毕博管理咨询工具方法—2.6 Customer Advisory Session Facilitator Guide Chinese

客户咨询会议主持人手册CUSTOMER ADVISORY SESSION FACILITATOR GUIDE
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目录 TABLE OF CONTENTS
介绍 INTRODUCTION (3)
程序 PROCESS (5)
会场布置 VENUE SET UP (7)
样板问题 SAMPLE QUESTIONS (8)
介绍 INTRODUCTION
客户咨询会议主持人手册为顾问人员提供了所有的相关信息，使其能够成功地主持客户
咨询会议。

This Customer Advisory Session Facilitator Guide is designed to provide a facilitator with all the information they require in order to successfully run Customer Advisory Sessions.
客户咨询会议与“小组集中调研”方式非常相似。

他们共同的目标都是收集重点客户关
于企业表现方面具有深度的反馈意见。

此外，客户咨询会议也是一种非常有效的市场工具，它能够给企业客户一种被重视、被咨询与被关心的感受。

通过召开客户咨询会议，
企业已开始将其与竞争对手区分开来。

Customer Advisory Sessions are similar to what are commonly known as “Focus Groups.” Their primary purpose is to gather in-depth feedback from key customers or clients regarding the performance of the business. As a side issue, Customer advisory Sessions are a fantastic marketing tool that will leave customers feeling special, listened to and cared about. By running a Customer Advisory Session a business has already taken its first steps in differentiating itself from the competition.
召开客户咨询会议的好处
What Are The Benefits of Holding A Customer Advisory Session
以下是召开客户咨询会议的好处：
There are many benefits to holding a Customer Advisory Session:
在会议当中，客户间经常就公司产品进行交叉销售
Customers often cross-sell (your products) to each other during the session;
通过聆听与满足客户的需求来为客户提供增值服务
Adding value to your customers by listening and actioning their needs;
掌握企业如何才能提供出色的产品和服务
Understand the things that the business does really well;
观察促使客户购买公司产品的动力-真正理解什么对客户来说是最重要的Insights into what motivates customers to buy from the business – truly understand what is important to them;
了解在客户眼里，哪些是公司的竞争对手
Understanding who your customers consider to be your competition
客户咨询会议的适用范围？
Who Should Hold A Customer Advisory Session?
客户咨询会议适用于所有的商业机构。

你甚至可以考虑召开贵公司的客户咨询会议。

The Customer Advisory Session is applicable for all businesses. You should even consider holding one for your own business!
应当邀请的对象
Who Should You Invite?
我们建议你从邀请你的“A”类客户开始，因为他们是你最希望发展的客户。

然而，你可能也希望召开其它类型，如“B”类客户的客户咨询会议，或者是说召开针对特定行业客户的咨询会议。

We recommend that you start by inviting your “A” class customers since this is the aspect of your customer base that you will want to grow. However you may also want to run a Customer Advisory Session for other clients such as your “B” class or such as specific industry sectors.
程序 PROCESS
选择客户及会议地点
邀请客户邀请客户数应为实际参加客户数的两倍。

参会人数最好控制在8-12人，因此需要邀请16-24位客户。

客户跟踪
设计问题
选择及安排礼物后勤准备及议程召开客户咨询会议寄出感谢信邀请函使用印有企业台头的信纸
客户咨询会议邀请函
跟进（使用电话），确认客户是否参加会议。

如果客户不能参会，则询问客户是否愿意参加客户调查。

客户调查模板
与企业一起设计会议的问题（包括调查的问题）
客户咨询会议主持人手册调查模板
安排给参会人员的礼物。

礼物可以是酒、或者是诸如印有企业标志的茶杯、杯垫、帽子等。

后勤准备客户咨询会议准备清单
准备会议议程客户咨询会议议程模板
预留时间布置会场及录音设备
客户咨询会议准备清单
感谢信使用印有企业台头的信纸，并在会议结束2-3天后寄出。

