferential treatment. Subdivision criteria can be indicators such as the number of transactions per unit time, transaction amount, and checkout cycle. 3) Consumer loss rate analysis: By analyzing the detailed transaction data, judge whether the customer is ready to end the business relationship or is turning to another competitor. Its purpose is to evaluate those customers who are identified as ending the transaction and find out the reasons why they ended the transaction process. 4) Upgrade/cross-selling analysis: classify customers who are about to end their trading cycle or have good loan credit, or customers with other needs, so as to facilitate enterprises to identify different target objects. 1) Customer behavior habit analysis: Identify the customer's value according to the customer's purchase record, which is mainly used to classify customers according to the value. 2) Analysis of customer's product opinions: According to different customers' opinions on various products and different attitudes when various new products or services are launched, the customer's acceptance of new things is determined. 1) customer opinion analysis: identify and analyze customer opinions in a certain period according to the types of opinions put forward by customers, opinion products, dates, time of occurrence and solution of problems, sales representatives and regions, point out which problems can be successfully solved and which problems cannot be solved, and analyze the reasons. 2) Customer consultation analysis: according to the products and services consulted by customers, the departments consulted and the time when the consultation occurred and resolved, analyze the customer consultation activities in a certain period, and follow up the implementation of these suggestions. 3) Customer contact evaluation: Evaluate the number of customers actively contacted by each department in a certain period according to the enterprise department, product and time period, and find out whether customers receive various information from multiple organizations every week. 4) Customer satisfaction analysis and evaluation: According to products and regions, determine 20% satisfied customers and 20% dissatisfied customers in a certain period, and describe the characteristics of these customers. By analyzing the cost and income of each customer, we can judge which customers have brought profits to the enterprise. In CRM, the production, marketing, service and market of enterprises are all around customers. Customer analysis will be the key to the successful implementation of CRM, which will help enterprises to maximize customer satisfaction, reduce operating costs and improve operating efficiency. Next, this chapter will deeply analyze and discuss the customer-related information from three aspects closely related to the implementation of CRM strategy: customer identification, customer interaction and customer knowledge. Finally, the effect of CRM implementation is evaluated from the perspective of customer relationship management ability.
Question 6: According to Bernd H? According to Schmitt's definition in Customer Experience Management, Customer Experience Management (CEM) is "the process of strategically managing customers' overall experience of products or companies". It takes improving the overall customer experience as the starting point, pays attention to every contact with customers, and coordinates and integrates various customer contact points at various stages such as pre-sale, sale and after-sale. Or contact channels, purposefully and seamlessly deliver target information to customers, and create a positive feeling that matches brand promise, so as to realize benign interaction, create differentiated customer experience, realize customer loyalty, and strengthen perceived value, thereby increasing enterprise income and asset value.
Customer experience is the foundation and customer satisfaction is the standard. By effectively grasping and managing customer experience, customers' satisfaction and loyalty to the company can be improved, and finally the company value can be enhanced. Based on the successful case of Diet Coke in Shanghai Hongqiao Airport, this paper analyzes the importance of customer experience management and its important relationship with customer satisfaction.
Analysis of Diet Coke Event at Shanghai Hongqiao Airport
Walking into the waiting hall of Shanghai Hongqiao Airport, passengers can easily get customer satisfaction questionnaires everywhere. In order to facilitate the questionnaire, the management also specially designed the cabinet rack. Moreover, compared with the Capital Airport's vigorous cry in the media some time ago to investigate customer satisfaction, Hongqiao Airport's satisfaction questionnaire has been placed in a conspicuous place for several months. The management clearly intends to take this as a long-term strategy.
Passengers who often board the plane at Hongqiao Airport will notice one thing: overnight, the airport changed all the soft drinks provided to the waiting passengers-Diet Coke into lemon-flavored Diet Coke. Policymakers may think that as long as it is diet coke, there should be no difference. This neglect of customer experience may not be a problem among China people, but it may be a very bad feeling for international business travelers. Ordinary diet coke consumers are a huge group, and lemon diet coke is only a small part of it. If it is not a completely different group, changing the service content at will, like the randomness of our airport service, shows that customers are not the central concept of management. The loyalty of international consumers (including more and more domestic consumers) to brand products has no concept in the minds of managers here. Dr Wu Tao of Gallup once wrote that he refused to take Northwest Airlines because he didn't offer Coca-Cola, but Pepsi-Cola because of his preference for brands. Even the products of the same company cannot be replaced at will. When Coca-Cola introduced new products to replace the traditional Coca-Cola, the strong * * * caused around the world forced the enterprise to withdraw its decision. Of course, the VIP lounge of Hongqiao Airport will not change its service products at will to save money or any other resources. There is no reason to say that this is a "win-win" decision, let alone a win-win decision.
