跨境电商客服（双语） 课件 项目四 售后 Customer Retention

跨境电商客服CustomerRetentionWhoaremoreimportant,newcustomersorexistingcustomers?Therehasbeennoanswertothequestion.Newcustomersbringdynamismtotheenterprise,whileexistingcustomersbringsecurity.Dynamism：n.活力

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Hewasknownforhisdynamismandstrongviews.他以主动积极和强有力的观点而闻名。Security:n.安全CustomerRetentionThat’swhywehadbetterkeepbalancebetweenthem.However,ourultimategoalisjusttoturnallnewcustomersintoregularcustomers,andqualityCBECafter-salescustomerservicemeansalottoit.Let'slookatasetofdata:●Thecostofdevelopingnewcustomersis3to10timesthatofretainingregularones.…3to10timesthatof…:是……的三到十倍CustomerRetentionA5%dropincustomerloyaltywillreduceyourprofitsby25%.Thechanceofsellingproductstonewcustomersis15%anditis50%toexistingcustomers.A5%increaseinretainingregularcustomerseachyearwillresultina25%increaseinprofits.60%ofnewcustomersarebyreferralofexistingcustomers.20%ofyourregularcustomersbring85%ofprofits.CustomerRetention1.LackofattentiveserviceWhenitcomestoattentiveservice,manypeoplemaythinkofserviceattitude,butinfact,attentiveservicealsoincludesthetimelinessofproblemsolving.Lowefficiencyisanimportantfactorthatdirectlyleadstocustomerloss.Incopingwithdisputes,manycasesremainuntouchedtilltheresponsetimeoutjustbecausecustomerservicepersonneldon’tknowhowtodo,whichislastthingthecustomerswouldliketosee.CustomerRetention2.LackofproductinnovationAsthemarketsbecomeincreasinglymatureandproductpricesmoretransparent,thereislessmarginofbenefitlefttocustomers.Ifcompaniesfailtotimelyinnovateproducts,customersareboundtochoosemoreinnovativemanufacturersinordertoenlargebenefits.Afterall,theinterestisthebondthatmaintainstherelationshipbetweenthetwosides.marginofbenefit:边际利益innovate：v.创新；innovative：adj.创新的；innovation：n.创新CustomerRetention3.Customersencounternew“temptations”.Nowadays,themarketisincreasinglycompetitiveinanindustry,andcustomersarelimited,soitisnaturalthattheprofitablecustomerswillbecometheobjectofcompetition.Competitorssometimesknowyourproductsbetterthanyourself.Oncecatchingtheshortcomingofyourproducts,theywilldowhateverittakestoexpanditandquicklyoccupyafavorablepositioninthemarketandgetmorecustomers.SomeWaystomaintaincustomers1.Respondtocustomersinatimelyandeffectivemanner.Streamlinethecomplainthandlingprocesstoshortentherefundtime.What’smore,CBECcompaniescanalsocombineonlinemessengerswithphonecallsaschannelstosolveusers’problemsandavoidusers’passivewaiting.Streamline:v.精简，简化SomeWaystomaintaincustomers2.Updatethewebpagesregularly.Postnewproductinformation,orreplacetheproductimages.Thesewillkeepbuyersuptodatewiththelatestinformationaboutthecompany,attractingnewcustomerswhilepreventingexistingonesfromleavingduetolackofnovelty.keepsb.uptodatewith…:makesb.awareofthelatestdevelopmentSomeWaystomaintaincustomers3.Regularlysendthelatestproductinformationtoexistingcustomers.Itwillberewarded.Sincethecostofdevelopinganewcustomermaybeseveraltimesmorethanthatofmaintainingexistingcustomers,customerretentionmustnotbeignored.Justsendingagreetingcardtothecustomersinholidayswillestablishamorefriendlyandjoyfulrelationshipwiththem.SomeWaystomaintaincustomers4.Payatt