Service is essentially a remedy for product defects. The product defects mentioned here not only refer to the quality problems of products, but also include the inability of customers to operate products and the handling of special circumstances. In principle, if the product is perfect in quality and convenience, there is no need for service.
Then, since the service is a supplement to the product, the service must have a temperature to make up for the customer dissatisfaction caused by the lack of the product. So, how to make the service more temperature?
First of all, what is the basic purpose of a customer's request to call or initiate a service? Naturally, it is to solve the problem. But the solution is, is there a temperature?
Obviously not, solving problems is equivalent to the health care effect in Hertzberg's "two-factor theory", that is, customers may not be satisfied with solving problems, but as long as the problems are not solved, customers will be dissatisfied. Therefore, solving problems is a necessary but not sufficient condition to maintain customer relationship. Therefore, solving the problem can only be considered as the passing line, not the temperature.
Solving the problem can also be regarded as solving the pain point of the service, but if the service has more temperature, it is necessary to find the explosion point of the service.
The real use temperature comes from four aspects:
1, the speed of service.
Customer's service needs include three parts, namely, solving problems, solving problems quickly and solving problems quickly with a good attitude. The first part of service temperature is service speed. Solve the same problem, but your family solves it faster than others, and natural customers can feel the difference in your family.
Helping customers solve problems faster, or solving problems through more diversified and convenient channels will make customers feel better. The speed of service comes from the process first, and continuous optimization of the process, especially the establishment of a scene-based process triggered from the customer's point of view, will make it meet the needs of customers faster. The second is to improve the service skills of employees and help customers solve problems faster.
2. People's attitudes.
The three elements of service mentioned above, customers need a good attitude to solve problems quickly. Naturally, the service attitude of employees will directly determine the feelings of customers.
Service itself is also a product. Therefore, customers often confuse the service experience with the product itself, that is, customers will vent their dissatisfaction with the process and products on employees. And the bad sense of service will not offset, but will be superimposed. That is, a good attitude of employees may not offset the dissatisfaction with products or processes, but a bad attitude will definitely make things worse.
Therefore, whether the employee's tone is soft, whether the employee thinks from the customer's point of view, and whether the customer feels that the employee really wants to help himself will affect the customer's feelings.
The service temperature of pushing people needs to be improved from two aspects. On the one hand, employees' service consciousness makes customers feel that employees really want to help customers; The second is the service skills of employees. Even if some employees want to help customers, but the words are not euphemistic enough to appease customers, customers will not feel the sincerity of this service.
Therefore, whether the employee's tone is soft, whether the employee thinks from the customer's point of view, and whether the customer feels that the employee really wants to help himself will affect the customer's feelings.
3. Policy flexibility
A friend in Shanghai once gave me two bottles of cosmetics, one of which was 150 ml. Flying all the year round, very familiar with airport regulations. Cosmetics exceeding 100 ml are not allowed to be taken on the plane.
My flight was delayed that day, and I saw the departure of the last flight from the vertical and horizontal of the airline before going to the airport. But in fact, the processing of checked baggage at the airport ended according to the normal time. When you arrive at the airport, you can't check your luggage, but you can only go through the security check with over-standard cosmetics.
I took the initiative to explain to the security personnel: "These two bottles of cosmetics exceeded the standard, but they have been checked over the time limit." Based on my long-term experience in flying, I know that these two bottles of cosmetics must be thrown away. But two security guards discussed it. "You can pick it up, but don't do it in the future." I kept saying, "I will."
I was in a particularly good mood that night. From then on, I felt that Shanghai Hongqiao Airport was the best airport in China. Policies are dead and people are alive. If we can take some flexible measures for different customers, customers will feel better. The temperature of increasing policy flexibility comes from the personalization of services, the empowerment of grassroots personnel and the flexibility of services.
4. Service innovation.
The topic of innovation is very big, but in fact, the innovation in service sometimes does not need to be earth-shattering, just a small differentiation. I once took a plane of Sichuan Airlines from Chengdu. I had a bad cold that day and answered the phone at home. My family is ill, so I am in a bad mood.
I don't want to serve meals on the plane and I have no appetite. After a while, the stewardess came with a basket of corn and asked customers everywhere if they wanted to eat corn. I like corn very much. I suddenly saw golden corn on the plane. I asked, "Can I have some more?" The corn was cut into small pieces. The stewardess nodded and I took three pieces.
Eating corn, I thought: it's good to eat corn on the plane. The stewardess of Sichuan Airlines is very beautiful. The stewardess's clothes are beautiful, and the pink or purple cheongsam is very good and casual in Chengdu. Sichuan is also good. When I got off the plane, I found that I actually liked the whole Sichuan from a small corn! Differentiated service will bring warm feeling to customers.
The temperature of the above four aspects is actually divided into two major aspects, the first three belong to improving service quality, and the last one belongs to service innovation. The improvement of service quality is the foundation, because it often contains the pain points of customers.