How to improve service awareness and customer perception?

Strategies for Improving Satisfaction Based on Customer Perception

Customer satisfaction is a level in the state of customer experience, which comes from the comparison between the performance or output envisaged by customers for a product or service of an enterprise and their expectations. In other words, "satisfaction" is not only the customer's intuitive satisfaction with the service, service attitude, product quality and price, but also the deeper meaning is the matching degree between the products and services provided by the enterprise and the customer's expectations and requirements. Therefore, customers are satisfied with the products and services of enterprises to varying degrees. I believe that only by constantly improving customer satisfaction can we maintain and enhance our market competitiveness, have more loyal customers and gain more customer value, so that enterprises can have a solid foundation for survival and development.

According to my satisfaction research project for many years, the influence of satisfaction on customer loyalty will last for four years, and it will take four years to make the relationship between customers and enterprises close (satisfaction and loyalty). However, if customers are dissatisfied for four consecutive years, there is a high probability that customers will leave the network, and with the intensification of market competition, the future cycle will be shorter; The impact of business processes on satisfaction will last for two years. If a business process satisfies customers, it will generally last for two consecutive years. It has a positive impact on overall satisfaction. Conversely, dissatisfaction with individual business processes will also affect overall satisfaction for two consecutive years. Therefore, I think it is necessary to devote myself to the study of customer satisfaction for a long time.

The strategy of improving customer satisfaction will be launched from three aspects: finding the deficiency of customer service, designing a service improvement plan and promoting the implementation of the plan; first, finding the deficiency of customer service.

(a) First, recognize the basic factors that affect customer satisfaction.

The four most important factors that affect the evaluation of customer satisfaction are products, prices, channels and competitors. Of course, these factors are reflected through customer service.

1, product: determined by the performance, opening and maintenance of the product;

2. Price: determined by the product price (cost performance/payment convenience/billing accuracy, etc.). ); 3. Channel: determined by the account manager and other customer service channels;

4. Competitors: determined by competitors' products, tariffs, channels, etc. (2) Secondly, analyze the main manifestations of customer churn.

Customer demand can not be effectively met (satisfaction) is often the most critical factor leading to the loss of corporate customers, specifically in:

1. The products and services of enterprises are unstable and the interests of customers are damaged. Product quality is the guarantee of customers' interests. If the interests of customers are damaged, information will be lost to enterprises.

2. Enterprises lack innovation, and customers "empathize". Any product has its own life cycle. With the maturity of the market and the increase of product price transparency, the benefit space brought by products to customers is often smaller and smaller. If enterprises can't innovate in time, customers will find another way;

3. Weak sense of internal service. The arrogant attitude of employees, the problems raised by customers can not be solved in time, the consultation is ignored, the complaints are not handled, and the inefficiency of service personnel is also an important factor that directly leads to the loss of customers;

4. Employees jumped ship and stole customers. The influence of the enterprise itself on customers is relatively weak. Once the business personnel change jobs, the old customers will follow. This brings about the enhancement of competitors' strength.

(c) Collect customer satisfaction and service deficiencies again.

1. research methods: questionnaire survey (telephone interview and interception interview) and in-depth interview with key figures. 2. Data sources: diagnostic research data, enterprise management documents, network, competitor information and other second-hand materials.

3. Model application:

Second, design a service improvement plan.

(A) first of all, improve customer service awareness

Customer service perception will change with the content and quality of products and services provided by enterprises. Therefore, the management of customer service perception should be strengthened, and a closed-loop mechanism of service perception evaluation, service perception commitment, service perception realization and service perception guarantee should be formed to make customer perception controllable.

1, service perception assessment: mining service shortcomings and measuring internal resources and capabilities.

In the evaluation stage of service perception, the focus is on the mining of service shortcomings, while understanding internal resources and capabilities, and exploring operable and targeted improvement measures. Finding service shortcomings can change the evaluation of low satisfaction to high satisfaction, reduce negative evaluation and promote the improvement of service satisfaction; Understand the current situation of internal resources and capabilities of enterprises: including human resources and capabilities, such as the number and professional capabilities of account managers, the number and capabilities of service directors, media resources and capabilities, and media channels that can spread product information and service commitments, such as advertisements, telephone calls, text messages, etc. , as well as background support capabilities, such as product technical support before, during and after sales.

Scheme: Through the questionnaire survey of customers, understand the customer perception evaluation (satisfaction status), as well as the gap with customer expectations and improvement direction; Through interviews with key figures, the collection of enterprise documents and second-hand materials, we can master the enterprise management mode, the present situation of enterprise service, the advantages of competitors and the countermeasures of enterprises.

