1、 1 附 录 Appendix Customer Satisfaction Strategy in Chain Supermarkets Customer satisfaction strategys main idea is: the guideline is that the whole operational activities of supermarkets are for customer satisfaction, in customers view to analyze consumption demand. By satisfying customers need to re
2、alize supermarkets operational aim. The fundamental purpose of supermarkets customer satisfaction is to cultivate customers trust on supermarkets, to enhance customers satisfaction for the whole supermarkets operational activities. In order to do this, we must know the new marketing strategys conten
3、t, and carry it out seriously. Its implementary points can be summarized as the following main aspects: (1) Shaping customer first business philosophy. The operational philosophy of customer first is the most fundamental motivation for serving customers, meanwhile, it also conducts making decisions,
4、 connecting all the departments of supermarkets to strive for the customer satisfaction. This operational philosophy is not only emphasized in senior management, more important is to embed it into everyones heart, and help personnel understand the importance of this philosophy. From its basic meanin
5、g, the operational philosophy of customer first has three gradations: customer is the highest, the customer is always right, everything for the customer. Customer is the highest. Customers are the external public who has direct relation with the supermarkets future and destiny. To some extent, the m
6、arket is the customer, lost public is the same as losing the market. The fate of one supermarket without market can not be well imagined. Therefore, the essence of the market-oriented is the customer-oriented, in the specific concept, customer is the highest. This idea requires that 2 supermarkets s
7、hould put customers at the first position of operation and management system, let customers feel the Gods real existence, thus, customers will produce acknowledgment and affiliation mentally for supermarkets. The customer is always right. The idea of the customer is always right is very difficult to
8、 set up from the logic point of view； it doesnt conform to the objective reality either. However, in order to achieve the supermarkets aim, as long as customers faults do not constitute a great loss to supermarkets, supermarkets would give right to customers. This is the important expression of cust
9、omer satisfaction. The idea of the customer is always right includes three meanings: first, customers are the purchasers, not trouble makers； second, customers understand their own demand and hobby, which is just the information that supermarkets need to collect； third, because of customers natural
10、consistency, quarrelling with one customer is quarrelling with all the customers, in the concept of customer is wrong, supermarkets are absolutely not the winners, thereby, you will lose customers, it also means losing the market, losing profit. Everything for the customer. If it is said that custom
11、er is the highest is the starting point of supermarket management, then everything for the customer is the end-result. Everything for the customer requires supermarkets should consider everything from customers point of view, think what customers think, customers need is supermarkets need. (2) Treat
12、 personnel with hospitality. Customers in supermarkets can be broadly divided into two categories: one is the external customer； the other is the internal customer. External customers are the target customers of supermarkets； supermarkets ultimate goal is to satisfy external customers, then gain pro
13、fit. But most supermarkets ignore the more crucial factor - internal customers satisfaction, that is to say, supermarket personnels satisfaction. Personnel are the carriers that promote supermarkets management philosophy and service mind to final customers, they are also the major components of pers
14、onnel satisfaction and customer satisfaction. A high personnel loyalty is equally as important as a high customer loyalty. If supermarkets want to retain the best customers, they must retain the best personnel. 3 (3) Try to retain customers. If supermarkets pay attention to customers long-term retur
15、n, they must well prepare for the initial reception of customers service work, improve the ratio of repeat buyers. A foreign study shows: A satisfactory customer can incur eight potential deals, at least one of them may be traded； an unsatisfactory customer can affect twenty-five persons purchasing
16、will. So, retaining customers is more effective than attracting customers. The key of retaining customers lies in customers satisfaction. If one customer really satisfies, he or she would say to others about the nice products of supermarkets, pay little attention to the advertisements of those compe
17、titive brands, and not sensitive to price； besides, they will provide some good ideas about goods and service, due to the trading practices, this method can save trading cost. Hence, the strategy of customer satisfaction requires retaining customers by all means； expand customer team by customers sp
18、read. (4) Listen to more voices of customers. The implementation of customer satisfaction must establish a set of customer satisfaction analytical processing system., examine customers satisfaction for supermarkets goods and service with scientific means, the information is fed back to supermarket m
19、anagement in time, supermarkets can improve work incessantly, thereby, meet customers demand timely and truly. At present, many international chain supermarket companies are trying to shorten the distance between customers with the advanced communication systems. If modern chain supermarkets just wa
20、nt to sell goods out, or make one-shot deal, these kinds of supermarkets are impossible to succeed in this furious competitive market. Selling these goods out is only the beginning of this deal； the real long-term deal is customers after-service response. When some supermarkets sell products, they d
21、eclare We will provide the best after-service, solve all your worries, but customers opinions, complaints and worries after buying, they think it is customers business not theirs. However, they dont know such method sharply dampens customers further consumption enthusiasm, it also impairs supermarkets image. Excellent supermarkets notice listening to customers voices, regard customers complaints as opportunities, which is not only in favor of establishing long-term friendly relation with customers, but also builds up favorable supermarket image.
