承諾不足，交付過度

有些事情你，你的公司和你的產品可以做，有些事情不能做。瞭解這種差異需要扎實的培訓、强大的商業頭腦和經驗。告訴客戶你可以做任何事情只需要你開罪說，而告訴客戶你不能做他們想要的事情，需要勇氣。

任何從事銷售的人都會告訴你，這是一項艱難的業務，“過分承諾”的誘惑總是存在的。

但是這樣做會讓你處於一個潜在的非常糟糕的境地，迫使你要麼讓你的客戶失望，要麼做的比可能做的更多。

為失敗做準備

過度承諾是一種讓自己陷入失敗的好方法。這也是讓您的公司和客戶支援團隊處於“不贏”狀態的一個好方法。當你過分承諾的時候，您基本上是在告訴您的客戶您可以做一些您知道你不能或不自信的事情來履行您的承諾。

為什麼銷售員會過分承諾？通常情况下，這是為了一次銷售結案，希望拿下訂單，但有時他們出於恐懼或無知而過度承諾。令人驚訝的是，當一些銷售代表被迫說出真相或承諾他們將無法兌現時，常識很快就消失了！

當您過分承諾時，您所做的傷害主要是對你的事業和名譽。

雖然您的客戶可能會因為您的决定而遭受一些損失，但您已經為失敗做好了準備。不僅當您的人脈瞭解到您如何對待您的客戶時，如果他們知您你如何對待您的客戶，您會與他們進行一些非常具有挑戰性的談話，而且您的公司也可能不太喜歡您強迫他們進入的職位。

讓你的公司走向失敗

通常，當你承諾過多時，是你的公司陷入了困境。要麼他們需要找到一種方法來兌現你對客戶的承諾，要麼冒著損害他們聲譽的風險。如果有一件事是企業可以依靠的，那就是憤怒的客戶會告訴其他人他們的糟糕經歷。

如果銷售員繼續承諾他們或他們的公司無法兌現承諾，公司可能會被迫在進一步損害他們的聲譽之前做出一些認識調整。

前途未卜的榮耀

作為一個例子，假設你是一名財務顧問，在進行了幾天、幾周或幾個月的研究之後，發現了一只股票，它將帶來巨大的收益。你打電話給幾個你認為有能力和有興趣投資這只股票的客戶。雖然股市沒有任何保證，但所有的證據都表明，這家公司的成長是無可避免的，所以你的樂觀情緒很高。

如果你告訴你的客戶股票在接下來的幾個月裏應該能獲得15到20點的回報，但是如果假設回報率為10到12點，你會覺得更舒服，那麼你已經正式承諾過高了。

你現在需要股票達到至少15點才能兌現你的承諾。

然而，如果你建議股票可以產生8到10點的回報，你就創造了一個更安全的保證。現在，如果股票表現在預期的15到20點的回報，你的承諾將滿足與股票超額交付興高采烈。

是的，結束銷售在您使用承諾不足的方法時可能更具挑戰性，但從長遠來看，這樣做將極大地新增您的職業生涯。

過度交付的好處

簡單地說，當你交付的產品超過了你對客戶的建議，超過了他們的預期時，感知價值會新增。隨著價值的新增，你更有可能獲得推薦和額外的銷售。

有時候，你甚至不想這麼做，就會交付過量。

當這種情況發生時，只需告訴你的客戶你總是盡力而為，有時，你的“最佳”甚至會讓你自己驚喜！您的客戶會記得您交付的效果如何，並且下次需要做出購買決策時，更可能會傾向於您。當談到建立你的專業聲譽時，沒有什麼比擁有一個客戶名單更好的了，他們認為你是一個卓越的人。

Under Promise and Over Delivery

There are some things you, your company and your products can do, and some things you can't do. Understanding this difference requires solid training, a strong business mind and experience. It takes courage to tell customers that you can do anything you want, just to blame them, and to tell them that you can't do what they want.

Anyone engaged in sales will tell you that this is a difficult business, and the temptation to over commitment always exists.

But doing so will put you in a potentially very bad situation, forcing you to disappoint your customers by doing more than you can possibly do.

