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Trải nghiệm của khách hàng (Customer experience), Dịch vụ khách hàng…
Trải nghiệm của khách hàng (Customer experience)
Bản chất
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Toàn bộ cảm nhận của khách hàng do tương tác với một thương hiệu (The sum total of customers' perceptions resulting from interactions with a brand)
Cảm xúc, quan điểm và cảm nhận khi khách hàng tìm ra thương hiệu, tìm SP&DV, dùng thủ SP&DV, tương tác với nhân viên dịch vụ khách hàng, mua SP&DV, nhận sự hỗ trợ về SP&DV
Cải tiến (Improvement)
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Understand who your customers are
Create a clear customer experience vision
Create an emotional connection with your customers
Map out customer journeys
Capture customer feedback in real time.
Maintain focus on achieving customers’ objectives as they engage with your business
Use a quality framework for development of your team (continuous improvement)
Act upon regular employee feedback
Address the root cause of issues
Identify opportunities to deliver proactive service
Speed up resolution/reduce customer effort (by connecting teams and automating steps of the resolution process)
Measure the ROI of customer experience improvement initiatives
Tiêu chí đo lường
Net promoter score (NPS)
Customer satisfaction score (CSAT)
Customer chun rate (CCR)
Customer Effort Score (CES)
Time to Resolution (TTR)
Đánh giá
Trải nghiệm tốt
Make listening to customers a top priority across the business
Use customer feedback to develop an in-depth understanding of your customers
Implement a system to help you regularly collect, analyze, and act on feedback
Reduce friction and solve your customers' specific problems and unique challenges
Các trải nghiệm tồi
Long wait times
Employees who don’t understand customer needs
Unresolved issues/questions
Too much automation/not enough of a human touch
Service that doesn’t provide a personalized experience
Rude/angry employees
Tầm quan trọng
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Increased customer loyalty
Enhanced customer satisfaction
Improved customer engagement
Better word-of-mouth marketing, positive reviews, and recommendations
Phương pháp đo lường
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Send customers satisfaction surveys
Measure customer effort score (CES)
Analyse churn rates, expansion rates and customer lifetime value
A/B test new CX efforts
Use your community forum as a virtual focus group
Look at customer service data
Talk to customer-facing staff
Quản trị trải nghiệm của khách hàng
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Khái niệm
the practice of designing and reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty and advocacy
Công cụ
Deliver proactive experiences
Deliver personalisation
Build an omnichannel experience
Contact center
Customer relationship mamagement
Customer data analytics
Create feedback loops
Create a content management strategy
Empower customers through AI
Dịch vụ khách hàng (Customer sevice)
Bản chất
The interactions that a customer has with a business's employees
Interactions can occur through communication channels such as live chat, social media, phone calls, chatbots and email
Customer service is what happens when the experience breaks down
Customer service is the support you offer your customers — both before and after they buy and use your products or services — that helps them have an easy, enjoyable experience with your brand
Customer service is also considered a key aspect of servant-leadership.
Nâng cao sự hài lòng của khách hàng
Tầm quan trọng
Customer retention
Competitive advantages
Employee retention
Troubleshooting and Problem-Solving
Leads to Referrals
Boosts Brand
Increases Customer Lifetime Value
Corporate Culture
Giảm chi phí
Tăng doanh thu
Tập trung (Focus)
Personalization
Speed
Option for Self-Service
Listening and Empathy
Being Proactive
Kênh
Telephone
In-person
Self-service
Email
Social media
Text messages
Live chat
Nội dung
Trong khi mua
Phục vụ những nhu cầu của khách hàng
Đề xuất những lựa chọn hộp lý, tối ưu
Effectiveness of the resolution
Sau khi mua
Giải quyết vấn đề
Dạy khách hàng sử dụng SP
Trả lời thắc mắc
Giải quyết khiếu nại
Hỗ trợ khách hàng
Efficiency in resolving the issue
Post service feedback and followup
Trước khi mua
Cung cấp thông tin về SP&DV
Ease of access to service
Speed of response to customer
Các phương tiện
Phone
Text messages
Email
Self-service
Messagig
Social media
In-person
Live chat
Nguyên tắc
Work as a team
Listen and share
Friendly, empathetic support
Be honest
Improve empathy
Deep product knowledge
Timeliness
Identify ways to improve process
Chăm sóc khách hàng (Customer care)
Khái niệm
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Describing how people are treated when they interact with a brand
All experiences with the company and its employees before, during, and after a purchase
The process of building an emotional connection with customers
One-to-one customer interactions
Focusing on active listening and understanding the customer's emotional needs
Các hoạt động chăm sóc khách hàng
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Tổng quát
Personalized Customer Interactions
Staying late for the customer
Above-and-Beyond Customer Service
Customer Convenience
Unique Customer Experience
Service Accountability
Kind and Helpful Service
Thank loyal customers with extra benefits
Quản trị mối quan hệ vơi khách hàng (CRM)
Trước bán hàng
Dễ dàng tiếp cận website
providing a personalized response
Responding quickly to customer messages
Đầu tư vào quan hệ
Sharing the sales process and structure customer service to sales
Helping customers through a series of question-answers, offerings important information through self-service knowledgebase or chatbots
Trong bán hàng
Understanding customer needs and creating convenience for consumers
Suggesting alternatives.
Respect customers' time
Providing an exceptional level of assistance
Increase cross-selling and up-selling opportunities
Delivering on promises made
Sau bán hàng
Following-up support and resources provided for customers
Responding to customer questions and complaints with creative, customized solutions
Collect data to identify cutomer pain points
Having a human touch
Ảnh hưởng
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Beeter customer retention
More positive reviews
Increased average order value
Higher customer lifetime value
Improved customer loyalty and brand perception
Strengthens customer trust
Kỹ năng
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Trước bán hàng
Industry & Customer knowledge
Strong Understanding and Problem-solving skills
Customer focus mentality
Research capabilities
Technical skills
Soft skills
Sau bán hàng
Empathy
Active listening
Proactive support
Product knowledge & technical skill
Communication skills
Analytical & problem-solving skills
Trong bán hàng
Effective pronblem-solving skills
Product knowledge & technical skill
Communication skills
Active listening
Empathy
Khả năng đánh giá các phương án