How to implement customer care management 1

In the customer-centered business model, customer care is an important aspect of customer maintenance. With the increasingly fierce competition, enterprises can no longer meet the needs of customers by relying on basic after-sales service. Only by providing active, value-added and touching services can they win the trust of customers. A Shanghai friend of mine, Mr Miao, recently came back from studying in the United States and told me a story: in 2000, his wife went to Bandu, and six months later, her wife became pregnant. Three months before labor, his family regularly received advertisements for maternity products from nearby shopping malls. In the days before and after the baby was born, they received advertisements for baby products and free trials of several small packages of milk powder. Mr. and Mrs. Miao are very surprised: they have only been in the United States for a short time, and there are only a few people from China who often come and go. How did the local businessman know that his wife was pregnant? Later, I learned that the shopping malls that his wife often went to were based on the frequency of buying sanitary napkins before and the lack of shopping records at such a long interval to infer that she was pregnant. This is simply amazing! The Miao couple are very satisfied with the careful care of an ordinary female customer. Since then, Mr. Miao's family has become a frequent visitor to the shopping mall. This story essentially shows that customer care in customer management is a subtle concern for customers. Care for customers is not only expressed in the words of manufacturers, but also in actions. This is the real embodiment of the idea of "thinking what customers think" in customer management marketing. The initial field of customer care development is the service field. Due to the intangible characteristics of service, paying attention to customer care can obviously improve the effect of service and bring more benefits to enterprises. Therefore, customer care continues to expand to the field of physical product sales. There is an old saying in China: "Do what you like". This sentence is most suitable for customer care. In order to show concern for customers, enterprises must analyze customers' needs and preferences, and provide targeted care around customers' needs and preferences in different periods of marketing activities. First, the content of customer care. Different enterprises have different interpretations of the content of customer care. To sum up, it is mainly the additional services provided to customers in addition to the services sold by enterprises. Others believe that customer care runs through all aspects of marketing, including: first, customer service, such as providing customers with product information and service suggestions; Second, the quality of products, to provide customers with products and services that meet relevant standards and are suitable for customers to use; The third is service quality, which refers to the experience of customers in the process of contact with enterprises; The fourth is after-sales service, including after-sales inquiries and complaints. From the time point of view, customer care activities are included in the whole process of customers before, during and after purchase. Customer care before purchase will accelerate the establishment of the relationship between enterprises and customers and play a catalytic role in encouraging and promoting customers to buy products or services. Customer care during the purchase period is closely related to the products or services provided by the enterprise, including the processing of orders and various details about sales, which should be consistent with customer expectations and meet customer needs. Customer care activities after purchase focus on efficient follow-up and successful completion of product maintenance and repair related steps, and finally achieve the interaction between enterprises and customers through care, reminder or suggestion and tracking around products and customers. Enterprises have a good grasp of products, customers and their changing trends, which can accumulate information for further product upgrading and customer expansion. After-sales follow-up and effective care can greatly enhance customers' loyalty to products and enterprises, and let customers buy products and services of enterprises repeatedly. Second, customer care means that enterprises should formulate their own care strategies according to the characteristics of their products. Enterprises should distinguish different scales, contributions, levels, regions and even nationalities and genders, adopt different strategies, make plans and implement care from the aspects of care frequency, care content, care means and care forms. For example, enterprises arrange a trip for gold medal customers every year, arrange holiday gifts for silver medal customers, send greeting cards to ordinary customers and so on. , reflecting the difference of care. For example, Beijing Yunfeng Marketing Management Company paid attention to customer care management when planning Nanyang Hongdu. After learning about the customer's birthday, wedding anniversary and other information from the customer database, we will seize the opportunity to send blessings to customers and strengthen emotional communication with customers. The following is the customer's wedding anniversary blessing: Dear Mr. and Mrs.: Hello! Life with love is always bright and busy. Unconsciously, a year passed. Today is a day worth commemorating with wine and flowers-your's wedding anniversary. On this warm and happy day, please accept Hong Duyou's affectionate blessing: I wish you sweet love, fly with me and grow old together! After getting to know each other, knowing each