Chapter 65 4. The untold secret of decisive victory in shopping malls

"Hahaha, your customer service system is interesting, very interesting." Wei Xiaobao blinked his eyes, not knowing why.Wu Zhirong on the side couldn't help it anymore, and shouted loudly: "Mu Tianyan, you are fooling around, the customer is God is our company's service tenet, the customer's needs are our service standards, and now the service competition is so fierce , everyone is using high-quality services to win the trust of customers and the market, but you...you you you do the opposite, teasing customers, you must bear all the consequences and responsibilities for this."

Mu Tianyan had already embraced Wei Xiaobao's thick legs, and of course ignored Wu Zhirong's yelling, he looked at Wei Xiaobao with a smile on his face: "Boss Wei, of course you know why I did this, don't you?" Wei Xiaobao thought to himself, bastard Only then did you know which stock you smoked and went crazy. Isn't this a clear way to kill the Daqing Group?But since Mu Tianyan did this, there must be a reason for doing so, so he laughed dryly: "Of course I know, of course, of course, Mr. Mu, please tell everyone, so that everyone can learn from it." "Okay," Mu Tianyan agreed, and took out a notebook from her pocket, "You know, since the advent of the consumer era, integrated marketing and customer service have become a compulsory course for our businesses. What kind of means should we use to win the market? ?What kind of service to win customers? This has become a subject that our company must study. It is on this basis that we put forward the slogan that customers are God, and customer requirements are our service standards. Through these slogans , internally, we require employees to provide customer service at home, and externally demonstrate our company’s strong cultural connotation to the society.”

"However," Mu Tianyan raised her voice suddenly, "a slogan is a slogan, and a slogan is not an end, but a means. If there is any company that really follows this service slogan, I can guarantee that this company will be the best in the market. It will close down in less than three days. This is because the service cost that any company can provide to customers is limited, but the requirements and desires of customers for services are unlimited. Speaking of which, we can mention a large Refrigerator companies, they said in their propaganda that in order to deliver a customer's goods, they would not hesitate to take a taxi to deliver the goods. It is not ruled out that such a thing will happen. But this is a stupid thing, a stupid salesman. The most stupid thing that came out. What is a stupid thing? A stupid thing is a business that is not worthwhile and loses money. If you make a profit, no one will call you stupid. On the contrary, if you pay but don’t get it, it is the real stupidity. Because of this It's a stupid thing, so the company uses it for publicity. However, if the company's service cost for each customer is higher than the profit from this customer, then why are we running a company? Aren't we a charity Association yet?

"However, it is human instinct to seek profit. In the heart of every unwise customer, there is an expectation to increase the value of the service they receive to exceed the profit that the merchant obtains because of receiving the service or purchasing the product. And use this expectation as the standard to measure the company's service quality." Mu Tianyan coughed and continued, "Research shows that 20% of customers bring us 80% of profits, and only for The other 80% of our customers, who bring in 20% of our profits, account for more than 80% of our service costs. For example, there are two customers, one makes us earn 80% Two taels of silver, but the other person only made us twenty taels of silver, then our profit is one hundred taels of silver, assuming our service cost is fifty taels of silver, you will find that that one earns us eighty taels of silver The customer with two taels of silver cost us ten taels of silver for the service fee, while the customer who only made us twenty taels of silver cost us the service fee of forty taels of silver. I lost money!

"It should be known that in enterprise management, the ideal model of any principle, concept, method and technology is based on a potential premise, that is, the unlimited resource investment. However, in reality, any company The investment of enterprises is limited, which will inevitably lead to those management ideas that are impeccable in theory, but cannot be effectively applied in practice. "Take this customer-oriented service concept as an example. It is impossible to truly satisfy every customer. Even God with unlimited resources cannot do it, let alone a small family. Small business!

"So," Mu Tianyan finally concluded, "we must grasp a principle in enterprise management, that is, everything should start from the cost of management, be pragmatic and not empty, and put the profit that only provides us with 20% profit The high service cost of customers is reduced, which is really beneficial to the enterprise and guides the management thinking and management principles we use to serve customers." After Mu Tianyan finished speaking, everyone was silent, trying to figure out what he said in their hearts. After a long time, Wu Zhirong muttered again: "You are talking too much, but don't forget that potential big customers are being teased by you. Among the 80% of small customers, how can you cultivate customers if you do this?"

"You didn't cultivate customers, who are you?" Seeing Wu Zhirong's ignorance, Wei Xiaobao was furious, and snapped, "The distinction between big customers and small customers is based on their ability to demand. Only when their own demand ability is improved, small customers can become big customers. Otherwise, even if you give your wife to a small customer to train him, he will not be able to become a big customer.” "And once a small customer becomes a big customer, the relationship with us will change," Mu Tianyan continued, "because their needs are objective, that is to say, their needs for us are inevitable. If he does not accept our services, he must also accept the services of our competitors. Correspondingly, the major customers of our competitors will also seek our support for the same reason. In this way, the market has reached a dynamic Integrated and balanced, our customer service reflects unparalleled marketing value."

"Okay," Wei Xiaobao said with great interest, "Wu Zhirong, you have to listen to it carefully. This is the real application of enterprise management. You only want to run a good enterprise by reading a few bad books on management. That is impossible." With a gloomy face, Wu Zhirong took a few steps back and stopped talking, but Wei Xiaobao still couldn't finish it: "Mr. Mu, besides this fun customer service system, what else is there to do?" "Yes, yes, yes." Mu Tianyan took a step forward, "Half a year ago, we received a large order for processing with supplied materials. The order was urgent, and the technical requirements for product quality standards also exceeded our company's requirements. At that time, because of this order, I had a fight with Mr. Wu."

"Needless to say, he must be wrong." After poking Wu Zhirong fiercely with his hand, Wei Xiaobao asked, "Why are you arguing?" "I want to follow up, but Mr. Wu objected." Mu Tianyan said, "In fact, Mr. Wu's objection is justified. The technical strength of our Daqing Group really cannot meet the requirements of customers." "Then why do you still pick it up?" Wei Xiaobao didn't understand. "This is because," Mu Tianyan replied, "whether it is production management or business management, what can be obtained is only an approximate result. It is impossible to achieve perfection. This is the principle of management. Basic common sense, so I thought about going ahead no matter what."

"That's right," Wei Xiaobao said, "But when the time comes, what will you do if people don't like the products you produced?" "So we must not be able to deliver the goods on time," Mu Tianyan said with a smile, "At the beginning, we talked sweetly and agreed to all the conditions of the customer, and then dragged the customer until he no longer had time to find another manufacturer to produce for him, and dragged it until they were sold The orderers were pushed to the point of desperation, and dragged to the point where they could only beg us to pay more attention to completing their orders. They knew that our technical capabilities could not meet their requirements, but they needed to explain to their superiors that if we A lawsuit can only end in a lose-lose situation, and you can only admit it with your teeth knocked out."

"Hahaha," Wei Xiaobao laughed, "Mr. Mu, your move is good, let me summarize it for you. Step 1: Sign a contract with the customer; The second step: try to make customers completely dependent on you; Step 3: Make the customer beg you. The above three steps, can we call it the secret of business success? " Wei Xiaobao finally said. Mu Tianyan was stunned for a moment: "Mr. Wei, you really know how to joke, hahaha. " He and Wei Xiaobao laughed together, laughing until Wu Zhirong's face turned red and pale, and he was indescribably uncomfortable.