【正文】 針對(duì)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(shì)。 第四 ,培育顧客忠誠(chéng)。這說(shuō)明滿意的顧客并不一定能成為忠誠(chéng)顧客。沃爾瑪之所以能夠持續(xù)增長(zhǎng)成為 500 強(qiáng)的老大 ,根本原因在于它吸引客戶忠誠(chéng)的經(jīng)營(yíng)能力。要使顧客忠誠(chéng) ,企業(yè)最高管理層必 須有長(zhǎng)期不懈的決心和資金支持 ,對(duì)企業(yè)的忠誠(chéng)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(shuí)的產(chǎn)品 ,為什么 ?認(rèn)識(shí)并創(chuàng)建顧客忠誠(chéng)的激勵(lì)因素。只要妥善地處理顧客報(bào)怨 ,82%的顧客會(huì)再度購(gòu)買商品。第一 ,樹立“顧客的報(bào)怨 ,是給企業(yè)最好的禮物 ,對(duì)改善企業(yè)的經(jīng)營(yíng)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(duì)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(kù) ,以便及時(shí)處理并防止公關(guān)危機(jī)的發(fā)生。只有通過數(shù)據(jù)庫(kù)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。忠誠(chéng)顧客數(shù)據(jù)庫(kù) ,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(zhǎng)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)。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 sense of diversity, individuality, and the intangible satisfaction of the time has e . And consumers adapt to changes in the value of the pursuit of petition between enterprises, but also from product petition, price petition, technological petition, advertising petition, brand image development of petition to the current petition, credit petition, cultural petition and service petition, petition that customer satisfaction . This petition is the enterprise wide angle, widefield spacetime within the context of highlevel, reflect the overall strength of the petition. It includes anizational innovation, technological innovation, management innovation, industry foresight, R amp。 customer, customer satisfaction is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of petitors who focus not on but on clients, on the customers actual and potential needs. When the pany provides products and services to the customer39。 if far exceed customer expectations, and far higher than other colleagues, customers really satisfied。 loyal customers will not only actively remend to others to buy his products, and promotional activities of petitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 1620 individuals, and each one was told who will then spread to 1215 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Inter, its impact is even greater. According to the . auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% 95%. 80% of a pany 20% of the profits from loyal customers。s products are focused on each of the world39。s secret of success in 20 years. In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer money votes. The CS strategy is the magic weapon for winning such a vote. Second, customer satisfaction, the main steps in marketing strategy First, to establish the level of corporate culture customercentric, customer interests first, and customer satisfaction as the goal of philosophy. CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee