市場(chǎng)營(yíng)銷外文翻譯外文文獻(xiàn)英文文獻(xiàn)顧客滿意策略與顧客滿意1 (

1、顧客滿意策略與顧客滿意營(yíng)銷 原文來(lái)源marketing customer satisfaction 譯文正文 自20世紀(jì)八十年代末以來(lái)顧客滿意戰(zhàn)略已日益成為各國(guó)企業(yè)占有更多的顧客份額獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的整體經(jīng)營(yíng)手段。 一、顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶 隨著時(shí)代的變遷社會(huì)物質(zhì)財(cái)富的極大充裕顧客中的主體消費(fèi)者的需求也先后跨越了物質(zhì)缺乏的時(shí)代、追求數(shù)量的時(shí)代、追求品質(zhì)的時(shí)代到了20世紀(jì)八十年代末進(jìn)入了情感消費(fèi)時(shí)代。在我國(guó)隨著經(jīng)濟(jì)的高速發(fā)展我們也已迅速跨越了物質(zhì)缺乏時(shí)代、追求數(shù)量的時(shí)代乃至追求品質(zhì)的時(shí)代到今天也逐步邁進(jìn)情感消費(fèi)時(shí)代。在情感消費(fèi)時(shí)代各企業(yè)的同類產(chǎn)品早已達(dá)到同時(shí)、同質(zhì)、同能、

2、同價(jià)消費(fèi)者追求的已不再是質(zhì)量、功能和價(jià)格而是舒適、便利、安全、安心、速度、躍動(dòng)、環(huán)保、清潔、愉快、有趣等消費(fèi)者日益關(guān)注的是產(chǎn)品能否為自己的生活帶來(lái)活力、充實(shí)、舒適、美感和精神文化品位以及超越消費(fèi)者期望值的售前、售中、售后服務(wù)和咨詢。也就是說(shuō)今天人們所追求的是具有“心的滿足感和充實(shí)感”的商品是高附加值的商品和服務(wù)追求價(jià)值觀和意識(shí)多元化、個(gè)性化和無(wú)形的滿足感的時(shí)代已經(jīng)來(lái)臨。 與消費(fèi)者價(jià)值追求變化相適應(yīng)的企業(yè)間的競(jìng)爭(zhēng)也由產(chǎn)品競(jìng)爭(zhēng)、價(jià)格競(jìng)爭(zhēng)、技術(shù)競(jìng)爭(zhēng)、廣告競(jìng)爭(zhēng)、品牌競(jìng)爭(zhēng)發(fā)展到現(xiàn)今的形象競(jìng)爭(zhēng)、信譽(yù)競(jìng)爭(zhēng)、文化競(jìng)爭(zhēng)和服務(wù)競(jìng)爭(zhēng)即顧客滿意競(jìng)爭(zhēng)。這種競(jìng)爭(zhēng)是企業(yè)在廣角度、寬領(lǐng)域的時(shí)空范圍內(nèi)展開(kāi)的高層次、體現(xiàn)綜合實(shí)力

3、的競(jìng)爭(zhēng)。它包括組織創(chuàng)新力、技術(shù)創(chuàng)新力、管理創(chuàng)新力、產(chǎn)業(yè)預(yù)見(jiàn)力、產(chǎn)品研發(fā)力、員工向心力、服務(wù)顧客力、顧客親和力、同行認(rèn)同力、社會(huì)貢獻(xiàn)力、公關(guān)傳播溝通力、企業(yè)文化推動(dòng)力、環(huán)境適應(yīng)力等等。這些綜合形象力和如何合成綜合持久的競(jìng)爭(zhēng)力這就是cs策略所要解決的問(wèn)題。cs時(shí)代企業(yè)不再以“自己為中心”而是以“顧客為中心”“顧客為尊”、“顧客滿意”不再是流于形式的口號(hào)而是以實(shí)實(shí)在在的行動(dòng)為基礎(chǔ)的企業(yè)經(jīng)營(yíng)的一門新哲學(xué)。企業(yè)不再以質(zhì)量達(dá)標(biāo)自己滿意為經(jīng)營(yíng)理念而是以顧客滿意贏得顧客高忠誠(chéng)度為經(jīng)營(yíng)理念。企業(yè)經(jīng)營(yíng)策略的焦點(diǎn)不再以爭(zhēng)取或保持市場(chǎng)占有率為主而是以爭(zhēng)取顧客滿意為經(jīng)營(yíng)理念。因此營(yíng)銷策略的重心不再放在競(jìng)爭(zhēng)對(duì)手身上而是放

