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理解客户需求英语English:Understanding customer needs is a crucial aspect of running a successful business. It requires actively listening to customers, asking the right questions, and observing their behavior to gain insightsinto what they truly want and need. This process involves more than just fulfilling the basic requirements of the customer; it also involves anticipating their future needs and providing solutions that exceed their expectations. By understanding and meeting customer needs, businesses can build strong customer relationships, foster loyalty,and differentiate themselves in a competitive market. Additionally, understanding customer needs allows businesses to tailor their products or services to better suit their target audience, ultimately leading to increased customer satisfaction and profitability.中文翻译:理解客户需求是成功经营业务的一个重要方面。
Huawei Technologies Co. Ltd.A study on Huawei Customers' Wants & NeedsREPORTJune 29, 2000Huawei / IBM ConfidentialThis report was produced by IBM Consulting GroupThis report was produced by IBM Consulting GroupIn order to obtain a COMPLETE VIEW of what important improvements are needed in the total supply chain, it is crucial to include the view of the customersWe want to find out Huawei customers perceptions on:1.desired wants and needs - from the stage of evaluating to buy a telecommunication network product to the final stage of using that product2.Huawei performance in these areas3.Best of Breed competitor performance in these areasThe ISC project took 2 approaches:1.Looking from within, through the eyes of the consultants and the from internal Huawei's staff observation2.Looking from without, through the eyes of the customers, who are the final decision makers of Huawei's successThis report was produced by IBM Consulting GroupOver 3 elapse months (March to June), we have reached a total of 46 customers* through 16 interviews and a mail survey with a result of 30 responsesMay 22 - June 26Note: see appendix for details of the interviewed and surveyed customersGuangdongBeijingShanghaiShandongShaanxiHong Konghigh maturity medium maturity low maturitymaturity level in purchasing 16 customers were selected by Marketing from 3 major cities and 3 provinces to be interviewedNote: Maturity classification is determined by experience in Marketing and Technical Support functionsThis report was produced by IBM Consulting GroupFrom the interviews, we learnt of the customers' wants and needs in their key interactions with a network equipment vendor - from the buying to the usage processesKey customer interactions classificationThis report was produced by IBM Consulting GroupFor the Buying Experience, customers value a reliable and competent sales force who can deliver a comprehensive and highly professional proposal on their recommendationFrequency mentionedNote: see appendix for further elaboration of the customer requirementsThis report was produced by IBM Consulting GroupFor the Contract Delivery Experience, customers want no surprisesof any sort0 1 2 3 4 5 6 7 8Frequency mentionedThis report was produced by IBM Consulting GroupCustomers wish to see consistency of installation quality in terms of attention to details by an equally competent project team from beginning to end of the installation cycleThis report was produced by IBM Consulting GroupFor the Product Usage Experience, customers desire preventive maintenance and speedy repair service with accurate duration estimation0 1 2 3 4 5Frequency mentionedCustomers expect Huawei to be well coordinated from sales to technical support, and be knowledgeable about the customers background and installation details0 1 2 3 4 5 6 7 8customer requirementsThis report was produced by IBM Consulting GroupCustomers have cited a lot of areas, mostly in the supporting aspects, for Huawei products to improve on. The details werepassed to IPD project team for their reference and consideration0 1 2 3 4Frequency mentionedThis report was produced by IBM Consulting GroupHuawei seems to perform generally better than its top competitors, except in 'Product installation'5 5.56 6.577.588.5Data Source: from 11 domestic customers and 2 HK customersOverall Performance ComparisonThis report was produced by IBM Consulting GroupHowever, the 2 HK customers find Huawei consistently worse off than its top competitors, this contradicts directly to the view ofHuawei's domestic customersevaluateproposalsupportevaluateproposalPerformance comparison(by the 2 HK customers)Performance comparison(by the 11 domestic customers)In fact, having much more international experience, the 2 Hong Kong customers hold a more critical view on Huawei's performance than the other domestic customersHuawei's Performance Ratingevaluate10JiangsuLiaoningTianjinYunnan HainanJiangxiZhejiangShandongNeimengguShaanxiThe importance of the requirements gathered from the interviews were verified by a survey of which 30 customer* responses were received from 13 provinceshigh maturity medium maturity low maturitymaturity level in purchasing Note: Maturity classification is determined by experience in Marketing and Technical Support functions* The survey was issued under the IBM's nameThis report was produced by IBM Consulting GroupFrom the survey results, it indicates "Ongoing technical support" as one of the top reasons customers buy from Huawei, and