在最基本的層面上，客戶服務是一個組織提供客戶需求的能力。
但這一定義忽略了客戶服務的交易性質，而正是這一交易方面推動了客戶忠誠度。當客戶選擇與一家公司做生意時，客戶忠誠度就存在了，即使在其他地方有更便宜、更方便或更高質量的替代品。
例如，你可以說，一個倉庫模式的業務——在那裡擺放貨物，客戶自己選擇物品，並把它們帶到自助結帳處——為客戶提供了一種或多種產品的需求（假設客戶找到了他想要的東西）。但從客戶的角度來看，這種商業模式中不涉及客戶服務。
客戶假定客戶服務涉及到與另一個人的互動，不管這個人是幫助他們找到什麼，選擇什麼，還是購買什麼。（如何幫助客戶更詳細地瞭解基本的客戶服務事務。）
這就是“優質客戶服務”的覈心——將老客戶帶回來，並通過當前客戶傳播給您的業務的“好消息”吸引新客戶。
更好地定義客戶服務
對於企業來說，一個更有用的定義是客戶服務是企業滿足其客戶的能力。因為只有滿意的客戶才有可能成為忠誠的客戶。
公司可以有所有客戶服務元素到位，從等待員工到退貨政策，但如果客戶對他們的交易處理作法或其結果不滿意，他們將不會回來。
客戶和業務經理都喜歡談論“良好的客戶服務”是什麼（而不是什麼），而“卓越的客戶服務（即）組織不斷、持續地超越客戶期望的能力。”
接受這一定義意味著擴大我們對客戶服務的思考；如果我們要不斷地超越客戶的期望，我們必須認識到我們業務的每一個方面都會對客戶服務產生影響，而不僅僅是涉及面對面的客戶聯繫的業務方面。
為什麼良好的客戶服務對企業至關重要？
對於企業來說，承諾不斷努力提供盡可能最好的客戶服務尤為重要，因為：
- 客戶忠誠度對大多數小企業的利潤至關重要。良好的客戶服務是客戶忠誠度的主要驅動力。平均而言，忠誠客戶的價值是他們第一次購買產品的10倍。
- 好的客戶服務可以節省企業的資金。根據您相信的研究和所在行業，獲得新客戶的成本比保留現有客戶高5到25倍（哈佛商業評論）。
- 企業無法在長期的負面新聞中生存下來。客戶對他們所處理的每一個企業的客戶服務都進行評判，他們更可能與其他人分享糟糕的評級，而不是好的評級。
糟糕的客戶體驗之後會發生什麼？
大多數的客戶在糟糕的客戶服務後取消了交易或預定購買，懶得向企業抱怨，而且再也不會回來。許多不滿意的顧客會告訴別人他們的體驗，不滿意的顧客會告訴更多人他們的體驗差。另一方面，解决問題的快樂客戶不是那麼會告訴別人他們的體驗。在社交媒體時代，客戶投訴更容易傳播，並且被評論。
為什麼好的客戶服務對企業至關重要？
對於企業來說，承諾不斷努力提供盡可能最好的客戶服務尤為重要，因為：
- 客戶忠誠度對大多數企業的利潤至關重要。良好的客戶服務是客戶忠誠度的主要驅動力。平均而言，忠誠客戶的價值是他們第一次購買產品的10倍。
- 良好的客戶服務可以節省企業的資金。獲得新客戶的成本比保留現有客戶高5到25倍（哈佛商業評論）。
- 客戶對他們所處理的每一個企業的客戶服務都進行評判，他們更可能與其他人分享糟糕的評級，而不是好的評級。
- 提供一流的客戶服務是小企業與大型零售商競爭的少數途徑之一。事實上，這種“買家體驗”是小商店的所有者比連鎖店的同行有很大優勢的地方。他們實際上可以與客戶聯繫，並建立個人聯系。
如何利用好的客戶服務建立客戶忠誠度
1. 製定客戶服務標準
員工和客戶都需要知道他們的期望是什麼。客戶需要知道您的企業願意為他們做什麼，員工需要知道您希望他們如何向客戶提供您的產品和/或服務。僅僅告訴他們是不够的；您需要創建一個檔案，列出您認為可以接受的客戶服務標準。
2. 安排合適的員工和流程
客戶服務的質量不可能超過提供服務的人的質量。因此，您的小業需要有適當的資源來提供能够滿足或超過客戶期望的客戶服務——無論這些資源是一線櫃檯工作人員還是高效的產品分銷系統，它們都能使您的產品按時交付給客戶。
提供客戶服務前台解決方案或客戶關係管理（CRM）的客戶服務軟體可以簡化和簡化許多客戶服務互動。您還可以為員工提供可增强客戶服務的應用軟體。
3. 培訓員工
與客戶打交道的員工需要做的不僅僅是友好，如果他們想提供良好的客戶服務。克服熱情和微笑是足够的想法（儘管這是一個很好的開端）；必須不斷加強和教授有效的客戶服務培訓。
4. 將員工視為第一個客戶
沒有人喜歡被一個脾氣暴躁、不滿的人服務。不快樂的員工永遠不會創造快樂的客戶。所以讓你的員工快樂。當你的員工高興的時候，他們會期待工作，因為他們受到重視和讚賞。隨時準備、願意重視和感激你的客戶的員工。
5. 迅捷地解决客戶的問題
客戶問題是創造忠誠客戶的最佳機會。做出超過客戶期望的服務。對客戶忠誠度的影響微乎其微；這是客戶服務員為解决與客戶忠誠度密切相關的問題而付出的努力。事實上，能够獲得輕鬆解决問題的客戶大多數將再次從該公司購買產品。
6. 創建客戶忠誠度計畫
客戶忠誠度計畫不僅有助於創建忠誠度客戶，而且有助於獲得新客戶。成功的忠誠度計畫也可以提升您的企業的利潤，因為它們為忠誠度高的常客提供了比吸引新客戶更具成本效益和更容易新增銷售額的動力。
7. 定期評估客戶服務
客戶回饋是提高客戶服務和客戶忠誠度的一個很好的工具。你的客戶經常親自、通過電子郵件、通過電話或通過社交媒體告訴你他們喜歡或不喜歡你的產品或服務。使用這些互動來識別一致的問題並根據它們採取行動。
你應該確保你也通過進行客戶評估和/或使用客戶調查來徵求不那麼直言不諱的客戶的意見。