4、在顧客身上放在顧客現(xiàn)實(shí)的、潛在的需求上。當(dāng)企業(yè)提供的產(chǎn)品和服務(wù)達(dá)到了顧客事先的期望值顧客就基本滿意如果遠(yuǎn)遠(yuǎn)超越顧客的期望值且遠(yuǎn)遠(yuǎn)高于其他同行顧客才真正滿意如果企業(yè)能不斷地或長(zhǎng)久地令顧客滿意顧客就會(huì)忠誠(chéng)。忠誠(chéng)的顧客不僅會(huì)經(jīng)常性地重復(fù)購(gòu)買還會(huì)購(gòu)買企業(yè)其它相關(guān)的產(chǎn)品或服務(wù)忠誠(chéng)的顧客不僅會(huì)積極向別人推薦他所買的產(chǎn)品而且對(duì)企業(yè)競(jìng)爭(zhēng)者的促銷活動(dòng)具有免疫能力一個(gè)不滿意的顧客會(huì)將不滿意告訴16-20個(gè)人而每一個(gè)被告知者會(huì)再傳播給12-15個(gè)人。這樣一個(gè)不滿意者會(huì)影響到二、三百人。在互聯(lián)網(wǎng)普及的今天其影響則更大。據(jù)美國(guó)汽車業(yè)的調(diào)查一個(gè)滿意者會(huì)引發(fā)8筆潛在的生意其中至少有一筆會(huì)成交。而另一項(xiàng)調(diào)查表明企業(yè)每增加5的

5、忠誠(chéng)顧客利潤(rùn)就會(huì)增長(zhǎng)25-95。一個(gè)企業(yè)的80的利潤(rùn)來(lái)自20的忠誠(chéng)顧客而獲取一個(gè)新顧客的成本是維持一個(gè)老顧客成本的6倍。所以美國(guó)著名學(xué)者唐佩珀斯指出:決定一個(gè)企業(yè)成功與否的關(guān)鍵不是市場(chǎng)份額而是在于顧客份額。 于是企業(yè)紛紛通過(guò)廣泛細(xì)致的市場(chǎng)調(diào)研、與消費(fèi)者直接接觸、顧客信息反饋等方式來(lái)了解顧客在各方面的現(xiàn)實(shí)需求和潛在需求。依靠對(duì)企業(yè)滿意忠誠(chéng)的銷售、服務(wù)人員定期、定量地對(duì)顧客滿意度進(jìn)行綜合測(cè)定以便準(zhǔn)確地把握企業(yè)經(jīng)營(yíng)中與“顧客滿意”目標(biāo)的差距及其重點(diǎn)領(lǐng)域從而進(jìn)一步改善企業(yè)的經(jīng)營(yíng)活動(dòng)。依靠高親和力的企業(yè)文化、高效率的人文管理和全員共同努力不斷地向顧客提供高附加值的產(chǎn)品高水準(zhǔn)的親情般的服務(wù)以贏得顧客不斷變

6、化和提升的滿意度贏得更多的顧客份額。如海爾始終把顧客需求放在第一位站在顧客的角度考慮產(chǎn)品開(kāi)發(fā)、設(shè)計(jì)提供個(gè)性化、人性化實(shí)用產(chǎn)品從拉幕式彩電到最新推出的“換臺(tái)不晃眼彩電”從小小神童洗衣機(jī)到手搓式洗衣機(jī)從小王子冰箱到“智慧眼”變頻空調(diào)從17個(gè)小時(shí)制出“邁克冷柜”到售后一條龍星級(jí)服務(wù)無(wú)一不是為滿足顧客需求而提供的令其滿意的超值產(chǎn)品和服務(wù)。又如微軟的每一種產(chǎn)品都集中了世界上最優(yōu)秀的開(kāi)發(fā)人員推出比顧客想要的還要好的產(chǎn)品同時(shí)形成全球化銷售的規(guī)模經(jīng)濟(jì)把價(jià)格降到最低。而這正是微軟20年來(lái)成功的秘決。 綜上所述情感消費(fèi)時(shí)代決定生產(chǎn)經(jīng)營(yíng)何種產(chǎn)品和提供什么樣服務(wù)的權(quán)力已不再屬于企業(yè)而是屬于消費(fèi)者衡量企業(yè)效率以及存在價(jià)

