客户投诉管理

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顾客投诉管理

1、改变对顾客投诉的态度思想是行动的先导，态度决定行为，只有端正的态度才有正确的行为。

对顾客投诉的认识归根结底是企业是否把顾客的利益放在首位，企业追求的是利润最大化，但必须清醒地认识到，只有实现顾客利益的最大化才能促就企业利润的最大化。


道理很简单，这个时代，处处都隐藏着竞争，顾客选择性非常多，谁让顾客实现利益最大话，顾客就选择谁，顾客选择了谁，谁就拥有了顾客，也就拥有了顾客给企业带来的利润。


可以想象，一家企业没有顾客，就无法得到利润，企业就无法生存和发展，必将面临破产。


如果企业把顾客的利益放在首位，并把这个作为一种理念根植到员工的心目中，我们接受顾客投诉时处处为顾客着想，我们就会以顾客投诉为动力，认真去解决服务中存在的问题，为顾客提供满意的产品，就一定能顾客感到满意，将投诉的顾客变成满意的顾客和忠实的顾客，成为企业免费的广告，免费为企业带来新的顾客。

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Customer complaint management




1. Changing the attitude towards customer complaints is the precursor of action. Attitude determines behavior. Only correct attitude can lead to correct behavior.

In the final analysis, the understanding of customer complaints is whether the enterprise puts the customer's interests first. The enterprise pursues profit maximization, but it must be soberly recognized that only the maximization of customer interests can promote the maximization of enterprise profits.

The reason is very simple. In this era, competition is hidden everywhere, and there are many customer choices. If the customer realizes the greatest benefits, the customer will choose the one. If the customer chooses the one, the one will have the customer, and will have the profits that the customer brings to the enterprise.

It can be imagined that without customers, an enterprise will not be able to make profits, survive and develop, and will face bankruptcy.

If the enterprise puts the interests of customers first, and takes this as a concept rooted in the minds of its employees, we will take customer complaints as the driving force, seriously solve the problems in service, and provide customers with satisfactory products, so that customers will be satisfied, and the customers who complain will become satisfied and loyal customers, and become free advertisements of the enterprise, Bring new customers to the enterprise for free.

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2、鼓励投诉鼓励投诉要建立尊重每一位顾客的企业文化，并通过各种渠道告知顾客企业尊重他们的权利，更重要的是让全体员工认识到顾客的投诉可为企业提供取得竞争优势的重要线索，而不是给工作带来麻烦。

要明白那些直接向企业投诉的顾客是企业的朋友和忠诚的用户，那些对企业“沉默”的顾客会给企业造成更大损失，因为他们最容易成为企业的竞争对手的顾客，而且还会散布对企业不利的信息。为鼓励顾客直接向企业反映情况，企业应该制定明确的服务标准及补偿措施，清楚地告诉顾客如何进行投诉及可能获得什么结果。


在此基础上，还要增加接受和处理投诉的透明度，设立鼓励顾客投诉机制，督促员工积极接受并处理投诉，从而加强顾客与企业、企业与员工、员工之间的理解。


并选择典型事例发表在企业的公开栏上，同时奖励由于其投诉给企业带来产品或者服务改进的顾客及正确处理顾客投诉、提高顾客忠诚度的员工。

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2. Encouraging complaints To encourage complaints, we should establish an enterprise culture that respects every customer, and inform customers through various channels that the enterprise respects their rights. More importantly, we should make all employees realize that customer complaints can provide important clues for the enterprise to gain competitive advantage, rather than bring trouble to work.

It should be understood that those customers who directly complain to the enterprise are friends and loyal users of the enterprise. Those customers who are "silent" to the enterprise will cause greater losses to the enterprise, because they are most likely to become customers of the enterprise's competitors, and will also spread unfavorable information to the enterprise. In order to encourage customers to directly report the situation to the enterprise, the enterprise should formulate clear service standards and compensation measures, clearly tell customers how to complain and what results may be obtained.

On this basis, we should also increase the transparency of receiving and handling complaints, establish a mechanism to encourage customer complaints, and urge employees to actively accept and handle complaints, so as to strengthen the understanding between customers and enterprises, enterprises and employees, and employees.

And select typical cases to publish on the public column of the enterprise, and reward customers who bring product or service improvement to the enterprise due to their complaints and employees who correctly handle customer complaints and improve customer loyalty

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3、建立投诉管理体系随着市场竞争手段越来越激烈、竞争意识越来越知识化、专业化，提供高质量、高技术的产品、提供优质服务是公司永恒的主题，而有效的客户投诉管理使公司获得竞争优势的重要途经。顾客投诉是伴随着企业的生产经营活动而产生的，一次或短期内对顾客投诉进行成功处置或管理很容易做到，如做到每一次投诉处理都令顾客满意是非常困难的。任何一次投诉对外可能涉及一大批顾客，对内可能涉及多个职能部门，也可能与企业的技术、原料、人员、设备、管理流程有关。


顾客投诉管理非常重要，需要持之以恒的抓，并进行不断改进。良好的服务态度只占优质服务的30%左右，其他方面占比70%左右，重要的是建立相应的投诉管理体系，通过投诉管理体系的建立，对顾客投诉进行系统的分析和策划，形成一整套的投诉管理流程和规范，确保在发生顾客投诉时必须一次性完成处理，不留后遗症。

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3. The establishment of the complaint management system is becoming more and more intense with the market competition means, and the competition consciousness is becoming more and more knowledgeable and professional.
Providing high-quality and high-tech products and services is the eternal theme of the company, while effective customer complaint management is an important way for the company to gain competitive advantage. Customer complaints are generated with the production and operation activities of the enterprise. It is easy to successfully handle or manage customer complaints once or in a short period of time. It is very difficult to satisfy customers with each complaint. Any complaint may involve a large number of customers externally, multiple functional departments internally, and technology, raw materials, personnel, equipment, and management processes of the enterprise.


