Abstract摘要
66Speak是宁波电子商务公司的子公司，该公司从2014年12月开始技术上起步。在过去的三个月里，不到学生来申请续期。与今年8月该公司的销售增长率相比，九月的增长率下降了25%。针对这种情况，笔者通过对47份调查问卷的分析，进行了问卷调查，发现66Speak在三个方面存在以下主要问题。首先，66位演讲者开设的培训课程不能满足顾客的个性化需求；第二，66位演讲者不能有效地发现和鼓励学生的个性化需求；第三，66位演讲者管理不能提高消费者的满意度。针对上述问题，作者提出了个性化服务策略，包括开设个性化课程、提供个性化学习职业生涯管理、改革公司绩效考核制度、加强与学生沟通、加强合作学习等。与家长沟通，制定有针对性的促销措施，建立CEM制度，优化组织结构。66Speak is a subsidiary of Ningbo E-Commerce Company which has technically started in December 2014. In the past three months, less than ½ students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. Aiming at this situation, the author conducted a questionnaire survey through analyzing 47 copies of questionnaire to find that 66Speak has the following main problem in three aspects. Firstly, the training courses set up by 66speaker fails to meet the customer's individual needs; second, 66Speaker fails to effectively find and encourage students’ individual needs; thirdly, 66Speaker management is unable to improve consumer satisfaction. To solve the above-mentioned problems, the author proposes a personalized service strategy, including providing individualized courses, providing personalized learning career management, reforming the company's performance appraisal system, improving communication with students and strengthening communication with parents, as well as designing targeted promotions measures, CEM system and optimization of organizational structure.
Keywords: 66Speak; customer churn rate; personalized service strategy; customer satisfaction; customer demand
Table of Contents 目录
1.0 Introduction...........................................................................................................................4
2.0 Company information and problems....................................................................................6
2.1 Company information.....................................................................................................6
2.2 Questionnaire results......................................................................................................6
2.3 Problems.......................................................................................................................10
3.0 Personalized service strategy..............................................................................................12
3.1 Adjust training courses.................................................................................................12
3.2 Adjust training methods................................................................................................13
3.3 Provide good learning career management...................................................................14
3.4 Improve management...................................................................................................16
4.0 66Speak personalized service program implementation costs and evaluation scheme procedures.................................................................................................................................28
4.1 Costs.............................................................................................................................28
4.2 Evaluation scheme........................................................................................................28
4.3 Implementation procedures..........................................................................................30
5.0 Conclusion..........................................................................................................................32
References.................................................................................................................................34
1.0 Introduction介绍