7、值的決定權(quán)轉(zhuǎn)移到了顧客手中企業(yè)應(yīng)盡量迎合顧客超值滿足顧客以盡可能地從顧客那里獲得“貨幣選票”。而cs策略正是獲取這種選票的制勝法寶。 二、顧客滿意營(yíng)銷策略的主要步驟 第一在企業(yè)文化層面上確立以顧客為中心顧客利益至上以顧客滿意為目標(biāo)的經(jīng)營(yíng)理念。 cs理論中的顧客指的是內(nèi)部員工和外部顧客包括經(jīng)銷商、批發(fā)商、代理商、最終消費(fèi)者和原材料供應(yīng)商、合作者等顧客滿意包括員工和外部顧客的滿意顧客忠誠(chéng)亦然。企業(yè)成功的機(jī)制在于顧客滿意與忠誠(chéng)員工是顧客滿意和忠誠(chéng)的關(guān)鍵人員。員工對(duì)企業(yè)的滿意度和忠誠(chéng)度是顧客對(duì)企業(yè)產(chǎn)品和服務(wù)滿意度和忠誠(chéng)度的基礎(chǔ)顧客滿意度和忠誠(chéng)度是員工行為的必然結(jié)果。沒(méi)有員工的滿意與忠誠(chéng)就不可能創(chuàng)造出令

8、顧客滿意的產(chǎn)品和提供超值服務(wù)顧客自然就不滿意不忠誠(chéng)離企業(yè)而去。當(dāng)員工滿意與忠誠(chéng)時(shí)就會(huì)在與顧客接觸中以極大的熱情投入自己的智力資本創(chuàng)造性地為顧客服務(wù)并能及時(shí)發(fā)現(xiàn)顧客需求動(dòng)向及時(shí)提升產(chǎn)品和服務(wù)的附加值緊緊抓住顧客的心令其滿意。聯(lián)邦快遞發(fā)現(xiàn)當(dāng)內(nèi)部員工滿?飴侍岣叩?5時(shí)他們的顧客滿意率高達(dá)95且企業(yè)的利潤(rùn)也就十分樂(lè)觀。在這里員工的態(tài)度決定著一切。 因此企業(yè)必須將顧客滿意的經(jīng)營(yíng)理念滲透于員工的頭腦中體現(xiàn)在管理中對(duì)員工忠誠(chéng)以他們研發(fā)產(chǎn)品、制造產(chǎn)品、提供營(yíng)銷服務(wù)令顧客滿意。如九頭鳥(niǎo)”員工得到的教育是一切以顧客為中心是企業(yè)經(jīng)營(yíng)的最高原則。顧客是恩人是朋友是老師是顧客給了我們工作的機(jī)會(huì)工作的價(jià)值工作的樂(lè)趣和工作

9、的意義。我們應(yīng)該發(fā)自內(nèi)心地真誠(chéng)地感謝顧客顧客的滿意就是我們的工作目標(biāo)為顧客創(chuàng)造最有價(jià)值的產(chǎn)品和服務(wù)是我們的最高目標(biāo)。在此原則指導(dǎo)下寧愿讓自己吃虧不能讓顧客吃虧已成為“九頭鳥(niǎo)”員工的行為準(zhǔn)則。讓顧客感到在“九頭鳥(niǎo)”消費(fèi)是一種享受是一種物超所值的享受。顧客在付出成本后對(duì)自己的消費(fèi)有一個(gè)期望值而消費(fèi)者最后得到的消?言諂湫鬧幸不嵊幸桓銎蘭鄣謀曜祭春飭咳綣锍鄧院缶突嵩倮慈縹鎘興鄧院罌贍芑嵩倮捶裨螄顏囈換嵩倮礎(chǔ)浴熬磐紡瘛鋇哪康木褪俏顏嚀峁锍檔牟泛頭瘛腥绱司砟羆捌渲傅枷碌牧顧客滿意營(yíng)銷“九頭鳥(niǎo)”紅火于京城就不難理解了。 第二讓顧客參與產(chǎn)品設(shè)計(jì)與研發(fā)。 企業(yè)以顧客為中心經(jīng)過(guò)市場(chǎng)細(xì)分廣泛的調(diào)研了解目標(biāo)公眾的需求