對於企業來說，客戶服務的口號應該是評估和改進。
做好客戶服務的最佳實踐作法
記住這條黃金規則：對待客戶猶如自己希望如何被對待！
Improving customer loyalty through customer service
Improving customer loyalty through customer service
At the most basic level, customer service is an organization's ability to provide customer needs.
But this definition ignores the nature of customer service transactions, which promote customer loyalty. When a customer chooses to do business with a company, customer loyalty exists, even if there are cheaper, more convenient or higher quality alternatives elsewhere.
For example, you can say that a warehouse business -- where goods are placed, customers choose their own items and bring them to the self-checkout office -- provides customers with a need for one or more products (assuming they find what they want). But from the customer's point of view, this business model does not involve customer service.
Customers assume that customer service involves interaction with another person, regardless of what the person is helping them find, choose, or buy. (How to help customers understand basic customer service matters in more detail.)
This is the core of "high quality customer service" - bringing back old customers and attracting new customers through the "good news" of the business that the current customers spread to you.
Better Definition of Customer Service
For enterprises, a more useful definition is that customer service is the ability of enterprises to satisfy their customers, because only satisfied customers can become loyal customers.
Companies can have all the customer service elements in place, from waiting for employees to return policies, but if customers are not satisfied with their trading practices or their results, they will not come back.
Customers and business managers like to talk about what "good customer service" is (rather than what), while "excellent customer service (i.e., the ability of an organization to continuously exceed customer expectations."
Acceptance of this definition means expanding our thinking on customer service; if we are to constantly exceed customer expectations, we must recognize that every aspect of our business has an impact on customer service, not just on the business side of face-to-face customer contact.
