How to Transform Customer Complanits into Opportunity?A Case of Traditional Commercial Bank
| Autor: | CHEN, CHUN- HSIUNG, 陳俊雄 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Greater bank information disclosure enhances bank competition. The competitive nature of the financial services market has provided customers with multiple offers and led to a customer-oriented era. Therefore customers become one of the most valuable bank assets. According to statistics, only about 4% of dissatisfied customers would complain. The rest 96% of customers who have unresolved issues do not complain but are likely to go to the competitor directly. The sad fact is that most organizations are not even aware of the issues that cause severe long term damages. Only about 4% of dissatisfied customers would complain, which normally reveals only the ‘tip of the iceberg’. Initiating Service recovery for Service failure by taking immediate measures to make up for poor services would increase customer satisfaction and enhance loyalty. Successful Service recovery could approximately “fix” 30% of broken customer relationship. In addition to the above method to repair customer relationship, offering better financial products and services to satisfy the rest 70% of the Silent dissatisfied customers, and moreover, to explore better ways to get the opinions out of these Silent customers would be the most important research subject. By handling and analyzing Customer Complaint, be aware that complaints are a top priority item for your operation. The very first step is to prevent and reduce complaints, secondly take proper steps to deal with complaints to finally strategically transform complaints into opportunities. Golden rules of complaints handling is that be aware of the phrase “ The customer is always right.” Never hide your head in the sand to ignore complaints. Truly listen to your customers, understand their need, echo the key issue back to them, and most important to empathy with them and put yourself in their shoes so that customer recognition is earned since there’s no right answer to dealing with complaints. Eventually dissatisfied customers can be transformed into devoted ones. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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