10、和價(jià)值站在顧客的角度考慮產(chǎn)品開(kāi)發(fā)、設(shè)計(jì)提供個(gè)性化、人性化的高附加值的產(chǎn)品和服務(wù)是正確的但必須讓用戶一起參與產(chǎn)品設(shè)計(jì)。利用互聯(lián)網(wǎng)和cad技術(shù)與顧客建立有效的溝通和信息交流及時(shí)掌握顧客的各種需求信息和顧客價(jià)值鼓勵(lì)各種信息來(lái)源渠道對(duì)顧客信息庫(kù)進(jìn)行及時(shí)的更新。經(jīng)過(guò)分析、總結(jié)了解顧客的本質(zhì)需求并使顧客本質(zhì)需求信息成為企業(yè)各個(gè)部門的共享資源。以此設(shè)計(jì)產(chǎn)品提供令顧客滿意的服務(wù)?，F(xiàn)在許多公司采用一種名為:“產(chǎn)品配置器”的系統(tǒng)來(lái)幫助用戶一起參與產(chǎn)品設(shè)計(jì)。即在計(jì)算機(jī)里存放了所有產(chǎn)品模塊的最新信息并隨時(shí)更換營(yíng)銷人員在銷售現(xiàn)場(chǎng)通過(guò)因特網(wǎng)根據(jù)用戶需要或與用戶一起配置出其所需要的能滿足其價(jià)值的產(chǎn)品。上海通用公司生產(chǎn)的汽車

11、令經(jīng)營(yíng)商和用戶非常滿意就是因?yàn)樽層脩粢黄饏⑴c了產(chǎn)品的設(shè)計(jì)。而海爾無(wú)論是為四川農(nóng)民生產(chǎn)的能洗地瓜的洗衣機(jī)為上海用戶生產(chǎn)的“小王子冰箱”還是換臺(tái)不晃眼的彩電海爾的“智慧眼”變頻空調(diào)星級(jí)一條龍售后服務(wù)等都是依據(jù)用戶的需要吸收了顧客參與產(chǎn)品設(shè)計(jì)的建議而設(shè)計(jì)開(kāi)發(fā)的令顧客滿意的富有人性化的超值商品和服務(wù)自然就贏得了更多顧客的芳心。 第三提供令顧客滿意的全程服務(wù)和個(gè)性服務(wù)。 全程服務(wù)是針對(duì)顧客的購(gòu)物與消費(fèi)每一環(huán)節(jié)所進(jìn)行的細(xì)致而又深入的服務(wù)心的服務(wù)。全程服務(wù)就是消費(fèi)者從產(chǎn)生消費(fèi)欲望那一刻起到商品使用價(jià)值耗盡為止的整個(gè)過(guò)程對(duì)消費(fèi)者的細(xì)心呵護(hù)使消費(fèi)者與自己的品牌緊密相連讓消費(fèi)者享受文化、享受服務(wù)、感受理念、感到受

12、益心甘情愿地消費(fèi)你的產(chǎn)品或服務(wù)令消費(fèi)者在每一個(gè)層面都感到完全滿意并能贏得客戶的忠誠(chéng)。銷售階段保證顧客得到必須及時(shí)優(yōu)質(zhì)的服務(wù)售前咨詢培訓(xùn)參與傳遞知識(shí)信息創(chuàng)造購(gòu)物需求令顧客理性選擇幫助顧客購(gòu)買自己實(shí)用稱心的商品售中支持提供方便最大限度地發(fā)揮商品功能讓顧客體味到溫情和價(jià)值售后增值反饋回訪服務(wù)使顧客感受到溫馨和真情。如一老太太買的海爾空調(diào)回家途中被黑心司機(jī)拉跑了海爾得知后立即免費(fèi)給老太太送去一臺(tái)海爾新空調(diào)并決定以后送貨到位。內(nèi)蒙一用戶因家中失火將剛買的海爾冰箱燒壞海爾接電后從計(jì)算機(jī)服務(wù)網(wǎng)絡(luò)中查到該用戶詳細(xì)住址派專人專車用4天時(shí)間趕到為其修好冰箱。這種超值服務(wù)必然贏得顧客超期望值的滿意。 在如今情感消費(fèi)

