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【外贸英语】如何良好的建立客户关系发布时间 :2023/02/17 10:46:39    阅读次数::295     专题 :新闻动态
Long-lasting customer relationships, which stems from making customers feel valued and important, are extremely profitable. Satisfying and retaining your customer base ensures strong revenue and profit streams in the future. Word of mouth is also a powerful force, and loyal customers will recommend you to others. Improve and maintain your customer relationships by providing excellent service, staying in contact and building customer relationships.



让顾客感到自己受到了重视从而建立持久的客户关系,能为你带来丰厚的回报。让顾客满意并维持好客户基数能为将来的收入和利润提供重要的保障。口碑也是一个杀手锏,忠诚的顾客会向其他人推荐你。所以你需要通过提供优质的服务、持续的客户沟通及建立良好的客户关系来改善和维持客户关系。



Method One

方法一



1. Providing an Excellent Customer Experience

1. 提供优质的客户体验



Keep the focus on quality. The best way to earn loyal customers and business is to offer a higher quality product or service than your competitors. Other strategies are simply there to retain customers already impressed by your product quality. Refine your offerings constantly, making sure that they are as close to perfect as possible. Focusing on quality will lead to more recommendations, repeat sales and brand loyalty than any other strategy. Accordingly, make sure to work on this aspect of customer retention first.



重视产品和服务质量。赢得忠诚的顾客和订单的最佳方式就是提供比竞争对手更加优质的产品质量和服务。其他的策略只是帮助维持已经被产品和服务吸引的现有客户。要不断改善服务,确保它们总在向完美靠近。专注于产品的质量会比其他策略为你带来更多的老客户推荐、回购以及品牌忠诚度。所以,一定要在维护老客户方面进行努力。





2. 让良好的客户体验感持续以下。

2. Make your customer experience consistent.



Even the highest-quality service or product won't lead to high sales if only a couple of customers actually receive that level of quality. Consistency is the key to building a reputation for quality and dependability that will lead to customer loyalty. Make efforts to ensure that every point of contact with your customers, from in-store interactions to online responses, represents your brand and the level of quality you seek to provide. This also applies to products, which might require excessive testing or quality control to ensure consistency.



即使是最优质的服务品质,如果仅有几个客户获得了这种级别的服务品质,也不会带来高销售额。始终如一的高品质服务和产品是带来良好声誉和客户忠诚度的关键所在。不论在店内销售还是在线答疑,每次接触客户时的表现都代表你所追求的品牌价值和服务水准。对于需要进行大量测试或者质量管控才能维持一贯水准的产品来说,这点同样适用。



Train your staff as intensively as is required to reach a consistent level of quality.



尽可能的去培训你的员工直到能够达到保持产品服务质量始终一致的水准。



The cost of consistency may sometimes be high, but customers are often willing to pay more if they know they're getting a great product.



维持产品质量的高水平,可能会造成较大的成本,但是当客户知道他们获得的是优秀的产品和服务时,他们情愿支付更高的费用。





3. Provide great customer service.

3. 提供优质的客户服务。



In addition to providing great service before the customer makes a purchase, you must also provide great support after it. Bad support can lose you customers and create bad press for your business. To avoid this, make sure to provide truly helpful, personalized support to customers. Doing so usually involves having actual support staff on hand (or outsourced to a customer service firm) that can provide live support over the phone or online.



除了在客户购买之前为他们提供优质的服务之外,还要在他们购买之后提供良好的售后服务。不良的售后服务会让你失去客户并对生意造成较坏的影响。为了避免这种情况发生,一定要确保为客户提供真正有价值的个性化的支持。要做到这些通常意味着要招聘真正专职做售后的员工(或者外包给一些客户服务公司),这些员工可以为顾客提供电话或网络在线支持。



Allow for feedback on customer service so that you can make improvements where necessary.



允许顾客就售后服务提供反馈意见,这样就能够在必要的时候帮助改善自己的服务。





4. Show honesty.

4.讲究诚信。



Customers never want to feel as though they've been cheated or swindled. Keep your policies honest and simple to avoid confusion. For example, be clear about return policies to prevent angry rants about refunds. Neither your marketing materials nor your employees should make any false promises about your product or service. When needed, accept responsibility for a failure or misstep. Showing honesty over time and throughout your organization can help build customer trust.



顾客永远也不希望感觉自己上当受骗。让你的政策要讲究诚信和简单的原则来避免顾客不必要的困惑,比如要明确退换货政策,避免不必要的争吵。不论是产品推广资料还是公司员工都不能向客户做关于产品和服务的不真实承诺。万一不幸发生这样的事,一定要敢于承担自己的错误和失误造成的责任。长期并且贯穿整个公司的诚信原则能够帮助你建立客户信任度。





5.Keep track of tasks and appointments.

