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极致服务：如何创造不可思议的客户体验

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Jingdong book

极致服务：如何创造不可思议的客户体验

Name: 极致服务：如何创造不可思议的客户体验
Brand: Jingdong book
SKU: 3102001141
Price: 43.53 USD
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本书故事中主人公凯尔西·杨在弗格森零售连锁店做兼职，同时修读自己的商学学位，她在工作时，发现这家店的服务总是很难让客户满意。她在大学学习了服务的课程，意识到关心客户的重要性，于是利用在课堂上所学的知识，试图去改变弗格森连锁店的现状，最终她使这家连锁店涅槃重生。本书用这样的管理寓言为读者展示出了服务理念与ICARE模式在企业管理运营中难以估量的作用，对于中国企业提升服务质量、赢得客户信任、提升企业价值具有极大的借鉴意义。

Author Description

肯·布兰佳博士，美国著名的商业领袖，管理寓言的鼻祖，当代管理大师，情景领导理论的创始人之一，富有洞察力和同情心的学者，曾帮助许多公司进入全球500强。他同时还是一位杰出的演说家、成功的企业顾问、国际畅销书作家，曾荣获国际管理顾问麦克·菲利奖。他被誉为当今商界具洞察力的人之一。

Comments

★32年前，布兰佳的《一分钟经理人》改变了我对于服务的认识。而这本书将教会下一代人如何提供完美的服务。
——李·克雷尔，迪士尼乐园高级副主席

★凯西·卡夫和维基·哈尔西一同创造了一个新的模式——“ICARE”客户服务模式。肯·布兰佳绝妙的讲故事能力，让这本书对于每一个对服务充满激情的人来说都大有裨益。
——科琳·巴雷特，西南航空公司名誉主席

★作者向我们展示了如何将普通服务转变为服务。他们的书对于任何一位拒绝平庸的人来说，都是一本必读书。
——莱昂纳多·因吉莱里，《卓越服务，丰厚回报》的作者

Catalogue

译者序
第一章令人沮丧的交易
第二章有趣的课程
第三章什么是极致服务？
第四章变革的催化剂
第五章理想服务
第六章服务文化
第七章专注
第八章回应能力
第九章赋权
第十章六个月后
自我评估
致谢
关于作者

Book Abstract

《极致服务：如何创造不可思议的客户体验》：
前台对贝贝笑笑，指着凯尔西，说：“这位顾客想知道她还要等多久？”
贝贝笑起来。“我也不知道啊！”她一边大声说，一边继续大嚼口香糖。“每个人头发都不一样。”她把手插在屁股兜里，看着凯尔西，问：“你干吗要问时间啊？”
“因为我约了10点理发。”凯尔西争辩起来：“好像我进来时您刚刚开始给那位顾客做头发。”
“哦，是啊，她来晚了，可她是我一位熟客的朋友。”贝贝边说边用手指捋了捋凯尔西的头发。“哎呀，宝贝儿，你头发有问题啊。”她咯咯地笑起来，说：“相信我，你确实需要帮助，多等一会儿还是值得的。”她冲那边的顾客点点头，说：“估计要一小时左右。你可以坐这等，或者11点再回来。”
“不行，我等不了，也不能在11点回来，我要在12点开始工作。”凯尔西越来越不耐烦，说：“所以我才把时问约在10点。”
“别着急，宝贝儿，我会让你的发型焕然一新的。”她边说边走回一号工作台。
前台敲了敲平板电脑，说：“我们看看下周什么时间贝贝有空，你可以再重新预约一下。”
“不，你根本不明白。我不会再预约了。”凯尔西觉得这简直难以置信，她说：“你们这家店很漂亮，我原本非常高兴能在这理发，可想不到你们竟然这样对待新顾客。我不会再回来了，永远不会！”说完，她转身走出了那家美发店。
她把车开出停车场，还是十分生气。这段空出的时间正好可以去健健身消消气。幸亏把健身包放在车后了。想到这，她心情好了一些。她又转念一想，虽然没理成发，现在却有了一个活生生的理想服务的反面案例。
凯尔西很兴奋。史蒂文和她约好每周一部门例会前要和她单独开个小会，这周是第一次。她有很多想法要和史蒂文分享。她知道，史蒂文明白服务质量在弗格森和ShopSmart的竞争中是多么重要。她很期待能够实施自己的建议并得到史蒂文的支持。
……

