外文翻译范文《Marketing Customer Satisfaction》

Marketing Customer Satisfaction

Since the 20th century, since the late eighties, the customer satisfaction

strategy is increasingly becoming business has more customers share the overall

business competitive advantage means.

First,

customer

satisfaction

strategy

is

to

get

a

modern

enterprise

customers,

votes

magic

weaponWith

the

changing

times,

the

great

abundance

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 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

emotions

today

gradually

into

the

consumer

era. Spending time in the emotion, the company's similar products have already

reached the same time, homogeneous, with the energy, the same price, consumers

are no longer pursue the quality, functionality and price, but the comfort,

convenience, safety, comfort, speed, jump action, environmental protection,

clean,

happy,

fun,

etc.,

consumers

are

increasingly

concerned

about

the

product

whether

for

their

own

life

energy,

enrich,

comfort,

beauty

and

spiritual

quality,

and

exceed

consumer

expectations

in

the

pre-sale,

sale,

after-sales

service

and

advice.

In

other

words,

people

today

are

looking

for

is

a

satisfaction

and

a

sense

of

fulfillment,

commodity,

high

value

added

goods

and services, the pursuit of values and sense of diversity, individuality, and

the intangible satisfaction of the time has come .

Consumers

adapt

to

changes

in

the

value

of

the

pursuit

of

competition

between

enterprises,

but

also

from

product

competition,

price

competition,

technological

competition,

advertising

competition,

brand

image

development

of

competition

to

the current competition, credit competition, cultural competition and service

competition, competition that customer satisfaction . This competition is the

enterprise wide angle, wide-field space-time within the context of high-level,

reflect the overall strength of the competition. It includes organizational

innovation,

technological

innovation,

management

innovation,

industry

foresight,

R & D force, employee engagement, customer service ability, customer affinity,

peer

recognition

ability,

community

contributions

to

force,

public

relations

and

dissemination of communication skills, corporate culture drive, environmental

adaptation, and

so

forth. These

integrated image of

the force and the synthesis

1

of integrated sustainable competitiveness, which is CS strategy to solve the

problem.

CS

times,

companies

no

longer

the

center,

but

to

formality of the slogan, but real action to basis of a new business philosophy

of.

Enterprises

no

longer

quality

standards,

their

satisfaction

with

the

management idea, but in customer satisfaction, gain customer loyalty for the

business philosophy of high. The focus is no longer business strategy to gain

or maintain market share, mainly, but as for customer satisfaction for the

business

philosophy.

Therefore,

the

marketing

strategy

of

competitors

who

focus

not on but on clients, on the customers actual and potential needs. When the

company provides products and services to the customer's prior expectations,

customers

will

be

basically

satisfied;

if

far

exceed

customer

expectations,

and

far higher than other colleagues, customers really satisfied; if companies can

continuously

or

for

a

long

time

the

customers

satisfaction,

customer

loyalty

will

be. Loyal customers will not only regularly repeat purchase, but also other

related businesses to purchase products or services; loyal customers will not

only

actively

recommend

to

others

to

buy

his

products,

and

promotional

activities

of

competitors

on

the

enterprise

has

the

immunity

of

a

dissatisfied

dissatisfied

customers

will

tell

16-20

individuals,

and

each

one

was

told

who

will

then

spread

to

12-15

individuals.

Thus,

a

dissatisfied

person

will

affect

two

or

three

hundred

people. Today in the popularity of the Internet, its impact is even greater.

According to the U.S. auto industry survey, a satisfaction will unleash the

potential of

business 8 document,

which will be

at least a

transaction. Another

survey showed that every increase of 5% of enterprise customer loyalty, and

profits will grow 25% -95%. 80% of a company 20% of the profits from loyal

customers; while the cost of obtaining a new customer is to maintain a 6 times

the

cost

of

old

customers.

Therefore,

the

American

scholar

Tangpeiposi

that:

the

decision whether or not the key to the success of an enterprise is not market

share, but rather customer share.

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 aspects 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

business

with

satisfaction

the

gap

between

objectives

and

priority

2

areas,

to

further

improve

the

business

activities

.

Rely

on

the

corporate

culture

of

high

affinity,

highly

efficient

management

and

full

human

to

make

joint

efforts

to provide customers with high value-added products, high levels of family-like

service

to

win

customers

changing

and

upgrading

satisfaction,

win

more

share

many

customers.

Such as Haier always put customer needs first, stand in the customer point

of view of productdevelopment, design, personalized, humanized useful products,

from the pull-screen TVs to the latest release of

eye for color TV

machines, small refrigerators Prince to

the system 17 hours

from a

freezer

after-sale-stop

star service

to

meet

customer needs and both are provided to the satisfaction The value of products

and services. Another example is Microsoft's products are focused on each of the

world's

most

talented

developers

to

introduce

even

better

than

the

products

customers

want,

while

the

formation

of

global

sales

of

economy

of

scale,

the

lowest

price. This is Microsoft's secret of success in 20 years.

