Customer satisfaction [on how children's wear brands can improve customer satisfaction]

Starting with the introduction of customer satisfaction and its importance, this paper puts forward various ways for children's wear enterprises to improve customer satisfaction. Keywords children's clothing; Brand; Customer Satisfaction I. Overview of Customer Satisfaction Customer satisfaction refers to the degree to which customers feel that their express, implied or necessary needs or expectations are met. Satisfaction is the feedback of customer satisfaction and the evaluation of product or service performance and product or service itself; Giving (or giving) the happiness level related to the satisfaction of consumption, including the level below or above the satisfaction, is actually a psychological experience. Customer satisfaction is an ever-changing goal. What can satisfy one customer may not satisfy another customer, and what can satisfy customers in one situation may not satisfy customers in another. Only by fully understanding the satisfaction factors of different customer groups can we achieve 100% customer satisfaction.

Second, customer satisfaction survey methods and their role in children's wear brands

There are many ways to collect customer satisfaction information, including oral and written. Enterprises should determine the best way to collect information according to the purpose, nature and funds of information collection. There are seven channels to collect customer satisfaction information: handling customer complaints; Communicate directly with customers; Questionnaires and surveys; A closely watched group; Reports of consumer organizations; Various media reports; The results of industry research. Customer satisfaction plays an important role in children's wear brands. Through the investigation of customer satisfaction, improving customer satisfaction can enhance customer loyalty. Customers with high satisfaction are likely to become repeat customers of the company, increase joint sales and enhance brand sales performance. Through the improvement of customer satisfaction, it can also improve the management ability of enterprises, further enhance the brand image and save the brand operation cost.

Three, children's wear brands to enhance customer satisfaction points

(A) to understand the needs of customers

Due to the particularity of children's wear products, adult consumers are generally the final decision makers of consumption, and their main needs are: the demand for product quality and safety; The demand for fashionable and comfortable clothes and the demand for reasonable prices; The demand for convenience and quality service; Brand value-added services, etc.

(two) according to customer demand for key process control.

1. Control of product quality and safety. China revised the 2003 edition of National General Safety Technical Specification for Textile Products in 20 10, and it was implemented in August 20 12. Compared with the 2003 edition, the new standard of 20 10 has the following modifications: the definition of baby is changed from less than 24 months to less than 36 months; The number of banned azo dyes increased by "4- aminoazobenzene" to 24; The sampling requirements of dyeing fastness, formaldehyde, PH value and decomposable carcinogenic aromatic amine dyes were increased. Modify the PH value range of textile products in direct contact with skin from 4.0 ~ 7.5 to 4.0 ~ 8.5; Regarding the detection of color fastness, it is stipulated that the color fastness to saliva should be evaluated only for infant textile products, not for hanging decorative products such as curtains, and not for natural colors, bleached products and traditional hand-dyed products such as tie-dyeing and batik. From the above, we can see that the state attaches great importance to the quality and safety of children's wear products. Children's wear enterprises should conform to the trend of environmental protection, adjust production standards in strict accordance with national standards, and ensure that products are non-toxic. Ensuring product quality and safety is the bottom line that children's wear brands can't cross. If we can't guarantee the product quality, we have touched on legal issues, not to mention customer satisfaction.

2. Control of product design. The product design of children's wear brand should be designed reasonably according to brand positioning and style, with emphasis on color selection, style quantity, the proportion of men's and women's clothes, the proportion of upper and lower clothes, the proportion of formal accessories and so on. The brand had better set up the position of children's wear buyer, responsible for collecting trend information, fashion styles and so on. , and provide reference for the company's product design. Product model design should also pay attention to the physical characteristics of children, especially infants (such as the baby's head is too big) and make reasonable adjustments. It is also necessary to make appropriate adjustments according to children's regional physical characteristics (children in the north are older than children in the south), and product design should also pay attention to regional climate characteristics (such as the temperature difference between the north and the south in winter). Product design should not only have the overall unified design, but also have the pertinence of regional market. Only by unifying the whole and the part can we produce truly marketable goods.

