动态变化下的客户期望管理策略

Strategies for Managing Customer Expectations with Dynamic Changes

满足客户期望是增强企业核心竞争力的重要手段。客户期望往往难以准确把握,一旦形成,难以降低。客户的期望可能会在不同期望之间互相转化,在消费决策过程中也会不断变化,社交工具的出现也使得期望呈现动态变化。影响客户期望的因素包括法律政策、企业自身宣传、可替代品、客户的知识水平、客户的自身经验、口碑效应。企业应学会控制客户期望,加强产品迭代速度,加强品牌影响力,开展知识营销,控制信息传播,以开展有效的客户期望管理。

To meet customer expectations is an important means to enhance enterprise core competitiveness. Customer expectations are often difficult to gasp. Once formed, it is difficult to reduce the expectations. Customers may change their expectations in the deci- sion-making process and with the emergence of social networking tools. Factors affecting customer expectations include laws and policies, enterprise propaganda, replaceable products, knowledge level of the customers, the customers＇ own experience, word of mouth effect. In or- der to manage customer expectations effectively, enterprises should learn to control customer expectations, enhance product upgrade speed, strengthen brand influence, carry out knowledge marketing, and control the dissemination of information.