there seems to be no major deviations due to the level of customer maturity00.10.20.30.4This report was produced by IBM Consulting Group1. Evaluate2. Proposal3. Delivery4. Installation5. Support6. PeopleCategories246810R a t i n g sImportance HuaweiPerformancePerceived Importance of the Wants & Needs within the Six Categories& Huawei PerformanceThe survey results also indicate that Huawei needs to pay more attention in the wants and needs for Proposal and Ongoing Technical SupportRelatively low performanceThis report was produced by IBM Consulting GroupFor the Buying Experience, respondents want Huawei to do better in price competitiveness and be more detail in customer's total network considerations678910Importance6.577.588.5P e r f o r m a n ceCR1-1CR1-2CR1-3CR1-4CR1-5CR1-6CR1-7CR1-8CR1-9CR2-1CR2-2CR2-3CR2-4CR2-5CR2-6CR2-7CR2-8CR2-9CR2-10CR2-11Customer requirements for the Buying ExperienceThis report was produced by IBM Consulting GroupFor the Contract Delivery Experience, respondents believe Huawei should put more focus in the installation team, and enhance the training offeringsP e r f o r m a n c eThis report was produced by IBM Consulting GroupFor the Product Usage Experience, respondents express the wish for a matured ongoing technical service offerings from Huawei, particularly in spare parts strategyThis report was produced by IBM Consulting GroupThe survey results indicate that Huawei must first pay closest attention to monitor on those areas that if not done well could drive customers away, no matter what maturity level they are in 77.588.599.510Importance ---------------------------->66.577.588.59P e r f o r m a n c e ---------------------------->CR1-1 Selling Commitment meets ActualCR1-4 Proven new technology productsCR3-4 Communicate QA results before delivery CR4-2 Clear & consistent documentation on pjt progress & final config CR6-3 Sales & Technical Support CommunicationCR6-4 Customer focused when handling technical issues Basic NeedsThis report was produced by IBM Consulting GroupThen, Huawei should also pay attention to improve on those areas that if done well might draw customers to come back for additional business7.588.599.5Importance ---------------------------->6.577.58P e r f o r m a n c e ---------------------------->CR1-2 strong technical marketing CR1-3 detail functionality descriptionsCR1-5 full consideration of customer network in recommendation CR1-9 regular new product updateCR3-2 correct delivery / packing list and part numbers CR3-6 communicate delivery details before delivery CR3-7 communicate ECO changes before delivery CR4-1 proactive / coordinated site preparation CR6-2 increase customer history knowledgeCR6-5 stable operation independent of people changesAttractor NeedsThis report was produced by IBM Consulting GroupHow these findings link to ISC efforts... 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Guest Sales Planning in the GlobalMarketplaceIn the fast-paced and ever-evolving global business landscape, the significance of effective guest sales planning cannot be overstated. As competition heats up and customer expectations rise, it's crucial for organizationsto develop comprehensive sales strategies tailored to meet the unique needs and preferences of their target guests. This article delves into the intricacies of guest sales planning, focusing on the key elements that contribute toits success and offering practical tips for implementing a robust plan.**Understanding Guest Needs and Preferences**The foundation of any successful sales plan is a deep understanding of the target audience. In the context of guest sales, this means understanding the needs, wants, and preferences of the individuals or groups you aim to serve. Market research and data analysis play a crucial role inthis process, providing insights into customer demographics, purchasing behaviors, and preferences. By leveraging this information, sales teams can craft messages and offers thatresonate with their target guests, increasing the chances of conversion.**Personalized Sales Strategies**In today's era of personalization, generic sales pitches often fall flat. Instead, organizations must focus on creating personalized sales strategies that speak to the unique needs and interests of each guest. This could involve offering customized packages or experiences, providing tailored product recommendations, or creating exclusive deals and discounts. By taking a personalized approach, sales teams can create a more meaningful connection with their guests, fostering trust and loyalty. **Leveraging Technology for Efficiency**Technology has revolutionized the sales industry, and guest sales planning is no exception. By leveragingcutting-edge tools and platforms, sales teams can streamline their processes, improve efficiency, and gain a competitive edge. This could include using customer relationship management (CRM) systems to track and analyze guest data, employing artificial intelligence (AI) for predictive analytics and marketing automation, or utilizingsocial media and digital marketing channels to reach a wider audience.**Creating a Seamless Customer Experience**In the age of consumer-driven business, providing a seamless and enjoyable customer experience is paramount. From the initial contact to the follow-up and beyond, organizations must ensure that their guests receive prompt, professional, and personalized service. This includes being responsive to inquiries, addressing concerns promptly, and providing post-sale support and follow-up. By creating a positive customer experience, organizations can build brand loyalty and foster repeat business.