CustomerRelationship客戶關(guān)系管理（1）

E-commerceisallaboutreputation!Mostofthebuyerscheckreviewsbeforemakingapurchase.

First,checksearchengineresultsandscanyoursocialnetworkforcommentsregularly.Second,giveyourcustomersthebestbuyingexperienceandinteractmorewithyourcustomers.Lastly,respondtotheissuesorcomplaintsfromthebuyersassoonas

possible.Accordingtosomeresearch,51%ofcustomersaremorelikelytopurchasefromasitethatofferslivechat,andalmosthalfsaythey’remorelikelytoreturntoawebsitewithalivechatoption.TheonlineretailerMADE.comistestingafeaturewhichenablesonlineshopperstochatlivewithshowroomemployees,sotheycangethelpwithqueriesandshoppingdecisions.研究表明，百分之五十一的消費(fèi)者更愿意從提供在線咨詢服務(wù)的網(wǎng)站下單，且有近一半的消費(fèi)者表示他們會(huì)在有在線咨詢服務(wù)的網(wǎng)站回購(gòu)。query疑問(wèn)，詢問(wèn)線上零售商MADE.com目前在測(cè)試一項(xiàng)功能，這項(xiàng)功能可以使消費(fèi)者與展廳員工進(jìn)行在線聊天，以獲得咨詢服務(wù)或選購(gòu)幫助。目前，線上消費(fèi)者可以直接與展廳工作人員取得聯(lián)系，工作人員會(huì)解答顧客對(duì)產(chǎn)品的疑問(wèn)。Now,onlineshopperscangetintouchdirectlywithshowroomstaff,whocananswerthequestionsthatcustomersmayhaveabouttheproducts.

(Para.

4)ManyconsumersaskMADE.com’sstaffintheshowroomsabouttheproduct’ssize,colorortexture,somethingtheycannowdoonlinevialivechat.

(Para.

6)texture質(zhì)地，手感許多消費(fèi)者會(huì)通過(guò)在線聊天的方式向展廳工作人員咨詢產(chǎn)品的尺寸、顏色、質(zhì)地等問(wèn)題。CustomerRelationship客戶關(guān)系管理(2)1)Inthebrick-and-mortarworld,youmayaccomplishthatinlargepartthroughpersonaltouchesthatmakeeveryvisitorfeellikeaVIP:agreetingatthedoor,real-timeexpertopinionsonstyleandfit,andsoon.在實(shí)體店中，這（提升顧客回頭率）很大程度上是通過(guò)與客人直接接觸來(lái)實(shí)現(xiàn)的：門(mén)口的招呼、當(dāng)場(chǎng)給客戶提供關(guān)于款式和尺寸的專(zhuān)業(yè)意見(jiàn)等，這些服務(wù)讓每一位客人覺(jué)得自己就是VIP。2)

SinceMADE.comimplementedtheHerolivechatapplication,theonlineretailerhasseenitsaverageordervalueincreaseby20%,andshowroomassistantsbecomemoreproductive.自從MADE.com開(kāi)始提供在線咨詢服務(wù)之后，其平均訂單價(jià)值增長(zhǎng)了20%，展廳的員工也干勁兒十足。3)

Inordertobeabletoadviseandinspireonlineshoppers,Heal’shaspartneredwithHerowhichempowersretailassociateswithtoolstoextendtheirexpertisetoonlinecustomers.Now,in-storeadvisorsfromHeal’shavebecomeon-demandpersonalstylists.為了向線上顧客提供建議并刺激消費(fèi)，Heal’s

已經(jīng)與Hero公司達(dá)成合作關(guān)系，獲得了為線上顧客提供專(zhuān)業(yè)咨詢服務(wù)的工具。如今，Heal’s

實(shí)體店的顧問(wèn)已經(jīng)成為了隨叫隨到的私人造型師。4)