Why is good customer service essential to an enterprise?
It is particularly important for enterprises to commit themselves to continuously striving to provide the best possible customer service because:
- Customer loyalty is critical to the profits of most small businesses. Good customer service is the main driver of customer loyalty. On average, loyal customers are worth 10 times as much as their first purchase.
- Good customer service can save money. According to the research and industry you believe, the cost of acquiring new customers is five to 25 times higher than that of retaining existing customers (Harvard Business Review).
- Businesses can't survive long-term negative news. Customers judge the customer service of every business they handle, and they are more likely to share bad ratings with others than good ones.
What happens after a bad customer experience?
Most customers cancel deals or book purchases after poor customer service, are too lazy to complain to the company and never come back. Many unsatisfied customers will tell others their experiences, and unsatisfied customers will tell more people their experiences are poor. On the other hand, happy customers who solve problems are not so social as to tell others their experiences. In social media, they are not satisfied with their experiences. For generations, customer complaints are more easily disseminated and commented on.
Why is good customer service essential to an enterprise?
It is particularly important for enterprises to commit themselves to continuously striving to provide the best possible customer service because:
- Customer loyalty is crucial to the profits of most enterprises. Good customer service is the main driver of customer loyalty. On average, loyal customers are worth 10 times as much as the products they first bought.
- Good customer service can save money. The cost of acquiring new customers is five to 25 times higher than that of retaining existing customers (Harvard Business Review).
- Customers judge the customer service of every enterprise they handle. They are more likely to share bad ratings with others than good ones.
- Providing first-class customer service is one of the few ways for small businesses to compete with large retailers. In fact, this "buyer experience" is where the owners of small stores have a great advantage over their counterparts in chain stores. They can actually connect with customers and establish personal contacts.
How to Use Good Customer Service to Establish Customer Loyalty
1. Establishing customer service standards
Employees and customers need to know what their expectations are. Customers need to know what your business is willing to do for them, and employees need to know how you want them to provide your products and/or services to customers. Just telling them is not enough; you need to create a file that lists what customer service standards you think are acceptable.
2. Arrange the right staff and processes
The quality of customer service can't exceed the quality of service providers. Therefore, your small business needs appropriate resources to provide customer services that meet or exceed customer expectations - whether these resources are front-line counter staff or efficient product distribution systems, they can enable your products to be delivered to customers on time.
Providing customer service front-end solutions or customer service software for customer relationship management (CRM) can simplify and simplify many customer service interactions. You can also provide employees with applications that enhance customer service.
3. Training staff
Employees dealing with customers need to do more than just be friendly if they want to provide good customer service. Overcoming enthusiasm and smiles is enough (although this is a good start); effective customer service training must be constantly strengthened and taught.
4. Treat employees as first customers
Nobody likes to be served by a grumpy, dissatisfied person. Unhappy employees never create happy customers. So make your employees happy. When your employees are happy, they look forward to work because they are valued and appreciated. Be ready, willing to value and appreciate your customers' employees.
5. Quickly Solve Customer Problems
Customer problems are the best opportunity to create loyal customers. Make services that exceed customer expectations. The impact on customer loyalty is negligible; this is the customer service staff's efforts to solve problems closely related to customer loyalty. In fact, most customers who can easily solve problems will buy products from the company again.
6. Create a Customer Loyalty Plan
Customer loyalty plans not only help to create loyal customers, but also help to obtain new customers. Successful loyalty plans can also enhance your business's profits, because they provide frequent loyal customers with more cost-effective and easier sales incentives than attracting new customers.
7. Regular evaluation of customer service
Customer feedback is a good tool for improving customer service and customer loyalty. Your customers often tell you in person, via email, by phone or through social media that they like or dislike your products or services. Use these interactions to identify consistent problems and act on them.
You should make sure that you also seek the opinions of less outspoken customers by conducting customer reviews and/or using customer surveys.
For enterprises, the slogan of customer service should be evaluation and improvement.
Best Practice in Customer Service
Remember this golden rule: Treat customers as if you want to be treated!
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