other and falling in love, you finally entered the sacred palace of love, if you are deeply in love. Time can pass, but today every year will leave an eternal and beautiful memory. It is the witness of happiness and the most beautiful scenery in life. A series of beautiful memories, recalled today, will be more warm, romantic and poetic. Love, in your * * * degree of this day to express more incisively and vividly, more perfect. In the vast sea of people, you have found your true love, your happiness and your pursuit. Meeting you in the vast sea of people is also a great gain for us. In the days to come, let's share the happiness of life together. We hope Hong can come into your life as a bosom friend, and let's find more beautiful scenery in life together! Wish: Flowers fall in bloom, and the moon is full! The management means of customer care for the chairman (general manager) and his wife of Nanyang Hongdu Clothing Company refers to the means of communication between enterprises and customers, mainly including active telemarketing, website service and call center. 1. Active telemarketing means that enterprises make full use of database information to tap potential customers. Enterprises take the initiative to visit customers, recommend products that meet customer requirements by telephone, achieve the service concept of fully understanding and considering customers, and at the same time improve sales opportunities. The main problem that active telemarketing must pay attention to is to be targeted. Select customers carefully through other channels and recommend products and services that may meet their needs according to the specific conditions of different customers. There can't be the same content. At the same time, if the customer responds, it may not be you who answers the phone, which requires the joint efforts of all departments of the enterprise. When the customer you contact calls another department, this department should not say that it doesn't know or give a different explanation from yours. China Automobile Customer Service Center is headquartered in Shanghai. Compared with most other customer service centers, the biggest feature of this center is to provide a variety of services, such as complaints return visits, car maintenance reminders, special user surveys and so on. These services enable Brilliance Huai Jin to actively and timely communicate with customers, understand the latest needs of consumers, and truly "care" for Chinese automobile users. Other services provided by the center include customer hotline, expert consultation, production and marketing questions and answers, emergency help, etc., and provide users with dozens of services such as product and service complaints, technical guidance, production and marketing information, emergency ordering, ambulance alarm handling, and rapid rescue team. Take quick rescue as an example. Once there is a problem with China Auto, users can call the service number, and the center will contact the nearest service station immediately after confirming the user's location, so that users can get help in the shortest time. This service can cover more than 60 cities in 30 provinces, autonomous regions and municipalities directly under the central government, and will continue to increase. The center adopts the CTI platform of Nortel and is one of the most advanced call centers in China. In terms of scale, the center belongs to the largest customer care center in the domestic automobile industry, providing services to customers 24 hours a day, and its design capacity can meet the service needs of 50 Zhonghua Wan car owners at the same time. The center will break through the traditional service mode and integrate multiple services such as network, telephone, on-site and dealers into a unified customer platform, so that customers can feel the intimate service of manufacturers no matter when, where and in what way. 2. Website services Through the e-commerce platform on the website, enterprises can provide timely and diversified services. The website should be intelligent, and the enterprise can capture the information that the customer requests service on the webpage in an emergency according to the information such as the webpage clicked by the customer and the time spent on the webpage. Enterprises provide service personnel with records of customers' browsing the web, and service personnel can provide text, voice, video, etc. by browsing the web and sharing application software with customers. The actual function of multimedia is to enable enterprises to interact with customers or conduct online transactions. ① Provide the content that customers need: do a good job in customer demand investigation and provide the content that customers need, not what the company wants customers to see. ② Regular maintenance and updating of content: The content must be updated regularly to attract customers to visit and browse continuously. As for the old content, it can be compiled into a database as needed for users' reference and inquiry. ③ From the customer's point of view: beautiful and fancy web pages are pleasing to the eye, but customers may be limited by bandwidth and may not have the patience to wait for a long download time. For users who need to join the membership and log on to the website, it is best to simplify the registration and login, which is convenient for users to inquire or update their personal information. Paying attention to humanization will make customers happy to surf the Internet repeatedly. As we all know, in the increasingly fierce competition, it is very difficult to become a leader in the IT industry, but Yahoo succeeded. The company currently has 50 million Internet users, who spend at least one hour online every month, about twice as much as other Internet companies. (Editor: Aji)