客户联盟【外文翻译】.doc

1、 外文翻译 原文 Customer union Material Source:Customer union； March 2006 Volume 59, No. 9, p. 41,paragraph3 Author:Fred Wiersema In the league, customers and suppliers destiny is no longer a separate, but each other, mutual dependence on. for a supplier of closer ties with the requirements of the potentia

2、l customers are often felt uneasy and even a trace of fear. most of the potential customers will take a tentative, and watch. when the suppliers with the commitments as a result, and trust to close to the potential customers,Them in the league of the principles of clarity of understanding and cooper

3、ation with the supplier test is the main obstacle to returns. in addition, the uncertainty and close relations of resources can become an important factor in the process. the customer and the supplier needs the last for a league ready. i know every the success of the customer model company, the emot

4、ional to include the establishment of mutual respect and trust.If there is no mutual respect and trust that this communication was destined to be invalid. no one will be regarded as second-class the supplier of the customers will be drawn from the vendors and the teaching and the battle. by the logi

5、stics of transportation and business development for vice president bill jones is to establish trust, respect for the first step in. “for each specific successes, i will get more and more confidence,However, if there is no mutual respect, you will accomplish nothing. if one client in your mind is no

6、t a supplier, doubt and a bad mood will occur, the result is that morale is stagnant, productivity, each party is to be the loser. “To win respect; the type of companies need to cling to the surface appeared to customer of the real solicitude. as one of my colleagues have said, “customer ： on how mu

7、ch do you know about, like to know how much attention to your suppliers.“ unless explicitly express feelings in, or customers will not really open their hearts, and will not really know your customer expectations and deliberation and the real problem.Caution client against the supplier is the mental

8、ity and services to the supplier of acutest observer. they often ask themselves these questions ： For the customers in front of the problem, what is their the most attention? for suppliers? are we? so far, customers in tackling the problems of refusing to do anything? he is successful? hes just step

9、ped out of trouble; this relationship? is there a need to guard? If the customer had suffered a setback, he knew what a cause? he can do for the future success will continue to the problem with ? Customer have with them? if it will come? by contrast, what is our unique competitive advantages? Custom

10、ers by the company to prove to his work has been clear understanding of the customers confidence. to provide customers with similar circumstances, the success of the paradigm is to improve vendor status of the effective. this is not the ordinary, conventional kept their distance point is how differe

11、nt supplier. to better know their business is the most important. furthermore, to build up mutual understanding and the letter, customers should also know your suppliers business. A completely new relationship requires innovative set of methods. some companies by similar to the camp to synchronize t

12、he activities of our staff and customers to work together and mutual trust accounts. although these activities appear to be indifferent, but is really effective. those with the arizona desert, who explore the maine woods, or five feet of snow in for a common teammates,May set up far beyond ordinary

13、social environment could provide profound communication. from these activities are set out the mutual respect and understanding will become a client communicates with the supplier of the constant. In essence, the concept of customer satisfaction is undoubtedly correct, as health, happiness, interest

14、, as it is an easily recognized concept.Problem stems from the process of pursuing its a dangerous process.Most plan to increase customer satisfaction based on two fragile and even dangerous assumption.The first is that there is a real practical approach to evaluating customer satisfaction.The secon

15、d is that once a consensus, the evaluation will provide guidance and direction.Both are at best only 50% confidence level, while the two are not entirely plausible assumptions, how can arrive at a truth?I called so and to establish the illusion of satisfaction trap.Please think about it in the 16 ce

16、ntury, the spice island of Magellan in search of the East India westbound expedition that conducted it.His very precise navigation equipment, he indicated that the charts have not been detected over a large area of land, or even completely blank.Despite these difficulties, Magellan, or reached the d

17、estination on the East India, and, he completed an unprecedented feat around the globe.However, the success of his voyage is entirely due to high degree of seamanship, the introduction of this has been a controversial topic.Similarly, the assessment of customer satisfaction as Magellans navigation i

18、nstruments, they are almost unable to make accurate positioning for you, but can not lead where you should be facing.While some customers still receive the satisfaction of suppliers complaining.But this situation is rare.In most companies, customer feedback is usually derived from the survey, there

19、is posturing in the sale to ask “How do you evaluate the satisfaction of the purchase?“ Answer.Managers can always find something that feedback to strengthen certain aspects of their views, as some authorities from the pre-poll or survey data prior to read out the answer to any of you want the same.

