The secret of emotional Marketing: such a service can touch consumers

Being hailed as the father of modern marketing, he put forward three stages of arguments for people's consumption behaviors, namely, the consumption stage of quantity, the consumption stage of quality, and the consumption stage of emotion. There are also many marketing experts in China who think that emotion is the link between customers and brands. Marketing should be carried out not only around products, but also around people's emotions, it is also pointed out that the whole process of product design, promotion, sales, and after-sales service should be "targeted ". Recently, I happened to see a blog post titled "personal experience: the huge contrast between after-sales services between China and the United States shocked me" by a netizen called "The Nile, as an outsider but a consumer, I was shocked and deeply touched. I still have to think about it. The first-person personal experience of the author is described as follows (a slight cut ).

Let's start with one of my cameras. In order to avoid the suspicion of advertising to manufacturers, I use a camera instead. I bought this camera in China and spent 4500 oceans two years ago. After about half a year, the camera's lens was often stuck. At that time, I was about to come to the United States in three days, and I had not tried the global warranty. Therefore, I felt that I had to repair it in China as much as possible, saving us no one to pay for it. First, I tried to call the after-sales service. After half an hour, someone finally got connected. Then I said that you must come to the after-sales service department in Chaoyang District and bring all the invoices or something. While I was living in Haidian District, taking a taxi to Chaoyang is a huge expense. But there is no way. It is said that this is one of the few maintenance points in Beijing. After I went there, the so-called expert left me for a long time, saying that I should fix it here. I will take it three days later. I said I won't be able to take it three days later, because I cannot miss the flight for this camera. The expert thought for a long time before saying, let's try it as much as possible.

The day before the plane took off, I finally waited for a call and said I could get it. I thought this service was really human. I didn't expect the camera to be stuck, and the expert looked very embarrassed. The subsequent explanation is as follows: "This cannot be a guarantee. We can detect it as a good one, but sometimes it does happen ." Fortunately, when the camera was turned on, I could not wait any longer, so I came to the United States with the camera "getting stuck at any time. After arriving in the United States, the camera was completely shelled for a day. After-sales service in the United States is called, the other party is very pleased, said, "What model, we will send you a box immediately, postage we have paid for you in advance ". The phone number is sent at that night, and the box is sent at the next day. I sent it as required. Two days later, the camera came back and packed it like the new one. This time I changed the shell, and the camera has never encountered any problems since then.

I began to become more timid when I tasted the sweetness of after-sales service in the United States. I bought a laptop in the United States, which is called B (from the mail address, it is produced in China, sent from Hong Kong ). This computer needs more than 20 thousand RMB in China. I spent 1000 USD, that is, 7500 RMB. As it was in urgent use, I paid more than $50 for 3 days and mailed it urgently. According to the agreed third business day, I did not receive a computer sent from Hong Kong and immediately called the company. As a result, early in the morning on the fourth business day, I received a computer that was postponed for half a day. At this time, I found that my account had an extra $50. because the goods were late for half a day, the expedited mail became free mail. In fact, this is not the fault of the manufacturer. It should be the responsibility of the express delivery company, but it has been taken down by the manufacturer.

This computer is good to use, but half a year later, that is, last week, there was a lot of noise, and the online search can be considered as "the hard disk is broken ". Call Company B at. The other party asked me to tell the serial number of the machine. Then, when I heard a bang, I immediately told me: "Don't worry, we will send you the new hard drive now, tomorrow morning ". This time is more concise, even the invoice is not required, because the machine serial number can be used to show when the product was sold. The next morning, we sent the new hard disk and recovery disk. The cost of this kind of express mail is very high, and the company does not have to pay a high price for the customer to mail it, so I was touched. There is another letter under the new hard drive: "Please don't forget to put the new hard drive in this box and send it back to us. The postage has been paid. Thank you ."

I immediately replaced the old hard disk according to the instructions and found that the noise was still very high. It turns out that the problem is not the hard disk, but the fan is broken. So I called again and said, "I'm sorry, I'm not a computer expert. I thought it was a hard disk. Actually, the hard disk is good. The fan is broken. Please, cloud ". There was no impatience over there and said no problem. "We could have sent you a new fan and then authorized you to switch on your computer, however, the fan of this type of computer is built in, so we suggest you send the computer to our service center in Tennessee for repair ". "But I am about to leave the United States for a long vacation. I am worried that I will leave without a computer. I cannot do many things without a computer !" "Sir, don't worry. We will handle it for you right away ." It was nine o'clock A.M. when I hung up the phone. At five o'clock P.M. that day, I received a box that had already paid for express connect. I immediately packed my computer and sent it to Tennessee. It was Monday, that is, December 10 in the United States. "It's almost Friday. After all, there is still a distance between Boston and Tennessee !" I comfort myself in this way.

The result was a miracle. On the morning of the next day after the computer was sent out, that is, at nine o'clock A.M. on Wednesday, I found that the computer was actually back, so the rapid service had to shock me, I even wondered if the post office gave me an unblocked response and returned it! I checked the mail process and found that the box arrived in Tennessee at nine o'clock A.M. on Tuesday. The maintenance staff rushed to repair the box and sent it back to me at on that day. The whole service and mailing time is only two days, and all of them are free of charge, and I can enjoy the service of this warranty period of 5 years ......

From the experience of the author, we can see that the after-sales service system in the United States is so developed and perfect that it is really enviable. The so-called emotional marketing has to do a lot of work, but the service is the closest to the consumer's mind. As long as the service work is done at home, the consumer is also a human in nature, and its emotions will naturally belong to it. Although China and the United States have different business environments due to different history of the market economy, we cannot expect that the after-sales service system in the United States will appear overnight in China, however, the general direction towards this goal is always correct. In addition to the development of the market economy, relevant national laws and policies should gradually shift to the consumer side to maintain a new balance point between protecting the interests of enterprises and consumers, in order to cultivate a developed service system, including after-sales services, the active efforts of various manufacturers in the market competition is also essential. Because the competition of modern enterprises is not only the competition of product quality, but also the competition of service quality. Service is business. This is why everyone understands but cannot do well. Now many people of insight are working hard for this purpose. If one day, when we see the above examples, we will not feel "shocked", but get used to it, it is not only the welfare of the majority of consumers, but also the happiness of the enterprise and the country!