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The Apple Experience: The Secrets of Delivering Insanely Great Customer Service

The Apple Experience: The Secrets of Delivering Insanely Great Customer Service

作者 : Carmine Gallo

作者 : 卡曼.蓋洛

出版社 : McGraw-Hill Education (Singapore)

可訂購

定價 : NT 910

售價9折, NT819

內容簡介


要如何發展一套全新的商業模式,讓您的客戶擁有和「蘋果」一樣的品牌忠誠度,並為您帶來可觀的利益呢?

《The Innovation Secrets of Steve Jobs》、《The Presentation Secrets of Steve Jobs》作者最新作品!

近幾年來蘋果的品牌可說是全球最夯的旋風,但其顧客忠誠度的來源可能不光是好的產品而已,而是背後一群致力於改善社會、不斷推陳出新、提昇顧客的使用經驗的人們,將蘋果價值極大化,而蘋果的零售店更堪稱是販售情境的塑造之王。
現在,作者Carmine Gallo將告訴您如何成就一個傑出的品牌,並將創新服務完全傳遞給顧客,他與許多專門研究蘋果的學者訪談,同時花了數百小時觀察蘋果零售店成功的秘訣以及學習其哲學,在本書中他提出三段式重點:激勵您內部的員工、以五步驟來服務您的客戶、創造好的購物環境。
透過本書,您將學習如何加強和顧客間的互動,並且重新想像顧客經驗、建立忠誠度,以及打造優質品牌。

Reinvent your business to deliver Apple-like customer satisfaction and profits

Apple Stores earn more money per square foot than any other retailer. At the core of Apple’s success and intense customer loyalty, however, aren’t just “Insanely Great” products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience. In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.

Carmine Gallo interviewed professionals at all levels who have studied Apple, and he spent hundreds of hours observing the selling floor in Apple’s retail space and learning about Apple’s vision and philosophy. Using insights and data from these sources, he breaks down Apple’s customercentric model to provide an action plan with three distinct areas of focus:

  • Inspire Your Internal Customer with training, support, and communications that create a “feedback loop” for improving performance at every level
  • Serve Your External Customer with irresistible brand stories and dedicated salespeople who embody the APPLE five steps of service-- Approach, Probe, Present, Listen, End with a fond farewell
  • Set the Stage by ensuring that no element is overlooked in creating an immersive retail environment where customers can see, touch, and learn about your products

With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people--employees or customers--can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.

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