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李晓宁:唯一的创新就是随顾客而变

2017-07-12 18:03:55   

正是把“时间”这个维度加入进来,纳入顾客的成本考量,李晓宁倒推了秀域的医疗设备美容化、美容设备工业化。

业内也有企业用部分设备,但都是高端服务,意味着收取高价。李晓宁一句话戳破这个伪逻辑,“如果你是顾客,同样的项目,一个见效慢一个见效快,你会选择哪一个?”

高科技设备对美容效果的提升是指数级的。以前一台医疗设备动辄几万元甚至几十万元,拥有上千家门店的秀域通过大规模采购量产,极大降低生产成本,最终让顾客享受到超高性价比的服务。

以点阵波为例,25分钟的治疗相当于一个10年左右的技师两个小时的治疗效果,而且比手工更便宜——你是顾客,你会选择哪一个?

随顾客而变是唯一天条

对企业来说,管理理论层出不穷,核心只有一点,你的顾客是谁,什么样的产品或服务是他们真正需要的。

比如美团做打车,王兴的逻辑是基于用户需求,用户去餐厅需要出行,现有网约车不能完全满足用户需求。以这个逻辑看Uber,Uber全球有超过20%的订单是外卖。

而在李晓宁的逻辑里,企业从来没有创新,随顾客而变,是唯一天条。

秀域为什么做星级评价?李晓宁的思考出发点从始至终没变过:我如何知道顾客对服务的满意度?

最早的时候,李晓宁申请了95026客服电话,贴在每个门店前台醒目处。别人家的客服部都是做销售,当时秀域客服部壮大到200多人,专注认真做客服,不仅接电话,更重要的是下店抽检。后来信息化系统上线,客服部整个裁撤掉,怎么办?上线评价系统。

至于评价系统怎么做,这只是目标确定之后的方法问题。

顾客会因为什么而变化?在李晓宁看来,第一,经济条件变化;第二,技术发展变化;第三,其他行业的变化。换句话说,顾客是整个社会教育的。

“你所在的行业可能变化不大,但是客户在其他行业习惯了更好的服务体验,那么她会回过头来要求你,即便你所在的行业和那些进步很快的行业风马牛不相及。但商业社会是一个大系统。”

所以当机立断,淘宝怎么设置评价,你们就去研究,只改一个,“我们这行业我太了解了。‘姐姐,你给我打个高分嘛,’如果像淘宝和滴滴一样即时推送评价系统,员工一定会守着顾客打分,甚至亲自帮顾客打分。顾客好意思当面打低分吗?下次还来不来?还要不要这个员工服务?”

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