3. Control commodity prices. Price control includes two aspects: pricing and late discount control. (1) pricing. At present, most children's wear enterprises adopt cost-plus technology, which is simple and convenient and easy to calculate the cost. However, this method has a fatal weakness, that is, it lacks flexibility and sensitivity to the market, that is, once the products are not sold well, it is impossible to make necessary adjustments. Therefore, fundamentally speaking, the pricing method of children's wear enterprises should be selected according to the positioning, the current stage of the enterprise and the long-term competitive strategy of the enterprise, and the cost accumulation method cannot be simply adopted. For example, 20 1 1 under the pressure of inflation, the production cost has risen sharply. If the cost-plus process is simply adopted, the goods produced may be valuable but not marketable, which will eventually lead to huge inventory pressure. Therefore, I suggest that children's wear enterprises adopt the competition-oriented method, which not only takes into account the customer value, but also understands the situation of competitors and makes the pricing reasonable. (2) Discount control. Discount control is very important in terminal marketing, and it also reflects the management level and marketing planning ability of enterprises. The fluctuation of discount directly affects the customer's consumption satisfaction. If the discount changes too fast, the early buyers will feel cheated, which will lead to the listing of new products, and everyone will wait and see to reduce the price and not buy them, which will seriously affect the sales performance and greatly reduce the brand image. Children's wear brands should strictly control discounts according to regional market characteristics and product life cycle, and try to plan other marketing activities to establish brand image and promote sales. For out-of-season goods, you can set up special sales or special discount stores to avoid the impact on counter products.

4. Store location control. Shop location should consider the convenience of customers. The first is the convenience of transportation; Second, it is convenient for customers to compare with similar brands. Most of the children's wear industry belongs to comparative chain enterprises, and the location of stores is close to competitors, which is more conducive to consumers to compare products and services; Therefore, the location of shops should generally be distributed near the business circle, in shopping centers or commercial streets, which is convenient for customers to transport and choose and compare. Being close to competitive brands, on the one hand, increases the competitive risk of enterprises; On the other hand, we can learn from the good aspects of our competitors and adjust ourselves. The most important thing is that it can form scale effect with competitive brands, attract more consumers and achieve the effect of 1+ 1 > 2. From the point of view of store location strategy, it belongs to the following strategy, and following the location of major competitors can also save the financial cost of company location.

5. Control of terminal services. The most important thing to control services is the management of personnel. The essence of retail industry is the contact between people, and the degree of customer satisfaction largely depends on the communication between terminal salespeople and customers in a short time. However, the service industry is labor-intensive and the quality of employees is not high. To provide better service, we should start from the following aspects: strengthening targeted training, such as service skills and product knowledge; Compile and implement effective operation manual; Internal marketing of the company, that is, the management of the company should respect the frontline staff, enhance the sense of belonging of the frontline staff through internal marketing, and let the service consciousness come from the heart; Give more encouragement and praise to front-line employees and encourage cooperation with colleagues; Give appropriate salary and salary and job development prospects. In addition, the sales process can also be divided into pre-sale, sale and after-sales service control. Enterprises should pay special attention to the after-sales response to customer complaints, because customer complaints are the shortcomings of enterprise operation. If we ignore them, it is difficult for enterprises to make a breakthrough in management and it is difficult for customers to have high satisfaction.

6. Brand value-added services. Brand value-added services mainly include establishing brand members and holding various customer activities. On the one hand, the establishment of brand membership system can collect and store customer information, which is convenient for the company to carry out related work in the future (such as mailing catalogue, mail, promotional information, etc.). ); On the other hand, customers are given certain discounts through membership cards, such as exchanging points for gifts and enjoying discounts on shopping. In order to win more repeat customers and improve satisfaction. Holding various customer activities can increase customer participation and enhance brand loyalty. For example, children's wear brands can hold the most popular child star auditions; China's parents love their children very much. If consumers participate in this activity, they will pay more attention to brand-related information, so as to better promote the brand and make customers more satisfied.

Improving customer satisfaction is a dynamic process, and enterprises should constantly discover, adjust and improve, and constantly improve circularly, so as to achieve higher customer satisfaction.

Take the exam and contribute.

Wang, Bao and Zhao. An empirical study on customer satisfaction evaluation system of children's wear retail industry-taking a children's wear enterprise as an example [J]. Journal of Zhejiang Sci-Tech University.2010 (2): 223 ~ 227

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