外文翻譯---顧客滿意策略與顧客滿意營銷

1、<p><b>　　外文資料翻譯譯文</b></p><p>　　顧客滿意策略與顧客滿意營銷 </p><p>　　自20世紀(jì)八十年代末以來,顧客滿意戰(zhàn)略已日益成為各國企業(yè)占有更多的顧客份額,獲得競爭優(yōu)勢的整體經(jīng)營手段。</p><p>　　顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶</p><p>　　

2、隨著時代的變遷,社會物質(zhì)財富的極大充裕,顧客中的主體———消費(fèi)者的需求也先后跨越了物質(zhì)缺乏的時代、追求數(shù)量的時代、追求品質(zhì)的時代,到了20世紀(jì)八十年代末進(jìn)入了情感消費(fèi)時代。在我國,隨著經(jīng)濟(jì)的高速發(fā)展,我們也已迅速跨越了物質(zhì)缺乏時代、追求數(shù)量的時代乃至追求品質(zhì)的時代,到今天也逐步邁進(jìn)情感消費(fèi)時代。在情感消費(fèi)時代,各企業(yè)的同類產(chǎn)品早已達(dá)到同時、同質(zhì)、同能、同價,消費(fèi)者追求的已不再是質(zhì)量、功能和價格,而是舒適、便利、安全、安心、速度、躍動、環(huán)

3、保、清潔、愉快、有趣等,消費(fèi)者日益關(guān)注的是產(chǎn)品能否為自己的生活帶來活力、充實、舒適、美感和精神文化品位,以及超越消費(fèi)者期望值的售前、售中、售后服務(wù)和咨詢。也就是說,今天人們所追求的是具有“心的滿足感和充實感”的商品,是高附加值的商品和服務(wù),追求價值觀和意識多元化、個性化和無形的滿足感的時代已經(jīng)來臨。</p><p>　　與消費(fèi)者價值追求變化相適應(yīng)的企業(yè)間的競爭,也由產(chǎn)品競爭、價格競爭、技術(shù)競爭、廣告競爭、品牌競爭

4、發(fā)展到現(xiàn)今的形象競爭、信譽(yù)競爭、文化競爭和服務(wù)競爭,即顧客滿意競爭。這種競爭是企業(yè)在廣角度、寬領(lǐng)域的時空范圍內(nèi)展開的高層次、體現(xiàn)綜合實力的競爭。它包括組織創(chuàng)新力、技術(shù)創(chuàng)新力、管理創(chuàng)新力、產(chǎn)業(yè)預(yù)見力、產(chǎn)品研發(fā)力、員工向心力、服務(wù)顧客力、顧客親和力、同行認(rèn)同力、社會貢獻(xiàn)力、公關(guān)傳播溝通力、企業(yè)文化推動力、環(huán)境適應(yīng)力等等。這些綜合形象力和如何合成綜合持久的競爭力,這就是CS策略所要解決的問題。CS時代,企業(yè)不再以“自己為中心”,而是以“顧客為

5、中心”；“顧客為尊”、“顧客滿意”不再是流于形式的口號,而是以實實在在的行動為基礎(chǔ)的企業(yè)經(jīng)營的一門新哲學(xué)。企業(yè)不再以質(zhì)量達(dá)標(biāo),自己滿意為經(jīng)營理念,而是以顧客滿意,贏得顧客高忠誠度為經(jīng)營理念。企業(yè)經(jīng)營策略的焦點(diǎn)不再以爭取或保持市場占有率為主,而是以爭取顧客滿意為經(jīng)營理念。因此,營銷策略的重心不再放在競爭對手身上而是放在顧客身上,放在顧客現(xiàn)實的、潛在的需求上。當(dāng)企業(yè)提供的產(chǎn)品和服務(wù)達(dá)到了顧客事先的期望值,顧客就基本滿意；如果遠(yuǎn)遠(yuǎn)超越顧客的期