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 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

a vote.

Second, customer satisfaction, the main steps in marketing strategy

First,

to

establish

the

level

of

corporate

culture

customer-centric,

customer

interests first, and customer satisfaction as the goal of philosophy.

CS theory in the customer refers to internal staff and external customers

(including

distributors,

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 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

services

for

enterprise

customers

satisfaction

and

loyalty

based

on

customer

satisfaction

and

loyalty

are

the

inevitable

result

of

employee

behavior.

No

employee

satisfaction

and

loyalty,

it

is

impossible

to

create

satisfied

3

customers

to

provide

value

products

and

services,

the

customer

naturally

dissatisfied

and

disloyal,

away

from

the

enterprise.

When

the

employee

satisfaction

and

loyalty

with

customers

when

the

contact

will

be

with

great

enthusiasm into their intellectual capital, creative customer service, and to

timely

detection

of

trends

in

customer

demand,

timely

product

and

service

value-added, firmly grasp live in the hearts of customers, to his satisfaction.

FedEx found that when internal staff satisfaction rate to 85%, their customer

satisfaction rate of 95%, and also very optimistic about corporate profits. Here

determines the attitude of all employees.

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

marketing

services

to

satisfied

customers.

If

nine

birds,

education

of

all

employees

receivecustomer-centric

is

the

highest

business

principles.

Customers

are

benefactor,

a

friend,

a

teacher,

a customer gave us the opportunity to work, the value of work, fun and work

significance of the work. We should sincerely thank from the heart to customers

satisfaction is our aim, to create the most value for the customers of products

and

services

is

our

highest

goal.

Under

the

guidance

of

this

principle,

would

rather

lose yourself can not lose customers has become a

employees. so

that customers are

in the

First bird

is a pleasure,

is such a great pleasure. Customers to pay costs on an expected value their

consumption, and consumers end up spending at its heart will have a standard

evaluation to measure, if the value for money, he will come back later, such as

value for money, he probably will come again; Otherwise, consumers will not come

back. Therefore,

services. there is such a business philosophy of customer satisfaction under the

guidance

of

marketing,

bird

fire

in

the

capital

is

not

difficult

to

understand.

Second, customers participate in product design and development.

Customer-centric company, through market segmentation, 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 correct , 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

4

and

customer

value,

to

encourage

a

variety

of

information

sources

on

the

customer

information

database

for

timely

updates.

After

analysis,

the

conclusion

about

the

nature

of

customer

needs,

and

to

the

enterprise

customer

demand

information

nature

of

various

departments

to

share

resources.

This

design

products,

provide

customer

satisfaction

services.

Now,

many

companies

use

a

service

called:

Configura tor

system

to

help

users

with

the

participation

of

product

design.

That

is stored in the computer where the latest information for all product modules,

and replaced at any time, marketing personnel in the sales site on the Internet,

according

to

user

needs

or

user

configuration

with

out

it

needs

to

meet

their

value

products. Shanghai GM produces cars that operators and users are very satisfied,

because

users join

the product design.

Haier Whether it

is for farmers in Sichuan

production

of

washing

machines

to

wash

sweet

potatoes,

users

in

Shanghai

production

of

Haier's

eye

inverter

air

conditioner,

star-stop

after-sales

service,

etc.

are

based

on

the

needs

of

users,

customers

participate

in

product

design

incorporates

the

recommendations

of

the

design

and

development

of

customer

satisfaction in the rich humanity of the value of goods and services, naturally,

won more hearts and minds of customers.

Third,

to

provide

a

full

service

customer

satisfaction

and

personalized

service.

Full service is for customers shopping and consumption carried out by every

aspect 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 consumers, 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,

consumers

at

every

level

are

fully

satisfied,

and

to

win

customer

loyalty.

Sales stage --- to ensure that customers receive timely and quality services to,

participation in training pre- consultation, transfer knowledge and information,

create

shopping

needs,

so

customers

rational

choice,

practical

help

customers

buy

their own niche products; sale support the provision of convenient to maximize

play

product

features,

customers

appreciate

the

warmth

and

value;

feedback

re-sale

value-added

services,

allowing

customers to

feel

the

warmth

and

truth.

If

a

woman

bought

a

Haier

air

conditioning,

home

run

pulled

the

driver

on

his

way

to

be

black

heart,

and

Haier

was

informed

immediately

after

the

woman

free

to

send

a

new

Haier

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