外文翻译用新方法保持顾客忠诚.docx
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外文翻译用新方法保持顾客忠诚.docx
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外文翻译用新方法保持顾客忠诚
毕业论文(设计)外文翻译
一、外文原文
标题:
LetGoofOldIdeastoHoldontoYourCustomers
出处:
Moore,Terry.LetGoofOldIdeastoHoldontoYourCustomers.AmericanBanker,2010(12),175(189)
Oneofthemostimportantthingsanycompanycandotohelpensureitssurvivalisinvestinpracticesthatcreateconsumerloyaltyandgoodcustomerserviceisthefoundationonwhichbusinessescanbuildsatisfactoryrelationshipswithclients.
Creatinganenvironmentthatisfriendlyandwelcomingforcustomers,providesthegoodsandservicestheyneedinatimelymannerandoperatesinawaythatisconvenientforthecustomerisamodelanybusinessshoulduse.
CustomerLoyaltyandCustomerSatisfaction
Creatingcustomerloyaltybeginswithcompaniesthatinvesttimeandeffortintomakingsurecustomersleaveinteractionsfeelingasenseofsatisfaction,whetherit’sbecausetheyreceivedagooddealorwereabletoresolveanissue. Satisfiedcustomersaremorelikelytoreturntothebusiness,spendmoremoneythereandencourageotherstodobusinessthereaswell.Whetherit’saretailbusinessorarestaurant,anycompanyshouldworktowardcreatingconsumerloyalty.
Customerserviceisthemostimportantpartofbuildingstrongrelationshipswithcustomers.Employeesarethehumanfaceandvoiceofthecompany,andabadexperiencecandrivecustomersaway.Investingincustomerservicetrainingandeducationshouldbeofprimaryimportancetobusinessownersandmanagers.Therearemanywaystoteachemployeeshowtogreetandhelpcustomers,aswellashowtosolveproblems.
CustomerServiceEducation–EmployeeTraining
Trainingemployeesinpropercustomerservicecaninvolveextendedtrainingsessions,especiallyfornewemployees.Customerserviceeducationhelpstosetupdefinedexpectationsforemployeebehavior,includingmodelsofgreetingandaidingcustomers,learningthechainofcommandamongemployeesandcreatingateamofemployeeswithasharedgoal.
Employeetrainingshouldfocusongeneratingapositiveatmosphereandsettingcleargoalsforemployees.Additionally,managersandsupervisorsshouldreceivetraininginconflictmanagementtohelpmitigatedisputesbetweenemployees,aswellasdealwithcustomerproblems.
Managersandsupervisorsshouldalsoengagedirectlyinongoingcustomerserviceeducationbymonitoringandrewardingpositiveinteractionswithcustomers,problem-solvingandhardwork.Holdingregularmeetingstodiscussproblemsandanswerquestionsisagoodtimetopubliclycommendemployeeswhoareperformingwell.
Haveemployeesdevelopamissionstatementoranemployeemottothatcanbedisplayedbehindacounterorinthebreakroom.Developamissionstatementthatfocusesonbuildingrelationships,providinggoodserviceandcreatingapositiveatmosphereforemployeesandcustomersalike.Creatinganemployeemottoisasimplewaytoprovideconcretereinforcementofthecustomerservicetrainingsessionsandremindemployeesoftheattituderequiredincreatingasuccessfulbusiness.
BuildingCustomerLoyalty–CustomerSatisfactionSurveys
Establishingcustomerloyaltyisoneofthemostimportantpartsofengagingincustomerservicetrainingandeducation.Goodemployeeswillhelptodrawcustomersbacktoabusinessforitsproductsandservices,andensuringthateachexperienceispositivewillhelpkeepindividualsusingthebusinessonaregularbasis.
Encouragecustomerstoleavefeedbackontheirexperiencestohelpdetermineifthereareanyareasofcustomerservicethatarelacking.Onlinecustomersatisfactionsurveysareeasytosetupanduse,andprovidingavenueforcommunicationbetweenthecustomersandthebusinessisasimplewaytobuildtrustandloyalty.Thefeedbackgiveninsatisfactionsurveyscanalsohighlightareasofthebusinessthatareperformingespeciallywell.
BenefitsofSocialNetworkingforBusinesses
Companiesthatusesocialnetworkinganduseitwellareabletogeneratebrandloyaltyandconsumerloyalty,aswellasinvestindirectcommunicationwithcustomersandconnectwithpotentialcustomers.OutletslikeTwitter,FacebookandLinkedInprovidereal-wordandreal-timeinteractionwithcustomersandotherbusinesses,makingthemidealtools.Socialnetworkingcanalsohumanizeacompanyandgiveitamorepersonalizedfeelingforshoppers.
CustomerscancommunicatedirectlywiththecompanythroughcommentsonFacebookandTwitter,aswellasreceiveindividualrepliestotheirquestions.Thisisasimplebuteffectivewaytocreatetrustinthecompany,andencourageconsumerloyalty.Customerswhofeelasthoughtheyhavedirectinfluenceandcommunicationwithacompanymaybemorelikelytoshopthereinthefuture.
