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顾客服务策略

时间:2016-05-04 09:23来源:www.ukassignment.org 作者:留学生作业 点击:

顾客服务策略
Customer service strategy


创建一个客户服务策略

良好的客户关系可以留住客户。培养良好的客户关系需要客户服务战略,实施政策,服务,软件和硬件,这样可以方便客户有信心在线购买。如果电子商务业务没有发展一个好的客户服务策略,它将失去顾客——同样的实体将失去他们不回应他们的需求。高效的客户服务对任何企业的生存是至关重要的。

不要做一个电子商务经营者,把电子邮件形式或接触/电子邮件链接(s)在他们的网站上没有任何计划来处理电子邮件数量的增加。诚然,一个小电子商务业务提供一个利基市场可能会侥幸没有客户服务策略,因为它可能只依赖于电子邮件和电话接收和记录客户的查询和订单。然而,大多数网站需要一个基础设施,让他们为他们的客户通过电子邮件查询,在线订购,和电话支持。

提供customer-winning客户服务和降低客户服务负担,鼓励客户自给自足。最好的办法是有一个深思熟虑的客户服务策略,为客户提供了他们想要的和需要的详细信息。这包括产品/服务描述、常见问题(faq),和知识库组成的,例如,产品规格、文章、技术文件和手册,白皮书,案例研究。

现在让我们看看如何构建一个好的客户服务策略。第一步是确保客户服务部门和/或呼叫中心知道如何处理客户的事务的方方面面。尽管电子邮件应该作为主要的沟通方式,电话支持(尤其是免费号码)也很重要。


创建一个客户服务策略——CREATE A CUSTOMER SERVICE STRATEGY


Good customer relations keep your customers coming back for more. Fostering good customer relations requires a customer service strategy that puts in place policies, services, software, and hardware that make it easy for customers to feel confident when making a purchase online. If an e-commerce business doesn't develop a good customer service strategy it will lose customers — the same way a brick-and-mortar would lose them — by not responding to their needs. Efficient customer service is crucial for survival of any business.

Don't be one of the e-commerce operators who put an email form or contact/email link(s) on their website without any plan for handling the increasing volume of email. Admittedly, a small e-commerce business serving a niche market might be able to get away with having no customer service strategy since it probably depends only on email and the telephone for receiving and logging its customer queries and orders. Most websites, however, require an infrastructure that allows them to serve their customers through a combination of email queries, online ordering, and telephone support.

To provide customer-winning customer service and to reduce your customer service burden, encourage your customers to be self-sufficient. The best way to do this is to have a well thought out customer service strategy that provides your customers with the detailed information they want and need. This include product/service descriptions, frequently asked questions (FAQs), and knowledge bases consisting of, for example, product specifications, articles, technical papers and manuals, white papers, and case studies.

Let's now look at how to build a good customer service strategy.
The first step is to ensure that the customer service department and/or call center knows how to handle every aspect of a customer's transaction. Although email should be used as the main means of communication, telephone support (especially a toll free number) is also important. Your customer service representatives (CSR) should be able to access and manipulate all the information involved in a customer's order, including tracking the status of an order through the fulfillment process until it reaches the customer's doorstep. If possible, the CSR should be able to communicate with the customers via email, the telephone, or online direct-connection software (chat) — all of which are within the budget of most web-based businesses.

The second step is to determine just what the web-based business's continuing customer service strategy should address. Start with the minimum strategy set out in the previous paragraph, but also plan ahead. To do this, answer the following:

* Can customers quickly find answers to their most frequently asked questions on the website?

* Can customers easily check the status of an outstanding customer service issue?

* Does the customer service staff respond to all customer emails within one business day?

* Can the knowledge content on the website be continually updated in a dynamic and automatic fashion based on customer input?

* Is the most useful and/or commonly requested information presented to customers first?

* Do customers have an easy way to get to the human-based customer service?

* Do customers consistently return to the website to find information, and if so, is there any way to determine whether or not they do, and how often?

* Can the website generate reports detailing the support activities that have taken place on the site on a week-by-week basis? Do those reports help you to determine the ROI of your online business?

* Does the website give customers the option to have updates sent to them automatically by email?

* Is your website constantly updating its knowledge base by publishing useful information as it becomes available?

* Do customers ever praise your website because they found it especially helpful?

If the answer to any of these questions is a “no,” “I don't know,” or “maybe,” it's time to get to work. Begin by monitoring your customers' requests for information as they come in — many tend to ask the same set of questions. Diligent monitoring of customer service inquiries allows a website to determine where to direct its efforts — enabling much more efficient use of human and infrastructure resources. You also can use the information gathered to redesign web pages to make them more responsive to your customers' needs.

Consider building an online knowledge base of product specifications, articles, technical specifications, white papers, and case studies that can answer many of your customers' immediate inquiries. Supplement that knowledge base with a comprehensive FAQ section. This empowers your customers to answer their own questions without human intervention, which translates into not only satisfied customers but also an eventual increase in your business's profit margin. An added benefit of an online knowledge base is that customers develop the perception that the website has a good grasp of what their questions and problems might be thereby strengthening their overall confidence in the site and its offerings.

Don't go down the road that some websites have taken,  too often leaving the customer in “self-help jail.” Let product descriptions, FAQs and knowledge bases be the first line of service, but in addition offer easy-to-access email support, chat, toll-free number(s), and other forms of direct communication.

You must constantly look for ways to make your website more responsive to the constantly changing needs of your customer base. If you don't develop a comprehensive customer service strategy, you will lose your customers to the competition, reap poorer returns on their investment, and even find yourself spending more money than is necessary on expensive customer service solutions such as conventional call centers.

开始栏——Start Sidebar

HOW TO EARN A REPUTATION FOR GOOD CUSTOMER SERVICE
Here are some tips to help your e-commerce site win customer service kudos:

* Try not to depend too heavily on outside suppliers to ship products to your customers. This gives you better control of your order processing procedures.

* Consider providing a 30-day home trial policy for specific products. This is especially a good policy for websites that sell high-end products.

* Extend your return policy during holiday seasons.

* Institute a 30-day price protection policy that guarantees if a customer finds the exact same product for a lower price within 30 days after purchase, you will give them a refund equaling the difference.

* Prominently display your shipping and return policies (use Amazon.com as an example).

* Display all customer testimonials and, if possible, give them a venue where they can post their comments.

* The needs of your customers should always be foremost in every decision you make concerning your website.

结束侧边栏——End Sidebar

Two Different Approaches
There are two basic approaches an e-commerce business can take to provide award-winning customer service. The first approach is called the “separate technology method,” i.e. the customer support is separate from the website. The second is a “multithreaded contract strategy approach.” The second method builds upon the first approach by adding managed email, dynamic FAQ pages, web-based chat, and more.

The Separate Technology Method
When an e-commerce business is in the start-up stage, separating the website from the call center might very well be a good approach. The separate technology method just requires that the web designer place the proper contact information in a prominent place on the web pages. Then either in-house staff or a call center takes product/service orders, handle technical support, customer service, etc.



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