“rbb”管理合伙人兼首席执行官克莉丝汀·巴尼(Christine Barney)说:“现如今,拉拢消费者的过程更像在与消费者约会。苹果等品牌在约会中的表现就很好,因为他们能走入消费者心中,生成非常有意义的情感连接,进而提高消费者的品牌忠诚度。”
“American consumers have high expectations,” added Barney. “In fact, research shows that 57 percent of Americans are more likely to trust a company that consistently offers excellent customer service over one that consistently offers excellent prices.”
巴尼补充道:“美国消费者对产品有很高的期望值。事实上有调查显示,相对于不断推出优惠价格的品牌,57%的美国人更喜欢那些始终如一为客户提供出色服务的品牌。”
Other noteworthy Breakout Brand result findings include:
其他值得关注的“突破性品牌”研究结果还包括:
1. 52 percent of Americans chose “responsive” when asked to pick the word that best describes companies they most want to do business with.
被问及最喜欢跟哪种公司打交道时,52%的美国人选了“有求必应”。
2. 44 percent of Americans think a “live” customer service agent they can speak to in-person or on the phone is essential for them to keep doing business with a company.
44%的美国人认为,要想获得他们的持续青睐,那么一个公司需要有可供当面咨询或电话咨询的“实时”客服。
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