Customer satisfaction [A brief discussion on how children's clothing brands can enhance customer satisfaction]

Abstract This article starts with an introduction to customer satisfaction and its importance, and then proposes various ways to enhance customer satisfaction in children's clothing companies. Keywords children's clothing; brand; customer satisfaction 1. Overview of customer satisfaction Customer satisfaction refers to the customer's feeling to the extent that their stated, implicit or must-fulfill needs or expectations have been met. Satisfaction is feedback on customer satisfaction. It is an evaluation of the performance of a product or service, as well as the product or service itself; it gives (or is giving) a happiness level related to the satisfaction of consumption, including lower than or higher than The level of satisfaction is actually a psychological experience. Customer satisfaction is a moving target. What can satisfy one customer may not satisfy another customer. What can satisfy a customer in one situation may not satisfy him in another situation. Only by having a good understanding of the satisfaction factors of different customer groups can it be possible to achieve 100% customer satisfaction.

2. Customer satisfaction survey methods and their role in children’s clothing brands

There are many ways to collect customer satisfaction information, including oral and written. Businesses should determine the best method of collecting information based on the purpose of the information collection, the nature of the information and funding. There are seven channels for collecting customer satisfaction information: handling customer complaints; direct communication with customers; questionnaires and surveys; closely watched groups; reports from consumer organizations; reports from various media; and the results of industry research. Customer satisfaction plays an important role in children's clothing brands. Improving customer satisfaction through customer satisfaction surveys can increase customer loyalty. Customers with high satisfaction can easily become repeat customers of the company, increase joint sales, and enhance the brand's sales performance. . By improving customer satisfaction, the company's management capabilities can also be improved, the brand image can be further enhanced, and brand operating costs can be saved.

3. Key points for children’s clothing brands to enhance customer satisfaction

(1) Understand customer needs

Due to the particularity of children’s clothing products, adult consumers are generally The final decision-makers of consumption pay most attention to the following needs: the need for product quality and safety; the need for fashionable styles and comfortable wearing; the need for reasonable prices; the need for convenience and high-quality services; brand value-added services, etc.

(2) Control key processes according to customer needs

1. Product quality and safety control. In 2010, the state revised the 2003 version of the "National Basic Safety Technical Specifications for Textile Products" and began to implement it in August 2012. Compared with the 2003 version of the standard, the 2010 version of the new standard has the following main modifications for children's clothing: the definition of infants and young children has been changed from less than 24 months to 36 months and below; the banned azo dye has added "4-aminoazobenzene" , reaching 24 types; increased the sampling requirements for dye fastness, formaldehyde, pH value, and decomposable carcinogenic aromatic amine dye tests; revised the pH value range of textile products in direct contact with the skin from 4.0 to 7.5 to 4.0 to 8.5; regarding dye fastness The test stipulates that the color fastness to saliva is only assessed for infant textile products. The color fastness to perspiration is not assessed for hanging decorative products such as curtains. The dye fastness of natural and bleached products and traditional hand-colored products such as tie-dye and batik is not assessed. Spend. From the above content, we can see that the country attaches great importance to the quality and safety of children's clothing products. Children's clothing companies should follow the trend of green environmental protection concepts, strictly implement national standards, adjust production standards, and ensure that products are non-toxic. Ensuring product quality and safety is the bottom line that children's clothing brands cannot cross. If you cannot guarantee that the product quality is up to standard, you have already touched upon legal issues, let alone customer satisfaction.

2． Control of product design. The product design of children's clothing brands should be designed reasonably according to the brand's positioning and style, focusing on color selection, number of styles, proportion of men's and women's clothing, proportion of tops and bottoms, proportion of formal accessories, etc. It is best for the brand to set up a position of children's clothing buyer, who is responsible for collecting trend information, popular styles, etc., to provide reference for the company's product design. Product model design should also pay attention to the physical characteristics of children, especially infants (such as babies with larger heads), and make reasonable adjustments.

Appropriate adjustments should also be made based on children's regional physical characteristics (children in the north are larger than children in the south), and product design should also be appropriately adjusted based on regional climate characteristics (such as the difference in winter temperatures between the north and the south). Product design must have an overall unified design and be targeted to regional markets. Only by achieving the unity of the whole and the parts can we produce truly marketable goods.

