英：

　　Pro-active customer care
Anticipating and meeting customer needs at critical points of the customer

　　 life-cycle. This includes periodic follow-up, customer rewards, other perks¹,

　　 providing VIP and other membership privileges, and in some cases,

　　 personalized service (e.g. sending out birthday/anniversary cards).

　　Follow-up

　　 The process or act of returning a customer’s call on an issue or executing a

　　 task to address a customer’s concern. It is usually a feedback-soliciting

　　 process to determine the effectiveness of customer service and delivery.

　　Feedback

　　 The process of giving and receiving input² in the form of comments,

　　 opinions, observations, and analysis to either validate³ or invalidate the

　　 customer service system.

　　Customer touch-points

　　 Specific actions that are carried out at measurable intervals⁴ during a

　　 customer life-cycle. It’s a tool to ensure that the customer feels cared about,

　　 and that the company values his or her business.

　　Customer loyalty⁵

　　 Condition where a customer, because of favorable experiences with a

　　 product, service, or company, voluntarily and gladly chooses to remain a

　　 loyal consumer of that product, service, or company. He or she is unwilling⁶

　　 to switch brands in spite of marketing⁷ and advertising⁸ campaigns by

　　 competitors.

　　Value proposition

　　 The characteristic of enhancing the desirability of a product, service, or

　　 brand identity by adding further intrinsic value to the existing package. It is

　　 usually made in the form of an offer to the customer which incorporates a

　　 call to action to which the customer responds favorably to.

　　Tracking & learning

　　 Process of measuring the entire customer-care life-cycle and system

　　 including all its’critical waypoints, to modify, improve, or remove any

　　 touch points necessary to improve the process even further. The lessons

　　 learned from this assessment⁹ are used to validate or invalidate components¹⁰

　　 of the system. The ones which are useful are kept, the ones which aren’t are

　　 discarded or modified.

　　Best practices / World-class practices

　　 These are practices or ways of meeting or exceeding customers’

　　 expectations, which have evolved to such a high standard that no immediate¹¹

　　 changes need to be made to the process or system. They are the yardstick¹² or

　　 role model which other systems, companies, etc. try to match.#p#

中：

　　积极主动的客户服务

　　 顾客一生中在一些重要阶段都会有特殊需要。商家不但要期望获得顾客的要求，更重要的是要满足这些需求。这主要包括定期的后续服务工作、客户奖励以及其他一些特别服务，如给予VIP和其他等级的会员特殊待遇。在一些情况下，还可以提供一些人性化的服务（比如寄送生日卡或周年纪念卡等）。

　　后续服务工作

　　 这是一个回复客户业务来电或解决客户关心的问题的过程。也往往是确定客户服务工作是否有效的意见反馈或措施。

　　反馈意见

　　 这是个给予或接收各种形式的反馈意见的过程，反馈包括各种评价、意见、观察报告或分析，通过这些反馈决定现行客服工作系统是否有效，是否值得继续运行。

　　关注客户的情感点

　　 在客户生活和工作的重要时刻给予特别的服务，这会让你的客户感觉到你对他的关心以及你对双方合作的重视。

　　客户忠实度

　　 客户基于对某产品或服务比较满意，或与公司的合作比较愉快，会自愿留下来继续使用该产品或服务。无论其他公司采取怎样的营销和广告手段，客户都不会转换品牌。

　　增值建议

　　 通过增加现有产品、服务或品牌的内在价值来增加其可取之处。通常的形式是承诺对客户随时提出的问题即时解决，并达到让客户满意。主要是增加售前售后服务，当然也有通过打折销售以回报消费者的措施。

　　追踪

　　 衡量整个客服系统和运行周期的过程，并秉着“一切为提高服务效率”的宗旨，对各环节工作进行修改，改进或摈弃。从评估的结果来决定哪 些环节可以继续使用。有用的将被保留，没用的则会被摈弃或修改。

　　最佳方案/世界一级方案

　　 这些是能够满足甚至超越客户期望值的策略和方法，由于已经达到极高水平，所以近期无须做出任何改动。它们是其他系统、公司等力求达到的标准或效仿的。

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