elephone calls to alert customers of potential trouble spots. Gronroos (1997, P 327) refers to the foregoing as one of the prime objectives of relationship management, which he stated is “To establish, maintain and enhance relationships with customers… by mutual exchange and fulfilment of promises.”
前面的内容清楚地指出了“关系”在客户关系管理过程中的重要性，以及在倾听、看到和期待客户需求时的人际互动、反应和预期。上述情况对大众汽车很有帮助，因为它在新的装配厂投产新车型时，利用了正确的问题预测模型，跟踪了最初的客户投诉，并通过信件和客户关系电话等预先沟通来阻止这些投诉，以提醒客户潜在的问题斑点。Gronroos将上述内容称为关系管理的主要目标之一，他表示：“通过相互交流和履行承诺，建立、维护和加强与客户的关系。”
Suggestions to Volkswagen, in addition to those already indicated, included the understanding that Customer Relationship Management is a proactive tool that focuses on customer retention (Little et al, 2003, P 26). The heart of the process is what Peppers et al (1995, P 48) refer to as a “…one-to-one…” marketing process whereby customers are treated as individuals which thus provides the company the opportunity to develop a relationship with them.
除了已经指出的建议外，对大众汽车的建议还包括理解客户关系管理是一种积极主动的工具，专注于留住客户）。该过程的核心是Peppers等人所称的“一对一”营销过程，即将客户视为个人，从而为公司提供与他们发展关系的机会。
The example of Mr. Smith is a singular, yet potentially universal customer encounter in that the aspects of the complaints or service requests will change, but certainly not the underlying principles. Volkswagen’s poor quality showing in 2000 as reported by J.D. Power’s ratings should have been forecast through advance vehicle testing sessions as well as having the appropriate customer relationship contact reviews and correlations in place to see a pattern developing. In making recommendations to the company, attention was called to the following:
史密斯先生的例子是一个独特但潜在的普遍客户体验，因为投诉或服务请求的各个方面都会改变，但基本原则肯定不会改变。正如J.D.Power的评级所报告的那样，大众汽车在2000年的糟糕质量表现本应通过提前的车辆测试会议以及适当的客户关系联系审查和相关性来预测，以观察模式的发展。在向该公司提出建议时，提请注意以下事项：
Model Forecasting 模型预测
This aspect entails correlating the potential for part problems based upon the newness of introduction, as well as results encountered in vehicles test sessions. Where a part indicates the propensity for a higher than acceptable norm, it should be brought to the attention of the engineering as well as Customer Relationship Department and procedures developed to either head off the problem or have set procedures in place for calls and complaints
这一方面需要根据引入的新颖性以及车辆测试过程中遇到的结果，将潜在的零件问题关联起来。如果某个零件显示出高于可接受标准的倾向，则应提请工程部和客户关系部注意，并制定程序以避免出现问题或为电话和投诉制定程序
Alternative Strategies 替代策略
While there are set procedures as well as warranty and other guidelines in place, there will be instances whereby some customers will take exception to aspects they should have known, or that were clearly stated in literature and other materials. In these instances exception resolution could be employed to make allowances for those customers while the stated points are gently pointed out for future reference and knowledge. The foregoing can apply to warranty and other coverage’s
虽然有既定的程序以及保修和其他指南，但在某些情况下，一些客户会对他们本应了解的方面或文献和其他材料中明确说明的方面表示异议。在这些情况下，可以采用例外解决方案来照顾这些客户，同时温和地指出所述要点，以供未来参考和了解。上述规定适用于保修和其他保险
Advance Resolution 预先解决方案
The Internet provides a perfect means to inform as well as advise customers regarding aspects of their vehicle maintenance as well as warranty coverage’s. The tool can also be utilized to interface with an interactive web site that permits them to click on or scroll across areas rather than the traditional F&Q format that few people read or engage in. The utilization of an interactive tool will be more entertaining as well as informative and useful
互联网提供了一种完美的方式来告知和建议客户有关车辆维护和保修范围的各个方面。该工具还可以用于与交互式网站交互，允许他们点击或滚动各个区域，而不是很少有人阅读或参与的传统问答格式。使用交互式工具将更具娱乐性、信息性和实用性
Road Side Assistance 路边救援
If economically feasible, this feature should be clearly pointed out as an option or made an integral part of the vehicle warranty, with the terms of loaner and other aspects clearly presented. It should be noted that this provision presently exists in Volkswagen warranty coverage’s included as standard, with the loaner provision based upon customer inconvenience.
如果在经济上可行，应明确指出这一功能作为一种选择，或将其作为车辆保修的一个组