We don't know whether Hongqiao Airport's continuous customer satisfaction survey can finally find such a problem. The core of the problem is that airport managers have no attention and sensitivity to the experience needs of customers (mainly high-end customers here, but similar to ordinary customers). There is no corresponding process and improvement mechanism for customer feedback. Customer satisfaction is not a timely survey, but a strategy.
The Relationship between Customer Experience and Customer Satisfaction
What is the relationship between customer experience management and customer satisfaction strategy? We can discuss these two concepts from the perspectives of "product/customer-centered", "process/result-oriented" and "unexpected surprise/expectation".
1, customer satisfaction focuses on products.
Customer satisfaction traditionally focuses on making customers feel satisfied after purchase (consumption), and satisfaction is obtained by comparing the functional quality of products (or consumer services) with their own expectations. If the functional quality of products is higher than expected, customers will be satisfied; On the contrary, they are not satisfied. Customer satisfaction surveys usually consider what customers want, what they want from the product, and how the product functions. Or how the service is delivered on time and how the orders are integrated. The customer satisfaction model focuses on measuring the comprehensive satisfaction of customers after purchase (consumption). In the actual evaluation, the questionnaire design and investigation are also carried out around the product, and the final improvement may only be the product.
2. Customer experience is customer-centric.
Incorporate into the customer experience ... >>
Question 7: Case analysis of how to satisfy customers and the skills of how to satisfy customers-the sales skills of clothing salesmen-satisfy customers.
The formation of customer satisfaction is mainly influenced by customer expectation, customer perceived product value, customer perceived service value and customer purchase cost.
Experience, experience, word of mouth, seller's commitment, competitor information, etc. Constitute customer expectations. If the value of products and services perceived by customers is higher than expected, they will be satisfied and repeat the purchase. Visible, in the case of unchangeable product value, the service value embodied by sales staff is how important it is to improve customer satisfaction.
Service quality mainly includes technical quality, that is, output quality (products and gifts), which is objective, and functional quality, that is, process quality (attitude, dress, words and deeds), which is subjective and reflects the personal quality of sales staff.
Customer's evaluation of service quality is based on five aspects: reliability, responsiveness, safety, empathy and substance.
If the customer is very satisfied with the above five aspects, then what the clerk provides for the customer is what we call "quality service". Excellent service means that the customer feels that the service quality based on the above five aspects is greater than his expected service quality. The process of this psychological activity is dynamic. The perception of what you see and hear is the continuous accumulation of customers. Quality service is an important source of customer satisfaction, and the pursuit of quality service is endless.
Sales Skills of Clothing Salesmen —— Knowledge Structure and Skills of Salesmen
The knowledge structure required by a successful salesperson: ① enterprise knowledge: product line and its length, depth and width; Corporate culture, history and vision. ② Product knowledge: Very familiar with the performance, characteristics, operation demonstration and maintenance of each product; Understand and master the company's product-related business policies. 3 marketing knowledge: how to do brand promotion activities. ④ Psychological knowledge: Understand the purchasing psychology of customers. ⑤ Public relations etiquette knowledge: how to communicate with people and how to show your image.
The clerk plays a very important role in the process of customer purchase: first of all, he is a service expert and a marketing representative (organizer), who can guide customers to shop. Secondly, he should be the representative and ambassador of the customer's position, consider the customer's needs, and let the customer perceive from his words and deeds that the product is the most suitable for him. Role positioning is a very important part of sales staff's skills. Successful salespeople also need to master a series of basic skills such as product demonstration, operation skills and communication skills.
Sales Skills of Clothing Salesmen —— Improvement of Sales Skills
Because the standard of quality service is endless, the improvement of sales staff's skills is closely related to every sales staff. Today's quality service is not necessarily tomorrow. How to improve the skills of shop assistants? This may be the most concerned issue for salespeople, including successful salespeople.
First of all, we should get ready before the clerk. The initiator, influencer, decision-maker, buyer and user of the purchase must understand what the customer says and does, so as to find the breakthrough point.
Secondly, we need to thoroughly understand the customer's buying process. Need to know, collect information, choose, plan evaluation, purchase decision, post-purchase behavior, these are the basis of upgrading skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process.
Third, program some basic sales in staff flow.
Four, the sales skills of clothing sales staff-the three steps of sales staff:
Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;
Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;
Step 3: Promote the purchase. Seize the opportunity to clinch a deal, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, and send customers away.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful salesperson.
Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful salesperson.
1, from the company's perspective:
Positive working attitude; Full of enthusiasm for work; Ability to work independently; Good man-machine relationship; Excellent team spirit.
