市場營銷-外文翻譯-外文文獻(xiàn)-英文文獻(xiàn)-顧客滿意策略與顧客滿意

顧客滿意策略與顧客滿意營銷原文來源：《MarketingCustomerSatisfaction》自20世紀(jì)八十年代末以來,顧客滿意戰(zhàn)略已日益成為各國企業(yè)占有更多的顧客份額,獲得競爭優(yōu)勢的整體經(jīng)營手段。一、顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶隨著時(shí)代的變遷,社會物質(zhì)財(cái)富的極大充裕,顧客中的主體———消費(fèi)者的需求也先后跨越了物質(zhì)缺乏的時(shí)代、追求數(shù)量的時(shí)代、追求品質(zhì)的時(shí)代,到了20世紀(jì)八十年代末進(jìn)入了情感消費(fèi)時(shí)代。在我國,隨著經(jīng)濟(jì)的高速發(fā)展,我們也已迅速跨越了物質(zhì)缺乏時(shí)代、追求數(shù)量的時(shí)代乃至追求品質(zhì)的時(shí)代,到今天也逐步邁進(jìn)情感消費(fèi)時(shí)代。在情感消費(fèi)時(shí)代,各企業(yè)的同類產(chǎn)品早已達(dá)到同時(shí)、同質(zhì)、同能、同價(jià),消費(fèi)者追求的已不再是質(zhì)量、功能和價(jià)格,而是舒適、便利、安全、安心、速度、躍動、環(huán)保、清潔、愉快、有趣等,消費(fèi)者日益關(guān)注的是產(chǎn)品能否為自己的生活帶來活力、充實(shí)、舒適、美感和精神文化品位,以及超越消費(fèi)者期望值的售前、售中、售后服務(wù)和咨詢。也就是說,今天人們所追求的是具有“心的滿足感和充實(shí)感”的商品,是高附加值的商品和服務(wù),追求價(jià)值觀和意識多元化、個性化和無形的滿足感的時(shí)代已經(jīng)來臨。與消費(fèi)者價(jià)值追求變化相適應(yīng)的企業(yè)間的競爭,也由產(chǎn)品競爭、價(jià)格競爭、技術(shù)競爭、廣告競爭、品牌競爭發(fā)展到現(xiàn)今的形象競爭、信譽(yù)競爭、文化競爭和服務(wù)競爭,即顧客滿意競爭。這種競爭是企業(yè)在廣角度、寬領(lǐng)域的時(shí)空范圍內(nèi)展開的高層次、體現(xiàn)綜合實(shí)力的競爭。它包括組織創(chuàng)新力、技術(shù)創(chuàng)新力、管理創(chuàng)新力、產(chǎn)業(yè)預(yù)見力、產(chǎn)品研發(fā)力、員工向心力、服務(wù)顧客力、顧客親和力、同行認(rèn)同力、社會貢獻(xiàn)力、公關(guān)傳播溝通力、企業(yè)文化推動力、環(huán)境適應(yīng)力等等。這些綜合形象力和如何合成綜合持久的競爭力,這就是CS策略所要解決的問題。CS時(shí)代,企業(yè)不再以“自己為中心”,而是以“顧客為中心”；“顧客為尊”、“顧客滿意”不再是流于形式的口號,而是以實(shí)實(shí)在在的行動為基礎(chǔ)的企業(yè)經(jīng)營的一門新哲學(xué)。企業(yè)不再以質(zhì)量達(dá)標(biāo),自己滿意為經(jīng)營理念,而是以顧客滿意,贏得顧客高忠誠度為經(jīng)營理念。企業(yè)經(jīng)營策略的焦點(diǎn)不再以爭取或保持市場占有率為主,而是以爭取顧客滿意為經(jīng)營理念。因此,營銷策略的重心不再放在競爭對手身上而是放在顧客身上,放在顧客現(xiàn)實(shí)的、潛在的需求上。當(dāng)企業(yè)提供的產(chǎn)品和服務(wù)達(dá)到了顧客事先的期望值,顧客就基本滿意；如果遠(yuǎn)遠(yuǎn)超越顧客的期望值,且遠(yuǎn)遠(yuǎn)高于其他同行,顧客才真正滿意；如果企業(yè)能不斷地或長久地令顧客滿意,顧客就會忠誠。忠誠的顧客不僅會經(jīng)常性地重復(fù)購買,還會購買企業(yè)其它相關(guān)的產(chǎn)品或服務(wù)；忠誠的顧客不僅會積極向別人推薦他所買的產(chǎn)品,而且對企業(yè)競爭者的促銷活動具有免疫能力一個不滿意的顧客會將不滿意告訴16-20個人,而每一個被告知者會再傳播給12-15個人。這樣,一個不滿意者會影響到二、三百人。在互聯(lián)網(wǎng)普及的今天,其影響則更大。據(jù)美國汽車業(yè)的調(diào)查,一個滿意者會引發(fā)8筆潛在的生意,其中至少有一筆會成交。而另一項(xiàng)調(diào)查表明,企業(yè)每增加5%的忠誠顧客,利潤就會增長25%-95%。一個企業(yè)的80%的利潤來自20%的忠誠顧客；而獲取一個新顧客的成本是維持一個老顧客成本的6倍。所以,美國著名學(xué)者唐·佩珀斯指出:決定一個企業(yè)成功與否的關(guān)鍵不是市場份額,而是在于顧客份額。于是,企業(yè)紛紛通過廣泛細(xì)致的市場調(diào)研、與消費(fèi)者直接接觸、顧客信息反饋等方式來了解顧客在各方面的現(xiàn)實(shí)需求和潛在需求。依靠對企業(yè)滿意忠誠的銷售、服務(wù)人員,定期、定量地對顧客滿意度進(jìn)行綜合測定,以便準(zhǔn)確地把握企業(yè)經(jīng)營中與“顧客滿意”目標(biāo)的差距及其重點(diǎn)領(lǐng)域,從而進(jìn)一步改善企業(yè)的經(jīng)營活動。依靠高親和力的企業(yè)文化、高效率的人文管理和全員共同努力,不斷地向顧客提供高附加值的產(chǎn)品,高水準(zhǔn)的親情般的服務(wù),以贏得顧客不斷變化和提升的滿意度,贏得更多的顧客份額。