Prepare for Failure

Over commitment is a good way to get yourself into failure. It's also a good way to keep your company and customer support teams in a "no win" position. When you over commit, you're basically telling your customers that you can do something you know you can't or don't feel confident about to fulfill your promise.

Why do salesmen over promise? Usually, this is to close a sales case in the hope of getting an order, but sometimes they over promise out of fear or ignorance. Surprisingly, when some sales representatives are forced to tell the truth or promise that they will not be able to deliver, common sense quickly disappears!

When you over commit, the harm you do is mainly to your career and reputation.

Although your customers may suffer some losses from your decision, you are ready for failure. Not only will your contacts learn how you treat your customers, but if they know how you treat your customers, you will have some very challenging conversations with them, and your company may not like the positions you force them into.

Let your Company Fail

Usually, when you commit too much, your company is in trouble. To do so, they need to find a way to deliver on your promises to customers and risk damaging their reputation. If there's one thing companies can rely on, it's that angry customers tell others about their bad experiences.

If salesmen continue to promise that they or their company will not be able to deliver on their promises, the company may be forced to make some cognitive adjustments before further damaging their reputation.

Glory of Uncertain Future

As an example, suppose you are a financial advisor who, after a few days, weeks or months of research, finds a stock that will bring huge returns. You call a few customers who you think have the ability and interest to invest in the stock. Although there is no guarantee in the stock market, all the evidence shows that the company's growth is inevitable, so your optimism is high.

If you tell your customers that stocks should get a return of 15 to 20 in the next few months, but if you assume a return of 10 to 12, you'll feel more comfortable, and you've officially promised too much.

You now need stocks to reach at least 15 points to keep your promise.

However, if you suggest that stocks yield 8 to 10 points of return, you create a safer guarantee. Now, if the stock performs at the expected return of 15 to 20 points, your commitment will be satisfied with the stock over delivery.

Yes, ending sales can be more challenging when you use under committed methods, but in the long run, doing so will greatly add to your career.

Benefits of Over Delivery

Simply put, perceived value increases when you deliver products that exceed your customer's recommendations and expectations. As value increases, you are more likely to get recommendations and additional sales.

Sometimes, if you don't even want to do that, you will over deliver.

When this happens, just tell your customers that you always do your best. Sometimes, your "best" will even surprise you! Your customers will remember how effective your delivery is, and the next time they need to make a purchase decision, they are more likely to lean toward you. When it comes to building your professional reputation, there's nothing better than having a list of customers who think you're a great person.

什麼是直郵行銷？

直郵是一種直銷管道，商家向過去、現在或潜在的客戶或客戶發送信件、明信片或其他促銷資料。直接郵寄活動可能是針對消費者或企業或兩者兼而有之。在許多情况下，郵寄指向目標人口（即家庭擁有者）或地理市場（即特定的鄰域）。在大多數情况下，它是大量或批量郵寄，但也可以發送較少的郵件。

直郵行銷的優點：

• 如果你寫得很好，直接向你的目標市場說話，你就可以有效地得到回應。
• 散裝郵寄費用低於普通郵件。
• 可以追蹤結果。

直郵行銷的缺點：

• 許多消費者沒有閱讀郵件就把垃圾郵件扔進“垃圾郵件”。
• 回饋率通常低於其他直接行銷策略。
• 當只有行銷不能產生效果時，費用特別高。

直郵行銷的應用形式

通常，人們只考慮在考慮直接郵件時郵寄廣告。但有幾種不同的管道，企業可以使用直接郵件來獲取客戶或客戶：

1. 產品和服務的型錄：讓潛在客戶看到你所提供的一切，把他們提供的型錄或清單提供給你。考慮一張優惠券以鼓勵他們購買。

2. 折扣和特價：而不是僅僅寄一張卡片或信件介紹你的產品或服務，為什麼不包括一個特殊的交易，比如第一次顧客的折扣。人們喜歡一個好交易，這是誘使潛在客戶瞭解更多關於你的生意的一個很好的管道。

3. 有用的項目或提示：房地產經紀人經常向客戶發送行事曆和食譜。接受這些物品的人會保留它們，因為它們提供了有用的東西，而且它保留了房地產經紀人的名字在他們的頭腦中，潛在客戶使用到行事曆或食譜，就會想起你。只是要確保你發送的東西是人們希望保留和適合你的業務。