5. 跟踪记录业务情况和客户预约信息。



A task management system is another useful tool for nurturing relationships. Having an online list of tasks to complete for each customer helps you meet their expectations and prevents you from missing important deadlines. When your box of candles arrives at their store on the exact day requested, you’ve created a “moment of magic” for that customer. The same goes for meetings: a task manager can remind you of meetings to ensure that you won’t miss any appointments, which would damage your credibility.



任务管理系统是另一个能够帮助你培养客户关系的有利工具。为每个客户制作一份在线业务清单能够帮助你达到客户预期并防止错过重要的截止日期。当你的盒装蜡烛在指定的准确日期到达客户的店面时你已经为客户创造了一个神奇时刻。业务清单同样适用于会议: 任务管理器会提醒你会议时间来确保不错过任何预约,错过预约会让你的诚信度遭到破坏。



Stay organized with your project or customer information too. You don't want to lose points because you lost track of crucial order or contact information.



清晰了解公司项目和客户信息。你不想因为找不到重要的客户订单信息或者联系方式而失分。



Method Two 

方法二



Staying In Contact With Customers



保持客户联络。



1. Stay in communication. 

1. 保持沟通。



Regular communication is crucial to developing any relationship, whether business or personal. But how do you know when to follow-up by phone, email, or in person? And how often? A customer relationship management (CRM) program can show you at a glance how long it has been since your last interaction with a client. That way, you’ll know if it’s time to reach out to them again. Proactive communication tells the customer that you are genuinely interested in his or her business; it also shows that you are on top of your game.



定期的沟通,对于发展任何关系来说都是至关重要的,无论工作关系还是私人关系。但是怎么才能知道什么时间适合通过电话、邮件或者亲自和客户联络呢?多久联络一次呢?客户关系管理系统能够让你一眼看出距离和客户上次联系的时间已经多久了。这样的话你就会知道是否应该再次去联系他们。积极主动地与客户沟通能够让客户体会到你真的非常重视与他的合作,也表明一切尽在你的掌控之中。





2. Impress with attention to detail.

2. 通过细节加深客户对公司的印象。



Keeping notes on each interaction you have with your customers pays off in spades. Knowing what you last discussed, what they recently ordered, or their general preferences (before each new phone call, email, or meeting) lets you wow your customer with how well-informed you are. Customers will notice and appreciate your professionalism.



充分记录和客户的每一次互动能够为你带来丰厚的回报。每一次电话、邮件或者当面沟通之前先了解清楚你们上一次的谈话内容、客户上次的订货清单以及他们的偏好,这些能够让客户对你的专业度感到吃惊。客户会留意到并且欣赏你的专业度。



Attention to detail can also be expressed in hand-made details, like careful product packaging or personally-crafted instructions, for example.



对细节的重视也可以通过一些手制的物品来表达,比如精心包装的产品或者亲手制作的客户注意事项卡。



Providing excellent attention to detail is one way to create reciprocity in your interactions with customers. Customers will see the care that went into your communication or product and feel obligated to leave a good review or tell their friends about it.



对细节的关注是创造与客户之间互惠互利的一种方式。客户从你的沟通和产品中能够感觉到你的诚意并感觉自己有责任为你树立好的口碑并将之推荐给朋友。





3. 个性化的沟通。

3. Personalize communication.



Another way to make customers feel important is to reference things they’ve said or requested in the past. Periodically reviewing your correspondence will remind you of specific details that they’ve mentioned (whether business-related or not). The more you personalize the business you do with each client, the more loyal clients will become. It could be something as simple as their love of mocha frappuccinos, their birthday, or another personal detail that you remember that makes you outshine your competition.



另一种让客户感觉到自己受重视的方式就是参考他们以前说过的话或者提过的要求。定期的浏览一下双方的沟通记录能够让你关注一些他们曾经提到过的特别的细节(无论工作关系还是其他关系都是如此)。越是为客户提供个性化的服务,顾客忠诚度越高。这可以很简单,简单到他们喜爱的抹茶法布奇诺、他们的生日、或者一些其他私人化的信息,记住了这些细节性的东西能够帮助你在其他的竞争对手中脱颖而出。



Even the smallest personal touch, like offering mints to restaurant customers at the end of a meal, can make a huge difference in customer satisfaction.



即使是最小的个性化服务,比如餐厅在客人用餐之后为他们提供薄荷糖,也能够让你的客户满意度骤升。



Make your appreciation known. 



让客户知道你对他们的感恩。



Everyone loves to hear “thank you,” so why not have a customer appreciation event to make your company stand out. Invite your best customers over for coffee and pastries, or throw a big BBQ. Doing so gives you a chance to show your appreciation, and will further cement your relationship with your customers.



每个人都喜欢听谢谢,所以为什么不做一场客户答谢活动来让你的公司脱颖而出呢,邀请你最好的顾客来喝咖啡、参加party或者办一场烧烤活动。这么做能够给你一个机会来表达对客户的感谢,并且能够进一步加深与客户的关系。



Method Three

方法三





Building Customer Relationships.

