【正文】 13:23:4313:23:4313:232/6/2023 1:23:43 PM ? 1越是沒有本領(lǐng)的就越加自命不凡。 2023年 2月 6日星期一 下午 1時 23分 43秒 13:23: ? 1比不了得就不比，得不到的就不要。 未達成要求的結(jié)果 如果未達成這種要求，則客戶會感到極度不滿意。 在基本產(chǎn)品基礎(chǔ)上可能提升客戶滿意度的產(chǎn)品特性和服務(wù) 消費者不會明確表達或期望吸引性要求，但如能達成這種要求，則會令消費者倍感欣喜。 :23:4313:23Feb236Feb23 ? 1故人江海別，幾度隔山川。 2023年 2月 6日星期一 1時 23分 43秒 13:23:436 February 2023 ? 1空山新雨后，天氣晚來秋。勝人者有力，自勝者強。 2023年 2月 6日星期一 1時 23分 43秒 13:23:436 February 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 客戶口碑宣傳的結(jié)果 必要性要求未獲滿足的客戶可能成為“恐怖主義者”，會把自己的感受傳達給其他人。 滿意度定價法 III：統(tǒng)一定價法 ? 在提供服務(wù)前議定價格 減少不確定性 —客戶不再對將要發(fā)生的成本一無所知 降低風險 —公司承擔服務(wù)成本超標的風險。 不滿意、憤怒 、 滿意和愉悅模型 不滿意 憤怒痛苦 滿意 愉悅 沒有預先期望 期望的存在性（認知上的） 存在期望 負面 （部分情感上的）服務(wù)體驗 正面 提前通知客戶，客戶會不滿意但不會憤怒 持續(xù)愉悅 的關(guān)鍵是要不斷創(chuàng)新 愉悅客戶準備度檢查表 愉悅客戶準備度檢查表 用是或否回答下列問題 ： 你所在的公司是否 ? 是 否 ? 了解給客戶驚喜對區(qū)分愉悅與滿意和憤怒的重要性？ ? 區(qū)別客戶對必要性要求、滿意性要求和吸引性要求的感知？ ?. 明確消費者對哪些方面寄以期望？ ? 研究了在主要細分市場中客戶期望之間的不同？ ? 確定了客戶期望會如何隨時間而轉(zhuǎn)變？ ? 了解要做到持續(xù)愉悅客戶的難度？ ? 制定了長期計劃，通過增加消費者不寄予期望的要素來持續(xù)愉悅消費者？ ? （根據(jù)質(zhì)量收益、客戶終身價值分析、客戶獲取成本、客戶權(quán)益等指標）計算了愉悅客戶的成本和收益？ ? 評估了不同的愉悅客戶戰(zhàn)略？ ? 考察了其他公司如何愉悅客戶？ ? 將愉悅客戶的職責交由客戶滿意總監(jiān)、質(zhì)量副總裁或類似人員來承擔？ ? 持續(xù)監(jiān)控客戶愉悅水平？ Value of a Service ? Value elements are the features and the service attribution that a service provides ? The value curve defines the target customer segment ? If the target customer segment is decided, the value of the service should match the customer ? The value curve shows the differentiation between you and the petitors Value Curve of the Service Key point of use value curve ? To provide the excellent, you must and have to make tradeoff, do something excellent and do something poorly – Different with the petitor with different value set – You have cost to do the excellent, so you can’t make everything excellent Customer selection ? Must select a target customer segment, you can’t serve all the customers in the market ? Some customer do fit you, because you ability, attribute of the service match these customer ? Some customer don’t fit you, because their expectation and your petence/value of service/strong point are not match ? You must make tradeoff to find the right funding mechanism(make money), otherwise , your service is no need to exist Value Loop ? 以“商業(yè)銀行”為案例的 Value Loop – 員工管理 – 客戶管理 Value LoopEmployee management Fewer product Increase deposit High profit 招聘基于態(tài)度 服務(wù)網(wǎng)點多 培訓容易 更多服務(wù)方面的培訓 Great customer experience Employee management Customer management 退休的，細心的 容易培訓的 準備成本低 產(chǎn)品少 員工理解容易 低利息 Value LoopCustomer management 延長營業(yè)時間 社區(qū)參與 更好的商譽 More deposit WOW口碑 客戶忠誠 硬幣兌換 Customer management Funding mechanism ? Funding mechanism – Charging – Embedded funding into the service process 4 Things about design a new service core service model Service attribute Employee management Customer management Funding mechanism Important: An process should be logical on value loop Value curve 4 Things about design a new service ? Service/value attributes(features) 1 ? Employee management 2 ? Customer management 3 ? Funding mechanism/approach 4 Value curve: ?Relative to petition ?To made choice(tradeoff) ?What should do excellent ?What should do poor Based on what is important and what is not important to How to: Select Training Deploy... Employee to work Value loop Select Training Control(reward, punish) Customer participate better Value loop How do you pay? How do you make money? Embedded value generation inside the service/process Customer pays palatable How to make 1 of 4 decisions Customer experience high low Standard Process customized 1 2 3 4 1. High experience + standard process 2. High experience + customized process 3. low experience + standard process 4. Low experience + customized process How to make 1 of 4 decisions Decisions 1. High experience + standard process 2. High experience + customized process 3. low experience + standard process 4. Low ex