客户满意度提升


课程收益

l 客户满意度是要付出代价的,一味的喊口号式的提升客户满意度,而没有捉住真正能打动消费者心的重点是没有太大功效的

l 讲师根据多年的实战经验,以学员的实际案例,一步步带领学员在两天的工作坊里,找到优先提升客户满意度的短板,与提升要点

l 本工作坊不是只有学习,而是参加本工作坊后,学员可以将在工作坊中得到的结果,直接带到实际的工作中去真实的实践


适合对象

想要对企业有效提升客户满意度的所有相关单位人员,从领导、总监、经理到队员

课时

2


主要内容

l 信任是团队合作的基础,建立一个互相信任,健康的团队,我们需要

Ø 互相了解,彼此坦诚

Ø 不要表面的和谐,敢于提出别人的弱点,不要害怕冲突

Ø 勇于坦诚自己的弱点,共同负责,彼此激励

Ø 建立承诺,忠于共识

l 掌握消费者最深层的心理需求,才能捉住消费者的心

Ø 需求人人而异

Ø 需求有三个层级

Ø 满足顾客心理层面的需求,才是差异化服务的根本

l 掌握六大品牌和服务形象调性,决定品牌定位和服务人群特徵

Ø 调性决定品牌定位,沟通定位

Ø 调性决定目标客户群

Ø 调性是服务策略的基础

l 了解客户体验流程,定义客户体验接触点与客户感知

Ø 在客户体验环节中,三个项目都有六个角色扮演,尽可能的定义出不同的目标人群,在我们的商场中,可能有的不同的体验,从场景,任务,流程,功能性期望,心理期望,体验感知评价

Ø 透过小组交互评价,找到潜在的服务机会增进点/问题点

Ø 有了潜在的服务潜在增进的问题点后,掌握服务改善的四大重要优先顺序,定义出加分项与减分项

Ø 指标定级的目的,帮助我们更好的归纳分析影响客户满意度的层级关系

Ø 因子分析帮助我们找到真正影响客户做决策的影响因子,以及改善的优先级别

Ø 因子是动态的,随市场的变化而变化,需要随时追踪

l 有了优先顺序,要了解问题根源的四大方向

Ø 不了解客户期望

Ø 服务标准不正确

Ø 未按标准提供服务

Ø 客户沟通不到位

l 有效利用口碑管理,充分发挥期望值管理,才能既掌握硬性规定也能软性的安抚

Ø 好事不出门,坏事传千里。不满意客户的传播速度是满意客户的三倍

Ø 对不满意客户进行回访及安抚对减少不满意客户的负面传播是有必要的

Ø 利用社会化媒体掌握口碑管理

Ø 根据消费者的服务需求,场景,与自我角色,将服务期望值分为九种不同的级别,分别对应不同的弹性服务和硬性服务作法

l 分析完成后的执行

Ø 针对我们的目标人群,确定各个项目两个最重要的服务增进点

Ø 描述出实际消费者可能遭遇的实际场景

Ø 针对各个服务增进点,发展具体的新服务概念

Ø 在有限的时间控制下,利用分工合作的方式,要找到真正可行的行动方案,带回到实际的工作中去,实际执行运用

l 培训学员汇报讲评与竞赛






Improving Customer Satisfactions


Benefits to Enterprises

l Customer satisfaction is earned by effective efforts not slogans that fail to grasp the key to touch customers hearts.

l Provide the participants a step by step guide to discover key elements to improve customer satisfaction and to address weakest links, based on the instructors experience of real world practice and case studies.

l Participants can apply what they have learnt from the workshop to real work

situations for practice


Target Participants

All those who want to effectively improve customer satisfaction, from top management, directors, managers to team members.


Duration

2 Days


Course Outline

l Trust is the foundation of teamwork. To build a trustworthy and healthy team, we need to:

Ø Understand each other and be honest to each other

Ø Dont settle for harmony, dare to point out others weakness, and dont be afraid of conflict

Ø Be brave to admit your own weakness, be responsible and encourage each other

Ø establish mutual agreement

l Master the deepest psychological needs of the customers to capture their hearts

Ø Needs vary person by person

Ø Three hierarchy of needs

Ø The key to differentiate customer service is to meet the customers psychological needs

l Master the six elements of brand and service tone, choose brand proposition and characteristics of target customers.

Ø Brand Tone makes position, communication of brand position

Ø Brand Tone determines target customers.

Ø Tone is the foundation of service strategy

l Understand the process of customer experience, define customer touch points and perception

Ø In the customer experience chapter, there are 6 role plays in 3 projects. Try to define different target users; in our business environment, there can be different experience: assess from situation, tasks, processes, functional expectation, psychological expectation, and experience.

Ø Based on cross assessment among teams, identify areas for improvement or existing issues in service.

Ø Master the four important priorities for service improvement, and identify pros and cons

Ø The purpose of defining service level: help us sum up and analyze factors affecting customer satisfaction.

Ø Factor analysis helps us identify true factors impacting customer decision making, and learn how to prioritize these factors

Ø Factors are dynamic, therefore we need to keep track of them as the market change

l Understand the 4 root causes of issues

Ø Lack of understanding in customer expectation

Ø Incorrect service standard

Ø Service provided failed to meet agreed standard

Ø Inefficient communication with customers

l Effectively use word-of-mouth management, give full play to expectation management, in order to grasp both the rigid and soft approaches

Ø Bad news travels fast

Ø It is necessary to visit and comfort an unhappy customer to mitigate the spread of negative messages.

Ø Manage word of mouth through social media

Ø Categorize service expectation into 9 levels based on customer needs, place and roles, and respond with corresponding service standards and flexibilities.

l Post-analysis Execution

Ø Identify the top two areas for improvement in service for our target customers.

Ø Describe potential real life scenarios a customer could encounter.

Ø Develop new service concepts in details for each area for improvement

Ø Create an action plan and apply it in real work situation for implementation.

l Participants presentation, feedback and competition.

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