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1、Inthemoreandmorecompetitiveserviceindustry Inthemoreandmorecompetitiveserviceindustry,itisnolongerenoughtopromisecustomersatisfaction.Today,customer“delight”iswhatcompaniesaretryingtoachieveinordertokeepandincreasemarketshare. Itisacceptedinthemarketingindustry,an
2、dconfirmedbyanumberofresearchers,thatcustomersreceivinggoodservicewillpromotebusinessbytellingupto12otherpeople;thosetreatedbadlytelltalesofwoetoupto20people.Interestingly,80percentofpeoplewhofeeltheircomplaintsarehandledfairlywillstayloyal. Newchallengesforcustome
3、rcarehavecomewhenpeoplecanobtaingoodsandservicesthroughtelephonecallcentersandtheInternet.Forexample,manycompaniesnowhavetoinvest(投资)alotofmoneyininformationtechnologyandstafftraininginordertocopewiththe“phonerage”--causedbydelaysinansweringcalls,beingcutoffinmid-co
4、nversationorleftwaitingforlongperiods. ”Manypeopledonotliketalkingtomachines,”saysDr.Storey,SeniorLecturerinMarketingatCityUniversityBusinessSchool.“Banks,forexample,encouragestaffatcallcenterstousecustomerdatatoestablishinstantandgoodrelationshipwiththem.Theaimist
5、omakethecustomerfeeltheyknowyouandthatyoucantrustthem--thesortofcomfortablefeelingspeoplehaveduringface-to-facechatswiththeirlocalbranchmanager.” Recommendedwaysofcreatingcustomerdelightinclude:under-promisingandover-delivering(sayingthatarepairwillbecarriedoutwith
6、infivehours,butgettingitdonewithintwo)replacingafaultyproductimmediately;throwinginagiftvoucher(购物礼券)asanunexpected“thankyou”toregularcustomers;andalwaysreturningcalls,evenwhentheyarecomplaints. Aimingforcustomerdelightisallverywell,butifservicesdonotreachthehighle
7、velpromised,disappointmentorworsewillbetheresult.Thiscanbeeasedbyofferinganapologyandanexplanationofwhytheservicedidnotmeetusualstandardswithempathy(forexample,“Iknowhowyoumustfeel”),andpossiblesolutions(replacement,compensationorwhateverfairnesssuggestsbestmeetsthe
8、case). Airlinesfacesomeofthetoughestchallengesovercustomercare.Fiercecompetitionhasconvincedthematthatdelightingpassengersisanimportantma