一些提示：

1. 提醒：根據您的產品或服務，發送您的客戶和客戶提醒可能是有益的。

2. 樣品：如果不是成本過高，為什麼不發送一個你的產品樣品或提供免費樣品給任何人誰回應你的郵寄？人們喜歡在購買之前接受免費的物品和測試產品。送他們一個樣品給他們二者。

3. 公告：如果你正在推出一個新產品或服務，讓你現有的客戶和客戶，和前景知道它。再次，這將是一個好時機，包括折扣，鼓勵他們檢查新產品或服務。

4. 時事通訊：雖然電子郵件通訊是最有價值的管道，定期向你的資訊傳遞，列印和郵件新聞也可以是有效的。通過它，你可以結合上面的想法，如產品或服務清單，折扣，有用的提示，和通知。

如何使用直郵行銷

1. 决定你的目標。當人們收到你的郵件時，你希望他們做什麼？秩序？需要諮詢？

2. 確定您要發送的郵件類型。明信片價格較低，但也限制了您可以在上面放多少資訊。同時，明信片可能比要求收件人打開以查看內容的信件有更好的閱讀機會。

3. 創建郵件。直接郵件的成功需要設計一個引人注目的郵件發送器。要做到這一點，你需要理解文案。把你的生意告訴別人是不够的。相反，你需要通過滿足他們的需求並提供解决他們問題的方案來吸引他們。你可以把文字放在信封上，所以別忘了放一條能吸引人們打開你的信的資訊。

4. 讓您的郵件經過專業的設計和列印。不僅僅是文字，而是如何將它們放在您的郵件發送器上，您所使用的影像會對郵件是否被閱讀產生影響。讓知道直郵的人來做是值得的。

1. 會收到你的郵件嗎？您是聯系過去的客戶、當前的潛在客戶還是從購買的郵寄清單發送冷郵件？如果你打算買一份郵寄名單，在花錢之前先做調查，確保它是一份更新的高品質的清單。此外，請遵循清單所有者的郵寄規則。例如，大多數人只“租”給你一封郵件的名字。將清單成員添加到永久清單的唯一方法是，他們是否響應您的郵件。

2. 關於使用大宗郵件，請聯系當地郵局，這是最便宜的直郵作法。儘管如此，加蓋郵戳的信封通常比散裝郵件信封有更高的打開率。

3. 對你的郵件進行測試。因為它很貴，如果郵件不能提供結果，你就不想把整個名單都發送出去。發送一個較小的測試運行可以讓您看到它是否成功地獲得結果，以及調整它以提高響應的機會。

4. 準備好您的促銷活動以便郵寄，並帶到您當地的郵局。

5. 跟踪回復並計算您的投資回報率，以確定直郵在您的家庭業務中是否是有效的行銷策略。

What is Direct Mail Marketing?

Direct mail is a type  of direct marketing in which businesses send letters, postcards or other promotional materials to past, current or potential customers or clients. Direct mail campaigns may be targeted to either a consumer or business or both.  In many cases, the mailing is directed to a target demographic (i.e. home owners) or geographic market (i.e. a specific neighborhood). In most cases, it's mass or bulk mailing, but you can send direct mail in smaller quantities as well.

Pros of Direct Mail:

• Effective at getting a response if well-written and speaks directly to your target market.
• Bulk mailing costs less than regular mail.
• Results can be tracked.

Cons of Direct Mail:

• Many consumers throw direct mail items away as "junk mail" without reading them.
• Response rates are often lower than other direct marketing tactics.
• Costly especially if the mailing doesn't lead to results.

Ways to Use Direct Mail in Home Business

Often, people think only in terms of mailing ads when considering direct mail. But there are several different ways a home business could use direct mail to get clients or customers:

1. Catalog of products and services: Let prospects see everything you have to offer by sending them a catalog or list of what you offer. Consider including a coupon (#2) to encourage them to buy.

2. Discounts and specials: Instead of just sending a card or letter introducing your product or service, why not include a special deal such as percentage off for first-time customers. People like a good deal and it's a great way to entice prospects to learn more about your business.

