管理大忌：三大致命的美好愿望

????簡單而言，我們認為服務必須收費。新的收費和上調價格只是一種方式，往往也是最沒有創造力的方式，許多市場都不能接受。

????服務收費遇到困難？首先，要確保你是在為客戶創造真正的價值。然后從中為自己爭取一部分。

????我們經常接觸到很多企業管理者，他們的想法和出發點都很好，但沒算好經濟帳。他們的問題不是對客戶不夠全心全意，而是死守一種觀點，認為“只要有好的出發點就足以成功”。然而，好的出發點不僅不夠，有時甚至恰恰相反，會成為企業發展的絆腳石。

????弗朗西斯?弗萊和安?莫瑞斯是《與眾不同的服務：將客戶置于業務核心的制勝之道》（Uncommon Service: How to Win by Putting Customers at the Core of your Business） 的作者。

????譯者：早稻米

????Our message, simply, is that service must be funded. New fees and price increases are just one approach – often the least creative – and many markets won't tolerate them.

????Having trouble getting paid for service? Make sure you're creating real value for your customers. And then try to capture a fraction of it.

????Every day, we work with leaders whose hearts and minds are in the right place, but their numbers aren't. Their problem isn't a lack of commitment to customers. Rather, it's an attachment to a worldview that assumes that good intentions are enough to succeed. Not only are they not enough, but they are also sometimes the very things standing in your way.

????Frances Frei and Anne Morriss are the authors of Uncommon Service: How to Win by Putting Customers at the Core of your Business.