Introduction

当今商界最具洞察力的情景管理大师作品
简单深刻的管理寓言
赢得客户的全部秘密
译者序
肯·布兰佳博士作为享誉全球的管理大师，其商业思想影响深远，多部畅销著作经久不衰，其中包括《共好》、《顾客也疯狂》、《鲸鱼哲学》、《别把你的顾客丢了》、《领导力药片》、《击掌为盟》和《全速前进》等，尤其是《一分钟经理人》更成为美国20年来最畅销的管理学著作之一，他所讲述的很多内容已经成为美国诸多高效经理人的“常识”。肯?布兰佳博士被誉为当今商界最具洞察力和思想深度的人之一，而他的著作非常贴近商业现实，往往是通过商业故事呈现现实情景，阐述其深邃的商业理念和独到的管理见解，令读者在阅读过程中不知不觉领悟到其中精髓。此次肯·布兰佳博士在其新作《极致服务——如何创造不可思义的客户体验》中依然采用娴熟的商业故事叙述手法，让读者在故事阅读中领悟极致服务的理念价值。
极致服务是指要始终如一地提供理想服务留住顾客，从而提高企业的竞争力。简单来说，就是企业通过一系列举措令顾客感觉到备受关注，以此实现极致服务。
本书故事中主人公凯尔西?杨在弗格森零售连锁店做兼职，同时修读自己的商学学位。她在工作时，发现这家店的服务总是很难让客户满意，她在大学学习了极致服务的课程，意识到关心客户的重要性。于是利用在课堂上所学的知识，试图去改变弗格森连锁店的现状，最终她使这家连锁店涅槃重生。这个故事为读者展示出了极致服务理念与ICARE模式在企业管理运营中难以估量的作用。
“要想业务成功，归根结底要有关系。而关系建立在服务之上。那些从长远来看，取得了成功的公司，往往都重视培养内部员工关系，以及外部客户关系”。ICARE模式使直接服务于顾客的员工意识到他们应该通过和客户之间的互动，建立和维持良好的客户关系，真正关心客户，创造一种服务文化，从而获得更多的回头客，促进公司的发展。专注于客户关系，包括与外部客户的关系，以及与内部客户的关系，是一个组织最有力的竞争优势。伟大的公司意识到最重要的客户就是公司的自己人，即员工和经理。如果公司为自己人创造了一种激励环境，鼓励他们专心工作，员工便会主动想办法更好地为客户服务。这样客户会变成回头客，公司也自然会盈利。
ICARE的服务模式，包括五个方面，一是理想服务（ideal service），坚持服务至上，满足客户每日需求。论处在哪个行业，作为服务提供者，都要每天通过行动、言语和行为来证明服务的重要性。如果设立一个服务他人的荣誉榜，那么提供理想服务的人，疑会高居榜首。二是服务文化（culture of service），构建以服务客户为重点的环境。任何一家组织的文化都应建立在一个共同的愿景和价值观之上。并且，企业的领导需要确保每位员工都了解该愿景和价值观。组织的服务愿景和价值观越清晰，就越容易建立起浓厚的服务文化，因为每位员工都会专注于其工作重点，并了解组织对他们的预期。三是专注（attentiveness），了解客户及其喜好，一个组织一旦确立了其服务愿景，下一步就是明确自己的服务对象及其所需。客户分析能够帮助企业了解其服务对象的不同种类，以及他们的具体喜好，这样就可以确保每个顾客的个人需求都能得到满足，同时可以不断提高服务水平。四是回应（responsiveness），在满足客户需求时，展现出真诚的服务态度。对客户做出迅速反应与关注他们的需求和喜好密切相关。五是赋权（empowerment），积极采取行动，实现服务愿景，在工作中，你对某些事情拥有绝对控制权，或者虽然有些事情超出你的控制范围，你却可以对它产生更多的影响力，这些事都归在“赋权”这一范畴。
此外，作者认为，在了解ICARE模式并掌握了将该模式付诸行动的知识和技巧后，需要制定和执行可持续性的发展计划，促进员工坚持使用这些新技巧，因此企业需要指派某个人或者是一个团队，负责不断帮助员工坚持使用该模式。
鉴于目前国外极致服务与ICARE理念在学术与企业管理实践上都已取得丰硕成果，而国内企业在客户服务方面仍有很大提升空间，我们有理由相信，学习极致服务与ICARE模式会帮助国内企业更好地提升其服务质量，吸引客户，带来稳定盈利，进而激励员工提供更优服务，由此产生良性循环。从而既满足客户需求，又提升企业效益，这种发展模式非常适合我国企业在服务过程中的客户价值提升。
本书的翻译得到中国人民大学出版社曹沁颖女士的支持和帮助，在此表示感谢！鉴于时间和译者水平有限，译著中难免有不当之处，敬请广大读者批评指正！
王霆
中国政法大学商学院

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