Do Not Let After-Sales Service Drag Down The "Regular Army" Shoe Enterprises.

Case replay: in April 28th of this year, Mr. Wen bought a pair of shoes worth 500 yuan at a BELLE counter in a shopping mall in Changsha. After returning home, he found that the right foot was slightly open on the left side, 0.5 centimeters wide and 4 centimeters long. Mr. Wen found the merchant second days later and asked for a replacement. The director of the counter said at the time that such defects were only within the scope of maintenance and could not be replaced. Mr. Wen did not agree. "After wearing it for a day, the problem must be changed." During the period, Mr. Wen contacted and communicated with each other for many times. BELLE's customer service also sent the shoes to the inspection. The Changsha quality supervision found that the shoes were slightly degumming, and BELLE said it did not belong to the company's replacement category.

After sales service refers to a series of services provided to consumers by producers and dealers after selling products (or services) to consumers. They are product services, including product introduction, delivery, installation, commissioning, maintenance, technical training, door-to-door service, etc. In today's fierce market competition, with the improvement of consumer rights awareness and the change of consumption concept, consumers not only pay attention to the product entities themselves, but also pay more attention to the after-sales service of products when the products are similar in quality and performance. Therefore, when providing cheap and good products, enterprises provide consumers with perfect after-sales service, which has become a new focus of competition in modern enterprises.

With the development of society and the intensification of competition, the state has strengthened the protection of consumers' rights and interests, and the consumers' awareness of their rights and interests. Consumers are not satisfied with the products and services of the enterprises, and no longer adopt the passive way of "tolerance self digestion", but adopt the active way of "injustice". Consumers not only require enterprises to repair and make up for the faults of products and services, but also require enterprises to compensate for their explicit and implicit losses. The proportion of "seemingly unwarranted" requests for "repair and replacement of products in warranty period" is increasing. This requires enterprises to spend more energy on after-sales service of product quality problems.

After customer satisfaction, they usually buy their own products satisfactorily, spread them through positive ways such as word of mouth publicity, and play a strong and powerful role in improving the market share and brand reputation of the products. If the customer is not satisfied with the service, according to the results of the empirical research, 96% of the consumers will not complain when they are not well served, but 90% of the consumers are not satisfied with the purchase of the company's products or services, or tell their experiences to at least 9 other people. 13% of the consumers who have dissatisfied experiences will tell them more than 20 people.

In the whole process of generating demand, collecting information, analyzing and comparing, establishing tendencies, buying and using, consumers "use" is an activity that they experience the value of enterprise products, and it is an activity that examines the claims and demands of enterprises and judges their correctness. If the use of the product reaches its expectations, it will produce satisfactory feelings, identify with the claims and aspirations of the enterprises, and then trust the enterprises. If the product fails to meet their expectations, or the effect of the product is inconsistent with the claims and demands of the enterprises, it will produce disappointment. At this point, the effect of after-sales service will determine its view of the enterprise. In this case, we should pay attention to the consumers' feelings in the case of providing after-sales service, use psychological knowledge and interpersonal communication skills to soothe their emotions, and help them solve problems honestly, make up for the regret that products bring to them, so that consumers can re establish their recognition for enterprises.