通過個性化服務策略解決客戶流失率高的問題--寧波在線英語教學學校為例
How to resolve the problem of high customer churn rate in an online English teaching school in Ningbo through personalized service strategy
摘要
 66口語是寧波電子商務技術公司2014年12月開始建立的子公司。在進行對過去不到3個月時間里的研究中發現，相比公司在今年8月,9月的銷售增長率增長率，學生下降了25%。針對這種情況,作者進行了一次問卷調查，通過分析47份調查問卷,發現66口語有以下三個方面的主要問題。首先,66口語設置的培訓課程未能滿足客戶的個人需求。第二,66口語未能有效地發現和鼓勵學生的個人需求; 第三,66口語的管理層無法提高消費者滿意度。
 
Table of Contents
Abstract.......................................................................................................................................3
1.0 引言Introduction...........................................................................................................................4
2.0公司信息和存在問題
Company information and problems....................................................................................6
2.1 公司信息Company information.....................................................................................................6
2.2 問卷結果Questionnaire results......................................................................................................6
2.3 存在問題Problems.......................................................................................................................10
3.0個性化服務策略Personalized service strategy..............................................................................................12
3.1 調整訓練課程Adjust training courses.................................................................................................12
3.2 調整訓練方法Adjust training methods................................................................................................13
3.3提供良好的學習職業生涯管理Provide good learning career management...................................................................14
3.4提高管理Improve management...................................................................................................16
4.0 66口語個性化服務項目實施成本和評價方案的程序  66Speak personalized service program implementation costs and evaluation scheme procedures.................................................................................................................................28
4.1 成本Costs.............................................................................................................................28
4.2評估方案Evaluation scheme........................................................................................................28#p#分頁標題#e#
4.3實施步驟Implementation procedures..........................................................................................30
5.0 結論Conclusion..........................................................................................................................32
參考書目References.................................................................................................................................34
 
 
 
 
Abstract
66Speak is a subsidiary of Ningbo E-Commerce Company which has technically started in December 2014. In the past three months, less than ? students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. Aiming at this situation, the author conducted a questionnaire survey through analyzing 47 copies of questionnaire to find that 66Speak has the following main problem in three aspects. Firstly, the training courses set up by 66speaker fails to meet the customer's individual needs; second, 66Speaker fails to effectively find and encourage students’ individual needs; thirdly, 66Speaker management is unable to improve consumer satisfaction. To solve the above-mentioned problems, the author proposes a personalized service strategy, including providing individualized courses, providing personalized learning career management, reforming the company's performance appraisal system, improving communication with students and strengthening communication with parents, as well as designing targeted promotions measures, CEM system and optimization of organizational structure.
Keywords: 66Speak; customer churn rate; personalized service strategy; customer satisfaction; customer demand