客服中心的员工每天平均要处理约40个电话。每项问询都有记录以便员工能看到顾客以往的购物经历以及他们以前是否也遇到过麻烦。该公司还会通过观察所问询问题的趋势来确认更大的、系统性的问题,比如有关被其称为“WISMO”(我的订单到哪了?)电话的数量的上升。
New types of problems arise as the industry adopts the 'omnichannel' operating model, in which online orders may be fulfilled not only from a distribution center but also possibly from a local store that has the item in stock. This can lead to surprises. A customer ordering online usually expects to receive pristine merchandise that hasn't been handled.
由于零售业采纳了“全渠道”的运营模式,所以新型问题会随之出现。在该模式中,网络订单可能不只是由发货中心完成,也可能由当地有货的商店完成,这会造成一些意外。在线订购的顾客往往期待收到的是未经交易过的全新商品。
Saks ran into this assumption over the summer, when a customer ordered a dress to wear to her daughter's wedding. Her complaint, lodged in an email to Saks's then-CEO, was that the dress arrived 'smelly' and 'used.' The dress had been plucked off the selling floor and shipped from a nearby store, meaning other customers may have tried it on or it had been purchased and returned. Ms. Robins made sure a replacement was sent.
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