Starbucks 'Drastic Kuzvipira Kukutengesa Customer Service
Ichi chivharo chekuchengetedzwa kwezvitoro kubva kuS starbucks chingaonekwa sechiratidziro chekuzvipira kwakanyanya kune hutachiona hwehutano hwevashandi pasi pemhando ipi zvayo. Asi muna February 2008 pakati peGreat Recession retail retail, yakanga iri nzira inoshamisa isingafungidziki iyo yakanyanya kutsoropodzwa.
Nekavhareji yevashandi makumi maviri nevatatu pazvitoro, mutengo we Starbucks waiva wakawanda maawa makumi mana nemazana mana, maawa anodarika $ 3 mamiriyoni muhomwe, uye maawa 21,300 akarashikirwa nemari yevatengi panguva iyoyo. Ndizvo zvinotendwa nehutano hwechokwadi hwevashandi vanoita sevamwe. Makore gare gare, tine humbozha hindsight kuzotibatsira kutarisa kana Starbucks yekudzidzira magadziro ezvitoro zvezuva rekubhadhara yakabhadharwa.
Nguva pfupi mushure mokunge nyika yose yakavharwa-yekuchengetedzwa kwemazuva zuva, Starbucks yakavharwa zvachose inenge zvikamu 900 zvezvitoro zvayo, izvo zvinoisa kukosha kwekutsvaga kwekudzidzira kwaro uye iyo yose Great Customer Service = Vatengi Kuvimbika equation mubvunzo.
Izvi zvakakonzera kushambadzira kwepasi rese kushamisika ...
Iko Kateji Inogutsikana Impact Sales
Kugutsikana kwekambani kunonyatsotengesa kutengesa Ko pane hutano hwepamusoro hunoita here kuti huve wakavimbika webhutengi hwevanhu? Iko kuvimbika kwevatendi chinhu chinonyanya kuitika here kana kuti iyo inonyengera iyo yakasiyiwa apo chinhu chinotevera chakanaka kana chinotevera chinodhura chinhu chinotora mutengi?
Mushure mokunge vatarisa vatengi vachichinja zvikuru kutenga maitiro avo mukuita kuHarare Recession ya2008 na2009, izvi hazvisi mibvunzo iri nyore kumabhizimisi eUnited States kupindura kunyange makore gare gare.
Imba yezvokutengesa mumaketani nokuda kwevatengi vavo vakavimbika vakavimbika se Starbucks, Nordstrom, uye Whole Foods vakashamisika kuziva kuti vatengi kana vatengi vakasiya kuvimbika kwavo kwekutengesa zvishoma nyore nyore, kana kuvimbika kwavo kwakanga kusati kwamboitika kana kuti yakadzika kutanga. Kutendeseka kwekatendi kwakava chimwe chezvinhu zvizhinji zvechiitiko chetsika yekutengesa iyo vatengesi vakamanikidzwa kuti vadzokezve.
Kana vatengi vasati vasisarirwa nekambani-yekutengesa-kambani, yevashandi, uye yemiriwo, pane kusanganisa kwevashandi vekutengesa maitiro uye kudzidziswa kunogona kubatsira mutengesi wezvokutengesa unofanirwa nevanokurumidza vateereri vakavimbika vatsigiri kuti vadzorezve kuvimbika kwevhisi kuvimbika?
Nguva pfupi mushure mekunyanya-kutsoropodzwa kwekuvhara-kwekuchengetedzwa kwemazuva zuva, ndakazviwana ndakamira mune imwe Starbucks queue (kunyange zvishoma zvishoma) uye kutarisa kwangu kwekutengesa kwevatengi kwakapindura zvakawanda zvemazuva ano zvakanyanya zvakaoma zvekutengesa mibvunzo yevashandi vekutengesa ini.
Muenzaniso Wezvakanaka Kutengesa Vatengi
Sezvo mutengi mberi kwangu akasvika kumberi kwekambani yekuraira, Starbucks barista pakarepo akati, "Hongu ikoko!
Nguva yakareba hapana kuona! "Mutengikadzi wekambani akaenda mune tsanangudzo refu pamusoro pokuti aive kupi. Bharista musikana akashevedzera, uye akasungurudzika, uye akanzwa zvine chiremerera kune tsanangudzo yakawanda-yakareba yeComputer Lady yaive ichangobva kupi. Apo Mutengikadzi akazopedzisira atora mweya, Barista musikana akati, "Uri kuchiri kuita marefu marefu acho here?" Mukadzikadzi akati, "Hungu, chaizvo!"
Musikana weBarista akafamba kuenda kundoita tare latte, uye Mutengikadzi weCheteti akati kune shamwari yake, "Handigoni kutenda kuti akayeuka izvozvo. Handina kumbogara muHERE! "Izvo zvakateverwa nemamwe mashoko pamusoro pemabasa ake emazuva ano, izvo zvakaita kuti shamwari yake inyemwerere, uye inogunun'una, uye inoteerera zvine mwero.
Chikonzero nei Vatengi Vashandi Vachikosha Kwazvo
Mumwe akakanganwa chikonzero nei nguva yebasa revatengi yakadai ichi ichikosha zvikuru mubhizinesi rekutengesa ndeyokuti inokonzerwa nemunhu wese mukati mekucherechedza.
