معرفی کتاب مراقبت از مشتری
کتاب مراقبت از مشتری نوشتهی فرانک اتکینسون، در حوزههای عمومی و مدیریتی کسب و کار، کارآفرینی، بازرگانی، فروش، بازاریابی و تبلیغات، نکات مهمی را در بخشهای مختلف مورد نیاز برای افراد علاقهمند به راهاندازی، اداره، رشد و پیشبرد یک کسب و کار و سازمان و همچنین نحوهی مراقبت و حمایت از مشتریان ارائه میدهد.
کتاب مراقبت از مشتری (Customer care)، علاوه بر تمام افراد و سازمانها، خصوصاً شرکتهای تازه تأسیس، قدیمی، کوچک، متوسط، بزرگ، دانشبنیان و… میتواند منبع مفیدی نیز برای مدیران، کارشناسان، مشاوران و دانشجویان در حوزههای مختلف و خصوصاً رشتههای مدیریت و همچنین کارآفرینان و علاقهمندان به مطالعه و ایجاد کسب و کارهای از نوع SME (کسب و کارهای کوچک و متوسط زود بازده) باشد.
فرانک اتکینسون (Frank Atkinson) این اثر را برای کمک به شما جهت موفقیت بیشتر در فروش نوشته است. او مؤسس و مدیر عامل یک شرکت مشاورهی آموزش فروش میباشد. شرکت او از زمانی که در سال 1989 شکل گرفته، هزاران فروشنده را در سرتاسر دنیا آموزش داده است. او به عنوان مدیر آموزش فروش ملی برای بیمهی درمانی (بوپا) قبل از راهاندازی شرکتش، مسئول آموزش و توسعه دادن یکی از موفقترین تیمهای فروش در اروپا بود.
او یک تیم از مربیان بسیار با تجربه را استخدام کرد که به فروشندگان در همهی صنایع، آموزش میدهند. برای اینکه آنها بتوانند بیشتر بفروشند و فروششان نیز همراه با سود بیشتر باشد. دورههای او بسیار انگیزه برانگیز و سرگرم کننده هستند. در این کتاب فرانک، طیف وسیعی از تجربه و تخصص خود را به نمایش میگذارد، در حالی که مشاورههای ساده، عملی و آزمایش شده را در زمینهی فروش و فروشندگی توصیه میکند.
اهداف این اثر در خصوص مراقبت از مشتری این است که شما متوجه شوید، چرا خدمات به مشتری همیشه مهمتر هستند و همچنین چه طور میتواند کسب و کار شما را تغییر بدهد در صورتی که شما واقعاً در مورد ارائه دادن خدمات عالی مراقبت از مشتری، جدی هستید. در این کتاب شما خواهید فهمید که این موضوع چیست، چرا مهم است و چگونه این برنامه را اجرایی کنید.
مراقبت از مشتری، مسئولیت هر کسی میباشد. این امر از شخصی که در بالاترین رتبه است و مدیر عامل نامیده میشود، آغاز میگردد.
بسیاری از ارگانها در مورد مراقبت از مشتری صحبت میکنند. آنها اغلب آموزش مراقبت از مشتری را خریداری میکنند، اما آن را به آموزش به تعدادی از سرپرستان و اعضا و کارکنان محدود میکنند، اما مدیران و سرپرستان و حتی بخشهایی که با مشتری رو در رو هستند از قبیل حسابداری و انبارداری را در نظر نمیگیرند. این راه اشتباهی است که در نظر گرفته میشود.
در بخشی از کتاب مراقبت از مشتری میخوانیم:
مراقبت از مشترى با تصمیم بر متفاوت بودن و قرار دادن خدمات در اولویت شروع میشود.
هر بخش از تجارت نیاز دارد تا به نحوهی تعامل با مشتریان و دیگر بخشها توجه کرده و بررسى کند که در حال حاضر در چه وضعیتى قرار داریم.
پس از پاسخ دادن به سوال فوق، سوال بعدى که باید بپرسیم این است که “قصد داریم به کجا برسیم؟” این تصویر ما از آینده است و هر چه بیشتر بتوانیم اهداف آیندهمان را ببینیم و آنها را توصیف نماییم، به همان میزان به آنها خواهیم رسید.
سوال بعدى این است که چگونه به این اهداف میرسیم؟
این برنامهی راهبردى ماست. همهی افراد سازمان در زمینهی حمایت از مشترى درگیر هستند، اما برخى موارد باید وجود داشته باشد تا یکسرى اتفاقات به وقوع بپیوندد.
ما به یک قهرمان در رأس سازمان نیاز داریم، در این صورت شکى نخواهد بود که در کسب و کار ما، مراقبت از مشترى اولویت اصلى خواهد بود. نقش آنها این است که ما را نسبت به دستیابی به اهداف مشخصشده و پیشروى به سمت آنها مطمئن نمایند.
در گام بعد، هر بخش در سازمان، نیاز به یک مدیر ارشد دارد تا از همکارى آن بخش در راستاى دستیابى به اهداف، سرکشى کرده و با بخشهای دیگر ارتباط برقرار نماید. با توجه به وسعت کسب و کار، در هر بخش نیاز به افرادى داریم تا مسئولیت اجراى تغییرات لازم را به عهده بگیرند.
این کار شامل تجزیه و تحلیل سیستمها و راههای تعامل با مشتریان خود میباشد. این کار همچنین شامل مذاکره با بخشهای دیگر جهت توافق نسبت به تغییرات و ارتقاء سطح ارائهی خدمات به مشتریان میباشد. نیاز است نسبت به استانداردهاى قابلاندازهگیری، توافق شده و سپس اجرایی شوند.
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