Enterprise service refers to the service provided to customers by enterprises as service subjects, that isbusinessWhat is commonly said“customer service”。
(4) According tocustomer needAnd timely explore new areas.
Innovation approach
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Service innovationThe content of the activity is very extensive, and there are many innovative methods, which are independent and interrelated with each other.We believe that the approaches to service innovation can start from the following aspects:
1. Focusing on customersexpected value。staycompetitorIn the crowded market, enterprises do not need to easily change the product itself, as long as they focus onCustomer expectationsTo grasp the focus, listen carefully to the customer's response and modify the suggestions in time, which can achieve satisfactory results.For example, JapanToyotaThe company is enteringNorwayWhen investigating the market, it was found that Norwegians were more concerned about the convenience of car purchase, insurance and maintenance services. The company proposed a series of preferential insurance measures for this expectation of consumers, and also provided free inspection services for customers.This marketing service strategy has made Toyota the best-selling car brand in Norway.It can be seen that we should understand the needs of different customers, find out their expectations, focus on the most important customers, develop strategies to exceed these expectationsservice mode Different fromcompetitorIs the foundation of service innovation.
2. Be kindCustomer complaints。Customer complaints indicate that the service is defective or the service mode needs to be improved, which is the opportunity for service innovation.If you ignore customers' complaints, you will lose themOral communicationEnterprises will lose moreLeads。If necessary and timely remedial measures are taken for customer complaints, it will enhance the reputation of the enterprise and gain customer loyalty.
3. The service should be flexible.The service objects are very wide, and different objects have different expectations and needs. Therefore, good service needs to be flexible to meet the needs of different customersconsumer demand。At the same time, there are many things that are difficult to measure in service. If we pursue accuracy, it will not only be difficult to achieve, but will cause problems for employees.Customers' expectations are flexible, and enterprises must change services according to customers' expectations.However, elasticity is not an excuse for failing to fulfill service commitments. Elasticity can be used to balance consumer dissatisfaction, and consumer commitments must be fully fulfilled.
5. The innovation of hypothesis.Service is driven by customers. When people's living standards are not high, the demand model is relatively unified;With the improvement of living standards, people's consumption demand has also changed, which changes with people's values.However, sometimes customers themselves may not be able to understand their changed desires and needs, so they needservice tradeThe operators of the company boldly speculate and guide a new consumption trend.
6. Services fromproduct designStart.This means that the service factor should be taken into account in the early design of the product, and the design should be regarded as the beginning of the service.When all enterprises in the industry provide the same serviceService ItemsIt becomes a subsidiary part of the product, and consumers will not think it isAdditional benefitsPart of.So the service process isService qualityThe original part of the service is absorbed by the product, which forces the service manager to continuously provide new services.If there is no innovation, enterprises will not provide services.
7. Change "Be responsive" toActive service。Different enterprises have different service definitions.Many enterprises have a narrow understanding of services. For example, commodity retailers may think that services are sufficient inventory and free delivery.This understanding only limits the service to the scope of "responsive", passively adapting to customer requirements.If an enterprise wants to win in the competition, it must also change from passive to active, and actively explore the customer's expectations, which have been met before the customer put forward, so that it canservice market One step ahead of the competitors and in an advantageous position.
8. Reasonably restrict customer expectations.The enterprise strives to meet the needs of customers and serves customers unconditionally, which is to achieve the first-class service levelbasic principle。However, it is necessary to be flexible in strategy and reasonably restrict customer expectations.Customers' evaluation of service quality is easily affected by preconceived expectations.When their expectations exceed the service level provided by the enterprise, they will feel dissatisfied;When the service level of enterprises exceeds their expectations, they will be satisfied.Enterprises must strictly control the commitment of advertising and sales personnel to customers, so as to avoid customers' high expectations.In the actual provision of services, try to exceed customer expectations.
9. Passedcorporate cultureInnovative services.The service industry often uses advanced technology to support service activities, such as those adopted by banksATM machine。However, it is worth noting that the adoption of high-tech means does not mean service innovation.Service is a kind of mutual aid between people.Most customers appreciate the service of high-level interpersonal contact.andService processIt's hard to rely onOperation standardMust form an internal set ofCode of Conduct, so that service personnel can flexibly use when facing customers to achieve satisfactory results.Therefore, building a strong corporate culture is the source of improving service level and promoting service innovation.[1]
