【正文】 爾新空調(diào) ,并決定以后送貨到位。因此 ,企業(yè)不再將注意力投入于全體消費(fèi)者的一般需求差異上 ,應(yīng)針對追求各異的個(gè)性消費(fèi)者 ,量體裁衣 ,設(shè)計(jì)并開發(fā)企業(yè)的產(chǎn)品及服務(wù)項(xiàng)目 ,以適應(yīng)當(dāng)今個(gè)性化和多樣化的消費(fèi)趨勢。這說明滿意的顧客并不一定能成為忠誠顧客。要使顧客忠誠 ,企業(yè)最高管理層必須有長期不懈的決心和資金支持 ,對企 業(yè)的忠誠顧客進(jìn)行界定 ,了解顧客的需求是怎樣形成的 ,他們離去的原因是什么 ,買了誰的產(chǎn)品 ,為什么 ?認(rèn)識并創(chuàng)建顧客忠誠的激勵(lì)因素。第一 ,樹立“顧客的報(bào)怨 ,是給企業(yè)最好的禮物 ,對改善企業(yè)的經(jīng)營管理有好處”的觀念 ； 第二 ,企業(yè)必須確立有效的報(bào)怨處理政策和制度 ,并訓(xùn)練員工 ,正確對待顧客報(bào)怨 ,站在顧客的角度處理顧客報(bào)怨的問題 ； 第三 ,處理顧客的部門要輪 換 ,以便各業(yè)務(wù)單位都能及時(shí)了解顧客的滿意度 ,并獲得處理顧客報(bào)怨的經(jīng)驗(yàn) ； 第四 ,建立所有顧客報(bào)怨資料庫 ,以便及時(shí)處理并防止公關(guān)危機(jī)的發(fā)生。忠誠顧客數(shù)據(jù)庫 ,可以為員工及時(shí)提供超值服務(wù)所需的資料 ； 為收集所有與顧客有關(guān)的細(xì)節(jié)資料創(chuàng)造條件 ； 強(qiáng)化同顧客的快捷聯(lián)系 ； 為開發(fā)新產(chǎn)品和提供新的服務(wù)創(chuàng)造條件 ；與顧客進(jìn)行長期互動(dòng)的雙向溝通 ,以便為其提供潛在需求的、似曾想到又非想到的滿足其期望價(jià)值的產(chǎn)品或服務(wù)。只有通過數(shù)據(jù)庫進(jìn)行跟蹤調(diào)查分析 ,才能確切知道企業(yè)擁有的顧客份額會(huì)增加多少 ,達(dá)到某一份額需要多久。只要妥善地處理顧客報(bào)怨 ,82%的顧客會(huì)再度購買商品。沃爾瑪之所以能夠持續(xù)增長成為 500強(qiáng)的老大 ,根本原因在于它吸引客戶忠誠的經(jīng)營能力。 第四 ,培育顧客忠誠。這種超值服務(wù)必然贏得顧客超期望值的滿意。全程服務(wù)就是消費(fèi)者從產(chǎn)生消費(fèi)欲望那一刻起到商品使用價(jià)值耗盡為止的整個(gè)過程 ,對消費(fèi)者的細(xì)心呵護(hù) ,使消費(fèi)者與自己的品牌緊密相連 ,讓消費(fèi)者享受文化、享受服務(wù)、感受理念、感到受益 ,心甘情愿地消費(fèi)你的產(chǎn)品或服務(wù) ,令消費(fèi)者在每一個(gè)層面都感到完全滿意 ,并能贏得客戶的忠誠。上海通用公司生產(chǎn)的汽車令經(jīng)營商和用戶非常滿意 ,就是因?yàn)樽層脩粢黄饏⑴c了產(chǎn)品的設(shè)計(jì)。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(gè)部門的共享資源。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 。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。 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。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。 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。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。 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。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(huì)增長 25%95%。忠誠的顧客不僅會(huì)經(jīng)常性地重復(fù)購買 ,還會(huì) 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(huì)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(dòng)具有免疫能力一個(gè)不滿意的顧客會(huì)將不滿意告訴 1620個(gè)人 ,而每一個(gè)被告知者會(huì)再傳播給 1215個(gè)人。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。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。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。 strengthen ties with customers quickly。 Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers plained, standing customer approach to customer plained of the problem。 feedback resale valueadded services, allowing customers to feel the warmth and truth. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the puter after power found in the user details of the work address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations. In today39。 Otherwise, consumers will not e back. Therefore, 9 Bird is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, nine bird fire in the capital is not difficult to understand. Second, customers participate in product design and development. Customercentric pany, through market segmentation, target a wide range of research to understand the public39。s most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft39。 if panies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services。 D force, employee engagement, customer service ability, customer affinity, peer recognition ability, munity contributions to force, public relations and dissemination of munication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable petitiveness, which is CS strategy to solve the problem. CS times, panies no longer own the center, but to customercentric。s similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the fort, convenience, safety, fort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, fort, beauty and spiritual quality, and exceed consumer expectations in the presale, sale, aftersales service and advice. In other words, people today are looking for is a psychological satisfaction and a sense of fulfillment, the modity, high value added goods and services, the pursuit of values and sen