Customers who often ask me: customers buy our products, and then, how can we serve them to improve customer loyalty?
I especially admire a kind of enterprise, which has done its best to serve customers and played new tricks. Anyone who buys their products will feel particularly comfortable.
Many people are saying that customers are supreme, but according to my observation, less than 10% of enterprises can really practice this service concept.
Therefore, I will feel that such an enterprise is unforgivable if it is not successful.
What is the purpose of doing a good job in customer service?
Let's take a look at the MBA think tank's explanation of customer service management:
Customer service management refers to all kinds of service work carried out by enterprises in order to establish, maintain and develop customer relations. Its goal is to establish and improve customer satisfaction and loyalty, and to maximize the development and utilization of customers.
Obviously, the purpose of customer service is to improve customer satisfaction and loyalty, and to maximize the development and utilization of customers. In short, it is to improve the repurchase rate or recommendation rate.
At this time, you will ask, how should we serve our customers?
This is my next point.
1
Have you ever had a similar experience?
You bought five bottles of honey in an official WeChat account. After adding customer service WeChat, the customer service doesn't talk, and you don't talk.
On the morning of the fourth day, honey didn't arrive. You wrote to customer service privately and asked when the product would arrive.
After an interval of 5 hours, the customer service replied: What's your consignee's name? Which product did you buy?
You feel a little uncomfortable inside. Tell her the consignee information and products. Customer service reply: Let me check, please wait a moment.
After waiting for another 2 hours, the customer service told you that the honey is still in the courier, and the bill number is xxxxx. You can check it on the express website.
What's your score for this kind of customer service?
If you want me to grade, you will fail.
Our basic expectation for an enterprise is good products, thoughtful service and timely and effective problem solving.
This expectation, I call it service infrastructure.
As you can imagine, slow response, sloppy tone and untimely problem solving have greatly damaged this infrastructure.
If it is a professional customer service, it will solve the problem like this:
1. I apologize.
2. Reply to the message as soon as possible.
3. Not give the order number, but tell you where the express delivery is.
This is actually not enough. The customer service should give you the express number immediately after you add it, telling you that the product will arrive in a few days.
The basic expectation of customers is not to destroy the service infrastructure.
Otherwise, you will never keep your customers.
2
Is that enough?
No, customer service experts, they will also create unexpected surprises.
Tell a story:
A boy and his parents are on vacation. When he got home, he found his beloved toy giraffe left in the hotel. Father immediately contacted the hotel staff and asked him to find the toy and send it to him as soon as possible. My father also said that the staff should take pictures of the toys and send them to me first, so that the boys can feel at ease after seeing them.
To my surprise, the staff sent me more than one photo, but a whole photo album. There are toys lying on the bench hill by the pool, driving a golf cart, the most beautiful in the spa (cucumber slices in the eyes), and chatting with parrots in the hotel. ...
Through intentional and creative actions, the staff turned an episode into a memory that the family may never forget.
When I saw this story, I was thinking, how can I create unexpected surprises for my customers?
Ordinary people look at the surface, experts look at the essence.
What I see from this is that we can find a breakthrough from the point that customers don't expect.
The best example is the magician performing magic.
Therefore, to find the point beyond expectations, go to the point that customers don't expect to find the breakthrough point.
Are there any cases close to us?
Yes For example, pandas don't take cakes.
When delivering take-out, they let the deliveryman put on the panda hood and perform small programs (magic, street dance, singing, fortune telling, etc.) after delivery. ) for people who celebrate their birthdays.
In the product design, the candles of their birthday cake were changed into smoky fireworks, and then an electric bubble machine was given to let birthday people make wishes in beautiful fireworks and dreamy bubbles.
The ceremony is full.
three
Besides, is there any more advanced customer service?
Yes, but the first two must be combined to give full play to their usefulness.
That is the combination of service and brand.
In other words, the company uses a communication language style consistent with the brand to achieve a brand.
In the history of hotels, there is a language style called Ritz.
Schultz, the founding president of The Ritz-Carlton Luxury Hotel (established at 1927), and his team created a language style for communicating with customers, which is called English country manor style, and then trained employees to use this style.
What languages are there?
They compiled a glossary of languages. Those words should be commonly used and those words should be taboo. They are very detailed.
I say a few, you should be familiar with:
"I'm glad", "right away" and "definitely". Avoid using "everyone", "hey", "you people" and "all right".
These words, which are already familiar in the catering industry, are used for the first time.
Creating a language style, in addition to unifying style and brand, has another benefit that is often overlooked:
Enhance the cohesion of employees and generate a sense of identity.
This is the highest level of play. If you want to learn, I suggest you: think about brand positioning before you act.
Otherwise, the cart before the horse. Or, you can finish the first two articles first. It's not too late.
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