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Jingdong book

服务力为王:卓越服务力理论与案例

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MBA商学院最青睐的企业晋级课程
政府公务员、外企白领、国企员工和民企员工的职场晋升宝典
麦肯锡、苹果、沃尔玛、大众、肯德基、海底捞……
全球500强都在运用的服务力提升法则!
知名企业提升服务力的90个真实案例!
将平庸企业提升为全球500强的黄金法则!

Content Description

该书立足于服务文化的视角,对服务力的价值、内涵外延和7个维度、13个着力点进行了科学的解析,对快乐服务、亲情服务、人性化服务、品牌服务和感动服务等服务创新热点从理论和实践的结合上进行了深入浅出的分享,是一部系统地阐述服务力的独创性专著。
全书选取服务文化创立发展20年以来的90个经典案例,立足于对中国消费市场独特性的深入洞察,既吸取全球500强企业的服务经验,更注意总结和提升本土企业的创新时间和服务亮点,案例涉及金融、保险、地产、汽车、通信、家电、餐饮、旅游、商贸等多个行业,客户类型涵盖政府机构、全球500强企业、国有企业、民营企业等多个领域,对各行各业从业者及服务专业研究者均具有较好的参考价值和借鉴意义。

Author Description

王春和,管理学博士、教授,教育部工商管理类专业教学指导委员会委员,全国高校商务管理研究会副会长,中国企业管理研究会常务理事,河北经贸大学工商管理学院院长,河北省冀商文化研究会副会长,河北省小微企业协会副会长,河北省技术经济与管理现代化研究会副理事长,河北省品牌战略促进会专家委员会副主任,河北省高等学校第一届管理学教学指导委员会委员兼秘书长。主要从事企业战略管理、中小企业管理、企业文化、品牌管理、服务营销等方向的教学和科研工作。在《管理世界》《光明日报》等报刊发表论文60余篇,主持和参与国家社科基金项目、河北省社科基金项目、河北省社科联项目16项。出版专著6部,其中《中国民营企业可持续发展研究》获河北省社科成果二等奖。

陈步峰,服务文化新科学的开创者、“青年文明号”的创建组织策划者、中国十大公关杰出人物、中国服务文化研究会会长、中国和学研究院副院长、中国酒店管理协会副会长、中国企业文化研究会研究员、中国服务文化网首席服务官,他所总结策划的服务创新经验曾在中南海做介绍并受到朱镕基同志接见。长期以来,聚焦于客户的挑战诉求,提供完美服务方案,点评提升推广百余个全国知名服务品牌和经典案例,指导推进文化型服务型幸福型企业建设;研发服务文化系列课程,发表466篇文章,独创12部专著,其中《服务文化决胜未来》《快乐服务的美德智慧》等被多家企业单位选作培训教材,先后荣获“中国企业文化贡献奖创新奖”和省市级社科优秀成果奖。