3. Useful items or tips: Realtors often send their clients and customers calendars and recipes. People who receive these items will keep them because they offer something helpful or useful, and it keeps the Realtor's name in their mind because they're reminded of it each time the prospect refers to the calendar or recipe. You can do the same. Just make sure that what you send is something people would want to keep and fits with your business. 

1. Reminders: Depending on your product or service, it can be beneficial to send your clients and customers reminders.

2. Samples: If it's not cost prohibitive, why not send a send a sample of your product or offer a free sample to anyone who responds to your mailing? People like to receive free items and to test products before buying. Sending them a sample gives them both. 

3. Announcements: If you're launching a new product or service, let your existing clients and customers, and prospects know about it. Again, this would be a good time to include a discount to encourage them to check out the new product or service.

4. Newsletter: While email newsletters is the most affordable way to deliver information regularly to your list, print and mail news can be effective as well. Through it you can combine many of the above ideas such as list of products or services, discounts, useful tips, and announcements.

How to Use Direct Mail in Business

1. Decide on your goal. What do you want people to do when they get your mailing? Order? Call for a consult?

2. Determine the type of mailing you'll send. Postcards are less expensive, but also have limits to how much information you can put on them. At the same time, a postcard might have a better chance of being read than a letter which requires the recipient to open it to see the content.

3. Create your mailing. The success of direct mail requires designing a compelling mailer. To do that, you need to understand copywriting. It's not enough to tell people about your business. Instead you need to entice them by speaking to their needs and offering to be the solution to their problems. You are allowed to put text on an envelope, so don't forget to put a message that entices people to open your letter.

4. Have your mailing professionally designed and printed. Not just words, but how they are placed on your mailer, and the images you use make a difference about whether a mailing is read. It pays to have it done by someone who knows about direct mail.

1. Identify your target market. Who will be receiving your mailing? Are you contacting past customers, current prospects or sending a cold mail from a bought mailing list? If you plan to buy a list, do your research before spending any money to make sure it's an updated and quality list. Further, follow the list owner's rules for mailing. For example, most only "rent" you the names for one one mailing. The only way to add list members to your permanent list is if they respond to your mailing.

2. Contact your local post office about using bulk mail, which is the cheapest way to send direct mail. With that said, a stamped envelope often has a higher open rate than a bulk mail envelope.

3. Do a test run of your mailing. Because it's expensive, you don't want to send your mailing out the entire list if it's not going to deliver results. Sending a smaller test run allows you to see if it succeeds in getting results and the opportunity to tweak it to improve response.

4. Prep your promo for mailing and take to your local post office.

5. Track responses and calculate your ROI to determine if direct mail is an effective marketing strategy in your home business.

利基行銷vs.大眾行銷

大眾行銷會消耗你的行銷資金。大眾行銷人員企圖以大把資金創造迷霧來吸引大眾的注意。但是，除非真正有需求的人，其實會產生反應的，微乎其微。

相對的，利基行銷是針對有特定需求的客戶展開的行銷活動，行銷投資比較少，但是效果比較明顯。

基於利基市場的文宣推廣

那麼，你為什麼要在面向全國觀眾的電視媒體上刊登廣告呢？另外一方面，你為什麼要針對全國市場中的的一個較小的社區目標？簡單…它更有效，成本更低，並產生更好的結果。

然而，在你開始為你的行銷努力消耗現金之前，你必須了解你的計劃可能成功，也可能不成功。你必須計畫你的行銷策略。在你的計畫中應該列出的第一件事是了解你的目標市場的類型和規模。

找到您的利基的步驟

通過使用邏輯市場規劃和執行步驟，您將成功地在所選的細分市場中積極影響客戶的福祉。你的努力在經濟上和情感上都會得到豐厚的回報。

首先，它太貴了，通常很難嘗試開發自己的利基市場。最好確定並計畫解决一個現有的利基市場，這個利基市場有很好的潜力使用您獨特的產品或服務。例如，假設您發明了一種很棒的運動飲料，並希望為您的產品開發市場。

1. 評估你自己，確定你最感興趣的生活領域，以及它將如何與你的產品相聯系。
2. 評估您的潜在市場，以確定是否有一個區域可以使用您的服務。做出這一決定的一個簡單方法就是與目標群體中的人們交談。另一個是加入一些有類似興趣的群體，如健康俱樂部、小聯盟支持者、足球俱樂部或賽車活動。
3. 一旦你找到了一個有前途的利基，那麼就决定你是否能接受它的預期收入。

Niche Marketing vs. Mass Marketing

Mass marketing will consume your marketing funds. Mass marketers try to attract public attention by creating a fog of money. However, unless there is a real need for people, in fact, will react to very little.

