Customer Loyalty

The 911 events and the global economic downturn have caused enterprises to feel the pressure of survival.

But what kind of company can survive in such a difficult environment? What kind of company can develop? What kind of company can quickly turn a blind eye to defeat? What kind of company can withstand the more severe test that may arise in the future? The answer should be known to all. It is a company with enough brand loyalty.

Only relying on the loyal customers that have already had, will make the enterprise have enough vitality and support, and have the opportunity to let the company improve the business situation immediately and adapt to the new environment.

And the establishment of brand loyalty is closely related to the after-sales service provided by the company, unless your product is completely unassailable.

The purpose of establishing after-sales service system is to win customers' brand loyalty.

Several large IT enterprises in Japan can gradually develop from the post-war to the current multinational groups. Besides the hard work of the employees, they also need to actively seek the recognition of their customers, so as to win the brand loyalty of the global customers and enhance the sales and market share of the products.

Therefore, in the 2001 fiscal year, seven of Japan's super large electronic groups, except for SONY, had 6 huge losses (Hitachi, MITSUBISHI, Panasonic, Fujitsu, Toshiba, NEC). However, each group emphasized the countermeasures they had taken, indicating that the next fiscal year would be profitable.

The reason is also that these groups have their own brand loyalty. Although internal management problems exist, they will not affect the fundamental profitability.

Companies use layoffs, institutional reforms, sector consolidation, strategic alliances, and so on to improve performance, but no company uses cost reduction to reduce costs.

That is to say, no matter how bad the situation is, in order to protect the customer's brand loyalty, excellent after-sales service is the most important weapon.

Now let's look at the impact of the most important service providers on the whole company.

Importance of customer service

Bad customer service causes 94% customers to leave.

Because no customer problem was solved, 89% customers left.

Each dissatisfied customer tells an unpleasant experience to 9 friends and relatives on average.

67% of users dissatisfied with complaints.

A better solution to customer complaints can save 75% of customers.

In time, with high efficiency and special attention, he will do his best to solve the complaints of customers. 95% of the customers will continue to accept your services.

Attracting a new customer is 6 times the cost of keeping an old customer.

The above points are the result of long-term customer survey.

From this we can find a very important problem: the brand that the company spends huge funds to run can be easily destroyed by the service workers.

The improper handling of any service staff will immediately lead to the loss of large numbers of customers and potential customers.

How to ensure that every service member can provide service, supervise and investigate the customers according to the established service principles, which directly affect the life and death of the company.

Factors affecting customer satisfaction

The factors that influence customer satisfaction can be divided into satisfactory factors and dissatisfied factors.

The satisfaction factor refers to the fact that when the customer is exposed to such factors, the customer will feel satisfied, and will not be dissatisfied if he does not get it. It is an extra and unexpected gain.

The dissatisfaction factor is that when the customer asks for services, some of the factors that the service personnel must provide must be taken for granted. However, when there is no one, the customer will feel dissatisfied, that is, the most basic needs of the service.

As a result, we can start internal audit. Is there any dissatisfaction factor in our service team? Do we offer more satisfaction factors? This will be an important indicator to measure whether the company has retained these customers.

Back to the original proposition, unless the products produced by the company are unassailable, durable, pound resistant, durable, no maintenance, no need to explain, the service department must have a thorough understanding of the importance of after-sales service to the company and the negative effects of poor and uncaring service.

Service premise of service staff

Next, we will understand how a good service worker should communicate with customers.

There are two prerequisites to be identified first, and all service personnel should be deeply rooted in their hearts.

First, the focus of service is to solve problems, not to quarrel with customers.

Second, the position of the service is to consider from the position of the customer, not only to maintain the company's foreshadowing of two prerequisites, but also to personalize services for the customers: let the users feel that you are especially considering for him and regard him as a distinguished guest.

Let users understand that you and your company provide him with quality services, not others, and thank customers for buying our products and services.

Five steps to communicate with customers

First, be mindful: believe in your customers' situation, as he said, he didn't mean to pick it up.

Two, establish mutual trust relationship with customers and integrate into the world of customers.

Three, accurately get the information from each other, clarify the needs and expectations of users.

Four, when the customer is not satisfied, review yourself first and try different ways until the customer is satisfied.

Five, take concrete actions to help him and satisfy his customers.

To perfect these five steps, service personnel need to have four aspects of communication skills, namely listening skills, questioning skills, refusal skills and interpretation skills.

The company should also provide four aspects of training for service personnel, so as to show the company's cordial side.

Four different types of customers and Countermeasures

There are various kinds of customers for service staff, but basically there are four types of performance.

Hesitant users: this type of customer's performance is characterized by circuitous speaking, embarrassed eyes, and low voice, and wants to keep distance.

To receive such a customer, first of all, identify factors that are not clear enough to help him clarify his goals.

It is best to offer him some suggestions and take the initiative to care for him.

Starting from greeting, we can resolve his sense of distance and gradually guide his real needs.

Two, a user who sticks to his own opinion: such a customer's performance is characterized by more words, and not listening to your words.

The attitude is a little bit high, and most of them speak with a lot of criticism.

To receive such a client, we should first ignore whether the opponent's prejudices are right or not.

Prove his right and wrong with facts and results, and take care of clients' self-esteem and face.

No frontal conflict can be used: it seems that your original judgement is not complete enough. If you add such a plan, you may have completely solved it.

Respect customers' judgement and take proper care of their self-esteem. This is a loyal supporter of the company forever.

Three, gentle users: this type of customer's performance is characterized by smooth tone and good attitude.

Speak softly, reasoned, and have no confidence in your judgement.

When you receive such a customer, you should give positive appreciation and thanks first, and pull the distance to study the services you may need.

Confirm that the customer is fully aware of the solution provided by the company, and then execute it. If possible, the whole process will get better results.

Four, angry customers: the characteristics of such customers are unclear language, blushing, loud speaking, and even incoherent speech.

When you receive this type of customer, you must not abuse your customers or ask customers to be angry or sit down so that he can control his anger first and then ask him to sit down and pour water for him.

But after he lost his temper, he began to calm down.

Grasp the opportunity to express sympathy and understanding, and ask him to allow us to understand his difficulties, pay attention to listening, use good questioning skills and interpretation skills, so that customers can restore calm, and master how to deal with his problems.

With mature service staff, a mature service system can be established. If a good service system is mastered, the brand loyalty of customers can be gradually accumulated, so that the company can stand tall in the fierce competition.