以下文字节选自历年真题，划线部分为结合案例进行分析的部分，未划线部分为通用文字（需要熟练掌握），考试时结合案例进行具体分析。

 

吸引顾客

– Search engine positioning

– Banner advertising

– Social media

– FAQs/other things of interest

– Ease of access

– Review evidence of what interests clients and adopt website

– Opt-in emails and text messages

– Media releases

Reaching potential clients

TT4U may look at whether its search engine positioning needs to be improved. Possibly the launch of new services is the time to make use or more use of methods such as banner advertising. TT4U needs to consider the branding messages the advertising will promote, possibly separately branding the new services from TT4U’s existing business.

 

接触潜在顾客---改进现有的搜索引擎、使用横幅广告的之类的方法去宣传自己的品牌

 

 

Interesting potential clients

TT4U should look to make the most of methods such as tweeting or Facebook pages to promote interest in its new services. Social media postings could cover concerns clients have, for example, about the lack of connectivity between data holdings, which TT4U’s new services will address. Social media can also promote TT4U’s expertise by providing opinions or guidance from a director or employee.

通过社交媒体比如说推特或者是facebook发布自己的产品或者服务；针对顾客的担心发布一些回应；发布内部员工或者是高管的意见来表明自己公司的一个专业性。

 

The information about the new services on TT4U’s website needs to indicate clearly the ways TT4U’s services will provide maximisation of value for clients and the unique selling points which TT4U’s services have. It needs to show clearly that it is addressing what is of interest to potential clients by, for example, providing answers to frequently asked questions about cloud services. Infrastructure issues should be regarded as a priority, as the ability to search the site easily can help keep users interested and prompt them to revisit the website.

把顾客经常问的问题的答案放在官网上，并且要把网站做的更加完善，方便顾客进行搜索。

 

TT4U then needs to make sure it makes maximum use of the data it has about website visitors to develop its website continuously. The pattern of clicks will help establish what particularly interests different visitors. Questionnaires about what visitors are interested in can be used to see how to develop content further, for example, in greater emphasis on data management and hosting.

通过网络数据找到顾客感兴趣的点在哪里

 

Gaining potential clients

Turning users into clients needs to be focused on using the data about what they are interested in to attract them to the services offered. A personalised approach focused on opt-in emails and text messages, tailored to what is of interest to clients, is core. These messages need to encourage two-way communication. Not only will that interest clients more, but it will highlight the proactive and collaborative attitudes which the new business approach will be promoting.

通过个性化的方法将潜在用户转变成顾客，比如说通过发邮件的方法或者是发短信的方式

 

TT4U can also use media releases to target particular groups, for example, clients using certain cloud services. Whilst these are less tailored, they can be used to create interest. They can be followed up by tailored communications to individual clients subsequently.

用媒体发布来定位特定的群体，使他们对我们的产品或者服务产生兴趣，之后再通过量身定制的方法与顾客进行沟通。

 

留住顾客

– Client surveys

– Development of relationship-registration/subscription

– Newsgroups and business blogs

– Extranets

– Staff responsiveness to queries

Retaining clients

The same emphasis on personalised communication needs to be used for current clients. The focus needs to be on continuous dialogue. More regular client surveys, focusing on what they are likely to be most concerned about, need to be undertaken. TT4U must remember this personalised approach is not just about what is delivered but how it is delivered – how proactive TT4U is with its clients.

对现有顾客进行问卷调查，了解他们的真实需求

TT4U’s website should also help develop relationships with clients by getting them to register or perhaps subscribe to particular content. The website could provide a chat or messaging option.

让顾客注册或者订阅相关内容与客户建立关系

As well as TT4U’s website, other methods which could be developed include newsgroups and business blogs. Newsgroups would keep clients interested by highlighting new developments with the cloud which are linked to the services which TT4U provides.

除了网站，还可以用新闻组或者是发博客的方式宣传自己的产品，使顾客保持兴趣

 

Providing services which can only be accessed by clients, for example, extranets, can also help generate loyalty. Again it is important that these are tailored to what is important to clients and generate responses from TT4U.

提供只能由客户访问的服务，例如Extranet，也可以帮助建立忠诚度。

 

TT4U needs to consider how proactive staff are in dealing with client concerns, how quickly they respond when clients contact them and also how easy it seems to be for them to answer client queries. A business offering IT expertise needs to ensure that the knowledge and awareness which all its staff have is clear to clients. TT4U should also emphasise the existing knowledge it has of existing clients’ systems as a selling point for helping them develop effective cloud computing service offerings.

保证员工的素质使他们能满足顾客的要求