3． Control of commodity prices. Price control includes two aspects: pricing and later discount control. (1) Pricing. At present, most children's clothing companies adopt the cost-plus method for pricing. This method is simple and convenient, and easy to calculate costs. However, this method has a fatal weakness, that is, it lacks flexibility and sensitivity to the market. That is, once the product sales are not smooth, it will Unable to make necessary adjustments. Therefore, fundamentally speaking, children's clothing companies should choose pricing methods based on their positioning, the current stage of the company, and the company's long-term competitive strategy, and cannot simply use cost accumulation. For example, under the pressure of inflation in 2011, production costs increased significantly. If the cost-plus method is simply adopted, it may cause the goods produced to have prices but no market, and ultimately cause huge inventory pressure. Therefore, I suggest that children's clothing companies should adopt a competition-oriented approach that not only takes into account customer value, but also understands the situation of competitors and achieves reasonable pricing. (2) Discount control. Discount control is very critical in terminal marketing, and it is also an important aspect that reflects the company's management level and marketing planning capabilities. Fluctuations in discounts directly affect customer satisfaction. If discounts change too quickly, early buyers will feel deceived, which will lead to the launch of new products. People will wait for the price to drop without purchasing, which will seriously affect sales performance and greatly reduce the brand image. . Children's clothing brands should strictly control discounts based on regional market characteristics and the life cycle of goods, and try to plan other marketing activities to establish brand image and boost sales. For off-season goods, special sales or special discount stores can be used to deal with them to avoid impact on genuine products on the counter.

4． Store location control. When choosing a store location, customer convenience should be taken into consideration. The first is the convenience of transportation; the second is to make it easier for customers to compare with similar brands. Most of the children's clothing industry belongs to comparative chain enterprises. The store locations are close to competitors, which is more conducive for consumers to compare products and services. Therefore, store locations are generally chosen to be distributed near commercial areas, in shopping malls or commercial streets, to facilitate customer transportation and choice. Compare. Being close to competing brands, on the one hand, increases the risk of competition for enterprises; on the other hand, you can learn from the good aspects of competitors and make adjustments to yourself. The most important thing is that you can form a scale effect with competing brands, attract more consumers, and achieve 1 The effect of 1>2. From the perspective of store location strategy, it is a following strategy. Following the location selection of major competitors can also save the company's financial cost of location selection.

5． Control of Terminal Services. The most important thing in the control of service is the management of personnel. The nature of the retail industry is a people-to-people contact industry. Customer satisfaction depends largely on the communication between terminal sales staff and customers in the short period of time, but service The industry is labor-intensive, and the quality of employees is not high. To provide better services, we should start from the following aspects: strengthen targeted training, such as service skills, product knowledge, etc.; compile and implement an effective operations manual; Marketing, that is, the company management should respect front-line employees, enhance the sense of belonging of front-line employees through internal marketing, and make the service awareness come from the heart; give more encouragement and praise to front-line employees and encourage cooperation with colleagues; give appropriate Salary and job development prospects. In addition, the sales process can also be divided into pre-sales, sales, and post-sales service control. Enterprises should pay special attention to the response to customer complaints after sales, because customer complaints are the shortcomings of corporate operations. If customer complaints are ignored, It is difficult for the enterprise's management to make breakthroughs, and it is also difficult for customers to have high satisfaction.

6． Brand value service. Brand value-added services mainly include two aspects: establishing brand membership and organizing various customer activities.

Establish a brand membership system. On the one hand, it can collect and store customer information to facilitate the company's future related work (such as mailing catalogs, emails, promotional text messages, etc.); on the other hand, it can provide customers with certain discounts through membership cards, such as points exchange for gifts. , enjoy discounts on shopping, etc., which can win more repeat customers and improve satisfaction. Organizing a variety of customer activities can increase customer participation and enhance brand loyalty. For example, children's clothing brands can hold auditions for the most popular child stars; Chinese parents love their children very much. If consumers participate in this activity, they will definitely pay more attention to it. Brand-related information can better promote the brand, and customer satisfaction will be higher.

Improving customer satisfaction is a dynamic process. Enterprises should constantly discover, adjust, improve, and continuously improve in cycles to achieve higher customer satisfaction.

References

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