<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">营销的关键和本质，我们谈了很多，今天我们谈谈“服务”，这个在新时代被提了太多次的关键词，我们怎么理解服务呢！</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">服务，才是品牌的延伸，这点要认识到！</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"> </p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">程家龙老师谈服务落地</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"> </p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">现如今，商场随着客户展开的竞争越来越激烈，企业应更多的考虑通过为客户提供优质的服务来提高客户的忠诚度，这就是企业必须具备成功的客户服务策略。</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">对多数企业来说，客户最为关心的是能够在国内乃至全球范围内随时购买，享受到同样品质的产品和服务。但不同地区、不同目标市场的客户在使用产品、售后服务等方面可能存在着不同的需求，这就要求企业在制定客户服务策略时必须要考虑到客户的差异性，在差异性的基础上，企业才能注定出成功的客户服务策略。总体来说，企业可以从以下思路来进行。</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">第一个思路：了解客户最关心的东西，保持以客户为核心的理念</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">成功的客户服务应该成为企业规划的一个重要的部分，这有助于企业完成销售目标，增加库存的周转率，并增加投资回报率。为成功实施客户服务战略，企业必须清楚占20%的大客户的期望和需求，企业应尽可能地关注这些大客户----根据80/20法则，这些客户占有企业80%的业务份额。为了解、把握大客户的期望和需求，企业可采用以下方法：</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">a.与大客户的管理层定期会面</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">b.与各大区域的大型分销商定期会晤</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">c.对小型分销商和消费者开展“小组访谈”活动</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">d.到主要区域的大客户哪儿观察业务、方法和流程，尤其是了解该客户是如何使用产品或服务的</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">e.深入客户组织内部，并参与相关讨论，而不仅停留在采购负责人或使用者层面上</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">f.记录每个市场、每个客户或细分市场的具体表现</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">g.与本公司销售人员，生产人员和客户服务人员分享相关的信息，这有助于企业加强客户服务工作。</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">第二个思路：为客户提供超值服务，急客户之所急</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">什么是为客户提供超值服务呢?</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">为了确保客户服务战略的成功实施，企业需要分析客户、客户群、以及主要目标市场，通过对这些群体的分析，找到企业在产品、服务组合和客户需求方面可以改进的地方，这样做是为了在与客户打交道的过程中超越客户的期望值。</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">当然，企业不可能满足所有的客户需求，但企业应该知道自己的专长，专注于自己的优势领域，如建立公司网页，开展电子商务，为客户提供信息查询、网购和项目追踪等服务，让客户能够方便地交易等，这些都属于增值服务。</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">第三个思路：建立产品和服务的差异性，让差异化服务体现在细节</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">价值=利益-价格。如把“价格”作为衡量产品和服务的*指标，在打折销售的“同质化”市场上，买家就很难获得差异化价值。如没有体现在利益中的“认知价值”，产品和服务就会变成“大路货”，这样就无法来衡量产品/服务的真实价值，当然也无法将自己产品的优势体现出来。</p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"> </p>

<p style="box-sizing: border-box; color: rgb(51, 51, 51); font-family: &quot;微软雅黑&quot;,Arial; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">程家龙老师总结：服务的本质是解决问题，解决人的心理价值交易问题，长久形成服务IP，为客户与用户解决问题的核心竞争力。切不可生搬硬套，可适当举一反三，从而解决简单卖货卖更多的货。</p>