6、望值,且遠(yuǎn)遠(yuǎn)高于其他同行,</p><p>　　于是,企業(yè)紛紛通過廣泛細(xì)致的市場調(diào)研、與消費(fèi)者直接接觸、顧客信息反饋等方式來了解顧客在各方面的現(xiàn)實需求和潛在需求。依靠對企業(yè)滿意忠誠的銷售、服務(wù)人員，定期、定量地對顧客滿意度進(jìn)行綜合測定,以便準(zhǔn)確地把握企業(yè)經(jīng)營中與“顧客滿意目標(biāo)的差距及其重點(diǎn)領(lǐng)域,從而進(jìn)一步改善企業(yè)的經(jīng)營活動。依靠高親和力的企業(yè)文化、高效率的人文管理和全員共同努力,不斷地向顧客提供高附加值的產(chǎn)品,高

7、水準(zhǔn)的親情般的服務(wù),以贏得顧客不斷變化和提升的滿意度,贏得更多的顧客份額。如海爾始終把顧客需求放在第一位,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計,提供個性化、人性化實用產(chǎn)品，從拉幕式彩電到最新推出的“換臺不晃眼彩電”,從小小神童洗衣機(jī)到手搓式洗衣機(jī),小王子冰箱到“智慧眼”變頻空調(diào),從17個小時制出“邁克冷柜”到售后一條龍星級服務(wù),無一不是為滿足顧客需求而提供的令其滿意的超值產(chǎn)品和服務(wù)。又如微軟的每一種產(chǎn)品都集中了世界上最優(yōu)秀的開發(fā)人員,推出比

8、顧客想要的還要好的產(chǎn)品,同時形成全球化銷售的規(guī)模經(jīng)濟(jì),把價格降到最低。而這正是微軟20年來成功的秘決。</p><p>　　綜上所述,情感消費(fèi)時代,決定生產(chǎn)經(jīng)營何種產(chǎn)品和提供什么樣服務(wù)的權(quán)力已不再屬于企業(yè),而是屬于消費(fèi)者,衡量企業(yè)效率以及存在價值的決定權(quán)轉(zhuǎn)移到了顧客手中,企業(yè)應(yīng)盡量迎合顧客,超值滿足顧客,以盡可能地從顧客那里獲得“貨幣選票”。而CS策略正是獲取這種選票的制勝法寶。</p><p

9、>　　顧客滿意營銷策略的主要步驟</p><p>　　1.在企業(yè)文化層面上確立以顧客為中心,顧客利益至上,以顧客滿意為目標(biāo)的經(jīng)營理念。</p><p>　　CS理論中的顧客指的是內(nèi)部員工和外部顧客(包括經(jīng)銷商、批發(fā)商、代理商、最終消費(fèi)者和原材料供應(yīng)商、合作者等),顧客滿意包括員工和外部顧客的滿意,顧客忠誠亦然。企業(yè)成功的機(jī)制在于顧客滿意與忠誠,員工是顧客滿意和忠誠的關(guān)鍵人員。員工對企

10、業(yè)的滿意度和忠誠度是顧客對企業(yè)產(chǎn)品和服務(wù)滿意度和忠誠度的基礎(chǔ),顧客滿意度和忠誠度是員工行為的必然結(jié)果。沒有員工的滿意與忠誠,就不可能創(chuàng)造出令顧客滿意的產(chǎn)品和提供超值服務(wù),顧客自然就不滿意不忠誠,離企業(yè)而去。當(dāng)員工滿意與忠誠時就會在與顧客接觸中以極大的熱情投入自己的智力資本,創(chuàng)造性地為顧客服務(wù),并能及時發(fā)現(xiàn)顧客需求動向,及時提升產(chǎn)品和服務(wù)的附加值,緊緊抓住顧客的心,令其滿意。聯(lián)邦快遞發(fā)現(xiàn),當(dāng)內(nèi)部員工滿意率提高到85%時,他們的顧客滿意率高