如海爾始終把顧客需求放在第一位,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計(jì),提供個性化、人性化實(shí)用產(chǎn)品,從拉幕式彩電到最新推出的“換臺不晃眼彩電”,從小小神童洗衣機(jī)到手搓式洗衣機(jī),從小王子冰箱到“智慧眼”變頻空調(diào),從17個小時(shí)制出“邁克冷柜”到售后一條龍星級服務(wù),無一不是為滿足顧客需求而提供的令其滿意的超值產(chǎn)品和服務(wù)。又如微軟的每一種產(chǎn)品都集中了世界上最優(yōu)秀的開發(fā)人員,推出比顧客想要的還要好的產(chǎn)品,同時(shí)形成全球化銷售的規(guī)模經(jīng)濟(jì),把價(jià)格降到最低。而這正是微軟20年來成功的秘決。綜上所述,情感消費(fèi)時(shí)代,決定生產(chǎn)經(jīng)營何種產(chǎn)品和提供什么樣服務(wù)的權(quán)力已不再屬于企業(yè),而是屬于消費(fèi)者,衡量企業(yè)效率以及存在價(jià)值的決定權(quán)轉(zhuǎn)移到了顧客手中,企業(yè)應(yīng)盡量迎合顧客,超值滿足顧客,以盡可能地從顧客那里獲得“貨幣選票”。而CS策略正是獲取這種選票的制勝法寶。二、顧客滿意營銷策略的主要步驟第一,在企業(yè)文化層面上確立以顧客為中心,顧客利益至上,以顧客滿意為目標(biāo)的經(jīng)營理念。CS理論中的顧客指的是內(nèi)部員工和外部顧客(包括經(jīng)銷商、批發(fā)商、代理商、最終消費(fèi)者和原材料供應(yīng)商、合作者等),顧客滿意包括員工和外部顧客的滿意,顧客忠誠亦然。企業(yè)成功的機(jī)制在于顧客滿意與忠誠,員工是顧客滿意和忠誠的關(guān)鍵人員。員工對企業(yè)的滿意度和忠誠度是顧客對企業(yè)產(chǎn)品和服務(wù)滿意度和忠誠度的基礎(chǔ),顧客滿意度和忠誠度是員工行為的必然結(jié)果。沒有員工的滿意與忠誠,就不可能創(chuàng)造出令顧客滿意的產(chǎn)品和提供超值服務(wù),顧客自然就不滿意不忠誠,離企業(yè)而去。當(dāng)員工滿意與忠誠時(shí)就會在與顧客接觸中以極大的熱情投入自己的智力資本,創(chuàng)造性地為顧客服務(wù),并能及時(shí)發(fā)現(xiàn)顧客需求動向,及時(shí)提升產(chǎn)品和服務(wù)的附加值,緊緊抓住顧客的心,令其滿意。聯(lián)邦快遞發(fā)現(xiàn),當(dāng)內(nèi)部員工滿意率提高到85%時(shí),他們的顧客滿意率高達(dá)95%,且企業(yè)的利潤也就十分樂觀。在這里員工的態(tài)度決定著一切。因此,企業(yè)必須將顧客滿意的經(jīng)營理念滲透于員工的頭腦中,體現(xiàn)在管理中,對員工忠誠,以他們研發(fā)產(chǎn)品、制造產(chǎn)品、提供營銷服務(wù)令顧客滿意。如九頭鳥”,員工得到的教育是一切以顧客為中心是企業(yè)經(jīng)營的最高原則。顧客是恩人,是朋友,是老師,是顧客給了我們工作的機(jī)會,工作的價(jià)值,工作的樂趣和工作的意義。我們應(yīng)該發(fā)自內(nèi)心地真誠地感謝顧客,顧客的滿意就是我們的工作目標(biāo),為顧客創(chuàng)造最有價(jià)值的產(chǎn)品和服務(wù)是我們的最高目標(biāo)。在此原則指導(dǎo)下,寧愿讓自己吃虧不能讓顧客吃虧已成為“九頭鳥”員工的行為準(zhǔn)則。讓顧客感到在“九頭鳥”消費(fèi)是一種享受,是一種物超所值的享受。顧客在付出成本后,對自己的消費(fèi)有一個期望值,而消費(fèi)者最后得到的消費(fèi)在其心中也會有一個評價(jià)的標(biāo)準(zhǔn)來衡量,如果物超所值,他以后就會再來,如物有所值,他以后可能會再來；否則,消費(fèi)者將不會再來。所以,“九頭鳥”的目的就是為消費(fèi)者提供物超所值的產(chǎn)品和服務(wù)。有如此經(jīng)營理念及其指導(dǎo)下的令顧客滿意營銷,“九頭鳥”紅火于京城就不難理解了。第二,讓顧客參與產(chǎn)品設(shè)計(jì)與研發(fā)。企業(yè)以顧客為中心,經(jīng)過市場細(xì)分,廣泛的調(diào)研了解目標(biāo)公眾的需求和價(jià)值,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計(jì),提供個性化、人性化的高附加值的產(chǎn)品和服務(wù),是正確的,但必須讓用戶一起參與產(chǎn)品設(shè)計(jì)。利用互聯(lián)網(wǎng)和CAD技術(shù)與顧客建立有效的溝通和信息交流,及時(shí)掌握顧客的各種需求信息和顧客價(jià)值,鼓勵各種信息來源渠道對顧客信息庫進(jìn)行及時(shí)的更新。經(jīng)過分析、總結(jié),了解顧客的本質(zhì)需求,并使顧客本質(zhì)需求信息成為企業(yè)各個部門的共享資源。以此設(shè)計(jì)產(chǎn)品,提供令顧客滿意的服務(wù)?，F(xiàn)在,許多公司采用一種名為:“產(chǎn)品配置器”的系統(tǒng)來幫助用戶一起參與產(chǎn)品設(shè)計(jì)。