Rex 发表于 2009-12-21 19:27
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">makes an impact at that moment of whether customers are more or less likely to do business with that firm again now and in the long term, </span>
Rex 发表于 2009-12-21 19:28
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; "> i.e., their profitability. Organizations need to balance their need for short-term revenue with their need for long-term sustainability. </span>
Rex 发表于 2009-12-21 19:28
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">An enterprise that takes too many actions that drive short-term profit at the expense of long-term customer satisfaction may over time find that it no longer has customers to sell to.</span>
Rex 发表于 2009-12-26 21:54
Re:Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; "><strong>Partnership -</strong> Of course, different businesses require different types of partnerships;</span><div><font class="Apple-style-span" color="#333333" face="Arial, sans-serif"><span class="Apple-style-span" style="font-size: small; line-height: 19px;"><br></span></font></div><div><font class="Apple-style-span" color="#333333" face="Arial, sans-serif"><span class="Apple-style-span" style="font-size: small; line-height: 19px;"><br></span></font></div>
Rex 发表于 2009-12-26 21:54
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">but one company may itself have multiple types of relationships with its various customers. </span>
Rex 发表于 2009-12-26 21:56
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Making a partnership successful requires first understanding your company's and customers' expectations of what that partnership should be. </span>
Rex 发表于 2009-12-26 21:57
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Dow Chemical, for example, partners closely with customers that require extensive customization of its products, while also offering online self-service for customers that need only purchase standard products and that want them in the fastest time at the cheapest price.</span>
Rex 发表于 2009-12-26 21:58
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Both partnerships are based on value, but the value for the former is based on collaboration; the value for the latter is based on efficiency.</span>
Rex 发表于 2009-12-26 21:58
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">From the customer perspective, partnership may be as simple as getting what they expect--based on branding or contracts or interactions.</span>
Rex 发表于 2009-12-26 21:58
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">For the customer, having a "partnership" is often just knowing that the organizations they do business will deliver the service, price, or product they have promised.</span>
Rex 发表于 2009-12-26 21:59
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">On the other hand, some customers expect an in-depth, long-term partnership where seller and buyer work together to create unique solutions to meet the customer's needs.</span>
Rex 发表于 2009-12-26 21:59
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; "><strong>Customer experience -</strong> Customer experience is more than customer service, whether that be in the call center, at retail, or during a face-to-face interaction with a salesperson or field service technician.</span>
Rex 发表于 2009-12-26 22:00
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Those are all integral to delivering a compelling customer experience, but for many enterprises, those touchpoints are just the beginning.</span>
Rex 发表于 2009-12-26 22:00
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">The experiences customers have with advertising, products (e.g., how they look, how they work), back-office operations (shipping, billing), a website, all impact their likelihood of continuing or discontinuing doing business with a company, as well as their likelihood of doing more or less business or recommending the product or service to others.</span>
Rex 发表于 2009-12-26 22:00
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">One challenge for companies today is that increasingly there are aspects of the customer experience, or the perception of that experience, that are out of your control, like online product rating systems or sites and blogs and online communities that discuss your brands.</span>
Rex 发表于 2009-12-26 22:01
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Good or bad, what is said may be accurate or inaccurate; it's imperative to have a plan for appropriately addressing the issues raised in these forums.</span>
Rex 发表于 2009-12-26 22:01
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; "><strong>Customer -</strong> An organization can't create an effective CRM strategy without first understanding who its customer actually is. </span>
Rex 发表于 2009-12-26 22:01
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Is it the end consumer? Is the channel your partner or your customer? </span>
Rex 发表于 2009-12-26 22:01
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Consider, for example, a hospitality operation that franchises its hotels. </span>
Rex 发表于 2009-12-26 22:02
Re:Let Customers Be Your Guide to Success
<span class="Apple-style-span" style="font-size: small; color: rgb(51, 51, 51); font-family: Arial, sans-serif; line-height: 19px; ">Is the customer the franchisee or the people who come to the hotels and sleep in the beds? Without an agreed upon definition of the customer, employees will work to best serve the constituency they each feel is the "right" customers--the result being employees working at odds instead of in tandem.</span>