顶级IT企业的信息化理念.ppt

* * The topics we’ll be covering today begins with a discussion on why customer care is important in the internet economy. This sets the stage for a high level overview of Cisco’s Customer Care story with results and lessons learned from our experience using the internet solutions for customer care. I’ll also leave a few minutes towards the end for questions and answers. Main Point(s)/Script: Before we get into the Cisco Customer Care Story, l want to ensure everyone in this room understands how we define Customer Care. It is important to note that Customer Care is more than just servicing the customer. At Cisco, we define Customer Care as all the touch points between the enterprise and the customer through a typical customer lifecycle. Walking through the customer life cycle, Customer Care includes targeting the customer with marketing campaigns, acquiring the customer through sales engagements then transacting with the customer, supporting and servicing the customer post transaction and finally continuing to grow and retain the customer through training and communities. In order to truly satisfy and retain a customer, you’ll need to consider how each of these phases integrate with the other components of customer care. Transition: So what is the significance of Customer Care? In 1994, Harvard Business Review did a study that showed a direct correlation between Customer Loyalty and Customer Satisfaction. The study showed that customers with satisfactions between 1 and 3.5 typically are ready to look for another company to do business with. Between 3.5 and about 4.6 is the zone of indifference. Although a decent customer satisfaction score, customers in this zone are impartial to the company they’re dealing with. Although there isn’t a strong urge to move, they also have no incentive to continue doing business with the company. Only at satisfaction levels above 4.6 is a customer truly satisfied and loyal to your company. These customers are champions/ap