2. Service awareness commitment: improve service standards and realize customization and customized service standards. Commitment to customer service perception includes customization and clarity of customer standards. Customization of customer standards requires service standards to be truly customer-oriented and reflect the real needs of customers. Clear customer standards mean that service standards are easy to understand, can be simplified (such as slogans) and can be visualized (such as pictures).

3. Realize the service concept: make the training plan for account managers.

According to the shortcomings of all account managers' professional abilities or the shortcomings of account managers at a certain level, the corresponding training direction and training plan are formulated to improve the current situation of account managers' professional abilities. At the same time, we will carry out appraisal activities, regularly select outstanding account managers according to performance, customer evaluation and other indicators, and reward outstanding employees. At the same time, encourage enterprise personnel to actively participate, improve the ability of national account managers, and promote the creation of gold medal services.

Scheme: Through the questionnaire survey of customers, understand the customer perception evaluation (satisfaction status), as well as the gap with customer expectations and improvement direction; Through interviews with key figures, the collection of enterprise documents and second-hand materials, we can master the enterprise management mode, the present situation of enterprise service, the advantages of competitors and the countermeasures of enterprises.

2. Service awareness commitment: improve service standards and realize customization and customized service standards. Commitment to customer service perception includes customization and clarity of customer standards. Customization of customer standards requires service standards to be truly customer-oriented and reflect the real needs of customers. Clear customer standards mean that service standards are easy to understand, can be simplified (such as slogans) and can be visualized (such as pictures).

3. Realize the service concept: make the training plan for account managers.

According to the shortcomings of all account managers' professional abilities or the shortcomings of account managers at a certain level, the corresponding training direction and training plan are formulated to improve the current situation of account managers' professional abilities. At the same time, we will carry out appraisal activities, regularly select outstanding account managers according to performance, customer evaluation and other indicators, and reward outstanding employees. At the same time, encourage enterprise personnel to actively participate, improve the ability of national account managers, and promote the creation of gold medal services.

4. Service perception guarantee: service standard implementation and landing assessment incentives.

Ensure the implementation of service standards from the aspects of service process monitoring, assessment and encouragement, and give pressure and motivation to account managers, thus ensuring the improvement of service perception. Regular and irregular monitoring to ensure the implementation of service standards.

(2) Second, optimize enterprise products.

Quality is life. Improving the products of enterprises or developing new products after understanding customers' needs will greatly improve customers' attention and satisfaction with enterprises. At the same time, the account manager is required to train the product content, and the account manager is required to clearly explain the product to the customer, including the use and maintenance of the product. And ask the account manager to respond to the customer's needs in time, and report the problems that he can't solve to the leader in time, so as to arrange and solve the customer's needs in time.

(C) re-focus on channel construction

As a service window unit, the importance of physical channels is self-evident. It is necessary to strengthen the construction of standardized physical channels, establish the service image of enterprises, and create gold medal service for channel personnel. Account manager is the bridge between enterprises and customers, and it is the easiest way to realize customer service. It is also obvious to strengthen the construction of account managers. With the strengthening of information technology, channels are developing from a single business hall to diversification, and it is a trend to develop a multi-channel combination model.

(D) Redesign the service promotion strategy 1 and differentiated services.

Improving customer service perception is to improve customer satisfaction, and differentiated service is one of the important ways. Differentiation strategy: to design differentiated products, we need differentiation in characteristics, performance and functional design; Provide differentiated services and provide unique, exclusive and fast gold medal services. The differentiated service strategy will continue to develop.

Specific measures: such as setting up VIP service area. VIP customer counter and expert priority service. Strengthen the maintenance of VIP customers.

2. Customer care

Active service and care: call customers to inquire about the use of products. Understand the latest trends and needs of customers and recommend products suitable for customers in real time.

Special services: holiday care, Mid-Autumn Festival friendship, etc. Third, promote the implementation of the plan.

I will promote the implementation of the scheme through the three-step process of scheme explanation, on-site guidance and remote monitoring. Scheme description: set up a project team to implement the project, formulate the implementation scheme, prepare the implementation materials at all stages, explain the contents and objectives of the scheme to the project team members, and guide the project team members to implement the scheme.

On-site guidance: conduct on-site publicity, on-site observation and on-site demonstration of possible situations in planning implementation. Remote monitoring: I will set up a complete support team in the enterprise and project team to support the implementation of the whole scheme.