After Sales Service: New Demands Have Led To New Ideas And Methods.

The standardized after-sale process fits the needs of more convenient customers; practical free services carry customers' more practical needs; rich entertainment interaction meets the customers' more interesting needs; according to the consumers' situation, timely adjustment reflects the more intimate needs of customers.

New demands have led to new ideas and methods for after-sales service.

It is the most basic work of brand after-sales service to deal with customers' requests for clothing replacement, modification and maintenance. It is also one of the most frequent cases of brand contact with customers after clothing sale, and the possibility of building loyal customers is the most important part of the brand.

In this process, if the brand can provide more convenient services, reduce the customer's interpretation and waiting time, it can establish an initial brand integrity image in the customer's mind.

To this end, a set of standard integrity, simple and fast after-sales service process is particularly important.

Many clothing brands are deficient in this respect. On the one hand, they hope to reduce their losses by shirking their responsibilities. On the other hand, there is no definite judgement on the standard of clothing replacement. Shopping guides often indicate that they can be judged by the manager or even the company before they can be returned, which wastes a lot of customers' time and is easy to cause customers' dissatisfaction, thereby reducing brand preference.

"Each brand store of AGG brand has strict process control from the cause identification, on-site processing registration, return information feedback and quick deployment of goods, so as to ensure that customers return the goods at that time, and the existing goods in the store are completed at that time, and the service efficiency in the city is adjusted within one day."

"In order to save customers' time, we also provide a variety of communication channels for telephone, hotline, e-mail and website messages to reduce unnecessary travel," said Jiang Lili, the brand manager of IgG.

Clothing enterprises should first ensure the quality of clothing, minimize the direct or indirect losses caused by products to customers. Secondly, when designing after-sales service contents, we should mainly consider the reasonable setting of toll threshold, maintenance cost and other additional service charges.

To put it simply, it requires great courage to do it.

Even many international first-line brands have more disputes with consumers in terms of after-sales service charges. Their high service charges have been repeatedly disclosed by Chinese media, and may even be one of the reasons for the gradual loss of international brands in the Chinese market.

But in this respect, the Brian brand of the bridegroom has been in the forefront, and has opened up a service precedent for the free and dry cleaning of domestic clothing.

Hinur set up dry cleaning centers in headquarters and main sales areas, and institutionalized the service, providing six international standard process dry cleaning services to consumers, namely, customers sending clothes, collecting codes, preliminary collation, standard dry cleaning, sterilizing, sterilizing, stereoscopic ironing, post inspection and serving customers. All expenses are borne by the brand.

To dry wash a suit 20 yuan, 5 times a year is 100 yuan, so that customers feel a deep sense of sincerity of the brand.

This measure was once described as a show by the industry, but it turned out that it not only attracted and trained a large number of loyal customers, but also strengthened the value-added attributes of the products in the customers' mind.

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The after-sale service is moving from extensive to meticulous.

"Why do some brands complain that customer resources management is difficult? It is because he fails to think about what customers care about and what they think."

Sales Manager Bai Dongping said.

"In order to make customers closer to brands, we invite some VIP customers to participate in the order meeting every year. They can make suggestions for our product design. We will also select some VIP customers to be our ambassadors to narrow their distance from the brand."

Bai Dongping said.

At the same time, VIP is no longer a general term for old customers, and has begun to subdivide within the VIP group.

Bai Dongping said, "some VIP consumption numbers are high, but the consumption price is not high. Some VIP consumption frequency is low, but they are expensive.

According to the analysis results, we will aim to introduce VIP customers to products that they may be interested in, provide more intimate services and reduce ineffective recommendation.

In this regard, tracking and evaluating customer satisfaction is the key to continuous improvement of after-sales service for garment enterprises.

"To sum up, there are two ways to measure customer satisfaction: external evaluation and internal nuclear inspection.

External evaluation is mainly to collect customers' opinions in retail stores, while internal nuclear inspection is based on the service standards established by enterprises, checking the after sale service process, implementing the veto system of service quality, and also analyzing the complaints of customers and checking customer satisfaction.

Bai Dongping said.

Active self inspection is the main way for brand service to step closer to consumers.

With the growing popularity of the main consumer groups, providing all kinds of interesting services has become a major task in addition to sales of clothing brands.

For example, the establishment of customer clubs has become one of the important strategies for clothing enterprises to cultivate loyal customers, and also one of the expansion ways of clothing brand after-sales service.

Customers can become members of the brand club after buying a certain amount or paying a certain fee.

Through various activities of the club, enterprises can track customers and obtain market demand information.

At the same time, we should strengthen the emotional connection with customers through after-sale value-added services such as clothing collocation guidance, clothing forum, health service and leisure activities.

At the beginning of its creation, it established its own fashion customer club.

In clubs, members can receive their friends or sit around and enjoy various recreational activities at weekends.

Over time, Kevin Kelly brand and customers have more exchanges, and even become friends, businesses and customers formed a community of interests.

Besides, organizing various kinds of interactive activities is also one of the main ways for the brand to provide after-sales service nowadays.

For example, VERO MODA launched a draft campaign on wireless clients.

"VERO MODA will not only launch all kinds of fashionable Street pads on the mobile clients according to the different seasons and themes, but also combine the photo sharing features of the mobile phones, and launch the interactive activities of sunshine voting, allowing users to send the self portrait of wearing VERO MODA clothing. The highest number of votes can become the spokesperson of VERO MODA fashion, and the top three votes will get the physical award such as fashion bags, perfume and so on.

VERO MODA wireless terminal leader Hao Zizi said.

In addition, the VERO MODA client will pick out some new products every week, with the serial number on the micro panning room, allowing users to vote for the new product Top1, which you think sales and collection are the highest.

After nearly a week's accumulation, if the user selected style becomes the first place, the user can get 20 yuan mobile phone exclusive new coupons.

A variety of interactive activities has become a popular after-sales service development project for many fashion brands. It can also be regarded as the most cost-effective plan at this stage, but how to locate its own consumer groups and design corresponding interactive links is a test of brand skills.