Forasmalle-commerceteamaimingtomaximizeconversionandencouragerepeatpurchase,livecommunicationcanbeanincrediblypowerfultool.對(duì)于小型電商企業(yè)來(lái)說(shuō)，要想讓轉(zhuǎn)化率最大化并刺激顧客重復(fù)購(gòu)買(mǎi)，利用好線上交流尤為重要。Supposeyourcustomerscomplainaboutlatedelivery,howwouldyoureplynicely?Canyouthinkofothercommoncomplaintsfromthebuyers?Howwouldyourespondtothosecomplaints?Forexample:Wearesorrythatyoudidn’treceivetheproductaspromptlyasyouexpected.Weapologizeforanyinconveniencewemighthavecaused.Asamatteroffact,weareexperiencinganunusuallylargenumberoforders,whichdisruptedournormaldeliveryschedule.Wearecurrentlytryingtoexpandourstaffinordertoserveyoubetterandfaster.Thankyouforyourunderstandingandpatience.Regardingthecolorissue,wearesincerelysorryfornotensuringthequalityofourproduct.Weunderstandyourdisappointment,andapologizeforanyinconveniencethatthismighthavecausedtoyou.Wehavesentyouanotherbackpack,whichshouldarriveatyouraddressinthreebusinessdays.Thankyouagainforbringingthisissuetoourattention,wepromisetopaymoreattentiontoourproductinthefuture.Forexample:Thecoloroftheproductisnotthesameasexpected.

Oral

practiceStructure1.

Sayingyouhaveacomplaint2.Sayingwhattheproblemis3.Sayinghowyouwanttheproblemtobesolved1.

Apologizingfortheproblem

2.

ProposingsolutionsandcompensationcustomercustomerservicestaffExpressionsCustomerRelationship客戶關(guān)系管理（3）Recognize,appreciate,andthankyourcustomersforpastpatronage.Expressgenuineconcernforrestoringrelationships.Stateyourfirm’spresentprofileandnewlinesofproducts.Giveatime-limitedofferexclusivelyforpreferredcustomersasatokenofappreciationforpastbusinesswithyou(ifpossible).Lookforwardtoreceivinganearlyreplyfromtherecipient.HowtoWriteLettersofRestoringBusinessRelationsDearTony,Welearnfromoneofouroldclientsthatyourcompanyhas1)

____________inBostonandisonceagaintradingsuccessfully.Wewouldliketo2)________ourbestwishesandextendour3)

________________

foryourcontinuedsuccess.Weseefromourrecordsthatyouwereamongour4)

__________tencustomers.Ourcompanywasinvolvedinalargevolumeoftradeinoursportswearbeforethetradesanctions.Wereallyhopethatwecan5)

__________ourmutuallyprofitablerelationsasthetrade6)

__________

havebeencancelednow.Sinceourlastcooperation,ourlineshaveundergonegreatchanges.Inadditionto7)

__________tothecurrentEuropeantaste,someofourproductsarespeciallydesignedfortheAsianmarket.Wehave8)

__________acatalogwhichintroducesourcompanyindetailandcoversthemainproductswesupplyatpresent.Wewill9)

_________yourconfirmationofavailabilityatyourearliest10)

___________.

Sincerelyyours,ChenMing

reestablishedoffercongratulationstopresumesanctionscateringenclosedappreciateconvenience2.GuidedWriting(Sample

for

Reference)CustomerRelationship客戶關(guān)系管理（4）IDICMODEL“IDICMODEL”I:Identify

→

Identifyingcustomers（發(fā)現(xiàn)目標(biāo)客戶）D:differentiate→Differentiationanalysisofcustomers(客戶差異細(xì)分）I:Interactive

→

Keepinteractivewithcustomers(與客戶保持互動(dòng)）4.C:Customize

→

Customizedservice（客戶化服務(wù))Differentiate

Giventhatdifferentcustomershavedifferentneeds,thenextstepafteridentifyingthecustomeristodifferentiatethedemandsofcustomers.

It

relies

on

distinguishing

each

customer

from

other

customers.Defining

customer

information,collect