建立客户关系。



1. Create a loyalty program.

1 . 制定一项忠诚度计划。



Everyone likes feeling important, so try making a loyalty or VIP program for your best customers. For example, you can offer a discount on purchases, faster shipping, or a free item after a certain number of similar purchases to customers with a special card. Refer to these customers as "VIPs" or "members" to increase their mental connection to your business. You might also include these members in special events like private sales or customer celebrations.



每个人都希望自己受到重视,所以试着为你最忠诚的客户提供一份忠诚度或者VIP计划。例如你可以在客户进行了几次类似的采购之后向他们提供一张会员卡来授予他们折扣、更快的送货服务或者免费的礼品。把这些客户纳为VIP或者会员来增加他们心理上对你公司的忠诚度。在公司做活动的时候也可以考虑到这些会员,比如私人促销或者顾客庆祝活动。





2. Educate your customers.

2. 教育你的顾客。



Education is the key to selling and can be a creative way to deepen relationships with customers. Think about what knowledge you have that your clients may appreciate. If you carve fishing lures, would your store-owning customers be interested in attending a lure-making demonstration? If you know a lot about local plants, would your landscaping customers be interested in following you on a tour of local plants at a nursery or garden? Try putting on your own mini-seminar.



教育对销售而言至关重要,而且是加深你与客户关系的一个创造性方式。仔细想想哪些知识是你拥有而客户也想知道的东西。如果你会雕刻鱼饵,那么你那些拥有店铺的顾客会不会对参加一场鱼饵制作展示活动感兴趣。如果你非常了解本地的植物,那么那些从事旅游业的客户会不会有兴趣跟随你来一场本地温室或者公园的植物之旅。试着举办你自己的小型研讨会。



Work to become a trusted source of information for your customers. Make sure to keep them up on the newest products or technologies in your industry.



努力成为客户的一个有效信息来源渠道。确保让客户了解你们行业最新的产品或者科技。





3. Accept feedback.

3. 接受客户反馈。



Customer feedback is key to avoiding losing customers and gives you an opportunity to improve your service and products. Start by asking your employees to report any frequent feedback they receive from customers. Separate this feedback into problems and then work to resolve them. Track feedback for these problems again to see if your solutions are working.



客户反馈是避免客户流失以及提高服务和产品质量的机会。从询问你的员工他们所得的客户反馈开始着手。把这些反馈归纳为亟待解决的问题然后想办法解决它们。继续跟踪客户对于解决方案的反馈来了解是否你的解决方案有效。



Additionally, ask customers to complete a short survey after a purchase. This can allow them to give suggestions or rate the different aspects of your business.



除此之外,还可以让客户在订货之后填写一些简短的调查问卷。这些能够为他们提供一个反馈意见的渠道以及对公司各方面情况做一个评估。



You can then use this information to improve your operations.



你也可以通过这些信息来改善经营。





4. Interact with customers online. 

4. 在线与客户进行互动。



Create accounts for your business on social media platforms like Facebook, LinkedIn, Twitter, and Instagram if you have not done so already. Fill in each profile with all of the important information about your business such as your location, hours and primary offerings. Link to these profiles in communications and on your website. Then use the profiles to post content relevant to your customers and interact with them by responding to comments and complaints.



如果你还没有这么做的话,建议在一些社交媒体平台建立公司账号,例如 facebook, LinkedIn, Twitter 和 Instagram。填写关于公司的所有重要相关信息,例如公司地址、营业时间和一些重要的产品服务信息。与客户沟通的时候将这些社交媒体的链接发给他们,并将链接发布到公司网站。用这些社交媒体来发布一些与客户相关的内容,并且通过对客户评论的回复和对投诉的反馈来与客户互动。



If you don't know what type of content to post on your pages, try detailing a new offering of yours, posting a positive review of your business or product, or linking to key industry news.



如果你不知道要发布什么内容在主页上,可以试着去描述公司提供的新产品或服务。发布一些关于产品和服务的正面积极的评价或者链接到一些重要的行业新闻。



You can also include customers in your content, like by reposting customer-submitted pictures of your product in use, for example.



你也可以在发布内容里面加入一些客户相关的内容,例如转发客户上传的产品照片。





5. Send special deals to existing customers. 

5. 为现有客户提供优惠活动信息。



Send customers on your email list a coupon for a discount or a free trial of your product or service. This will allow your customers to experience other offerings that they didn't try the first time. This is also effective for new services or products as a way to build interest in them. You may need to offer the new product or service for free or at a reduced cost, but hopefully the customers will like the offering enough to keep using it at the regular rate and recommend it to their friends.



通过邮件向客户发送产品礼券、折扣券或者一些产品服务的试用信息。这样能够为客户提供一些他们之前没有尝试过的产品和服务。这种方式也可以在发布一些新产品或服务时建立客户兴趣。或许新产品或服务要免费或者以低价出售,但是可以期盼顾客在尝试之后能够喜欢这些新品并且愿意以正常价格购买和推荐给他们的朋友。