20、But according to these surveys and concerns can not accurately analyze customer feedback information, content, and therefore the answer is obvious is doubtful.Another problem is the players.In my experience, any place, there will be 15% to 35% of customers will not be answered.Many of them just tell

21、 you they think you want to hear. When you care about the customer when the attention is not always over- Yes, because it not only an objective reality and the passivation of active customers Spirit, but also overburdened systems and processes.As a resultDo not add any value will produce the complex

22、 entity, and lead to friction.Also careful to take care of the customer will lead to customers over the anti-Sense.Some customers value their independence, that is the kind of arbitraryFreedom, and expect this in a highly competitive market, the best Transactions.These customers are often wary of ex

23、cessive intimacy, and,They do not like to share with others ideas, needs and business plan,Unless there are extremely attractive. Customer Alliance can provide them with such a reason, because their commitmentsIs the result, that is, suppliers and customers to get the best commercial Interests.Logic

24、: you broke up the mass market, and giveEach part of the specific approach, to improve customer satisfaction Level.Advice: Do not add constraints to change and destruction of inaccurate positioning.Out of your expected results.The market logic of miniaturization is appealing.Adopted in accordance wi

25、th each asegment to adjust your products and channels of communication, and set at management needs of each part of the public, you almost can do a type of a program.This is not a bad idea, but be careful to make your customer choice into overload and the “pseudo-individuality“ of the options being.

26、Overload appears in the supplier selection for the custom, the error use of too many product categories.They produce a large number of types,On the ever-changing styles and sizes of products, in order to fully achieve its customer requirements.The complexity of this choice so that customers often fe

27、el a kinds of strong frustration, even anger into a state of confusion being.It is similar to such a state: When you dine in a restaurant when you would have a 12-page a la carte menu, and more head pain is the recipe is already lost your graduation outside the back of the head written text.Recipe d

28、oes not narrow the range of choice, but to choose to able to carry on an important part of translation, where? Diversity and multiple choice only cost the customer itself most of the effort and did not do a good job dealing with customers in advance of their prospective equipment.Imagine today the p

29、urchase of a personal computer system scenarios.Choose a configuration that best suits your need to know a number of chaotic characteristics, so that only the statisticians to complete the recursive sub- Analysis.And if you just follow the advice of the authority of the persons recommendations. You

30、may suddenly completed his choice.Multiple choice to make customers uneasy, how about those who had a wide variety of medical insurance for people selected it, they will tell you, they only want to know is that one can not openly question. If they really had a disappointing, then wait for the sudden

31、 fatal blow it.This means that they will get up out of the deal at a critical time.Nature of some clients do not like to complain.That the complaint does not have any effect.Thus, when the company that the customer is extremely satisfied with the product, the consequences are often disastrous.Someti

32、mes, the customer feedback may be comprehensive and fair, but it is the wrong group of customers from that kind of competitors customers prefer to training and preparation.And here there is a literal problem: When a customer to fill in the questionnaire, “above average“, especially “above average“ h

33、as become the social norm, then what is its exact?“Above average“ may not sound worldly than sigh or a cynical smile more meaningful.Any experienced market researchers are aware, and fully understand customer satisfaction is a very difficult problem, and most managers are far from as easy as imagine

34、d. 译文 客户联盟 资料来源 :客户联盟； 2006 年 3 月 59 卷，第 9 期，第 41 页，第 3 段 作者： 弗列德 ， 威尔斯马 在客户联盟之中，客户与供应商的命运不再是各自独立的，而是相互交织、相互依赖的。对于一个供应商提出的建立更紧密联系的要求，潜在的客户通常会感到一丝不安甚至恐惧。大多数的潜在客户会抱有试探性的、观望的态度。当供应商带着承诺结果和互相信赖的态度去接近这些潜在客户时，这些客户往往 会选择退缩，他们对客户联盟原则的不清晰认识和缺乏与供应商合作的先例是两个主要障碍。另外，回报的不确定性以及对紧密关系的焦虑都能够成为中断进程的重要因素。未来的客户以及他们的供应商都

35、需要在感情上为转变成联盟做好准备。在我所了解的每一个成功的客户联盟型公司中，这种情感上的准备包括建立相互尊重和相互信任。如果没有相互尊重和相互信任，这种沟通注定是无效的。没有任何一个将供应商看作是二等公民的客户会倾心听取这些供应商的教导并与之并肩战斗。要想赢得尊重，客户联盟型公司需要执著地表现出对客户的最真切的关怀。就像我的一个同 事所说：“客户在关注你了解多少之前，想知道你投入了多少关注。”除非供应商明确地表露出感情的投入，否则客户不会真正敞开他们的心扉，供应商也不会真正了解客户的期望、顾忌和真正的难题。 谨慎的客户联盟供应商是对客户的心态以及客户对供应商的感觉的精明的观察者。他们常会问自己