**Ongoing Training and Development**Sales teams are the backbone of any successful guest sales plan. It's crucial to invest in ongoing training and development programs that equip them with the skills and knowledge they need to succeed. This could include providing product and industry knowledge training, sales techniques and strategies workshops, and leadership development programs. By investing in their team's growth, organizations can ensure that they have a sales force thatis well-prepared to meet the challenges of the global marketplace.In conclusion, effective guest sales planning is essential for organizations that want to thrive in today's competitive business environment. By understanding guest needs and preferences, crafting personalized sales strategies, leveraging technology for efficiency, creating a seamless customer experience, and investing in ongoing training and development, organizations can build a robust sales plan that drives growth and profitability.**客人销售计划在全球市场中的重要性**在全球商业环境快速变化和不断演进的今天，有效的客人销售计划的重要性不言而喻。
沟通了解顾客需求英文对话Customer: Hi, I'm interested in this new product you've got. Could you tell me more about it?Salesperson: Sure! It's a multi-functional device designed for convenience. What specific features are you looking for?Customer: Well, I need something that's easy to use and portable. Does it have a good battery life?Salesperson: Absolutely. It has a long-lasting battery and a user-friendly interface. But what about the storage capacity? Is that important to you?Customer: Yeah, I'd like something with a decent amount of storage. Also, does it have any connectivity options?Salesperson: Yes, it has Wi-Fi and Bluetooth connectivity. And it's expandable with an SD card for extrastorage.Customer: That sounds great. Do you offer any warranty or after-sales service?Salesperson: Of course, we provide a one-year warranty and our customer service team is always available to help.Customer: Perfect. And what about the price? Is there any discount available?Salesperson: The price is quite competitive. But if you're a regular customer, we can offer you a small discount.Customer: That's good to know. I'll take it. Can I pay by card?Salesperson: Absolutely, we accept all major credit cards. Here's the receipt. Do you need any help setting up the device?。
Understanding Customer Needs & WantsSession PurposeTo reinforce the customer-focused mindset and practice the skills of uncovering the customer's needs & wants.Learning ObjectivesTake a customer-focused approach to sellingKeep abreast of developments in the account and/ormarketplace that may impact the businessIdentify the clients within a customer organizationWrite a discussion paper to confirm opportunityAt the end of this session you will be able to:Our RoleFirst StepsTo help the customer achieve the desired results, we must first understand his needs and wants.Understand Customer Needs and Wants: The ProcessExercise: How Can You Help?Imagine yourself in the scene that isdescribed to you.You can ask closed questions and findout more about the situation,to decide howyou can help him.Instructions:Go into the engagement with an open mindHave the best interests of the customer at heartDo not assume that you know what is best for the customerPractice good questioning and listening skillsListen for content as well as feelings and evaluate whatyou hear from the customer's point of viewConstantly check with the customer for understandingThe Word Association Game Instructions:1. We are dividing the class into 2 groups: Apples and Oranges2. Apples: Imagine you are the customer3. Oranges: You are the M M client/sales specialist just gone on quota4. I am going say a list of words. As you hear the word, just shout the firstwords that come to mindBridging The DifferenceYour customer has different sets of experiences and perceptionsThey have specific needs&wants depending on their operatingenvironment and their personalitiesThey are in the best position to communicate these to youInvolve them as much as possible in the sales process to deepen yourunderstanding and to gain their buy-in to the eventual solutionBenefits of the Customer-Focused Approach Your customer will appreciate your sincerity and professional integritywhich sets a good basis for a long term relationshipDeep understanding of your clients and their organization, equips youwith the knowledge to put together a differentiated solution that is trulyresponsive to the customer's needs & wantsYou will gain industry knowledge and business acumen through theseexperiences and enhances your competencies and career growthCustomer Participation In the Sales ProcessThe Sales ProcessP a r t i c i p a t i o nWhat It TakesCustomer Needs &WantsPersonal Leadership CompetenceMM and IT Specific CompetenceAccount &IndustryCompetenceLeadership ValuesInterpersonalCommunication Problem-SolvingMM Offerings MM Processes IT Architectures IT Industry TrendsIndustry Trends & Current Issues Major PlayersIndustry ApplicationsRelative Importance Of Competencies During the Sales ProcessThe Sales ProcessR e l a t i v e I m p o r t a n ceIdentify Your ClientsA key step