Mutengi weKatereji akafadzwa. Shamwari yeMutengi weMutengi waMutengi yakakidzwa Ndakashamiswa. Uye vanhu 23 vasingatauri vanonzwa kucherechedza kwebasa iri rebasa re Starbucks kubva kuChatty Customer Lady vachafadzwawo.
Chero mushandi mune imwe nzvimbo yekutengesa vanogona kuwana nzira yekuisa munhu pachake mubasa ravo uye kuita zvakakosha kune vatengi. Mubvunzo wevatengesi vezvekutengesa vanobvunza kuti "Ndinokurudzira sei vashandi vangu kuti VANHU vaite kuti vaite zvakanaka?"
Zvakatora maawa makumi maviri nezviviri uye mamiriyoni emadhora emadhora e Starbucks kuratidza kune vashandi vayo kuti yakange yakanyanyisa pamusoro peS Starbucks-branded customer experience. Kana shanduro yandakaona mu Starbucks zuva iroro ichinyorwa kunyange kamwechete pazuva pazuva re 22,000 Starbucks rinosvika pasi rose nhasi, saka handifungi kuti kambani inofanira kuzvidemba kunyange neminiti imwe chete kana imwe penny yezvakazoshandiswa pakutsvaga kunoshamisa basa rakaitwa muna 2008.
Makore gare gare, sezvo ndaive ndichivandudza chigwaro ichi ndakanga ndigere mune imwe nzvimbo yakasiyana ye Starbucks, ndakatarisa kuti ndione Starbucks barista ichitaura nepamusoro-shanu nevatengi vachidarika mabhizimisi emari. Handinzwisisi kuti chii chakanga chiri nguva yekambani yekambani, asi ini ndinoziva kuti mutengi wepamusoro-soro haawanzochinjana muzvitoro zvekutengesa. Iniwo ndinoziva kuti Starbucks baristas zviri pachena kuti achiri kuwana kukosha kwechinhu chinorehwa uye chisingakanganwiki chebasa rekumanikidzi.
Starbucks Haisati Yambotaura Pamusoro Pefiyo
Vatengesi vave vachiziva nguva yavanogona kuwana kapu yekofi shoma. Asi Starbucks haisati ichangobva kuva nekofi yehuwandu hwevatengi vayo. Ndizvo zvakasangana nekapu yekofi. Iyo Starbucks yakaitwa chiitiko inopa Starbucks marita zvakakwana zvekutengesa zvakashambadzira kuwirirana nehukuru hweketani yepasi rose mumakore manomwe chete mushure mekutsvaga kwekuvhara kwemukova wekuvhara musuo zuva. Basa reKateresi basa rakabudirira.
Ngetani dzose dzekutengeserana dzakanaka mumamiriro ekunze vatengi vanozvitsvaga nemitengo inotungamirirwa nekutengesa maitiro. Aya haasi ivo vatengi vaShobucks kana chengetani ipi neipi yekutengesa vanofanira kutarisa pavanenge vachishanda pakuvaka kuvimbika kwevatengi. Pane kudaro, munguva yevashandi vanopa simba, kupfuura chero nguva yaSolbucks (uye yese yekutengesa uye yekutengesa chain) inoda kuramba ichive kuti ndeyepi kuti varatidze kudzokorora vatengi kuti kuvimbika kwavo kwakaiswa zvakanaka.
Munzvimbo yakaoma yezvinhu zvakashambadzira, kana vatengesi vakasarudza kuunza purogiramu nekucheka mari, uye mukugadzirisa, vanochera hupenyu hwavo, huzivi hwavo, mwoyo yavo, uye kunyange nemitemo yavo, zvino mubvunzo wakasiyana pamusoro pekuvimbika kunosimudzwa ... Ndiani ari kusiya?
Starbucks Yakapfuurira Kuva Iro Pasinei Nezvinetso
Kusvika parizvino, pasinei nematambudziko ose mukutengesa coffeehouse niche, mhizha yekutengesa, uye hupfumi, kazhinji, Starbucks yakaramba iri Starbucks. Uye vatengi pasi pose vakaratidza kuti Starbuckishness ye Starbucks ichiri chikamu chinokosha chezuva ravo. Kwandiri, iyo ndiyo imwe nzira yakakura yekubudirira kupfuura nhamba yezvikwata zvezvokuchengetedza pane imwe yeriniti rimwechete yemari.
Iko kukosha kwekusika kune vakakurumbira vane ruzivo haisi kungowanikwa mune zvishoma zvishoma zvemari dzematric. Iko kunewo kukosha muhutano hwezvisikwa zvako uye nheyo yakasimba inopa kuvakira kushamwaridzana kwevabereki. Nokuyeuka izvozvo, vatengesi vacharamba vakavimbika kune chavo chavo, icho chinhu chinonyatsovimbika vatengi vachaziva uye vanoonga.
Vashandi vefickle vouya uye vanoenda. Vaya mabhizimisi anoramba aripo uye vatengi vanoyemura vanoziva izvozvo uye vari kuvaka kuvimbika nekuchengeta kuvimba kwevatengi vechokwadi zvechokwadi bhuruu. Idzi ndivatengi vakakodzera zvakanakisa mutengesi anofanira kupa. Uye iyo ndiyo mhando yehukama hwekambani dzinokosha yekuvhara zvivako zve.