13、時(shí)代人們追求“心的滿足感和充實(shí)感”的商品是高附加值極富個(gè)性化價(jià)值的商品追求價(jià)值觀和意識(shí)多元化、個(gè)性化和無(wú)形的滿足感。因此企業(yè)不再將注意力投入于全體消費(fèi)者的一般需求差異上應(yīng)針對(duì)追求各異的個(gè)性消費(fèi)者量體裁衣設(shè)計(jì)并開(kāi)發(fā)企業(yè)的產(chǎn)品及服務(wù)項(xiàng)目以適應(yīng)當(dāng)今個(gè)性化和多樣化的消費(fèi)趨勢(shì)。面對(duì)越來(lái)越復(fù)雜的消費(fèi)傾向企業(yè)要駕馭顧客需求進(jìn)行個(gè)性化營(yíng)銷關(guān)鍵在于建立顧客資料庫(kù)與顧客信息反饋系統(tǒng)進(jìn)行客戶關(guān)系管理不斷收集了解消費(fèi)者的要求和偏好的變化以及對(duì)企業(yè)新的期望以便更好地為顧客提供個(gè)性化服務(wù)。 第四培育顧客忠誠(chéng)。 在餐飲業(yè)滿意顧客中品牌轉(zhuǎn)換者的比例竟高達(dá)60到80。這說(shuō)明滿意的顧客并不一定能成為忠誠(chéng)顧客。而一個(gè)企業(yè)80的利潤(rùn)

14、來(lái)自20的忠誠(chéng)顧客營(yíng)銷顧客集aracature corp.的總裁larry light在advertising age雜志上說(shuō)從忠 誠(chéng)顧客身上得到的收益是非忠誠(chéng)顧客的9倍。沃爾瑪之所以能夠持續(xù)增長(zhǎng)成為500強(qiáng)的老大根本原因在于它吸引客戶忠誠(chéng)的經(jīng)營(yíng)能力。 顧客忠誠(chéng)是來(lái)自顧客感受到的、通過(guò)雙向溝通所傳遞的價(jià)值和相互關(guān)系是通過(guò)企業(yè)不懈地提供超值產(chǎn)品或服務(wù)而取得的。要使顧客忠誠(chéng)企業(yè)最高管理層必須有長(zhǎng)期不懈的決心和資金支持對(duì)企業(yè)的忠誠(chéng)顧客進(jìn)行界定了解顧客的需求是怎樣形成的他們離去的原因是什么買了誰(shuí)的產(chǎn)品為什么認(rèn)識(shí)并創(chuàng)建顧客忠誠(chéng)的激勵(lì)因素。培育忠誠(chéng)顧客的營(yíng)銷方法有兩種: 一是要妥善解決顧客的抱怨。只要妥善

15、地處理顧客報(bào)怨82的顧客會(huì)再度購(gòu)買商品。妥善處理顧客報(bào)怨要求企業(yè)確立一套良好的人性化的“報(bào)怨管理”制度。第一樹(shù)立“顧客的報(bào)怨是給企業(yè)最好的禮物對(duì)改善企業(yè)的經(jīng)營(yíng)管理有好處”的觀念第二企業(yè)必須確立有效的報(bào)怨處理政策和制度并訓(xùn)練員工正確對(duì)待顧客報(bào)怨站在顧客的角度處理顧客報(bào)怨的問(wèn)題第三處理顧客的部門要輪換以便各業(yè)務(wù)單位都能及時(shí)了解顧客的滿意度并獲得處理顧客報(bào)怨的經(jīng)驗(yàn)第四建立所有顧客報(bào)怨資料庫(kù)以便及時(shí)處理并防止公關(guān)危機(jī)的發(fā)生。 二是建立忠誠(chéng)顧客數(shù)據(jù)庫(kù)。只有通過(guò)數(shù)據(jù)庫(kù)進(jìn)行跟蹤調(diào)查分析才能確切知道企業(yè)擁有的顧客份額會(huì)增加多少達(dá)到某一份額需要多久。忠誠(chéng)顧客數(shù)據(jù)庫(kù)的核心是關(guān)聯(lián)數(shù)據(jù)庫(kù)它由一系列記錄營(yíng)銷項(xiàng)目不同側(cè)面

