外文翻譯---用新方法保持顧客忠誠(文件)
【正文】 rogram payoff, says Miller, adding in this context that American Airlines has a program that many speculate is worth more than the airline itself. But the program is worth a lot because consumers have e to value it highly. In an openended question in the CMO Council polling, respondents were asked to say which program they regard as the best. American Express and American Airlines were the top votegetters 標(biāo)題： 用新方法保持 顧客忠誠 任何公司想要在競爭中獲勝該做的最重要的事情是：投資于可以建立顧客忠誠的項目和提供能夠與建立顧客滿意關(guān)系的良好客戶服務(wù)。ve given up a membership after poor product or service experiences with a brand. Unrealistic expectations play a role here as well, with consumers feeling they39。t keep them from taking umbrage at an excess of notsoindividualized attention. When asked to identify the top issues or concerns you have had with loyalty and rewards program memberships, on the list (cited by 44 percent of respondents) was receive too much spam and junk mail. Liz Miller tells a tale of her own recent experience in this regard. Just the other day I got an offer to get a credit card that would attach to my airline frequentflyer card, she says. I got two s about it, one from the creditcard pany and another from the airline. Both told me about the fabulous offers and savings I could achieve, and even offered special bonuses if I joined. Then, I got three different mailings in my mailbox: one to Liz, one to Lisa and another to Elizabeth. Not sure who Lisa is, but she could get an even better offer than the one Liz received via . Here39。 true loyalty is to themselves, and they tend to judge a loyalty program on the dollarandcents benefits it provides. That39。s census of loyaltyprogram participants, points to the ambivalence many consumers bring to these relationships. Colloquy39。 mentality. So, they build this program, investing millions in it, and then they pepper the consumer with junk. Or, they don39。s both, says Liz Miller, who was involved with the study in her role as vp of programs and operations for the CMO Council. Listen, there are a lot of programs out there that only exist because of some brands viewing loyalty programs through what I call a 39。畢業(yè)論文（設(shè)計） 外文翻譯 一、 外文原文 標(biāo)題 ： Let Go of Old Ideas to Hold on to Your Customers 出處： Moore, Terry. Let Go of Old Ideas to Hold on to Your Customers .American Banker, 2020(12), 175(189) One of the most important things any pany can do to help ensure its survival is invest in practices that create consumer loyalty and good customer service is the foundation on which businesses can build satisfactory relationships with clients. Creating an environment that is friendly and weling for customers, provides the goods and services they need in a timely manner and operates in a way that is convenient for the customer is a model any business should use. Customer Loyalty and Customer Satisfaction Creating customer loyalty begins with panies that invest time and effort into making sure customers leave interactions feeling a sense of satisfaction, whether it’s because they received a good deal or were able to resolve an issue. Satisfied customers are more likely to return to the business, spend more money there and encourage others to do business there as well. Whether it’s a retail business or a restaurant, any pany should work toward creating consumer loyalty. Customer service is the most important part of bui
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