積極主動的客戶服務

　　顧客一生中在一些重要階段都會有特殊需要。商家不但要期望獲得顧客的要求，更重要的是要滿足這些需求。這主要包括定期的后續服務工作、客戶獎勵以及其他一些特別服務，如給予VIP和其他等級的會員特殊待遇。在一些情況下，還可以提供一些人性化的服務(比如寄送生日卡或周年紀念卡等)。

　　Pro-active customer care

　　Anticipating and meeting customer needs at critical points of the customer life-cycle. This includes periodic follow-up, customer rewards, other perks, providing VIP and other membership privileges, and in some cases, personalized service (e.g. sending out birthday/anniversary cards).

　　Follow-up

　　The process or act of returning a customer’s call on an issue or executing a task to address a customer’s concern. It is usually a feedback-soliciting process to determine the effectiveness of customer service and delivery.

　　Feedback

　　The process of giving and receiving input in the form of comments, opinions, observations, and analysis to either validate or invalidate the customer service system.

　　Customer touch-points

　　Specific actions that are carried out at measurable intervals during a customer life-cycle. It’s a tool to ensure that the customer feels cared about, and that the company values his or her business.

　　Customer loyalty

　　Condition where a customer, because of favorable experiences with a product, service, or company, voluntarily and gladly chooses to remain a loyal consumer of that product, service, or company. He or she is unwilling to switch brands in spite of marketing and advertising campaigns by competitors.

　　Value proposition

　　The characteristic of enhancing the desirability of a product, service, or brand identity by adding further intrinsic value to the existing package. It is usually made in the form of an offer to the customer which incorporates a call to action to which the customer responds favorably to.

　　Tracking & learning

　　Process of measuring the entire customer-care life-cycle and system including all its critical way points, to modify, improve, or remove any touch points necessary to improve the process even further. The lessons learned from this assessment are used to validate or invalidate components of the system. The ones which are useful are kept, the ones which aren’t are discarded or modified.

　　Best practices / World-class practices

　　These are practices or ways of meeting or exceeding customers’ expectations, which have evolved to such a high standard that no immediate changes need to be made to the process or system. They are the yardstick or role model which other systems, companies, etc. try to match.