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全国英语等级考试三级备考资料阅读赏析三

Repeats Repeats Repeats
It takes a lot of investment in promotion,product design,operations,and lots of other stuff to attract and be ready to serve a new customer.Then,when you actually attract a new customer,you may have to educate him or her about your products,sales,and business policies.You may have to do a credit check,set up a new account for the new customer,create a new file with a new label just for that new customer,and gather lots of information about that customer in order to provide them with the service they expect.
Add up all that effort,and you can see that adding a new customer to your business can take quite an investment in time,money,and energy.Business experts who study this kind of thing figure that it costs something like five times more to serve a new customer than a repeat customer.
Here are two very important truths about why creating repeat customers through outstanding service is worth the trouble:
1.Repeat=Lower Expense
Most organizations spend much of their time and energy acquiring new customers.They advertise.Certainly,a business can grow by adding new customers.But it might be much more profitable by spending more energy encouraging existing customers to buy again and again.
Here’s why.Existing customers already know your company.They have an idea of what it stands for.They have sampled the quality of its merchandise.So it should cost far less-maybe even nothing-to encourage satisfied customers(you did satisfy them,didn’t you?)to return time and again.To attract great masses of the uninitiated to try your company for the first time costs far more.They don’t know about your business and they certainly don’t care about it.So in order to get their attention and motivate them to give you a try,you often need to buy ads,send countless mailings,offer steep discounts,and increase sales compensation.
Would you rather spend$10 on ads,mailings,special discounts and the like to attract a new customer for their first$50 purchase,or 50°E to mail a customized reminder letter to your repeat customer who may well make two or three additional$50 purchases with nothing more expensive than some heartfelt words of encouragement and appreciation?
2.Repeat=Revenue
Supposing a customer goes every morning to the same convenience store for a large coffee.He spends about a dollar on it.To the clerk completing the transaction on any given morning,this is a$1 customer.
But this same customer also makes a habit of returning at lunch and buying a prepared sandwich,a soda,and a snack for the afternoon,about a$6 transaction.Sometimes he brings his friends in the store and they each spend a few dollars for lunch,too.Then,on his way home at night,he often stops at the store for another cup of coffee and maybe picks up a half-gallon of milk.
So in an average week,this“$1 cop of coffee customer”actually spends somewhere around$30 to$50 in that convenience store,not to mention whatever his buddies spend on their lunches.So in an average year,this$1 transaction guy is actually visiting the store two or three times a day,about four days out of the week,and dropping upwards of$1,500 per year!Imagine if this same customer continues to return day after day,year after year for as long as he lives in the area(like 15 or 20 or more years),That$1 cup of coffee customer may be worth some 20 grand to that store.
If you owned that store,wouldn’t you want each of your employees to understand that each$1 customer could represent a whole lot more potential revenue?And wouldn’t you want to made sure that mo$1 customer,potentially worth 20 grand to you,was ever driven away forever by a sour cup of coffee or a sour employee?
And while the products and the numbers are different for your business,isn’t the principle of creating a repeat customer equally true and important for your business?
参考译文:
重复重复重复
在促销、产品设计、运营以及许多其他方面需要大量的投资来吸引并准备为新客户服务。然后,当你真正地吸引一个新客户时,你可能需要教育他或她关于你的产品、销售和商业政策。您可能必须进行信用检查,为新客户建立新帐户,为新客户创建带有新标签的新文件,并收集关于该客户的大量信息,以便向他们提供他们期望的服务。
把所有这些努力加起来,你就会看到,在你的业务中增加一个新客户需要花费大量的时间、金钱和精力。研究此类问题的商业专家估计,为新客户服务的成本是重复客户的五倍。
这里有两个很重要的真理,为什么通过出色的服务来创造重复的客户是值得的:
1、重复=更低的费用
大多数组织花费大量的时间和精力来获取新客户。他们做广告。当然,一个企业可以通过增加新客户来增长。但是,通过投入更多的精力鼓励现有客户一次又一次地购买,它可能更有利可图。
这就是原因。现有客户已经了解贵公司。他们知道它代表什么。他们已经对其商品质量进行了抽样调查。因此,鼓励满意的顾客(你确实使他们满意,不是吗?)一次又一次地返回。要吸引广大的初识者,尝试第一次尝试贵公司的成本要高得多。他们不知道你的生意,他们当然不在乎。因此,为了吸引他们的注意力并激励他们尝试一下,你经常需要购买广告、发送无数邮件、提供大幅折扣,以及增加销售补偿。
你宁愿花10美元在广告、邮件、特价折扣等上面,吸引新顾客购买第一批50美元,还是用50°E邮寄一封定制的提醒信给你的重复顾客,后者很可能会额外购买两三件50美元,而且价格不比一些高多少?鼓励和赞赏的话?
2、重复=收入
假设顾客每天早上去同一家便利店买大杯咖啡。他花了大约一美元在上面。对于任何一个上午完成交易的店员来说,这是一个1美元的客户。
但是这位顾客也养成午餐时回来买一个准备好的三明治、苏打水和下午小吃的习惯,大约6美元。有时他带他的朋友到商店,他们每人也花费几美元作为午餐。然后,在晚上回家的路上,他经常在商店停下来再喝一杯咖啡,也许还会买半加仑牛奶。
所以平均一周,这位“1美元一杯的咖啡顾客”在那家便利店里花了大约30到50美元,更不用说他的伙伴们午餐花了多少钱了。所以平均每年,这个1美元的交易员每天去商店两到三次,大约一周四天,每年下降到1500美元以上!想象一下,如果同一个顾客只要住在这个地区(比如15或20年或更长),年复一年地日复一日地返回,那么1美元一杯的咖啡顾客到那家商店可能值20英镑。
如果你拥有那家商店,难道你不希望你的每个员工都明白,每个1美元的顾客可以代表更多的潜在收入吗?难道你不想确定一个价值1美元的客户,对你来说可能价值20英镑,曾经被一杯酸咖啡或一个酸溜溜的员工永远赶走吗?
虽然产品和数字对于您的业务是不同的,但是创建重复客户的原则对于您的业务来说不是同样真实和重要吗?

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