11、達(dá)95%,且企業(yè)的利潤也就十分樂觀。在這里員工的態(tài)度決定著一切。</p><p>　　因此,企業(yè)必須將顧客滿意的經(jīng)營理念滲透于員工的頭腦中,體現(xiàn)在管理中,對員工忠誠,以他們研發(fā)產(chǎn)品、制造產(chǎn)品、提供營銷服務(wù)令顧客滿意。如九頭鳥”,員工得到的教育是一切以顧客為中心是企業(yè)經(jīng)營的最高原則。顧客是恩人,是朋友,是老師,是顧客給了我們工作的機(jī)會,工作的價值,工作的樂趣和工作的意義。我們應(yīng)該發(fā)自內(nèi)心地真誠地感謝顧客,顧客的滿意

12、就是我們的工作目標(biāo),為顧客創(chuàng)造最有價值的產(chǎn)品和服務(wù)是我們的最高目標(biāo)。在此原則指導(dǎo)下,寧愿讓自己吃虧不能讓顧客吃虧已成為“九頭鳥”員工的行為準(zhǔn)則。讓顧客感到在“九頭鳥”消費(fèi)是一種享受,是一種物超所值的享受。顧客在付出成本后,對自己的消費(fèi)有一個期望值,而消費(fèi)者最后得到的消費(fèi)在其心中也會有一個評價的標(biāo)準(zhǔn)來衡量,如果物超所值,他以后就會再來,如物有所值,他以后可能會再來；否則,消費(fèi)者將不會再來。所以,“九頭鳥”的目的就是為消費(fèi)者提供物超所值的產(chǎn)

13、品和服務(wù)。有如此經(jīng)營理念及其指導(dǎo)下的令顧客滿意營銷,“九頭鳥”紅火于京城就不難理解了。</p><p>　　2.讓顧客參與產(chǎn)品設(shè)計與研發(fā)。</p><p>　　企業(yè)以顧客為中心,經(jīng)過市場細(xì)分,廣泛的調(diào)研了解目標(biāo)公眾的需求和價值,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計,提供個性化、人性化的高附加值的產(chǎn)品和服務(wù),是正確的,但必須讓用戶一起參與產(chǎn)品設(shè)計。利用互聯(lián)網(wǎng)和CAD技術(shù)與顧客建立有效的溝通和信息

14、交流,及時掌握顧客的各種需求信息和顧客價值,鼓勵各種信息來源渠道對顧客信息庫進(jìn)行及時的更新。經(jīng)過分析、總結(jié),了解顧客的本質(zhì)需求,并使顧客本質(zhì)需求信息成為企業(yè)各個部門的共享資源。以此設(shè)計產(chǎn)品,提供令顧客滿意的服務(wù)。現(xiàn)在,許多公司采用一種名為:“產(chǎn)品配置器”的系統(tǒng)來幫助用戶一起參與產(chǎn)品設(shè)計。即在計算機(jī)里存放了所有產(chǎn)品模塊的最新信息,并隨時更換,營銷人員在銷售現(xiàn)場通過因特網(wǎng),根據(jù)用戶需要或與用戶一起配置出其所需要的能滿足其價值的產(chǎn)品。上海通用

15、公司生產(chǎn)的汽車令經(jīng)營商和用戶非常滿意,就是因為讓用戶一起參與了產(chǎn)品的設(shè)計。而海爾無論是為四川農(nóng)民生產(chǎn)的能洗地瓜的洗衣機(jī),為上海用戶生產(chǎn)的“小王子冰箱”,還是換臺不晃眼的彩電,海爾的“智慧眼”變頻空調(diào),星級一條龍售后服務(wù)等,都是依據(jù)用戶的需要,吸收了顧客參與產(chǎn)品設(shè)計的建議,而設(shè)計開發(fā)的令顧客滿意的富有人性化的超值商品和服務(wù),自然</p><p>　　3.提供令顧客滿意的全程服務(wù)和個性服務(wù)。</p>&

