Download miễn phí Đề tài Evaluate effectiveness of customer service activities in increasing sales for Kichi-Kichi hot pot bar restaurant on 61 Ma May street
TABLE OF CONTENTS
INTRODUCTION 2
Chapter 1: Introduce Golden Gate Trade & Service Joint Stock Company and Kichi-Kichi Hot Pot Bar restaurant and their problem. 3
1. Company and Kichi-Kichi hotpot bar restaurant system. 3
2. Issue. 8
3. Research questions. 8
4. Research methodology. 9
5. Research scope. 9
Chapter 2: Theoretical framework 10
1. Customer care or customer service definition. 10
2. The importance of customer service to business. 10
3. Requirements on customer service. 16
Chapter 3: Analysis and Finding 21
1. Define position of Kichi-Kichi hotpot bar on market. 21
2. Overview of Kichi-Kichi Ma May problem. 24
3. Customer service activities at Kichi-Kichi Ma May-Evaluate customer satisfaction rate. 25
Chapter 4: Recommendation 31
1. Orientation of marketing in 2010: 31
2. Some proposals to increase sales for Kichi-Kichi Ma May: 32
CONCLUSION 34
APPENDIX 35
1. Comment card: 35
2. “Eat 5 Free 1” leaflet: 35
REFERENCES 36
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Products that are highly differentiated from those of the competition.
Higher-end products where price is not the primary buying factor.
Products with a high service component.
Multiple products for the same customer.
Reach Out To Your Customers! Contact . . . contact . . . contact with current customers is a good way to build their loyalty. The more the customer sees someone from your firm, the more likely you'll get the next order. Send Christmas cards, see them at trade shows, stop by to make sure everything's okay. Send a simple newsletter to your customers-tell them about the great things that are happening at your firm and include some useful information for them. Send them copies of any media clippings about your firm. Invite them to free seminars. The more they know about you, the more they see you as someone out to Giúp them, the more they know about your accomplishments-the more loyal a customer they will be.
Building customer loyalty will be a lot easier if you have a loyal workforce-not at all a given these days. It is especially important for you to retain those employees who interact with customers such as sales people, technical support, and customer-service people. Many companies give a lot of attention to retaining sales people but little to support people. I've been fortunate to have the same great people in customer service for years-and the compliments from customers make it clear that they really appreciate specific people in our service function.
Employees who deal with customers' orders should be fully aware of current offers and keep customers informed. Sometimes brochures and other marketing materials are the best way of getting word out about a new customer incentive. Don't forget though that your customers' view of the overall service you provide will influence their loyalty much more than short-term rewards will.
Attract new customer
Loyal customers are so important to every business. However, to exist and develop in this competitive environment market, business must try its best to windows new customers. The first step to attracting new customers in any economic climate is pleasing your regulars because the word-of-mouth buzz you gain from them will be a huge boon in attracting new business. Getting close to your regular customers in an economy that is tough for both of you may involve offering longer warranties and easier return policies on products, or special deals and discounts for your most valued patrons. Your customers have to bear with bad economic times just as much as you do. It is so clever to let them know you're in it together by reaching out to them and making your relationship as hassle-free as possible. Show some empathy and you'll receive it in return. Satisfactory customers will tell others about excellent service you provide that is more effective and trustworthy than anything you advertise or broadcast on public media.
Next, you could reach your target groups by some direct means such as sales promotion, meeting, and free consultancy, etc. have function is to provide new customers with more information about company as well as product and service, along with gain sympathy and trust from potentials. To begin with, you have to let people know you exist – advertise yourself. If people don’t know where you are and what you do, they can’t buy from you and you will never make enough money to stay open. Advertising greatly increases your chances of success if you know who your customer is. Then you can tell them what they want to hear. However, good advertising techniques are useless without an effective message. An effective message gives people reasons to spend their money with your business. Explore various types of traditional advertising methods such as classified ads, yellow page ads, television and radio spots, and display ads in magazines and on other Web sites, go with what meets your budget and best reaches your target group. Whatever type you chose, you must make five important decisions when developing an advertising program: setting advertising objectives, budget, message, media, and finally, evaluate the result.
Message decisions Message strategy Message execution
Campaign evaluation
Budget decisions Affordable approach Percent of sales Competitive parity Objecives and task
Objective setting Communication objectives Sales objectives
Communication impact Sales impact
Media decisions Reach, frequency, impact Major media types Specific media vehicles Media timing
Figure 3: Major advertising decisions
Advertisers should set clear objectives as to whether the advertising budget is supposed to inform, persuade, or remind buyers. The advertising budget is based on what is affordable, on a percentage of sales, on competitors’ spending, or on the objectives and tasks. The message decision calls for defining reach, frequency, and impact goals; choosing major media types; selecting media vehicles and scheduling the media timing. Finally, advertising evaluation calls for measuring the communication effect and measuring the sales effects of advertising before, during, and after the advertising is placed.
There are a number of free or nearly free ways to advertise your business or service. You could rely on word of mouth. Sure, that does not cost anything, but it might take a long time before word spreads. A second inexpensive method would be flyers. You could print out flyers at your local print shop and distribute them throughout your area by putting them on cars or in mailboxes. This method can be very effective for certain business, but the effect does not last long. Chances are the person will take one look and throw away the flyer. Hopefully, the flyer will be memorable enough that they remember your business' name. A third relatively inexpensive advertising method is newspaper advertisements. You could place a small ad that runs for a few weeks in a few local newspapers. This will give you great exposure to your selling area. However, the ads do not run forever unless you want to keep paying. An effective way to advertise that has a relatively low initial cost is with sales promotion. Sales promotion covers a wide variety of short-term incentive tools such as coupons, premiums, contents, buying allowances that are designed to stimulate consumers, the trade, and the company’s own sales force. Sales-promotion spending calls for setting sales-promotion objectives, selecting sales-promotion tools, developing, presenting, and implementing the sales-promotion programs, and evaluating the results.
In the sales promotion strategy, promotion products are a difficult question to many businesses. What are promotional products? Promotional products are items as diverse as pens, golf balls, bags, key chains, shirts and coffee mugs that proudly display your company's name and information. Sure, the initial cost is more than using flyers or newspaper ads, but, unlike the other methods, the promotional product makes a lasting impression. Every time some uses your pen, drinks coffee from your mug or wears your polo shirt, they will immediate think of your company's name. Then when they are ready to make a purchase, your company's name is at the top of their mind. Not only are you helping people remember your company's name, but you're also giving your potential customers something they can actually use. With the right promotional product, a small business owner will see a great return on their investment.
Reduce cost and increase sales
Good customer service can Giúp company reduce cost. It is true. When customers aren't happy with your business they will complain. They, however, usually won't complain to you - instead, they'll probably complain to just about everyone else they know and take their business to your competition next time. As a result, you have to find solution to solve the trouble, and that task costs your budget. On the other hand, as mentioning above, satisfactory customers easily become loyal customers, and so you will save budget for attracting new users.
Customer care is a tool increases your sales promptly. Your existing customers are among the most important assets of your business - they have already chosen you instead of your competitors. Keeping their custom costs far less than attracting new business, so it's worth taking steps to make sure that they're satisfied with the service they receive. There are a number of techniques you can employ, including:
providing a free customer helpline
answering frequently asked questions on your website
following up sales with a courtesy call
providing free products that will Giúp customers look after or make the most of their purchases
sending reminders when services or check-ups are due
offering preferential discounts to existing customers on further purchases
Existing customer relationships ar...