客户咨询会感谢信
第一周第三周第二周
第四周
The Process
Select customers &
venue
Invite Customers You will need to invite 2 times the required number. Recommended group size is 8-12 therefore you need to invite 16-24 customers -
Follow Up with
Customers
Develop questions Select & arrange gifts
Finalise logistics &
agenda
Hold Customer Advisory
Session
Send out thank-you
letters Letters should be sent on the clients’ letterhead.
Customer Advisory Session Invite
Follow-up (by telephone) to confirm attendance. If the customer cannot attend, ask if they would be happy to participate in a survey.
Customer Survey template
Develop the questions (and survey) with the client
Customer Advisory Session Facilitator Guide Survey Template
Gifts for attendees need to be arranged. Suggestions include wine, merchandise such as cups, coasters, hats etc (with the business logo)
Arrange catering etc Customer Advisory Session Checklist Prepare Agenda Customer Advisory Session Agenda Template Allow plenty of time to set-up the venue and recording equipment Customer Advisory Session Checklist
Letters should be sent out 2-3 days after the session on the clients’ letterhead
Customer Advisory Thank-you Letters
Week 1 Week 3 Week 2
Week 4
会场布置 VENUE SET UP
会场布置应采用“圆桌会议”形式
The venue should be set-up in “boardroom” style.
录音设备
Recording
Equipment
样板问题 SAMPLE QUESTIONS
1.0 综述 OVERVIEW
对客户的到会表示感谢
Thank participants for their attendance.
对[顾问姓名]进行简要介绍，并介绍其与[企业名称]之间的关系。

Explanation of who [Consultants Name] are and what their relationship is to [Client
Name]
-我在会上是起到推动与促进的作用
My role is a facilitator
询问客户是否可以使用录音设备
Seek permission to use recording equipment.
-向客户解释之所以录音，是为了方便撰写报告
Explain that we would like the session to be taped so that a detailed report can be prepared
-向客户解释，如果他们不愿意，则不会录音
Explain how participants can request for the tape to be turned off
会议的目的是收集有建设性的反馈意见（正面的与负面的），使[企业名称]了解如何为你提供更好的服务。

Purpose is to seek constructive feedback (both positive and negative) so that [Client
Name] can understand how to serve you better.
注意事项
Housekeeping.
-洗手间的位置
Toilets
-中间休息时间与茶点
Refreshments
议程安排--由于时间有限，希望大家在别人讲话时不要交头接耳。

此外，由于时间有限，每个问题的讨论时间都有限制。

如果客户希望进行进一步的沟通，可以与
[顾问人员姓名]在会议结束后进行讨论。

Schedule – time is limited so please do not talk while someone else is talking. In
addition, because of the limited time available the discussion may at times need to move on. [Consultants’ Name] are happy to discuss (with individuals) issues in greater detail
at the end of the session
2.0 召开会议的目的 PURPOSE OF SESSION
[企业名称]希望在其产品与服务改善方面得到客户的支持。

[Client Name] want your assistance in identifying areas in which they can improve their products and services.
邀请你参加会议的原因--[企业名称]非常尊重你的意见（包括个人与专业方面的）Why you are here — you have been identified as clients whose opinions [Client Name]
respect (both professionally and personally).
我们希望你就[企业名称]的过去、现在与未来，发表你的看法。

We would like you to explore how you feel about the past, present and future of [Client Name].
在会议正式开始之前，我先就[企业名称]作一个简要的介绍。

Before we begin we would like to give you a quick overview of [Client Name].
-参见PowerPoint 演示
Refer to PowerPoint presentation
3.0 介绍 INTRODUCTIONS
为了帮助大家互相认识，我希望各位能够逐一进行简单的自我介绍。

In order to get to know each other a little better we would like to go quickly round the table and get everyone to introduce himself or herself.
-参会人员姓名，代表企业名称
Name of participant and company/business they are representing?
-成为[企业名称]的客户有多少时间？接受过[企业名称]什么产品或服务？
How long they have been a client of [企业名称] and the types of services that [企业名称]
provides to them
-为什么会选择成为[企业名称]的客户
The reasons for choosing [企业名称].
4.0 产品与服务 PRODUCTS AND SERVICES
你接受过[客户名称]以下哪几项服务？
Which of the following services do you use [Client Name] for?
你是否知道[客户名称]所有的产品与服务？
Are you aware of all of the products and services that [Client Name] offer?
-参见PowerPoint 演示
Refer to PowerPoint presentation
-如果不知道，你做何感想？你会因为不知道有这些产品与服务而生气吗？
If not, how do you feel about that i.e. are you upset that you did not know about these other
products and services?
-你对[企业名称]提供这些产品与服务的能力有何看法？
What is your perception of [Client Name’s] ability to deliver these other products and services?
你对所接受的服务感到满意吗？例如，[客户名称]是否按照承诺向你提供他们的服务？
Are you generally happy with the level of service you receive, for example, do [Client
Name] complete and deliver their services when promised?
请对你所接受的服务质量打分
How would you rate the quality of the services that you receive?
你对所接受服务形式的评价（打分）？
How would you rate the presentation of the services that you receive?
你对所接受服务及时性的评价？
How would you rate the timeliness of the services you receive?
你最喜欢的产品或服务是什么？请说明原因。

