What Does Clothing Enterprises Attract "God"?

< p > VIP English is Very Important Person. As the name implies, it is a very important guest. According to statistics, a VIP customer purchases target= target= _blank href=, http://www.91se91.com/, > clothes > _blank > 3 times the number of ordinary customers, and the number of patronage per season is 10 times that of ordinary customers. However, where do customers come from? Many enterprises choose to exchange points for gifts as a token of appreciation for customers' long-term patronage of brands, which means that "gifts are light and meaningful", but also an important marketing means to cultivate customer loyalty.

But can VIP cards become VIP customers? < /p >

< p > the answer is negative. Customers' trust and loyalty are not without reason. They must be built on the basis of good service.

Dai Chunhua presented to reporters a "a VIP" _blank "href=" http://www.91se91.com/ "> http://www.91se91.com/ /a" company's "VIP customer's integral gift exchange table", and analyzed the unreasonable place.

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< p > Dai Chunhua thinks that although this is called "VIP" customer's integral, it is a form for the very important guests, but the overall lack of respect.

"First, the overall formalities are complicated and signed.

Isn't it a small gift? VIP customers have a lot of spending power. They don't care about a little gift.

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< p > secondly, if the score is enough, it should be able to be exchanged directly, but the manager's instructions and regional supervisor's instructions are too cumbersome.

Dai Chunhua said: "these points are bought by customers when they buy clothes. Real money and gold are exchanged for them. Do consumers want to buy a href=" http://www.91se91.com "> clothes > /a?

< p > Third, there is a quality problem in exchanging gifts. When you return the gift within seven days, you must retain the original package, the enclosed instructions and the document.

If even a small number of VIP customer gift companies can not guarantee the quality, then the product is much more than this gift. How can the enterprise ensure the quality? < /p >

< p > enterprises should feel ashamed and apologetic for the quality problems of the gifts. Here, it is imperative that customers comply with the almost harsh gift return method.

It was originally a problem of the quality of the purchase of gifts by enterprises. Instead of asking themselves, they set a lot of obstacles to the customers who had to return the quality. Dai Chunhua said, "can such a system allow employees to implement the idea of" customer first "? I see more of it." Dai Chunhua also pointed out that the terms "insufficient gift quantity" are not fair enough.

"Since we have to thank our customers, why do we have to let some customers get no gifts? Are those customers who can not come early because of time?" is it not VIP? Is their consumption not money? "< /p >

< p > in fact, there is not a small number of phenomena such as the so-called "VIP customer's integral exchange gift list". Many enterprises have implemented or are implementing it. If there is no obstacle in making many gifts for exchanging gifts, if you want to think of VIP that has the ability to consume, how can there be time or interest to grab the brand's gift? < /p >

< p > "such a" VIP integral exchange gift application form "looks very strict and seems to have a system. But if the terminal service personnel follow the rules, then respecting customers is not even the slogan on the wall.

Dai Chunhua concluded that, therefore, do not complain that terminal staff are not good at serving customers. Do not blame employees for their lack of excellent values. They should be analyzed first from the management system.

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< p > < strong > return procedure should be simplified < /strong > < /p >.

In P retail industry, a lot of discontent among consumers is concentrated in the return process.

Dai Chunhua also gave an example to reporters. The world's most famous retail companies, WAL-MART, has a code of customer service at the entrance of each store: 1. customers are always right; 2., if there is doubt, please refer to Article 1.

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< p > in order to reduce customer dissatisfaction and speed up the processing of all stores in the process of return, the return cash permission of WAL-MART staff 10 years ago was already 500 yuan, and the vice president of the cashier's return authority was already 2000 yuan.

It can be said that in addition to valuable goods and large household appliances, there is almost no need for the shop manager to sign in advance. It can return quickly and smoothly according to the state regulations and the relevant rules of WAL-MART.

The reporter consulted a clothing brand's return management system, the procedure is quite complex, first of all, the customer put forward the application for return, then the sales department returns the examination within 2 days, then completes the examination and approval of the returned goods, and gives the report after the 7 day inspection of the QA department.

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< p > "Why are our shop managers always busy? Are we doing all these useless management work every day? This is a" form management "of exhausted employees. If they ask about a target=" _blank "href=" http://www.91se91.com/ "> entrepreneurs in the service industry, they definitely agree that" customers are God ", but why is it showing at the end of the terminal?" Dai Chunhua asked.

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< p > Yes, regardless of whether WAL-MART is doing well or badly in other aspects, the "customer is always right", so that all the employees are resolutely carried out.

Because employees understand and do not understand, the company has a series of strict systems to ensure the implementation of this cultural concept.

However, there is a lack of domestic enterprises.

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< p > the advantage of optimizing the process is to improve efficiency, which can undoubtedly attract more consumers than the slogan. A href= "http://www.91se91.com/news/" > clothing brand < /a > God is an ordinary consumer, not a God who does not eat people.

When enterprises regard them as gods, they should also study the psychology of their customers and satisfy their psychological needs.

Yes, enterprises should simplify the process step.

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