in understanding your customer's needs&wants is knowing who your clients are. A client:Must be a person, not a position or entityIs the person(s) who provides direct input on solution needsYou may have multiple clients within an organization. The most important is to identify your primary client who:Owns the problems and needs helphas the authority to make decisionsWe work with clients within the customer organizationClients with Differing InterestsDifferent clients at different levels of the organization have different priorities and interests.Think of two interests the clients at each levelMaking the Call Appointment Identify who you are going to call on in the organization to understand their needs and wantsBe pleasant and purposeful in setting the appoint ment, state clearly, the purpose of the callPlan Your CallKeeps your calls focusedMakes effective use of time: yours and the client's Communicates professionalismPlan FactorsThe call objectiveWho you are calling onClient's role in the buying processWhat information do you need to find outYour client's potential expectations and concernsWhat do you need to bring with you to make your clients comfortableWhy Do ItWhat Do You Need To Find Out?Current business environmentMajor initiatives in the organizationKey challengesClient's hopes and fearsCurrent systems used and performanceSome Suggested AreasKey players and process in IT investment decisionsCompany backgroundAlternative Sources of Account & Marketplace InformationTap knowledge of colleaguesReview existing account plans and update as requiredRead widely and regularlyConduct research, segment studies to deepen knowledgeExpand coverage of account/territory for fresh news Keep a lookout for new developments in ITStay Abreast of DevelopmentsStay alert for competitive activityExercise: Questioning to Specific Interests List the questions you can ask clients to determine their needs andwants in the following areas:Their business goals and objectivesThe business need and challengesChoosing the solution providerThe technical requirementsThe approval process and key playersRemember to focus on both the content and the feelings!Call Planning Exercise Instructions1.You are going to call on a client2.Read the brief on the client and the companying the call-planning worksheet, and prepare for the call4.The purpose of your call is to uncover the client's needs andwantsRemember to practice your questioning & listening skills!Call Planning WorksheetCompany Areasof Interest DateClient Name DesignationInformation I am interested in: Call objectivesDecision-Maker Key Recommender InfluencerBusiness TechnicalInformation client may ask forFollow-up actionsWhat Next?You have got a lot of information from the clientOrganize the information in a discussion paperUse the discussion paper to check for understanding and to set client's expectationsDevelop A Discussion PaperA discussion paper documents our understanding of the customer's needs and wants and presents our thoughts and suggested approach to help the client organization achieve their goalsThe discussion paper serves to gain agreement between the client and M M on:the customer's business environmentthe aspirations & challengesthe desired outcome of the business relationshipContents Of A Discussion Paper A typical discussion paper would include:IntroductionProblems/Issues/Opportunity StatementThe DiscussionConclusionContents Of A Discussion Paper IntroductionEvents leading to the discussion paperPeople who contributed to the discussion paperProblem/Issue/Opportunity StatementDescribes the business problem,issues,and the opportunityContents of A Discussion Paper An overview of our thinking, ideas, suggestions, or optionson how we can approach the problem/issue/opportunityThe assumptions we have madeAreas where we need more informationOur/MM experience in similar situationsInvitation for client to give feedback and commentsOutline of the next step, or alternatives, for proceedingNote of thanks to client for opportunityThe DiscussionConclusionDiscussion Paper vs A ProposalContent:Responsibility forsuggestions:Legal status:Next step:Response requiredfrom client:Assumption:Discussion PaperBetween us we "know"Comment/Feedback Open/tentative Joint Almost never include product.Usually contains problemanalysis, ideas, options, etc.Proposal I "knows"Yes or No Order/Contract Formal document I Includes HW,prices, etc.ProposalSuggested FormatThe following writing format is recommended to facilitate effective discussionsHorizontal Logic : logic that connects a headline to the one thatprecedes it and to the one that follows itVertical Logic :the logic thatstructures anindividual pageHeadlines in Discussion PaperThe headlineHeadline: A full sentence that makes an assertionSupport: details to logically support the assertion in the headlineHeadlines in Discussion Paper The client can understand your message by reading the headlines.Exercise: Writing A Discussion PaperYou have called on your clientReview all the information that you have uncovered so farGet into your assigned groupsAs a team,develop a discussion paper, to capture your understandingof the customer's needs and wantsPresent the discussion paper to the classInstructionsCustomer Agreement to Discussion Paper The discussion paper serves as the basis for us to develop and designa solution to meet the customer needs & wants。
