Keyword: customer satisfaction service math word-of-mouth and strength to fundamentally change business math mode.
If the word-of-mouth influence and effect into consideration, that seems to be generating profits and profitable things may not be for the benefit of the enterprise. Those seemingly wise idea tends to be very stupid idea. Unfortunately, many businesses do not understand this point, because the traditional financial report does not have the effect of Word of mouth and the role of the explanation and instructions.
Once you understand the mathematical problems, you'll find that if you treat the customer, you will get a good return.
Las Vegas in the United States, there is a large hotel, guests if you use the hotel's gym, extra charge per day us $ royalties 27. Surrounding the hotel is charging, and the hotel of such additional charges just make people feel insulted and injuries suffered. When people return home, you think they would say something to a friend? "they would say" in the hotel Hall, there is a volume of 20 000 gallon aquarium "? as a general rule, they could not say so. They will say: "good, but you live in, they want from you squeeze every penny. "In the hotel's swimming pool swimming, swimming laps they will also ask you for $ 20. Parents are to their children spend this money, and they cry crying face he grinned, they did not understand the father is not willing to be they tried to do so. Parents on this heart, go out, they are not likely to say good things about it.
In addition, over the years, the hotel has received guests telephone charges, which makes it funny. In contrast to the past, now is that all the hotel have to be online to accept guest reviews. Comments blink is overwhelming, and these comments are. In contrast to the past is that we can put these exasperating experience taught hundreds of thousands and we like. Specifically, this negative word-of-mouth, shortly for enterprises to earn some money, but eventually it will hurt the company's business development.
In some places, the accounting side take bookkeeping single, said: "well, 300 people a day, 27 dollars per person, so that one day is $ 8 a year, the net profit of nearly $ 3 million. "The problem is that people seem to only see the invoice number on the surface, without noting the problems outside of your Bill, that is, the Bill did not show that accommodation of guests every day, how many people feel the excitement and harm. Traditional cost accounting account does not have a record number of customers have betrayed enterprises, they decided to never visit the hotel, there is no record of these guests how many Exchange with them that make unpleasant experience. I dare say that their customer loyalty and room revenue loss is far better than they get in the gym fees.
Once there was a most famous reputation message, the message subject is "the worst of your hotel," the message is written by two merchants. One night, when they arrived at the Doubletree Hotel, we found a room reservation in advance have been sold to other guests. Disappointed that they are sitting in the Hall, make a copy of the slides, use the sharp language, witty sentence, record the disappointing experiences. In the past few years, millions of people forwarded the message later, Doubletree Hotel while making apologies for this, however, has already suffered losses.
Three math problems
Recently, when it comes to measuring results, all marketers are confused, headache, let's do some numbers (in fact, these are some of the problems experienced).
Question 1. We have just spent 100 million, an engine search advertising. When we click on the search results are normal, find our ads next to three competitors ' advertising. In addition, articles 2 and 7 search results come from a place full of grievances of the customer's website, he wrote the title "your brand is too annoying."
Our search advertising campaign costs? we waste money? how many business because of the bad reputation of our clients to the competitors? how many people click through these negative reports?
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