即在計(jì)算機(jī)里存放了所satisfactionandloyalty,itisimpossibletocreatecustomersatisfactionofproductsandprovidepremiumservices,customersarenotsatisfiedwithnaturallynotloyalty,awayfromtheenterprise.Whentheemployeesatisfactionandloyaltywillbeincontactwiththecustomerswithgreatenthusiasmintotheirintellectualcapital,creativeserviceforthecustomer,customerrequirementsandtimelyfindtrends,improvetheaddedvalueofproductsandservicesinatimelymanner,holdfasttothecustomer'sheart,theirsatisfaction.Fedex,foundthatwhentheinternalemployeesatisfactionrateincreasedto85%,theircustomersatisfactionrateisashighas95%,andcorporateprofitsareveryoptimistic.Employeeattitudedetermineseverythinghere.Therefore,theenterprisemustbecustomersatisfactionmanagementconceptpenetrationintheinthemindofemployees,reflectedinthemanagement,loyaltothestaff,intheirresearchanddevelopment,manufacturingproducts,providemarketingservicestocustomers.Suchashubei,"allemployeesgeteducationiscenteredonthecustomeristhehighestprincipleofenterprisemanagement.Customersarebenefactor,isafriend,isateacher,isthecustomergivesustheopportunitytowork,thevalueofwork,workfunandworksignificance.Weshouldsincerelythanktoyourheart'scontentasthecustomer,customersatisfactionisourworkgoal,createthemostvalueforcustomersofproductsandservicesisourhighestgoal.Guidedbytheseprinciples,wouldratherletoneselfcan'tlettolosecustomerswhohasbecomea"hubei"employees'codeofconduct.Tomakethecustomerfeelthe"hubei"consumptionisakindofenjoyment,isakindofvalueenjoy.Aftercustomerspayacost,aexpectationsfortheirownconsumption,andconsumershavefinallycometoconsumptionintheheartcanhaveaevaluationstandards,ifthecontentvalue,hewouldcomeagainlater,suchasvalue,hemaycomebacklater;otherwise,consumerswillnotcomeagain.So,thepurposeof"hubei"istoprovideconsumerswithvalueofproductsandservices.Soundertheguidanceofbusinessphilosophyandcustomersatisfactionmarketing,"hubei"fireinthecityitisnothardtounderstand.Second,letcustomersparticipateinproductdesignanddevelopment.Companiestocustomersasthecenter,throughthemarketsegmentation,awiderangeofresearchtounderstandtheneedsofthetargetpublicandvalue,standingonthecustomer'spointofviewofproductdevelopment,design,providingpersonalizedandhumanizedhighvalue-addedproductsandservices,iscorrect,butmustletcustomersparticipateinproductdesign.UseoftheInternetandtheCADtechnologytoestablisheffectivecommunicationandinformationexchangewithcustomers,timelygraspthevariousrequirementsofthecustomerinformationandcustomervalue,encourageavarietyofinformationsourcestotimelyupdatethecustomerinformationdatabase.Afteranalysis,thesummary,understandthenatureofcustomerdemand,andthenatureofthecustomerdemandinformationbecometheenterpriseeachdepartmentofSharedresources.Todesignproducts,toprovidecustomersatisfactionservices.Now,manycompanieshaveadoptedanamed:"productconfigurator"systemtohelpuserstoparticipateinproductdesign.Namelyinthecomputertostoreallthelatestinformation,productmoduleandreplaceatanytime,marketingpersonnelatthesceneofthesalesthroughtheInternet,accordingtouserneedsortogetherwiththeuserconfigurationoftheneedtomeetthevalueoftheproduct.Shanghaigmcompanyproductioncartooperatorsandusersareverysatisfied,becauseletusersinvolvedinthedesignoftheproduct.Andhaierwhetherforsichuanfarmerscanwashsweetpotatowashingmachineproduction,productionof"thelittleprince"refrigeratorforShanghaiusers,ortheanticolorTV,haier's"wisdomeye"frequencyconversionairconditioning,starone-stopafter-salesserviceandsoon,areallbasedontheneedsofusers,absorbtheadviceofcustomersparticipateinproductdesign,thedesignanddevelopmentofcustomersatisfactionofrichhumanisticvalueofgoodsandservices,havewonmorecustomersheartnaturally.Third,toprovideservicesinthewholeprocessofthecustomersatisfactionandpersonalityservice.Fullserviceforthecustomer'sshoppingandconsumptionofeachlinktometiculousandthoroughservice,heartservices.Isthewholeprocessoftheconsumersfromthemomenttheyproduceconsumptiondesireofcommodityusevalueoutoftheentireprocess,tendercareforconsumers,makeconsumersiscloselycombinedwithitsownbrand,letconsumersenjoyculture,service,concept,feelthebenefit,willingtoconsumeyourproductsorservices,makeconsumersfeelfullysatisfiedineverylevel,andtowincustomerloyalty.Salesstage--,mustensurethatcustomersreceivetimelyandqualityservices,pre-saleconsultationtrainingparticipation,transferinformation,createshoppingneeds,makerationalchoicetocustomers,helpcustomerstobuytheirpracticalgratifiedcommodity;Salesupporttoprovideconvenient,maximizeproductfunction,makethecustomerfeeltheaffectionandvalue;Aftersalesservicestovalue-addedfeedbackback,makecustomersfeelwarmthandlove.Haierairconditioning,islikeanoldladyboughtonmywayhomebythe"dirty"driverran,haierafterlearning,freeimmediatelysendanewairconditioning,haiertotheoldladyanddecidedafterdeliveryinplace.InnerMongoliaauserduetofireinthehome,justboughtthehaierrefrigeratorburnout,haierjumpfromcomputerservicenetworktotheuserafterthedetailedaddress,thechosencarfixedwithfourdaystogettotherefrigerator.Thispremiumservicesmustwincustomerssatisfactionexceedexpectations.Intoday'semotionalconsumptionera,peoplepursuethesenseoffulfillmentandsatisfactiontotheheartofgoods,highaddedvalueishighlypersonalizedvaluegoods,thepursuitofvaluesandconsciousnessofdiversification,personalization,andintangiblesatisfaction.Therefore,theenterprisewillnolongerattentiononallthedifferencesofgeneraldemand,shouldbeaimedatthepursuitoftheindividualityofeachdifferentconsumers,todesignanddevelopenterpriseproductsandservices,toadapttothecurrentconsumptiontrendofindividuationanddiversification.Inthefaceofincreasinglycomplexconsumptiontendency,theenterprisetomanagecustomerdemandforpersonalizedmarketing,andcustomerinformationfeedbacksystemisthekeytoestablishcustomerdatabase,customerrelationshipmanagement(CRM),collectiontounderstandconsumers'requirementsandpreferencesoftheconstantlychanging,andnewexpectationsoftheenterprise,inordertobetterprovidecustomerswithpersonalizedservice.Fourth,cultivatecustomerloyalty.Intherestaurantindustry,thesatisfiedcustomerbrandtransformationintheproportionof60%to80%.Itshowsthatsatisfiedcustomersdonotnecessarilycanbecomeloyalcustomers.80%and80%oftheprofitsfromanenterprise'sloyaltycustomers,marketingcustomersetAracaturecorp.chiefexecutiveLarryLightinAdvertisingAgemagazine,saidearningsfromloyalcustomersareninetimesasmanyloyalcustomers.Sustainedgrowth,wal-martwasabletobecomeatop500,fundamentalreasonisthatitattractscustomerloyaltymanagementability.Iscustomerloyaltyfromcustomersfeel,passingthroughtwo-waycommunicationandmutualrelationship,thevalueofisrelentlesslytoprovidespecialproductsorservicesthroughtheenterprise.Makecustomerloyaltyandenterprisetopmanagementmusthavethedeterminationtopersistently,andfinancialsupport,todefineenterpriseloyalcustomer,understandcustomer'sdemandis,whatwasthecauseoftheirdeparture,whoboughtaproduct,why?Knowthemotivationalfactorsandcreatecustomerloyalty.Cultivateloyalcustomersmarketingmethodhastwokinds:Oneistoproperlyhandlethecustomercomplaints.Aslongasproperlyhandlecustomercomplaints,82%ofcustomerswillbuygoodsagain.Toproperlyhandlethecustomercomplaints,requirecompaniestoestablishagoodsetofhumanizedmanagement"complain"system.First,setsup"thecustomercomplaints,isthebestgifttotheenterprise,itisgoodtoimprovetheenterprisemanagement"concept,Second,theenterprisemustestablisheffectivecomplaintshandlingpolicyandsystem,andtrainingstaff,corre