What is your favourite product or service and why?
你是否希望[客户名称]为你提供其它的产品或服务？
Are there any other products or services that you would like [Client Name] to offer?
-如果希望，它们是哪些产品或服务？
If yes, what are they?
5.0 客户服务 CUSTOMER SERVICE
根据你的了解，你认为[客户名称]的服务与行业中的其它公司相比较，处于什么样的水平？
With regards to overall service, to your knowledge how does [Client Name] compare
with other firms in the industry?
大多数时候，你是与[企业名称]的哪一位员工进行联系？
Who is your main contact at [Client Name]?
在与[企业名称]进行交易时，你觉得自己对他们的重要性如何？
How important do you feel when dealing with [Client Name]?
你与[企业名称]进行联系的频率？
How frequent do you interact with [Client Name]?
-你对此感到满意吗？
Are you happy with this level?
你认为[企业名称]会倾听你的意见，并有效地满足你的需求吗？
Do you feel that [Client Name] listen and deal with your needs efficiently and
effectively?
在与[企业名称]接触时，你认为他们的知识掌握程度如何？
How knowledgeable do you feel your contact at [Client Name] is?
[企业名称]应该怎样来改善服务水平？
How could [Client Name] improve the service they provide to you?
6.0 竞争 COMPETITION
你是否接受过[企业名称]的竞争对手所提供的类似服务？
Have you ever used another competitor that provides services similar to [Client Name]?
-如果有，它是谁？
If yes, who?
-参照有关波特模式的文章及 PowerPoint演示
Refer to Porters Model handout / PowerPoint presentation
你对其它竞争对手的认知？
What is your perception of those competitors?
请在波特模式中，对这些竞争对手进行定位，并说明原因。

同时，请对[企业名称]
进行定位，并说明原因。

Where would you position the competitors that you have identified on the Porters Model and why? Where would you position [Client Name] and why?
你认为[企业名称]的产品与服务物有所值吗？
Do you think [Client Name] products services are value for money?
你认为有什么是[企业名称]可以从竞争对手身上借鉴的？
What are other competitors doing that you would like to see [Client Name] do?
[企业名称]的竞争对手会经常主动地与你联系吗，如试探性电话？
Do competitors of [Client Name] actively solicit you for your business i.e. cold call
高质量 High Perceived Quality 低质量 Low Perceived Quality
高价格 High Perceived Price 低价格
Low Perceived Price
-如果是，你的感受如何？
If yes, how do you feel about this?
7.0 编号、形象与制服 DRESS CODE, IMAGE AND UNIFORMS
你对员工穿的制服有何看法？
What is your opinion of the uniforms that team members wear?
-有什么地方是可以改善的？
Can you suggest any improvements?
你认为[企业名称]的经理人员形象专业吗？
Do you think that [Client Name] managers exert a professional image?
-有什么地方是可以改善的？
Can you suggest any improvements
8.0 市场营销与沟通 MARKETING AND COMMUNICATION
8.1 市场与促销 Marketing and Promotion
[企业名称]带给人什么样的形象？
What image do you think [Client Name] presents?
你认为[企业名称]可以怎样有效地提高其服务水平？
How do you think [Client Name] could effectively promote their services?
-提出你的观点与意见
Explore ideas
你对[企业名称]的公司宣传册有何看法？
What are your views on the [Client Name] brochure?
-宣传册的散布
Circulate brochure
-在排版与促销信息的改善方面，你有什么建设？
Can you suggest any improvements in terms of format and promotional information?
如果[企业名称]正进行广告宣传活动，你认为哪些媒体或出版物效果最佳？
If [Client Name] were to undertake an advertising campaign can you recommend any
publications that you believe would be beneficial for them to feature in?
行业中许多公司都建立有关系网络和承担一些社会责任。

你认为它们有价值吗？
Many other businesses in the industry hold networking and social functions? In your
opinion, are these valuable?
-如果[企业名称]要组织一些类似的活动，你认为何种类型的活动才有价值？饭局、赠送体育赛事门票、或其它？
If [Client Name] were to organize similar functions, what type of events would you consider to be
of value? i.e. one on one dinners, tickets to sporting events, networking functions etc.
你希望[企业名称]提高其知名度吗？
Would you like [Client Name] to be more visible in the community?
-这很重要吗？
Is this important?
8.2 忠诚度 Loyalty Programs
许多企业都会通过采用一些刺激方式来回馈客户对其的忠诚，如提供给客户可以免费获取产品与服务的点数。

