How Do Companies Catch Your God?

The marketing market is filled with smoke. How to catch customers has become the focus of the marketing of enterprises under the buyer's market.

Traditional marketing theory has been developing more and more. However, with the increasingly strong service industry, the traditional marketing theory seems to be faced with obstacles and difficulties.

First of all, we must start with the characteristics of the service industry. "Production and consumption of services at the same time" means that customers will actually participate in the whole process of service delivery.

That is to say, customers will "see" and "feel" service providers to serve as products, to provide customers with the whole process.

It's just that we always think that customers are there to enjoy, and that any service that he needs to the guests is first-class service.

The service industry has been practicing this way, considering that it is meticulous and "customer is God".

The problem is that with the development of social economy, customer consumption has developed from original standardization to individualized demand, and people are increasingly not satisfied with the service of "clothing to stretch hands and to open up meals".

Customers participate in the service process, which requires our service personnel to grasp every detail of the service process completely and quality, and every time there is only one chance. If you do not show well, you will have a great discount on the service products in this part of the audience. At the least, the cost will increase if you want to save it later.

Customer satisfaction with a service is affected not only by service enterprises and service personnel, but also by other customers.

This requires the management of service enterprises to strengthen the management of customer consumption behavior and prevent a certain customer's behavior from causing the resentment of other customers.

Customer participation in service process is also a factor causing service differentiation.

Sometimes customer participation in service is beneficial to both buyers and sellers.

This is an important reason why cafeteria and self selected shopping malls can attract a large number of customers.

However, in most cases, due to customer knowledge, skills and degree of cooperation, customers can not participate in the service process, so the service enterprises can not control the production process as factories do. They can not improve the production efficiency by using flow shop method and provide standardized products for customers.

At the same time, there are many supporting actors or actors involved in the process, that is, other customers or potential customers or potential information disseminators of enterprises, how to treat this group of people?

The quality of service process is affected not only by the service site, but also by the positive or negative publicity after the service is received by customers. It is only the other customers at the service site who also feel the process and results at the same time, or even more clearly observed.

Unlike other products, unreasonable operations in the production process may be discovered afterwards, but the probability is very low, and enterprises themselves can be adjusted in time, so that negative operations will not have much impact.

For every service enterprise that means one-time consumption, we need to pay special attention to this scene. Customer participation is sometimes not controlled by enterprises, or even unperceived by enterprises.

In summary, the service process itself is different from product manufacturing process and logistics process.

In the manufacturing and logistics industry, customers can only care about the products themselves, only care about the results of the circulation of goods, and do not care about the question of how products are made, or how products arrive in the hands of customers.

But the service process is obviously different from that, and customers feel each link of the service.

Their participation is essential, just to see how the service providers understand.

The views on customer empowerment are largely determined by the views of the service providers.

"Customer participation" is not a "statement" of service providers, but a fact.

This is ignored by many service enterprises.

Domestic enterprises need not say that even international companies have such misconceptions.

Now that the theory has been put forward, it shows that there are loopholes in the original practice.

These service enterprises often take "customer participation" as their so-called "service characteristics" to show off to customers, which is a big misunderstanding.

It is what every business should have, but it has become special because it is not recognized.

As stated before, whether the service provider explicitly expresses or advocates "customer participation" can not change the fact that customers have or are participating in the whole process of service delivery.

Any service provider will more or less involve the status of the customer in the service process, but often confuse the customer with the name of God.

More fatal is that it will hinder the service providers from further contact with customers, and can not really grasp the customers' good.

Recognizing this is very important for setting up a correct sense of service and fostering correct service views.