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如何對付奧客? Serving Unfair Customers

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如何對付奧客? Serving Unfair Customers

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如何對付奧客? Serving Unfair Customers

  1. 1. Group : 伊斯 嘉怡 ⼩小均 清⼤大服務科學研究所/前線服務設計 指導⽼老師 ⺩王貞雅 05-13 如何對付奧客?Serving unfair customers
  2. 2. 奧客 • 奧客的定義⼤大家都不⼀一樣 • 合法,但讓⼈人厭惡 • ⾏行為與頻率 • 如何應變 intentionality
  3. 3. B2B vs B2C 本⽂文探討B2C 但B2B的奧客也很值得研究
  4. 4. 幾個觀點
  5. 5. • “I think there is a subservient or servant mentality to all service, and to stray from that causes confusion in taking clear and concise action that should be positive for the customer.” • 動作要簡潔明確避免混肴
  6. 6. • “The lifetime cost of losing a guest exceeds $500, so we go to great lengths to avoid losing them, even when they’re wrong. Rather than risk offending guests, we tend to let ‘little things’ go.” • 失去顧客的成本太⾼高了
  7. 7. • “My philosophy is that the customer is always right to some degree. It is that matter of degree that determines the action of the company. I believe that if we ever think that the customer is 100% wrong, then we have a high risk of becoming arrogant and not being customer- focused. I know that this may sound crazy, but if we crack open the door to this idea, then I think we can very quickly go down the slippery slope.” • 還是以顧客會主吧
  8. 8. • “We are just not used to thinking of guests ‘crossing the line.’ I don’t know that I have ever set up boundaries. I always feel that guests have the right to say what they want and to do what they want, short of inconveniencing another guest or physically harming another guest or employee.” • 顧客有說出需求與佔便宜的權利
  9. 9. 作者建議 • 企業不要忽視,要有因應⽅方式 • ⼯工作滿意度 • 企業整體服務質量
  10. 10. • 針對員⼯工 • 某個⼥女孩修了腳踏⾞車($40)沒跟⽼老爸講 • I’m Chris Zane; get out of my store and tell all your friends! • 我寧願失去⼀一個顧客也不要失去⼀一個員⼯工 Verbal abusers
  11. 11. • 針對公司 • ⽐比完球賽說這教練真是⼀一無是處,課程也很爛 • (許多服務是要雙⽅方都有貢獻才會成的) Blamers the company is always wrong.
  12. 12. Rule Breakers 吃到飽共⻝⾷食
  13. 13. Opportunists 死要折扣/錢
  14. 14. Returnaholics situational and chronic. 吹雪機⽤用壞說原本就是壞的 買⼀一堆⾃自⼰己回去賣, 賣不出就退回
  15. 15. 管理者 該 怎 麼 辦
  16. 16. Manage customers to a standard of behavior 好好管理你的奧客
  17. 17. Don’t penalize fair customers 不要懲罰好顧客 (⽋欠錢當誠意)
  18. 18. Prepare for customer unfairness 做好預先準備
  19. 19. Don’t reward misbehavior 不要獎勵奧客 避免對常客不公平
  20. 20. Rethinking old wisdom… 顧客永遠是對的?
  21. 21. https://www.facebook.com/people2/videos/982520558447345/
  22. 22. ⼩小節。 1.奧客作為創新洞察點 2.把奧客分類很有貢獻 3.需更多對付奧客之智慧

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