服務(wù)利潤鏈經(jīng)典培訓(xùn)教程香港中文大學(xué)-免費(fèi)閱讀
【正文】 ? 在你確定將汽車開向何處之前，首先必須有合適的人在車上（不合適的人被請(qǐng)下車）。242。值242。 6) Serviscape。 Criteria of good perceived service quality 1) Professionalism amp。 In the new economics of service, frontline workers and customers need to be the center of management concern. 既強(qiáng)調(diào)市場(chǎng)也強(qiáng)調(diào)運(yùn)營的組織幾乎是戰(zhàn)無不勝的。 ? It is determined by the customer, not by the service provider (perception). 它被顧客而不是服務(wù)供應(yīng)商決定（感知性）。 4) Reliability amp。212。233。P 500 1998 14% 8% 116% 6% 31% 35% 1999 14% 4% 55% 9% 30% 28% 2000 24% 12% 66% 21% 96% 21% 2001 25% 13% 228% 9% 121% 5% Fortune’s 100 Best Places to Work versus Companies in the Standard amp。的不滿者仍抱怨 25% of plainants still dissatisfied 25%的抱怨者仍不滿 One in five plain 1/5 抱怨 25% of these customers still dissatisfied 這些顧客 25%仍不滿 40% Complain 40%抱怨 100% of dissatisfied customers 100%不滿的顧客 1 Complaint = 一次抱怨 = 2 customers dissatisfied at middle management level= 中層抱怨者的 2個(gè)不滿客戶 = 10 who plain to middle management = 10個(gè)向中層抱怨的人 = 50 customers who remain dissatisfied after frontline effort = 50個(gè)經(jīng)第一線努力后仍不滿的顧客 = 200 who plain To frontline = 200個(gè)向一線人員抱怨的人 = 500 who are dissatisfied = 500個(gè)不滿的顧客 = THE COMPLAINT PROCESS STATED IN PERCETAGES 百分比表示的抱怨過程 THE PYRAMID DESCRIBED IN NUMBERS 以數(shù)量表示的金字塔 29 Dissatisfied Customers’ Repurchase Intentions under Various Conditions 不同條件下不滿顧客的重購意圖 Ho w M a n y o f Y o u r Un h a p p y Cu s t o m e r s W il l B u yf r o m Y o u A g a in ? 不滿意的顧客有多少還會(huì)再購買你的產(chǎn)品？70%46%37%82%54%19%9%95%ComplaintsResolved Quickly抱怨迅速解決ComplaintsResolved 抱 怨解決了Complaints NotResolved 抱 怨沒有解決Nonplainants沒有抱怨Percent of customers who will buy from you again再次購買你的產(chǎn)品的顧客百分比Major Complaints 大的抱怨Minor Complaints 小的抱怨30 ? 你的組織的“業(yè)務(wù)”是什么？它是由價(jià)值和結(jié)果定義而非產(chǎn)品和服務(wù)定義的嗎？ What is your organization‘s ―business‖? Is it defined in terms of value and results versus products and services? ? 你的組織很明確地界定了顧客和非顧客了嗎？ How carefully has your organization defined who it will serve and who not? ? 你的組織是通過什么方法 ——政策、實(shí)踐、過程還是組織 ——為 中意 的顧客和員工提供較高的價(jià)值成本均衡的？ By what means – policies, practices, processes, organization – is value leveraged over costs for preferred customers and employees? ? 在多大程度上你的組織的價(jià)值傳送系統(tǒng)使經(jīng)營戰(zhàn)略達(dá)到良好的價(jià)值成本均衡？ To what degree does your organization‘s value delivery system enable its operating strategy to leverage value over costs? ? 你們?cè)诙啻蟮某潭壬隙攘坎⒆粉櫡?wù)利潤鏈中的元素的？ To what extent do you measure and track elements of the service profit chain? ? 在多大程度上，你們的管理者和員工是基于獲得經(jīng)營績效而得到認(rèn)可和獎(jiǎng)勵(lì)的？ To what extent are managers and employees recognized and rewarded on the basis of achieving performance measures? ? 在各種價(jià)值等式維度中你的顧客和員工尋求的是什么？你是如何知道的？ What do customers and employees seek on various value equation dimensions? How do you know? Questions for Managers 管理者需要思考的問題 。P 500 100 Best Samp。233。 8) Consistency. Service Quality 服務(wù)質(zhì)量 17 Expected Quality 期望質(zhì)量 ?Communication 溝通 ?Sales 銷售 ?Perceptions 感知 ?Word of mouth 口碑 ?Past experience 經(jīng)驗(yàn) ?Needs amp。 3) Accessibility amp。 oneway fare = $84 – only major short haul, lowfare, highfrequency, pointtopoint carrier – Low prices by not serving meals (just peanuts), not assigning seats (first e, first served), and not using travel agents. ? Customer value and employee satisfaction – Dependable, frequent, and friendly service at a low price – Its based click ?n save program has million subscribers for receiving special fare offers – It‘s easier to get into Harvard than to be hired by SWA (4% acceptance rate) – Awards for best ontime service, best baggage handling, and best customer service – Cheerful employees go out of their way to amuse, surprise, or entertain passengers (., introducing themselves to one another, then hug, then kiss, then propose marriage) – ProfitSharing and Stock Purchase Plan for SWA Employees – ―Southwest Airlines gives security to its employees, and security breeds loyalty‖ “Fun
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