企业客户情绪管理的思考

论文编号:GS083  字数:29210,页数:38，有外文翻译

摘 要
 
 越来越多的证据显示，客户购买决策的依据，往往是他们自以为重要、真实、正确无误的认识，而不是来自具体的、理性的思考或斤斤计较的结果。重要的是客户认为产品、服务体验怎么样，而不是产品、服务真的怎么样。找到准确的切入点，正确影响客户情绪，销售便可以顺利一点进行。客户的情绪状态是好是坏，是悲是喜，在一定情况下影响着他们对我们的产品和服务是接受还是拒绝。能否让我们的客户感觉愉快，对我们的事业前进的能力和价值有一种无形的影响力。客户的情绪里，有无限的商业机会，解读客户情绪，我们才能知道他们要什么，怎么要，然后，我们才能明白去生产什么，怎么给他们，并且，他们不会拒绝。我们无法把情绪从客户身上剥离。情绪影响客户推理、情绪塑造客户的判断、情绪塑造客户的行为，情绪对营销的冲击是有力而不容忽视的。
 因此企业不断冲击客户情绪，将成为企业前进的强大动力。它将促进销售，完善服务，有效提升客户满意与忠诚，从而不断创造和留住客户。对企业客户情绪管理的重视迫在眉睫。
 在这里从客户情绪管理产生的背景、研究状况、研究目的及其内容进行阐述，并分析企业在客户情绪管理上出现的问题以及原因，提出对加强企业客户情绪管理的对策和方案。
                                                                                           
关键词：客户，情绪，情绪智慧, 领导，人力资源，竞争
 

Abstract
 
 More and more proofs show the decision that the customer purchases, usually are their thinking of the importance, reality, exactitude knows without any error of product and service, not comes from concrete, the thinking or fussy about every detail result of the reasonableness. The important is a customer to think that how about the experience of a product or service. Not the truths of product and service. Find out a point to correspond accurately, the exactitude influences customer's motion; selling then will carry on smoothly. The customer's motion appearance is good or bad, sad or pleased, product and service of us influence under the certain condition that they accept or refuse. To let our customer feel happily, is a kind of invisible influence for the ability and value to go forward of our business. In the customer's motion, there is infinite business opportunity, read the customer's motion, then we can know what they want, how, then we can be understand what to produce, how to give them, and, they will not refuse. We can't remove the motion from customers. The motion influence the customer reasons logically, the behavior mold that the customer judge, motion's impact to marketing is emollient to all permit to neglect.
 So the business enterprise pounds at customer's motion continuously, will become the strong motive of the business enterprise headway. It will promote sale, perfect service, promote customer the satisfaction and loyalty effectively, create and keep customer thus and continuously. The motion management is utmost urgency for business to enterprise.
 This article will write about the output background, the research condition, the research purpose and its contents to carry on elaborating from the customer's motion management, and analyze a business enterprise has the problems and reasons that appeared in the motion management, to bring up to strengthen a business enterprise’s management on the customer motion.
 
 Keyword: The Customer, Motion, The Motion Intelligence, Leadership, Human Resource, Competes

目       录
1 绪论 1
1.1 题目背景及研究状况 1
1.1.1 研究背景 1
1.1.2 研究状况 1
1.2 研究目的及研究内容 2
1.2.1 研究目的 2
1.2.2 研究内容 3
2 客户情绪管理概述 4
2.1 客户情绪的涵义 4
2.1.1 客户情绪 4
2.1.2 心理学看客户情绪 4
2.2 客户情绪管理 5
2.2.1 客户情绪管理的内容 6
2.2.2 客户情绪管理的特征 7
2.2.3 进行客户情绪管理的价值 8
3 企业在客户情绪管理上出现的问题及原因分析 12
3.1 企业的管理理念没有与时俱进 12
3.2 情绪管理研究开展不足 14
3.2.1 只顾技术的开发 14
3.2.2 只重视产品质量 15
3.2.3 过份注重价格因素 15
3.3 企业客户服务体系不完善 16
3.3.1 忽视后期服务及服务过程 17
3.3.2 没有建立客户信息库 17
3.3.3 制度文件不足 17
3.3.4 内部员工感化不足 17
4 加强企业客户情绪管理的对策 19
4.1努力更新理念并树立竞争意识 19
4.2开展客户情绪管理研究 20
4.2.1 有了员工满意才有顾客满意 20
4.2.2 客户情绪研究 22
4.3 组建为客户服务的综合管理机制 25
4.3.1 建立客户服务责任制度 25
4.3.2 明确客户服务内容与流程 30
4.4 进行有效的客户沟通 32
4.4.1 客户沟通前期准备 32
4.4.2 沟通过程中注意情绪方法 33
结论 36
参考文献 37
致谢 38