Catalogue

前言 打造卓越服务力,提升核心竞争力
服务力价值篇
第一章 打造卓越服务力,现代企业的智慧选择
一、服务经济——企业发展面临的新选择
二、服务制胜——这个时代的署名是“服务”
三、现代企业要着力提升文化服务贡献度
品牌案例:迪士尼——售卖欢乐和梦想的地方
四、实现价值尊严的第一能力——提升服务品质,给自己带来丰厚的回报
品牌案例:经营之神王永庆——做与赚钱无关的离奇事
经典案例:劳模中医赵振兴——开给病人的第二张药方
五、水涨船高的顾客需求是催生卓越服务力的源动力——马斯诺需求理论给我们的启示
品牌案例:沃尔玛——我不微笑,你退款
服务力概念篇
第二章 打造卓越服务力,创造顾客忠诚力
一、服务的内涵目的和要素本质
品牌案例:乘务长的魔棒——《红楼梦》
经典案例:文明服务培训班——服务讲尊重
二、服务力的概念——服务力是服务的能力、力度和影响力竞争力
品牌案例:海尔——请叫我“服务员”
三、卓越服务力的概念与维度
品牌案例:华为——眼睛盯着客户,屁股对着老板
服务力高度篇
第三章 观念力——观念突围天地宽,文化共鸣谋发展
一、观念革命比技术革命更重要,注入理念比注入资金更有效益
品牌案例:深圳——从小渔村到国际大都市
品牌案例:上海宝钢—— 一个跟头摔出的CS战略
二、观念突围、战胜自我,反思超越、顾客为是
品牌案例:海尔——观念文化力的“三部曲”
三、文化型、服务型、幸福型企业是最伟大的企业
品牌案例:难以置信——来了就不想走的“置信生活方式”
服务力温度篇
第四章 快乐力——阳光心态是智慧,共享乐福是美德
一、快乐服务的内涵和原则
经典案例:书店服务员——好顾客是哄出来的
二、快乐服务的八大特征
品牌案例:客户经理李彩霞——享受抱怨,别有洞天
经典案例:吴丽——会讲故事的售货员
经典案例:快递员老曹——快递大叔的快意人生
三、快乐服务的重要意义
品牌案例:威商银行——学习型快乐银行
四、快乐服务的十大智慧源泉
经典案例:少年皮尔——任何选择都是一种放弃
第五章 亲情力——情感共鸣客感动,以情动人心事成
一、亲情服务铸就营销神鹰——从乔?吉拉德的营销秘诀看亲情服务的魅力
经典案例:营销之神乔?吉拉德——汽车名人堂的唯一销售员
二、亲情服务的内涵与意义
经典案例:肯德基——始终围绕顾客转
三、亲情服务的十大着力点
品牌案例:寿险巨子沙维祺——巨额订单的秘密
四、爱心真诚为基础 ,“五大角色”生共鸣——进入状态演好角色
经典案例:米切尔服装店——水到渠成的亲情服务
经典案例:置信服务——“婚外情”和“全家福”
第六章 感动力——惊喜激动的感受,传奇的艺术故事
一、感动服务与顾客满意的内涵和外延
经典案例:卡内基母亲的椅子——年轻售货员的飞黄腾达
二、顾客满意和顾客忠诚的内涵、特征 ——顾客的忠诚率才是竞争力
品牌案例:达拉斯口袋男装公司——磁性服务
三、实施“感动服务”的目的在于创造顾客忠诚
经典案例:绅士风度——飞向老建筑的关心
四、创造顾客感动,赢得顾客忠诚的要素和途径
品牌案例:海尔——真诚到永远
品牌案例:锦江饭店——感动服务
五、创造感动的时机和步骤
品牌案例:青岛海景花园大酒店——让人眷恋的“亲情一家人”服务
服务力精度篇
第七章 用心力——执著追求服务业,全心专注做最好
一、只有用心,才能成就大事业
品牌案例:“汽车大王”福特——把汽车变为大众消费品
二、用心服务是全神贯注、尽善尽美的服务
品牌案例:黑松林粘合剂厂——“掉价”小公司的大订单
三、仁爱心:送人玫瑰,手有余香
品牌案例:吉田YYK拉链公司——爱的循环
四、感恩心:心存感激,成就事业
五、同理心:角色体验,顾客为是
品牌案例:瑞金医院——变换心境就等于变换生命
六、共赢心:成人达己 成己为人
品牌案例:某IT公司——“乞丐夫妇”的巨额订单
七、责任心:结果负责,尽善尽美
八、事业心:执著服务事业,享受乐业收获
经典案例:小职员阿基勃特——董事长的座上宾
第八章 精致力——精准求实求卓越,精益求精铸完美
一、规范标准是成功之道——细节决定成败
经典案例:马夫与国王—— 一个铁钉颠覆了一个国家
二、以平和的心态,把简单的小事做好
品牌案例:卑微的开始——细节铸就成功
三、换位思考,主动用心
经典案例:营销员乔?吉拉德——有酒吧的办公室
四、演好服务角色,当好文化使者
经典案例:小门卫和大专家——不要忽视臭皮匠的杀伤力
五、点滴之处显真情,细微之处见精神
经典案例:昂贵的小服务——农民老汉的8辆车订单
六、敬业专业乐业 用心呵护顾客
品牌案例:“家庭采购记”——小老板打过大商场
七、对技术精益求精,对服务精准求实
经典案例: 一字83万元——马虎带来的大教训
经典案例:加加林——太空第一人
经典案例:1滴焊接剂的发明——石油大王炼成记
八、要精细化数字化,不要想当然跟着感觉走
品牌案例:荣华鸡——败给肯德基的对手
服务力宽度篇
第九章、创新力——顾客难题创新题,“麻烦事”中挖商机
一、服务创新就是“生产”一项服务
品牌案例:柯达——走向破产的霸王
二、顾客难题创新题、“麻烦事”中挖商机
品牌案例:海尔——从洗衣机到“大地瓜”洗衣机
三、尊重服务科学,把握创新五趋势
品牌案例:上汽集团——让消费者享受更多幸福尊严
四、服务创新八层面,一个也不能少
品牌案例:三一重工——服务文化的成功范例
五、科学创建星级服务,着力提升服务品质
品牌案例:海尔空调——e网天下
服务力深度篇
第十章 人性力——专门为您量身做,个性服务人性化
一、个性化服务是一种量体裁衣式的主动服务方式
经典案例:被撕碎的支票——被弥合的遗憾
二、投其所好方便舒适 营造独特的文化情怀
品牌案例:高铁动车组——铁路服务的革命
三、人性化服务的九大要素特征——专门为您,因您而动
经典案例:李素丽——用心服务铸就“乘客之家”
四、让服务人性化,没有最好只有更好——“服务痴呆症”为何屡见不鲜?
经典案例:夏路列内衣公司——“席卷内衣业的一股旋风”
第十一章 品牌力——传奇的服务信仰,独特的艺术魅力
第十二章 沟通力:消误会,聚合正能量;求理解,和谐激活力
第十三章 团队力——提升服务合动力 服务链条高效转
服务力速度篇
第十四章 执行力——成果定义创价值,服务到底获忠诚
第十五章 反应力——迅速反应快行动,便捷服务速成功
第十六章 强化修炼练好内功,着力提升卓越服务力
后记
参考文献
附录 中国服务文化研究会的十大文化贡献

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