如果[企业名称]希望回馈你对他们的忠诚，他们应该怎样做才能达到最佳效果？
Many businesses reward their customers for loyalty through incentive programs that
offer points that can be redeemed for products and services? If [Client Name] wanted to reward you for your loyalty to their business, how best could they achieve this?
-这些忠诚度计划有价值吗？
Would such a loyalty program be valuable?
-如果你的回答是“是”，你认为累计的点数应该由谁来兑现，企业还是企业所有人？
If yes, who should accrue the points, the business owner or the business?
-你认为什么是有价值的回馈？
What sort of rewards would you value?
-您是否偏爱随机选择的礼物？
Would you prefer random gifts?
你会将[企业名称]介绍给新的客户吗？
Would you consider referring new business to [Client Name]?
-你以前这样做过吗？
Have you ever done this?
-如果有，你认为[企业名称]会对此表示感谢吗？
If yes, do you believe the [Client Name] appreciated this?
8.3 网站 Website
我们现在处于信息科技时代。

你认为[客户名称]拥有公司网站会有价值吗？
We are in the information – technology age. Do you see any value in [Client Name]
having a website?
对于向[企业名称]这种类型的公司，其网站应该是怎么样的？
What sort of website would you like to see a business such as [Client Name] have?
-网站应具备什么作用？只是单纯地介绍产品，或还应具备其它的功能？
What purpose do you think it should fulfil i.e. purely as brochure ware or could it fulfills other
functions?
-你希望在网站上看到什么类型的信息或链接？
What type of information and / or links would you like to be made available on the site?
-你是否在其它网站上看到过让你印象深刻的东西？你认为这些值得[企业名称]借鉴吗？
What aspects or functions have you seen on other websites that have impressed you? Would you
like to see [Client Name] adopt similar concepts?
8.4 电话系统 Telephone System
你对企业目前电话系统与电话礼节的感受？
How do you feel about the company’s current phone system and telephone etiquette?
-电话交流是否有效率、具专业水平？
Are your calls dealt with efficiently and professionally?
-如果你留有口信，他们是否在合理的时间内回复？
When you leave a message does their contact respond within a reasonable time?
-你认为接到电话回复的最佳时间是什么？
What do you classify as a reasonable time for a person to call you back?
-该系统需要进行什么样的改善？
What improvements could be made to this system?
9.0 综述 OVERALL
你认为[客户名称] 最具价值的两样事情是什么？
What are the two top things that you value about [Client Name]?
你最不喜欢[客户名称]的两件事情是什么？
What are the two top things that you dislike about [Client Name]?
假设明天你会成为该企业的老板。

你想对该企业经营方面所做出的第一个改革是什么？可以是大改革，也可以是小改革，所花费的时间也可长可短。

你个人认为
需要优先执行或改革的是什么？
Imagine that tomorrow you become the owner of this business. What is the first thing
that you would set about changing about the way the business operates? This can be
something small or large, it can be something that will take either a short or long time to change. What is the one thing that you would treat as your personal priority to
implement or change?
在选择与购买这些产品与服务时，什么是最重要的因素？请填写下面的表格：What are the issues that are really important to you when choosing a where you are
going to buy these types of products or services? Please could you complete the handout:
-在第一纵行就其重要性进行打分，分数从1到8，1为最重要，8为最不重要
In the first column rank from 1-8 in order of importance to you with 1 being the most important
factor and 8 the least;
-请按10分制，在第二纵行就[企业名称]目前在此方面的表现打分。

1分为“在此方面需要进行大的改进”，10分为“优秀-不需要做任何改进”
In the second column please rate [Client name’s] current performance in this area out of 10 with
1 being “a large improvement in this area is required” and 10 being “awesome – no improvement
could be made.”
标准 CRITERIA 重要性
IMPORTANCE
表现PERFORMANCE
产品 PRODUCT
产品质量 Product quality
使用方便性 Ease of use
程序 PROCESS
与企业打交道很方便，如订货等
Ease of dealing with the business e.g. ordering etc
行政管理，如出具发票、电话礼仪等Administration e.g. invoicing, telephone manner etc
员工 TEAM MEMBERS
对产品与服务的知识掌握
Knowledge of products and services
客户关系的质量--对客户的了解
Quality of relationship - customer knowledge
价格 PRICE
价格具竞争力 Competitive
付款方式（付款期限） Payment terms (credit)
10.0 结束会议 CLOSE
你是否认为这次会议有价值？
Did you feel this session was valuable?
谢谢你抽空来参加会议。

我们会撰写反馈报告。

[企业名称]会就根据这次会议结果而做出的改进计划与你沟通。

Thank you for your time. We’ll compile feedback and then [Client Name] will get back to you with the ideas generated from this session.
如果一年以后再次邀请你参加会议，你愿意参加吗？
If you were asked to do this again in a year or so, would you want to come back?
谢谢你参加会议。

在离开之前，希望你能够填写会议反馈表。

Thank you for your time. We would be grateful if you could complete session feedback forms before you leave.。