2. From the customer's point of view:
A neat appearance; Be polite; Patience; Friendly, cordial and enthusiastic attitude; Sincerely ... >>
Question 8: How to establish a solid customer relationship with customers? Case analysis: Customer experience is the foundation and customer satisfaction is the standard. By effectively grasping and managing customer experience, customers' satisfaction and loyalty to the company can be improved, and finally the company value can be enhanced. Based on the successful case of Diet Coke in Shanghai Hongqiao Airport, this paper analyzes the importance of customer experience management and its important relationship with customer satisfaction.
Analysis of Diet Coke Event at Shanghai Hongqiao Airport
Walking into the waiting hall of Shanghai Hongqiao Airport, passengers can easily get customer satisfaction questionnaires everywhere. In order to facilitate the questionnaire, the management also specially designed the cabinet rack. Moreover, compared with the Capital Airport's vigorous cry in the media some time ago to investigate customer satisfaction, Hongqiao Airport's satisfaction questionnaire has been placed in a conspicuous place for several months. The management clearly intends to take this as a long-term strategy.
Passengers who often board the plane at Hongqiao Airport will notice one thing: overnight, the airport changed all the soft drinks provided to the waiting passengers-Diet Coke into lemon-flavored Diet Coke. Policymakers may think that as long as it is diet coke, there should be no difference. This neglect of customer experience may not be a problem among China people, but it may be a very bad feeling for international business travelers. Ordinary diet coke consumers are a huge group, and lemon diet coke is only a small part of it. If it is not a completely different group, changing the service content at will, like the randomness of our airport service, shows that customers are not the central concept of management. The loyalty of international consumers (including more and more domestic consumers) to brand products has no concept in the minds of managers here. Dr Wu Tao of Gallup once wrote that he refused to take Northwest Airlines because he didn't offer Coca-Cola, but Pepsi-Cola because of his preference for brands. Even the products of the same company cannot be replaced at will. When Coca-Cola introduced new products to replace the traditional Coca-Cola, the strong * * * caused around the world forced the enterprise to withdraw its decision. Of course, the VIP lounge of Hongqiao Airport will not change its service products at will to save money or any other resources. There is no reason to say that this is a "win-win" decision, let alone a win-win decision.
We don't know whether Hongqiao Airport's continuous customer satisfaction survey can finally find such a problem. The core of the problem is that airport managers have no attention and sensitivity to the experience needs of customers (mainly high-end customers here, but similar to ordinary customers). There is no corresponding process and improvement mechanism for customer feedback. Customer satisfaction is not a timely survey, but a strategy.
The Relationship between Customer Experience and Customer Satisfaction
1, customer satisfaction focuses on products.
Customer satisfaction traditionally focuses on making customers feel satisfied after purchase (consumption), and satisfaction is obtained by comparing the functional quality of products (or consumer services) with their own expectations. If the functional quality of products is higher than expected, customers will be satisfied; On the contrary, they are not satisfied. Customer satisfaction surveys usually consider what customers want, what they want from the product, and how the product functions. Or how the service is delivered on time and how the orders are integrated. The customer satisfaction model focuses on measuring the comprehensive satisfaction of customers after purchase (consumption). In the actual evaluation, the design and investigation of the questionnaire are also carried out around the product, and the final improvement may only be the product.
2. Customer experience is customer-centric.
Taking the automobile industry as an example, with the rapid development of science and technology, many cars have become homogeneous in performance. At the same time, it is more and more important for customers to consider entertainment, lifestyle and status when buying a car. However, these deep-seated factors of customer psychology rarely appear in the current satisfaction questionnaire, so the theory of customer satisfaction needs to be more "backward" and constantly supplement the content related to experience. Actually, v As early as 1990, Zeithaml and others put forward several measurement dimensions of service quality, including reliability, responsiveness, accuracy, year-on-year comparison and materiality. Our research shows that there may be as many as ten dimensions to describe the emotional experience that customers can perceive. These experiences affect the overall evaluation of the enterprise by customers.
3. The relationship between customer satisfaction and customer experience
The measurement of customer satisfaction itself cannot be comprehensive, or fundamentally solve the ultimate goal of enterprises. It should be closely integrated with customer experience management and other management methods.
Customer satisfaction is usually compared with customers' perceived effect and expected value of enterprise products or services, thus producing a feeling of pleasure or disappointment. & gt
Question 9: Case study of customer relationship management: 30 points, 1, regardless of priority, beard and hair.
The cost increases and the income decreases.
There are problems with service attitude and management mechanism.
2 Organize information, focus, discover laws, and make scientific deployment and service for different customers.
Enterprises need to grow, just like people need to live, just like nutrition intake has a priority, how much is different and the timing is different.