It is an empirical concept and a strategic guide that focuses on retaining and improving existing customers rather than acquiring new customers.

customer as stranger

customer as acquaintance

customers as friends

Customers as partners

Build and maintain a loyal customer base that benefits the organization

customer benefits

corporate interests

It is a concept or calculation method that looks at customers from the perspective of revenue and profit contributions that customers bring to the company during their lifetime.

The platinum tier represents the company’s most valuable customers

The gold tier represents customers who expect discounts, but to minimize risk they tend to choose multiple suppliers rather than just one business

The iron tier includes some important customers, but their spending levels, loyalty, and return rates are not high enough to warrant special treatment.

The lead tier is made up of customers who waste the business money

The service base is built on providing quality services

customer inertia

switching cost

Level 1: Financial linkage

Level Two: Social Connections

The third layer: customized connection

Level 4: Structured connections

Error segmentation

No profit in the long run

difficult customer

end of relationship

Should businesses “fire” their customers?

Service performance falls below customer expectations, resulting in customer dissatisfaction

Actions an organization takes to address service failures to improve customer satisfaction

Stimulate consumers’ desire to repurchase

Improve customer satisfaction, loyalty, word-of-mouth and negative impressions

waste your time and energy

Believe that complaining will not lead to satisfactory results

The complaint process is too cumbersome and feels like punishing myself

Take the initiative to complain

Make a complaint online or through social media

Complain to a third party like the Better Business Bureau

Negative

Speakers

angry person

Activists

Complaining customers expect quick response

Demonstrate understanding and responsibility

give reasonable explanation

fair result

fair process

interactional fairness

When a business fails to deliver service, customers who have a solid relationship with the business are more likely to forgive the service failure and are more receptive to the business's service recovery efforts.

Promise is a special patching tool that both reassures customers and solves problems

limited restrictions

Significant

easy to understand

Easy to implement

Unconditional satisfaction commitment or service attribute commitment

Feature Commitment

A good promise motivates a company to pay attention to its customers

An effective commitment sets clear standards for the organization

A good promise gets quick and relevant feedback from customers

A quick opportunity for remediation when implementing commitments

Information generated through commitments can be tracked

Commitment reduces customers' sense of risk and builds trust in the service organization

The company’s existing service quality is poor

Commitments are inconsistent with corporate image

Service quality is really uncontrollable

Potential for customer deception or fraud

The cost of the commitment exceeds the profit

Customers do not feel risk in the service

Reason for changing service

Discover customer requirements and expectations for service

Monitor and track service performance

Comprehensive comparison of performance with industry competitors

Assess the gap between customer expectations and perceptions

Identify dissatisfied customers and provide remedial services

Evaluate the effectiveness of changes in service delivery

Evaluate the service performance of individuals or groups to determine their evaluation, recognition and compensation

Identify customer expectations for new services

Monitor changing customer expectations within an industry sector

Anticipate future customer expectations

Market research includes qualitative and quantitative surveys

Market research includes customer perceptions and expectations

Balancing investigation costs with the value of information

Market research including statistical validity when necessary

Priority and importance of measurement

Conduct surveys with appropriate frequency

Market research includes assessment of loyalty, behavioral motivations or behavior

A qualitative interview procedure in which customers are asked to verbally tell stories of satisfaction and dissatisfaction during their service experiences.

Used to identify the benefits and features expected by customers in a service

Addressing all elements of the service relationship with the customer can help the company diagnose the strengths and weaknesses of the relationship

Immediately after a transaction is completed, customers are asked a series of questions about their satisfaction with the transaction and which employees they interacted with during the service encounter.

The company hires an external investigation agency and sends personnel to enter the service system as a customer and experience the service.

A group of customers who are brought together to provide information on their attitudes and expectations about service over a period of time

Carefully identify a type of customer and ask them why they left

First-hand information about customers, improving internal service quality, obtaining first-hand information from employees, and obtaining ideas for improving service

Senior managers visit customers

Senior executive or manager listens to customers

Investigate intermediate customers

Survey internal customers

Senior executives or managers listen to employees

Employee suggestions

The benefits of upward communication