36、如下问题： 对于摆在客户面前的问题，什么是他们最为关注的？对于供应商呢？对于我们呢？ 迄今为止，客户在着手处理这个问题时究竟做了些什么呢？他成功过吗？他是刚从困境中走出来，达到这种关系的吗？这里有陷阱需要提防吗？ 如果客户刚刚经历了一次挫 折，他知道究竟是什么原因造成的吗？他能为以后的成功而不断对问题刨根探源吗？ 在这个领域内，谁是我们的竞争对手呢？客户已经同他们进行交易了吗？如果是这样，将会有什么结果呢？与之相比，什么是我们特有的竞争优势呢 ?在供应商获得潜在客户信任的进程中，会对这些问题的答案孜孜以求。那些非客户联盟型公司往往依靠连续的优异表现建立其可信度，例如，每一个人都了解会从麦当劳和

37、联邦快递公司得到些什么。另外一些公司则依靠强大的品牌效应，例如，即使其他品牌显而易见也有良好表现，许多顾客仍会选择索尼或是松下的产品，因为这些品牌 能使人产生一种信任感。尽管这些观点很重要，但它们在客户联盟型公司中的作用却被削弱了，因为供应商非标准的供货是难以判断的，因此它们更依赖于自身的信用，而不是品牌的建立。家族呢？客户和供应商必须分享对风险和机遇的理解：如果他们做不到，就不适于将这个游戏进行下去。家族呢？客户和供应商必须分享对风险和机遇的理解：如果他们做不到，就不适于将这个游戏进行下去。客户联盟型企业通过证明对其所做工作已清晰了解来建立客户的信任。提供在与客户类似的情况下取得的成功范例，

38、是提高供应商地位的有效方式。这并不需要表现出与普通的、传统的 保持一定距离的观点是多么的不同。对供应商来说，了解客户的业务才是最重要的。 在本质上，使顾客满意这个概念毫无疑问是正确的，就像健康、快乐、利益一样，它是一个极易被认可的概念。问题来自于追求它的过程一个充满危险的过程。大多数增进客户满意程度的计划立足于两条脆弱的甚至是危险的假设。第一条是，存在一个真实可行的方法来评测客户的满意程度。第二条是，一旦达成共识，这些评测将为公司提供引导和方向。二者充其量都只有 5 0 %的可信度，而两个不完全可信的假设又怎么能得出一个真理呢？我把依此而建立起的错觉称之为满意陷阱。请 仔细想一想在 1 6世纪

39、，麦哲伦为寻找香料之岛东印度而进行的那次西行探险吧。他的导航仪器很不精确，他的航海图标示的是大面积未被探测过的土地，甚至完全是空白。尽管存在这些困难，麦哲论还是到达了目的地东印度，并且，他完成了前所未有的壮举环绕地球一周。但是，他的这次成功的航行是否完全归功于高超的航海技术，这一直是一个引人争议的话题。同样，对客户满意程度的评估就像麦哲伦的航海仪器一样，它们几乎不能对你做出准确定位，更不能引导你应该朝向何方。固然，有些客户获得满意后仍然对供应商抱怨个不停。但是这样的情况是很少见的。 在大多数公司中，客户的反馈信息通常来源于调查，还有对在销售时故作姿态地询问“你如何评价这次购买的满意程度？”的回

40、答。经理们总是能在这些反馈中找到些什么来强化自己某方面的观点，就像有些权威能从预选前的民意测验或调查数据中读出任何想要的答案一样。但是根据这些调查和关注并不能精确地分析出客户反馈信息的内涵，因而答案显而易见是值得怀疑的。另一个难题就是参与者。依据我的经验，任何地方都会有 1 5 %到 3 5 %的客户不会做出回答。他们 中的许多人仅仅告诉你他们认为你想听到的东西。 如果他们真正经历了不愉快，那么就请等 待突如其来的致命一击吧。这意味着他们会在关键时刻起身退出交易。有些客户天性不喜欢抱怨，也可能他们 认为怨言不会产生任何效果。因而，当公司认为客户对产品极其满意时，后果往往是灾难性的。而有些时候，客户的反馈也许是全面和公正的，但却是来自于错误的客户群体，即那种宁可甩给竞争对手的客户。而且，这儿还有一个字面上的难题：当客户在调查问卷上填写“高于平均值”时，特别是“高于平均值”已成为当今社会的标准，那么，它的确切所指是什么呢？“高于平均值”可能并不比一声世俗的叹息或是冷嘲热讽的微笑更有意义。任何一个经验丰富的市场 研究人员都知道，充分领会客户的满意度是一个相当棘手的难题，而远非大多数经理所想象得那样容易。