16、的子庫(kù)組成。忠誠(chéng)顧客數(shù)據(jù)庫(kù)可以為員工及時(shí)提供超值服務(wù)所需的資料為收集所有與顧客有關(guān)的細(xì)節(jié)資料創(chuàng)造條件強(qiáng)化同顧客的快捷聯(lián)系為開(kāi)發(fā)新產(chǎn)品和提供新的服務(wù)創(chuàng)造條件與顧客進(jìn)行長(zhǎng)期互動(dòng)的雙向溝通以便為其提供潛在需求的、似曾想到又非想到的滿足其期望價(jià)值的產(chǎn)品或服務(wù)。 marketing customer satisfaction since the 20th century since the late eighties the customer satisfaction strategy is increasingly becoming business has more customers share

17、the overall business competitive advantage means. first customer satisfaction strategy is to get a modern enterprise customers quotmoney votesquot magic weapon with the changing times the great abundance of material wealth of society customers in the main - consumer demand across the material has a

18、lack of time the number of times the pursuit the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. in china with rapid economic development we have rapidly beyond the physical absence of the times the pursuit of the number of times and even th

19、e pursuit of quality and age of emotions today gradually into the consumer era. spending time in the emotion the companys similar products have already reached the same time homogeneous with the energy the same price consumers are no longer pursue the quality functionality and price but the comfort

20、convenience safety comfort speed jump action environmental protection clean happy fun etc. consumers are increasingly concerned about the product whether for their own life energy enrich comfort beauty and spiritual quality and exceed consumer expectations in the pre-sale sale after-sales service an

21、d advice. in other words people today are looking for is a quotpsychological satisfaction and a sense of fulfillmentquot the commodity high value added goods and services the pursuit of values and sense of diversity individuality and the intangible satisfaction of the time has come . and consumers a

22、dapt to changes in the value of the pursuit of competition between enterprises but also from product competition price competition technological competition advertising competition brand image development of competition to the current competition credit competition cultural competition and service c

23、ompetition competition that customer satisfaction . this competition is the enterprise wide angle wide-field space-time within the context of high-level reflect the overall strength of the competition. it includes organizational innovation technological innovation management innovation industry fore

24、sight r amp d force employee engagement customer service ability customer affinity peer recognition ability community contributions to force public relations and dissemination of communication skills corporate culture drive environmental adaptation and so forth. these integrated image of the force a

25、nd the synthesis of integrated sustainable competitiveness which is cs strategy to solve the problem. cs times companies no longer quotown the centerquot but to quotcustomer-centricquot quotcustomerquot quotcustomer satisfactionquot is no longer a mere formality of the slogan but real action to basi

26、s of a new business philosophy of. enterprises no longer quality standards their satisfaction with the management idea but in customer satisfaction gain customer loyalty for the business philosophy of high. the focus is no longer business strategy to gain or maintain market share mainly but as for c

27、ustomer satisfaction for the business philosophy. therefore the marketing strategy of competitors who focus not on but on clients on the customers actual and potential needs. when the company provides products and services to the customers prior expectations customers will be basically satisfied if

28、far exceed customer expectations and far higher than other colleagues customers really satisfied if companies can continuously or for a long time the customers satisfaction customer loyalty will be. loyal customers will not only regularly repeat purchase but also other related businesses to purchase

29、 products or services loyal customers will not only actively recommend to others to buy his products and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals and each one was told who will then spread to 12-15 i

30、ndividuals. thus a dissatisfied person will affect two or three hundred people. today in the popularity of the internet its impact is even greater. according to the u.s. auto industry survey a satisfaction will unleash the potential of business 8 document which will be at least a transaction. anothe

31、r survey showed that every increase of 5 of enterprise customer loyalty and profits will grow 25 -95. 80 of a company 20 of the profits from loyal customers while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. therefore the american scholar tangpeiposi that:

32、 the decision whether or not the key to the success of an enterprise is not market share but rather customer share. as a result enterprises have been through an extensive and detailed market research direct contact with consumers customer feedback etc. to understand the reality in all aspects of cus

33、tomer needs and potential needs. rely on the loyalty business sales satisfaction service personnel regular comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with quotcustomer satisfactionquot the gap between objectives and priority areas to f

34、urther improve the business activities . rely on the corporate culture of high affinity highly efficient management and full human to make joint efforts to provide customers with high value-added products high levels of family-like service to win customers changing and upgrading satisfaction win more share many customers. such as haier always put custome