Customer complaint management is very important, which needs to be constantly improved. Good service attitude only accounts for about 30% of high-quality service, while other aspects account for about 70%. It is important to establish a corresponding complaint management system. Through the establishment of the complaint management system, customer complaints are systematically analyzed and planned to form a complete set of complaint management processes and norms to ensure that customer complaints must be handled once and for all without sequelae.

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4、让员工掌握一定的投诉处理技巧处理投诉首先将顾客带离公共场所，尽量减少对其他顾客的影响，到达处理场所后，准备好宾客投诉处理记录本，认真倾听，并把顾客投诉的事件的原因、经过、达到的预期结果记录清楚。其次是真诚、谦和地面对顾客，使顾客情绪逐渐淡化、平静，并着力于解决客户所遇到的问题。虽然顾客投诉的目的各有不同，但顾客心理却有共性。要通过对员工的训练使员工掌握一整套处置顾客投诉的方法和技巧。

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Let employees master certain complaint handling skills to handle complaints. First, take customers away from public places to minimize the impact on other customers. After arriving at the handling place, prepare a guest complaint handling record book, listen carefully, and record the cause, process, and expected results of customer complaints. The second is to face customers sincerely and modestly, so that customers' emotions are gradually diluted and calm, and focus on solving problems encountered by customers. Although the purposes of customer complaints are different, there are commonalities in customer psychology. Employees should be trained to master a set of methods and skills for handling customer complaints

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一是看作是一种战略二是看作是一种需要三是看作是一种麻烦企业存在的目的是要创造利润，而企业创造价值又必须完全依赖顾客，有效的顾客投诉管理能增强顾客满意度，培养顾客忠诚度。


应把顾客永远放在企业决策的首位，把顾客投诉管理作为企业战略进行管理。


第一，在企业内部打造“欢迎投诉”的企业文化虽然几乎所有的企业都已把顾客摆到了首位，“顾客就是上帝”的呼声也不绝于耳。但在现实生活中，“我只管卖出，其他都不管”的行为却时有发生。


要想真正让顾客投诉成为企业发展的重要环节，企业必须努力打造“欢迎投诉”的企业文化。将企业文化定义为一种员工共同分享的基本共识，这种共识是企业全体员工在吸取过去的经验教训后作出的判断，把有效的经验和技能传授给新进的员工，让这种文化之根于所有员工心中。


当然，口号与策略只能成为指导思想，要有效投诉为企业文化必须付出实际行动，同时正面引导员工“相信投诉就是赠礼”的理念。


第二，主动出击，向顾客要求投诉。 在很多企业对“顾客投诉”避之不及的市场，企业若能主动出击，广泛收集和利用顾客投诉、抱怨，便能脱颖而出，成为市场上最大的赢家。在企业将“顾客投诉”上升为企业文化的一部分后，企业要以产品为导向转向以市场为导向来营销“顾客投诉”，既然明确了顾客投诉对企业发展的重要性和有效性

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First, it is seen as a strategy, second, it is seen as a need, and third, it is seen as a trouble. The purpose of the enterprise is to create profits, and the enterprise must completely rely on customers to create value. Effective customer complaint management can enhance customer satisfaction and cultivate customer loyalty.Customers should always be put at the top of enterprise decision-making, and customer complaint management should be managed as an enterprise strategy.
First, the enterprise culture of "welcoming complaints" has been built in the enterprise. Although almost all enterprises have put customers first, the voice of "customers are God" has been heard all the time. But in real life, the behavior of "I just sell, nothing else" happens from time to time.
In order to truly make customer complaints an important part of enterprise development, enterprises must strive to create a corporate culture of "welcoming complaints". The corporate culture is defined as a basic consensus shared by employees. This consensus is the judgment made by all employees after learning from the past experience and lessons, and imparts effective experience and skills to new employees, so that this culture is rooted in the hearts of all employees.
Of course, slogans and strategies can only be the guiding ideology. To effectively complain for the corporate culture, we must pay practical action. At the same time, we should positively guide employees to "believe that complaints are gifts".
Second, take the initiative to make complaints to customers. In a market where many enterprises can't avoid "customer complaints", if they can take the initiative to collect and use customer complaints widely, they can stand out and become the biggest winner in the market. After the enterprise has made "customer complaints" a part of the enterprise culture, the enterprise should turn from product oriented to market-oriented marketing of "customer complaints". Since it is clear that customer complaints are important and effective for the development of the enterprise