9 Lessons to Win the Satisfaction of Key Clients

Author: Su Dinglin
Publisher:
Publish Date: 2006-01-01
Features: Key customers refer to the 20% of customers who create 80% of a company's sales profit. How can we improve the satisfaction of these customers and turn them into loyal customers of the company? This book provides answers. It discusses nine major techniques and strategies, including how to correctly understand customer satisfaction, how to measure customer satisfaction, how to form alliances with customers, how to manage customer relationships, and how to cultivate customer loyalty. It teaches you strategies and methods to turn customer satisfaction into surprise and then into loyalty. At the same time, the book combines numerous case studies, fables, and short stories from domestic and international companies, including Dell, IBM, Haier, HP, Xerox, and Coca-Cola, to illustrate and explain the arguments, making dry marketing theories realistic and vivid, enhancing readability and reference value. This book is suitable for management levels. It is divided into nine parts, discussing nine major techniques and strategies, including how to correctly understand customer satisfaction, how to measure customer satisfaction, how to form alliances with customers, how to manage customer relationships, and how to cultivate customer loyalty. The content is in-depth and detailed. It also combines numerous case studies, fables, and short stories from domestic and international companies to illustrate and explain the arguments, making dry marketing theories vivid and practical.
Lesson 1: What is "Customer Satisfaction"? Making Customers Satisfied—The Truth Behind Corporate Profitability Measuring Customer Satisfaction—Finding the Scale to Measure Customer Satisfaction Setting Customer Expectations—I Want to Know Your Heart Providing Premium Customer Service—Winning Customer Love with The Best Service From Customer Satisfaction to Customer Surprise—Going Beyond the Boundaries of Duty
Lesson 2: How to Measure Customer Satisfaction Customer Demand Surveys—Ask Customers How to Make Them Satisfied The Right Tools for the Job—Correctly Assessing Customer Satisfaction Methods Customer Satisfaction Measurement—The Six Steps of a Satisfaction Survey Avoiding Measurement Pitfalls—Suggestions for Implementing Customer Satisfaction Surveys
Lesson 3: Who Are Your Key Customers? Identifying Key Customers—20% of Customers Create 80% of the Profit Classification Is Necessary—Distinguish Between Different Levels of Customers
Lesson 4: The Art of Alliances with Customers Making Customers Accept with Pleasure—Helping Customers Set Precise Expectations Establishing Direct Relationships with Customers—Dell's Alliance with Customers Building Mutual Success—Forming Partnerships with Customers Treat Customers as "Family"—Strengthening Close Relationships with Customers Successful Communication—The Best Strategies for Communicating with Customers From Skeptics to Enthusiasts—Customer Objection Handling Techniques
Lesson 5: Service! Service! and More Service! Empathy—Standing in the Customer's Shoes Personalized Marketing—Tailoring to Each Customer Focus on Key Stages—Everything Revolves Around the Customer Adapt to Local Conditions—Pay Attention to Changes in Customer Needs Quick Service—Responding Rapidly to Customer Needs The Tea Gets Cold When the Person Leaves?—Providing Excellent After-Sales Service
Lesson 6: Customer Relationship Management (CRM) CRM Concept—The Wisdom of Customer Tier Management CRM Process—Effectively Implementing Customer Relationship Management Customer Database—CRM's Technical Support Weapon Making CRM Empathetic—CRM and Personalized Marketing Optimizing and Strengthening Relationships with Existing Customers—CRM and Enhancing Customer Loyalty Beware—Three Myths of Customer Relationship Management
Lesson 7: Cultivating Loyalty in Key Customers Key Customer Loyalty—How Much Do You Know? Who Is Most Loyal—Three Perspectives on Customer Loyalty Care and Perseverance—Turning Regular Customers into Loyal Customers Customer-Centric Approach—The Seven Steps to Cultivating Customer Loyalty Make Customers Happy—Reward Principles for Loyal Customers From Loyalty to Advocacy—Turning Customers into Your Salespeople Read the Wind—Customer Loss Prevention Strategies
Lesson 8: Strengthening Your Company's Team Sales Capability Win as a Team—Building an Efficient Marketing Team Selecting the Right Employees—Everyone Should Fit Their Role Locking in "The Customer"—Employees Win First, Customers Win Next, and the Company Will Win Grow with the Team—Making Sales Representatives Top Performers
Lesson 9: Handle Customer Complaints with Caution Where Do You Come From, My Friend?—Finding the Source of Complaints The Terrifying Zero Complaints—Discovering the Merits of Complaints Look Inward for Problems—Eliminating Complaints at the Stage Bitter Medicine—Healing Your Wounds with Complaints Building "Invulnerability"—Improving Steps for Handling Customer Complaints Turn the Tides—Transforming Critics into Loyal Customers