tailieunhanh - Customer Relationship Management 2002 phần 9

để chia sẻ thông tin về khách hàng. Hai nhóm cũng như các nhân viên là những bước tiếp theo hợp lý trong việc có được thông tin khách hàng "thụ động". ow bạn đang ở trên chương cuối cùng. Bạn đã tạo ra một chiến lược. | Managing Relationships Through Conflict 125 before a larger company bought it out Continental Cablevision of St. Paul MN was creating a very different reputation. It even won kudos from TV Guide magazine How By valuing and managing customer relationships even in times of conflict. While others in its sector had the attitude If you don t like it just try to be happy with a few measly broadcast stations Continental Cablevision of St. Paul was finding ways to woo back unhappy customers. After analyzing why so many customers would discontinue their cable in the summer and then reconnect their service during the Thanksgiving marketing campaign they created a plan to allow customers to put their cable to sleep for a month or three while they spent the precious days of Minnesota s summer at the lake. If a customer couldn t get the TV remote to work properly with the cable box a service representative would call and visit via a special channel. While the conversation took place over the phone line you and any other interested customer could watch the representative as he identified the exact make and model of your remote and then walked you through the n Turn Complaints into Service Opportunities List your five most common customer complaints. _ It lsO Analyze each complaint to find out the root cause. For ----- example Continental Cablevision of St. Paul noticed that many customers discontinued service in the summer and signed up again in the fall. Customer interviews revealed that customers resented paying for service in the summer while they weren t using it and were willing to go without service in September and October so they could sign up for free installation in November. Determine the cost of doing nothing. Is this a problem worth addressing Continental Cablevision looked at both the lost revenue and the cost of removing each customer from its rolls and then adding that same customer back on four months later. Finally determine the potential profit opportunity. .