16、lt;p>　　全程服務(wù)是針對顧客的購物與消費(fèi)每一環(huán)節(jié)所進(jìn)行的細(xì)致而又深入的服務(wù),心的服務(wù)。全程服務(wù)就是消費(fèi)者從產(chǎn)生消費(fèi)欲望那一刻起到商品使用價值耗盡為止的整個過程,對消費(fèi)者的細(xì)心呵護(hù),使消費(fèi)者與自己的品牌緊密相連,讓消費(fèi)者享受文化、享受服務(wù)、感受理念、感到受益,心甘情愿地消費(fèi)你的產(chǎn)品或服務(wù),令消費(fèi)者在每一個層面都感到完全滿意,并能贏得客戶的忠誠。銷售階段———保證顧客得到必須及時優(yōu)質(zhì)的服務(wù),售前咨詢培訓(xùn)參與,傳遞知識信息,創(chuàng)造購物

17、需求,令顧客理性選擇,幫助顧客購買自己實用稱心的商品；售中支持提供方便,最大限度地發(fā)揮商品功能,讓顧客體味到溫情和價值；售后增值反饋回訪服務(wù),使顧客感受到溫馨和真情。如一老太太買的海爾空調(diào),回家途中被黑心司機(jī)拉跑了,海爾得知后,立即免費(fèi)給老太太送去一臺海爾新空調(diào),并決定以后送貨到位。內(nèi)蒙一用戶因家中失火,將剛買的海爾冰箱燒壞,海爾接電后從計算機(jī)服務(wù)網(wǎng)絡(luò)中查到該用戶詳細(xì)住址,派專人專車用4天時間趕到為其修好冰箱。這種超值服務(wù)必然贏得顧客超

18、期望值的滿意。</p><p>　　在如今情感消費(fèi)時代,人們追求“心的滿足感和充實感”的商品,是高附加值極富個性化價值的商品,追求價值觀和意識多元化、個性化和無形的滿足感。因此,企業(yè)不再將注意力投入于全體消費(fèi)者的一般需求差異上,應(yīng)針對追求各異的個性消費(fèi)者,量體裁衣,設(shè)計并開發(fā)企業(yè)的產(chǎn)品及服務(wù)項目,以適應(yīng)當(dāng)今個性化和多樣化的消費(fèi)趨勢。面對越來越復(fù)雜的消費(fèi)傾向,企業(yè)要駕馭顧客需求,進(jìn)行個性化營銷,關(guān)鍵在于建立顧客資料

19、庫與顧客信息反饋系統(tǒng),進(jìn)行客戶關(guān)系管理,不斷收集了解消費(fèi)者的要求和偏好的變化,以及對企業(yè)新的期望,以便更好地為顧客提供個性化服務(wù)。</p><p><b>　　4.培育顧客忠誠。</b></p><p>　　在餐飲業(yè),滿意顧客中品牌轉(zhuǎn)換者的比例竟高達(dá)60%到80%。這說明滿意的顧客并不一定能成為忠誠顧客。而一個企業(yè)80%的利潤來自20%的忠誠顧客,營銷顧客集Araca

20、ture Corp.的總裁Larry Light在Advertising Age雜志上說,從忠誠顧客身上得到的收益是非忠誠顧客的9倍。沃爾瑪之所以能夠持續(xù)增長成為500強(qiáng)的老大,根本原因在于它吸引客戶忠誠的經(jīng)營能力。</p><p>　　顧客忠誠是來自顧客感受到的、通過雙向溝通所傳遞的價值和相互關(guān)系,是通過企業(yè)不懈地提供超值產(chǎn)品或服務(wù)而取得的。要使顧客忠誠,企業(yè)最高管理層必須有長期不懈的決心和資金支持,對企業(yè)的忠

21、誠顧客進(jìn)行界定,了解顧客的需求是怎樣形成的,他們離去的原因是什么,買了誰的產(chǎn)品,為什么?認(rèn)識并創(chuàng)建顧客忠誠的激勵因素。培育忠誠顧客的營銷方法有兩種:</p><p>　　一是要妥善解決顧客的抱怨。只要妥善地處理顧客報怨,82%的顧客會再度購買商品。妥善處理顧客報怨,要求企業(yè)確立一套良好的人性化的“報怨管理”制度。第一,樹立“顧客的報怨,是給企業(yè)最好的禮物,對改善企業(yè)的經(jīng)營管理有好處”的觀念；第二,企業(yè)必須確立有效