In contrast, niche marketing is a marketing activity aimed at customers with specific needs, with less investment in marketing, but the effect is more obvious.

Promotion based on Niche Market

So why do you want to advertise in the TV media for the national audience? On the other hand, why are you targeting a smaller community goal in the national market? Simple... It's more efficient, cheaper, and produces better results.

However, before you begin to spend cash on your marketing efforts, you must understand that your plan may or may not succeed. You have to plan your marketing strategy. The first thing you should list in your plan is to understand the type and size of your target market.

The steps to find your Niche

By using logical market planning and execution steps, you will succeed in positively influencing the well-being of your customers in the selected market segments. Your efforts will be rewarded economically and emotionally.

First, it is too expensive to try to develop its niche market. It is best to identify and plan to address an existing niche market that has great potential to use your unique products or services. For example, suppose you invent a great sports drink and want to develop a market for your product.

1. Evaluate yourself, identify the areas of life you are most interested in, and how it will relate to your product.
2. Evaluate your potential market to determine if there is an area where your services can be used. A simple way to make this decision is to talk to people in the target group. Another is to join groups with similar interests, such as health clubs, minor league supporters, football clubs or racing events.
3. Once you find a promising niche, it's up to you to accept its expected income.

運用客戶服務來提高客戶忠誠度

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：

1. 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。
2. 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）。
3. 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：

1. 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。
2. 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）。                                
3. 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。
4. 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

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:

1. 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.
2. 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).
3. 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:

1. 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.
2. 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).
3. Customers judge the customer service of every enterprise they handle. They are more likely to share bad ratings with others than good ones.
4. 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!

註冊商標程序

你已經開始你的生意，你有一個偉大的標誌，你想用作為商標。或者你有一個服務標記來描述你的服務。你想確定沒有人可以使用這個商標或服務商標，所以你想注册它。雖然你可以使用商標或服務標記而不注册它，但是注册這個標記有幾個好處：

• 登記作為你的所有權要求的通知。
• 如果你需要上法庭，登記有助於支持你的所有權要求。
• 你可以使用商標註冊來幫助你在其他國家獲得注册。

以下是登記註冊商標的程序：

1. 搜索商標記錄
2. 網絡上登記報備，附上你要申請的商標圖案樣品。例如，附上有你商標LOGO的廣告圖樣。
3. 支付申請手續費
4. 等待審核回復。有的時候，需要等上數個月才能知道是否可以得到審核同意或被駁回，而費用是不會被退回的。
5. 雖然沒有規定需要，還是建議委託專業律師代理。如此，你可以得到相關的咨詢服務。
6. 如果需要，也在你商業需要的其他國家申請登記。

Registered Trademark Procedure

You have started your business. You have a great logo that you want to use as a trademark. Or you have a service logo to describe your service. You want to make sure that no one can use this trademark or service logo, so you want to register it. Although you can use a trademark or service logo without registering it, there are several advantages to registering this logo:

• Registration as a notice of your ownership requirements.
• If you need to go to court, registration can help support your ownership requirements.
• You can use trademark registration to help you get registered in other countries.

The following is the procedure for registering a registered trademark:

1. Search for Trademark Records
2. Register online and attach a sample of the logo you want to apply for. For example, attach an advertisement for your logo.
3. Payment of application fees
4. Waiting for an audit response. Sometimes, it takes several months to know whether approval or rejection can be obtained, and the fee will not be refunded. 
5. Although there is no requirement, it is advisable to appoint a professional lawyer to represent you. In this way, you can get relevant consultation services.
6. If necessary, apply for registration in other countries where your business needs it.