tailieunhanh - Customer Relationship Management 2002 phần 3

về experiWho tích cực của họ đã sẵn sàng để ence. Họ lây lan Advocate? tốt từ. Bạn có thể thậm chí cả các cuộc khảo sát sự hài lòng khách hàng thường xuyên xem xét để được câu trả lời nhóm hoạt động, báo cáo rằng Cả hai đội hài lòng và keting "90% khách hàng của chúng tôi là | The Customer Service Sales Profile 23 about their positive experience. They spread the good word. You might even consider them to be active participants on your marketing team. As you can see each level builds upon the level before. Without quality initial transactions customers won t want to do business with you again. And it s the customer who sees himself Who s Ready to Advocate Customer satisfaction surveys often group responses reporting back that 90 of our customers are satisfied or very satisfied. Both satisfied and very satisfied customers are likely to do repeat business with you but only the very satisfied are ripe to be customer advocates. Make sure your customer satisfaction survey reports help you to see the difference. or herself in a positive relationship with you who can provide the strongest advocacy for you and your products and services. The Shape of Your Custom Service Sales Profile The shape of your Customer Service Sales Profile reflects the relationship among these three levels. It is driven by the nature of the product or service you offer the expectations of your customer base and the forces of market competition. There are three basic Customer Service Sales Profiles the Pyramid the Hourglass and the Hexagon. The Pyramid Profile The Pyramid Figure 2-3 is the conventional way to see the relationship among the three levels. It applies to the majority of businesses. Consider a retail department store such as Minneapolis-based Target Stores. Each day hundreds of customers walk through the doors of any one Target location. Still more customers shop online at . Those customers represent the base level of initial transactions. The percentage of those customers who are loyal to Target who regularly seek Target in preference to its competitors make up level 2. At the top are those customers who actively send their friends family members and even business associates to Target. They tell positive stories about staff and service. 24 Customer