22、的報怨處理政策和制度,并訓(xùn)練員工,正確對待顧客報怨,站在顧客的角度處理顧客報怨的問題；第三,處理顧客的部門要輪換,以便各業(yè)務(wù)單位都能及時了解顧客的滿意度,并獲得處理顧客報怨的經(jīng)驗；第四,建立所有顧客報怨資料庫,以便及時處理并防止公關(guān)危機(jī)的發(fā)生。</p><p>　　二是建立忠誠顧客數(shù)據(jù)庫。只有通過數(shù)據(jù)庫進(jìn)行跟蹤調(diào)查分析,才能確切知道企業(yè)擁有的顧客份額會增加多少,達(dá)到某一份額需要多久。忠誠顧客數(shù)據(jù)庫的核心是關(guān)聯(lián)數(shù)據(jù)

23、庫,它由一系列記錄營銷項目不同側(cè)面的子庫組成。忠誠顧客數(shù)據(jù)庫,可以為員工及時提供超值服務(wù)所需的資料；為收集所有與顧客有關(guān)的細(xì)節(jié)資料創(chuàng)造條件；強(qiáng)化同顧客的快捷聯(lián)系；為開發(fā)新產(chǎn)品和提供新的服務(wù)創(chuàng)造條件；與顧客進(jìn)行長期互動的雙向溝通,以便為其提供潛在需求的、似曾想到又非想到的滿足其期望價值的產(chǎn)品或服務(wù)。</p><p><b>　　外文原文</b></p><p>　　Ma

24、rketing Customer Satisfaction</p><p>　　Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business comp

25、etitive advantage means.</p><p>　　Customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weapon</p><p>　　With the changing times, the great abundan

26、ce of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered

27、 the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of e

28、motions today grad</p><p>　　As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspec

29、ts of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the bu

30、siness with "customer satisfaction" the gap between objectives and priority areas, to further improve</p><p>　　Such as Haier always put customer needs first, stand in the customer point of view of

31、product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washi

32、ng machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and b

33、oth </p><p>　　In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value

34、of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer &

35、quot;money votes." The CS strategy is the magic weapon for winning such a vote.</p><p>　　Customer satisfaction, the main steps in marketing strategy</p><p>　　1.to establish the level of cor

36、porate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.</p><p>　　CS theory in the customer refers to internal staff and external customers (including d

37、istributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for

38、 business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and servic</p><p>　

39、　Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketin

40、g services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the op

41、portunity to work, the value of work, fun and work significance of the</p><p>　　2.customers participate in product design and development.</p><p>　　Customer-centric company, through market segme

42、ntation, target a wide range of research to understand the public's needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is c

43、orrect , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and custo

44、mer value, to enco</p><p>　　3.to provide a full service customer satisfaction and personalized service. </p><p>　　Full service is for customers shopping and consumption carried out by every aspe

45、ct of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, with care to consu

46、mers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumer</p><p>

47、;　　In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values and awareness of

48、 diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, d

49、esign and development of enterprise products and services to meet the individ</p><p>　　4.foster customer loyalty. </p><p>　　In the restaurant industry, customer satisfaction in the brand switchi

50、ng, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do not necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracat

51、ure Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because</p

52、><p>　　Customer loyalty is perceived from the customer, delivered through the two-way communication between the value and the relationship is hard to provide value through business products or services obtained

53、. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is what formed what are the reasons they leave,

54、 who bought the product, Why? awareness and create customer loyalty incentive</p><p>　　First, we should properly solve customer complaints. As long as the proper handling of customer complaints, the 82% of t

55、he customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. First, establish a "customer complained,

56、 is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances </p><p>　　Second, build up

57、customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core o

58、f the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyal customer database, you can offer premium services for staff in a timel