Buildingcustomerloyaltystartsfromthegroundup.Creatingasolid,well-informedteamofemployeeswhoknowhowtoensureeachcustomerhasapositiveexperienceisabasicwaytokeepcustomerssatisfiedandcomingbacktothebusiness.Expandingcustomerserviceintosocialnetworkinganddirectcommunicationwithconsumersisawaytoembracethetechnologythatmanyoftoday’sshoppershaveattheirfingertips,andgettheminvestedininteractionswiththecompany.
GaugingCustomerLoyalty
Gettingnewcustomersisexpensive,whichiswhysensiblemarketerstoiltokeeptheonesthey'vealreadygot--andtogetthembuyingasoftenaspossible.Assuch,loyaltyprogramshavebecomeaconspicuouspartofthemarketinglandscape.Buthowdoconsumersfeelaboutsuchprograms?
Sixty-ninepercentofrespondentssaidmostoftheirownexperiencewithsuchprogramshasbeen"prettygood,"and10percentsaidthey'vebeen"verysatisfied."Halfsaidaprogrammembershipeither"stronglymotivatesmyrepeatbusinessorvisits"(21percent)oris"usuallyabigfactorinmydecisionmaking"(30percent).But,thereporthaslessfavorablenewsaswell:
"Infact,32percentofrespondentsfeltthatprogramparticipationheldlittletonovaluewhile37percentfeltindividualrewardshadevenlesstoofferbywayofvalue."Dothesenegativesentimentsreflectalapseincommunicationonthepartofloyaltymarketers,oristheproblemthatmanyoftheprogramsreallyaren'tvaluable?
"It'sboth,"saysLizMiller,whowasinvolvedwiththestudyinherroleasvpofprogramsandoperationsfortheCMOCouncil."Listen,therearealotofprogramsouttherethatonlyexistbecauseofsomebrandsviewingloyaltyprogramsthroughwhatIcalla'FieldofDreams'lens--the'ifyoubuildit,theywillcome'mentality.So,theybuildthisprogram,investingmillionsinit,andthentheypeppertheconsumerwithjunk.Or,theydon'tpepperthemwithanythingandjustletconsumerspileonpointsintoafantasyaccountthatdoesnothing.Whatisworseisthelureofsavingsonlytorealizeyoucan'tgettothembecauseyoucanonlydoitonthesecondTuesdayofthesixthweekofthemonth."Onthislastpoint,38percentofrespondentsincluded"toomanyconditionsorrestrictions"amongtheirtopcomplaintsaboutloyaltyprograms
Membershiphasbeengrowing
Whatevermisgivingsconsumershaveaboutloyaltyprograms,though,thisdoesn'tseemtostopthemfromsigningup."Ourresearchshows67.7percentofconsumersbelongedtoloyaltyprogramsin2009,a19percentincreaseover2007,when57percentofconsumersbelongedtoone,"saysKellyHlavinka,apartnerinColloquy,afirmthatprovidesresearchandotherservicestotheloyalty-marketingfield."Activityinsomekeydemographicsegmentsisupevenmore,"Hlavinkaadds."Justtonametwo,participationbyyoungadultshassoared32percent,andwomenage25-49areup29percent."
Anotherstatistic,fromColloquy's"census"ofloyalty-programparticipants,pointstotheambivalencemanyconsumersbringtotheserelationships."Colloquy'scensusdoesindicateacriticalgap--thattheaverageU.S.household hasenrolledin14programs,yetonlyparticipatedin6.2ofthem,"saysHlavinka."Soclearly,mostloyalty-programoperatorsneedtobethinkingabouthowtoenhancetheirvaluepropositionfortheirmostprofitablecustomers.Inaddition,muchmorecanandshouldbedonetoenhancetherelevanceofprogramcommunicationsandtherecognitionbenefitsforacompany'smostprofitablecustomers."
It'simportant,afterall,torememberthatconsumers'trueloyaltyistothemselves,andtheytendtojudgealoyaltyprogramonthedollar-and-centsbenefitsitprovides.That'sreflectedinoneoftheCMOCouncilreport'sobservationsabouthowconsumersreacttosuchprograms:
"Unfortunately,they'vebeenprogrammedtoexpectthefundamentaldiscountsandfreeproducts,andmarketerswillbehard-pressedtoweanthemoffsuchadeepdependenceonthemandrespondtomoreexperientialrewards."
CitingtheKeyBenefits
Indeed,whenrespondentswereaskedtocitethethreekeybenefitsofloyalty-programmembership,thetopvote-getter(66percent)was"discountsandsavings,"with"betterdealsandoffers"therunner-up(43percent).Fillingoutthetopfivewere"freeproductsorpremiums"(38percent),"perksandprivileges"(36percent)and"cashback"(33percent).Significantlyfewermentioned"recognitionandappreciation"(18percent)or"moreindividualizedattention"(12percent).
Butif"individualizedattention"rankslowonthehierarchyofthingsconsumersvalueaboutloyaltyprograms,thatdoesn'tkeepthemfromtakingumbrageatanexcessofnot-so-individualizedattention.Whenaskedtoidentifythe"topissuesorconcernsyouhavehadwithloyaltyandrewardsprogrammemberships,"No.1onthelist(citedby44percentofrespondents)was"receivetoomuchspame-mailandjunkmail."
LizMillertellsataleofherownrecentexperienceinthisregard."JusttheotherdayI
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