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| 2010/12/28 16:39:54瀏覽297｜回應0｜推薦5 | |
| * How well a service recovery process is working:
- Customers expect a solution reliable, secure, empathetic, responsive and tangible - Customers expect not only their physical needs to be met but also their confidence in you to be rebuilt as well. That takes more than simply replacing defective products but following through to check everything is back on track - Most often, customers like to participate in the problem solving effort. They like to feel like a partnership is evolving, so ultimately “our” solution to the problem will emerge - Customers dislike being treated unfairly. They’re far more tolerant of what they perceive as honest mistakes - Customers can sense whether the recovery process is planned or ad hoc. A planned process engenders far more confidence * The excellent online companies are: - Making sites easy to master and use repeatedly - Adding to an inventory of compelling products - Keeping all their online promises, especially delivery times - Responding quickly to inquiries - Continuing to master the basics and simplify things * E-customers need three visits to get comfortable with: - The first visit often involves a trail purchase to see what the online buying experience is like - Customers then often make a second purchase – to confirm the first-time performance was not an aberration - By the time of the third visit, the e-customer is starting to think long-term benefits and establishing a good relationship with the site |
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| ( 知識學習｜商業管理 ) |
