用心服务

顾客
A CUSTOMER
在我们卖场, 顾客是最重要的访客： 在我们卖场 顾客是最重要的访客：
他不依赖于我们 – 我们需要依赖他 他不是我们事业的局外人 – 他是其中的一部分 我们服务他不是帮了他一个忙– 我们服务他不是帮了他一个忙 是他帮了我们的忙, 是他帮了我们的忙 给了我们这样子来做的一个机会
收银台结账
Cashier Transaction
结账快速而又友善
Fast check-out and friendly
从顾客角度来看 10 大服务质量
10 CUSTOMER POINT of VIEW on SERVICE QUALITY
#1 有形资产
#1 TANGIBLES 卖场的设备设施、 卖场的设备设施、环境的整洁度 以及工作人员的仪容仪表
什么是顾客满意度 ?
What is Customers Satisfaction ?
• 找到新的方式来满足您的顾客 Finding new way to satisfied people that you served
•为满足并超出顾客期望所做的努力 为满足并超出顾客期望所做的努力
An effort to fulfill and exceed customer expectation and needs
用顾客所理解的语言来知会顾客, 用顾客所理解的语言来知会顾客 并倾 听他(她 们的心声 听他 她)们的心声
“Keeping customers informed in language they can understand and listening to them.”
#10 了解顾客
#10 UNDERSTANDING the CUSTOMER
“Freedom from danger, risk or doubt.”
√
×
#8 接触机会
#8 ACCESS 建立便捷的渠道, 让顾客表达他(她 的建议或不满 建立便捷的渠道 让顾客表达他 她)的建议或不满
“Approachability and ease of contact.”
#9 沟通
#9 COMMUNICATION
购买产品
Buying product
在卖场内行走
Walking the Store
等候服务
Waiting for Service
咨询我们的员工
Asking our staff
真情时刻范例: 真情时刻范例 零售店
Example MOT: Retail Store
序号
NO
真情时刻
Moments of Truth (MOT)
“Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skill full execution; it represents the wise choice of many alternatives.”
“A customer is the most important visitor on our premises. He is not dependent on us – We are dependent on him. He is not an outsider in our business – he is a part of it. We are not doing him a favor by serving him….. He is doing us a favor by giving us the opportunity to do so.”
WHY CUSTOMER QUIT?
• 1% 死亡 Die • 3% 搬家 Move Away • 15% 竞争性原因, 比如价格 Competitive Reason ex. Price • 18% 对产品不满 Product Dissatisfaction • 68% 员工的态度 & 不在乎 Attitude & Indifference of an employee
期望的 Expected 基本的
Basic
提升服务 目标: 目标 顾客满意
Advance Service Target : Customer Satisfaction
标准服务 目标: 目标 没有顾客投诉
Standard Service Target : No Customer Complain
为什么顾客会流失? 为什么顾客会流失
为了解顾客及其需求付诸努力
“Making the effort to know customers and their needs.”
质量
QUALITY
“优质的质量永远不会是一个偶然 它始 优质的质量永远不会是一个偶然, 优质的质量永远不会是一个偶然 终是由明确的高标准, 真诚努力, 终是由明确的高标准 真诚努力 明智 方向和技能得以充分执行的一个结果, 方向和技能得以充分执行的一个结果 它是许多选择方案中的明智选择.” 它是许多选择方案中的明智选择
“Appearance of physical facilities, equipment, personnel and communication materials.”
#2 可靠性
#2 RELIABILITY
对所承诺的服务能可靠而又正确执行的能力
“Ability to perform the promised service dependably and accurately.”
OUT
IN
从停车场离开
Exit from parking
停车
Parking their car
从卖场离开
Exit from Store
找手推车/购物篮 找手推车 购物篮
Looking for Trolley / Basket
收银台结账
Cashier transaction
进入卖场
Entrance the Store
真情时刻
MOMENTS OF TRUTH (MOT)
• 真情时刻是我们和我们的顾客直接接触的那一刻
MOT is the moments where we have direct contact with our customer,
• 这一时刻会产生我们需要去满足的顾客期望
This moment will create customer expectation for us to fulfill at that time;
谢谢！ 谢谢！ Thank You !
This material is solely for the use of BBG personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the organization without prior written approval from BBG. This material was used by the company during an oral presentation; it is not a complete record of the discussion. 此材料专为步步高超市事业部人员使用. 在没有得到步步高超市事业部书面许可之前, 此份材料没有任何一部分是可以分发, 引用或在组织之外复制发行的. 此份材料用于公司的书面演讲过程中, 它不是讨论的一个完整记录.
• 同时顾客会给出他 她)们的认知 分数 同时顾客会给出他(她 们的认知 们的认知/分数
Customer will give their perception/score at the same time.
真情时刻范例: 真情时刻范例 零售店
Example MOT: Retail Store
出去的 进来的
Nice looking Store, exciting, bright, comfortable, clean and tidy
3 4 5
咨询我们的员工
Asking our staff
友善和乐于助人
Friendly and helpful
购买产品
Buying product
价廉物美
Good price and good quality
用心服务
The Heart of Service
顾客服务
Customer Service
了解顾客需求及期望
Understand customer need and expectation
根据顾客的期望来提供产品和服务
Deliver product and service base on customer expectation
“Possession of the required skills and knowledge to perform the service.”
#5 举止礼貌
#5 COURTESY
所接触的工作人员能良好地体现 礼貌、尊重、 礼貌、尊重、关心和友善的特质
“Politeness, respect, consideration and friendliness of contact personnel.”
#3 响应能力
#3 RESPONSIVENESS 乐于可靠而又正确地去执行所承诺的服务
“Willingness to perform the promised service dependably and accurately.”
#4 能力
#4 COMPETENCE
拥有所需的技能和知识来提供服务
帮助顾客解决他(她 们的问题 帮助顾客解决他 她)们的问题
Helping customers to solve their problems
好的顾客服务不单单是满足顾客需求, 好的顾客服务不单单是满足顾客需求 而是要超 出顾客期望!!! 出顾客期望
Good Customer Service are not only FULFILL but EXCEED customer Expectation !!!
•做一些平常但有着不同寻常效果的事情 做一些平常但有着不同寻常效果的事情
Doing something ordinary with extra ordinary result
顾客服务的金字塔
Service Pyramid
高兴的 Delighted
衷心服务 目标: 目标 顾客忠诚
Loyal Service Target : Customer Loyalty
#6 可信性
#6 CREDIBILITY 所提供的服务具备信赖度, 所提供的服务具备信赖度 信任度和诚实度
“Trustworthiness, believability, honesty of the service provider.”
#7 安全
#7 SECURITY
免于危险、 免于危险、风险或疑虑
团队合作 TEAM WORK
走到一起是一种开端
COMING TOGETHER IS A BEGINNING
继续在一起是一种进步
KEEPING TOGETHER IS A PROGRESS
共同合作是一种成功
WORKING TOGETHER IS A SUCCESS
演讲结束 End of Presentation
顾客期望
Customer Expectation
源自文库
1 2
停车
Parking their Car
有安全而又便利的停车场
Parking available, safe and convenience
进入卖场
Entrance the Store
卖场漂亮, 令人兴奋, 明亮, 卖场漂亮 令人兴奋 明亮 舒 适, 干净和整齐