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The Trend & Practice of
Excellent Customer Service
優質顧客服務趨勢與實踐
Mr. P au l Ma , Cha i rman o f t h e
Associat ion’s Ser v ice & Cour tesy
Award / Mystery Shoppers Programme
Organi zing Commi t tee, gave an
analysis on the trend of customer
s e r v i c e o v e r t h e p a s t d e c a d e .
Customer service has shown steady
performance in retail industry. Popular
consumer goods such as fashion,
accessories and shoes have achieved
remarkable results, whilst consumer
goods for tourists such as jewellery,
watches and cosmetics have recorded
even better performance. To achieve
business success, Mr. Ma encouraged
compan i e s t o emb r a c e s e r v i c e
excellence as a core corporate value,
through which staff would be highly
motivated towards the common goal.
協會「傑出服務獎」及「神秘顧客計
劃」籌備委員會主席馬永基先生分析了
過去
10
年顧客服務的走勢，他表示零
售業整體服務表現穩定，當中流行消費
品，包括時裝飾物及鞋類等成績理想，
而遊客消費品如珠寶、鐘錶、及化粧品
的表現更佳。同時，馬先生鼓勵公司將
優質顧客服務確立為核心價值，激發員
工上下一心，推動業務邁向成功。
Winning Customers with
Creative Business, Web 2.0
Marketing and Successful
Management Principles
「創業意念及背景、市場營
銷
(Web 2.0)
、與不同的客
戶溝通渠道及管理理念」
Ms. Erica Yuen, Founder & Director,
Mi Ming Mart and Kami Teapresso
brought to the par t i c ipant s he r
f i r s thand e xpe r i ence on di g i t a l
marketing through YouTube, blogs
and Facebook which have emerged
to be some of the most ef fec t ive
ma r k e t i n g t o o l s n owa d a y s t o
understand customer needs and to
expand business. She suggested open
communication with staff to create
a fun working environment, and to
enhance morale and productivity.
袁彌明生活百貨及
Kami Teapresso
創辦
人及董事袁彌明小姐向同業講解她如何
利用網上資源，例如
YouTube
、網誌及
Facebook
等推廣產品，並透過這些平台
了解顧客需要，進而擴展業務。袁小姐
主張以開放與互動的模式與員工溝通，
讓同事在開心及輕鬆的環境中工作，工
作效率因而得以提升。
Business Opportunities of
Creativity & Branding
「創意」、「品牌」展商機
Ms. Tong Mo Ching, Jane, Managing
D i r e c to r, A r r e dament i Co. L td.
(Giormani) told her success story on
how to strategically position Giormani
as a sofa brand that is known for both
style and functionality, and one that
comes with sophisticated customer
service. When Giormani was entering
its 10
th
anniversary, Ms. Tong initiated
a successful rebranding campaign by
collaborating with various creative
par t ies , whi ch have, as a resul t ,
tremendously strengthened customer
loyalt y and fur ther expanded the
customer base.
歐達家具有限公司
(
茲曼尼
)
執行董事
唐慕貞小姐與一眾同業分享其成功的
品牌經營策略，把茲曼尼打造成款式
及功能並重，並擁有優質顧客服務的
梳化品牌。此外，唐小姐在品牌成立
十周年時，帶領品牌進行革新，與不
同創作單位合作，提升品牌形象，令
顧客對茲曼尼的品牌更加追崇，成功
開拓客源。
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