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TableofContents
I.Introduction………………………………………………1
II.DevelopmentoftheDell'
sCustomerCareStrategy…….2
2.1IntroductionofDell'
sCCS……………………………2
2.2HowDelldesignandimplementitsCCS……………2.3
III.EstablishmentoftheDell'
sCustomerCarestandards..4
3.1.Theprocessofdesigningcustomercarestandard……………………………………………………….4
3.2ExamplesofcustomercarestandardinDell…………………………………………………………….5
IV.TheresearchofDell'
sQualitativeandQuantitativecustomerfeedback
4.1Researchplanning………………………………………...6
4.2Researchoutcomes………………………………………………………………………………………………………………..6
V.ThecontinuousreviewandimprovementofDell'
scustomercare………………………………………………7
VI.ConclusionandSuggestion8
VII.Reference…………………………………………………10
Reference……………………………………………................11
VIII.Appendix12
FigureI.Sampleofquestionnaire…………………………...12
FigureII.Questionnaireoutcomes………………………….13
FigureIII.Observationoutcomes……………………………14
FigureIV.Customerfeedbacks.................................................15
1.Introduction
ThisarticlefocusedonanalyzingDell’scustomerservicestrategy.Inageneralway,Customerservicecanbedividedintothemacroscopicandmicroscopiccustomerservicecustomerservice,thisarticleonlyresearchmacrocustomerservice.AndmacroscopiccanbedividedintotheCustomerservicestrategy,customerservicestandards,Customerservicefeedbackcollection,CustomersReviews.ThisarticlewillanalyzingDell’smacroscopicserviceandgivereasonablesuggestion.
2.DevelopmentoftheDell’sCustomerCareStrategy
2.1IntroductionofDell’sCCS
World'
sleadingITproductsandservices,Delliscommittedtolisteningtocustomerneeds,providingcustomersthetrustandinnovativetechnologyandservices.Uniquelyenabledbyitsdirectbusinessmodel,Dellsellsmoresystemsgloballythananycomputercompany,andthereforeintheFortune500andNo.25.Dellhasbeenabletoconsolidateitsmarketleadingpositionbecauseofitsconsistentadherencetostandards-baseddirectsalescalculationproductsandservices,andprovidethebestcustomerexperience.Inthepastfourquarters,thecompany'
sturnoverreached$57.4billion.Delliscurrentlyaround75,100employeesworldwide.
HeadquarteredinAustin,Texas(Austin)in1984,Dell,DellwasfoundedbyMichael•Dell.Heiscurrentlythecomputerindustry'
slongest-servingchiefexecutive.Hisphilosophyissimple:
createacomputerinaccordancewithcustomerrequirements,shippeddirectlytocustomers,Dellcanmakethemosteffectiveandclearunderstandingofcustomerneeds,andthenrespondquickly.Thisdirectbusinessmodeleliminatesthemiddlemen,thusreducingunnecessarycostsandtime,allowingDelltobetterunderstandcustomerneeds.ThedirectmodelallowsDelltoorderacompetitiveprice,foreveryconsumertocustomizeandprovidearichpowerfulconfigurationsystem.Anaverageoffourdaysbytheinventoryupdate,Dellrelatedtothelatesttechnologytoconsumers,butalsomuchfasterthanthoserunningslow,takedistributionmodelcompanies.
2.2HowDell’sdesignandimplementitsCCS
AccordingtotheMichael•Dell’theory,Dellcompany’sCCScanbedividedintothefollowninedesignflow:
1.Developmentandevaluationofbusinessstrategy2.Keydeterminationsofcustomercarestrategy3.CreationofCreativities4.Evaluationanddevelopmentofcreativities5.FeabilityandProfitAssessment6.Clearrolesandresponsibilities7.ImplementationTest8.Commercialisation9.EvaluationandDouble-looplearning.Andthecompanyalsoneedsomelimited.Wecancalleditthreelimitationsofprocess.Forexample,1.Itwillstopifanystepnotsatisfacied.2.Itwillstopifnotpasstheevaluationinanystepswithmarks3.Anysteporstepswillbereprocesseduntillsatisfiedifrequired.
3.EstablishmentoftheDell'
sCustomerCarestandards
3.1.Theprocessofdesigningcustomercarestandard
TheDellcompanyusethefollowingninemethodstodesigningcustomercarestandard.Suchas,1.Recogniseexistingandexpectedcontectingpointsfromservicemap2.Transferexpectationtoaction3.Chooseappropriateactionforstandard4.Setsoftorhardstandard5.Designreflectionsystemforbothsoftandhardstandard6.Sethardindicationandsoftobjective7.Evaluatestandardbyindicationandobjective8.Offeroutcomeofappriasalforstaff9.Evolveindicationandobjective.
3.2ExamplesofcustomercarestandardinDell.
Dellcompanyaccordingthecustomer,staff,environment,social,suppliers,distributerstodividedthecustomerserviceterms.Specificcustomerservicestandardsseethetablebelow.1.Dellroutestechnicalsupportqueriesaccordingtocomponent-typeandtothelevelofsupportpurchased.2.DellIncbrandsitsserviceagreementsatfivelevelsfortheirbusinesscustomers,whicharebasicsupportprovidesbusiness-hourstelephonesupportandnextbusiness-dayon-sitesupport3.silversupportprovides24×
7telephonesupportand4-houron-sitesupportaftertelephone-basedtroubleshooting4.goldsupportprovidesadditionalbenefitsoverandaboveSilversupport,including:
customer-declaredseverity5.priorityaccesstosupport;
expeditedescalationofsupport;
4-houron-sitesupportinparallelwithtelephone-support6.platinumPlussupportprovidesadditionalbenefitstoGoldSupport,including:
performancebenchmarking,real-timetracking,customplanningandreportingandadedicatedtechnicalaccount-manager7.2-houron-sitesupport,offeredinsomecities:
mostlylimitedtomajormetropolitanareas8.withinthespecifiedtime,companycommitmenttoresolvecustomercomplaintsandcomments.9.InDell,itisruledthatTermsofEmploymentmustclearandfair,safeandhealthyworkingconditiontheyshouldhave,trytheirbesttohaveanequitablepaysystemanddellorganization'
scommitmenttoequaltreatmentofallcurrentandpotentialemployeesofdiversity.10.AtDell,environmentalresponsibilityisbeingembracedthroughoutthecompany.Infact,weaspiretobethegreenesttechnologycompanyontheplanet.That’swhyit’sacentralpartofDellcommitmenttocontinuouslyimprovetheirbusinesstohelpprotecttheenvironmentwhilemakingiteasierforcustomerstoacquire,ownandretiretheircomputersresponsibility11.Dellinaccordancewithuniformstandardstoprovidepaymentforsuppliar,likeDellhavetoensurethatsuppliersandcontractorshaveproceduresforpaymentaccordingtotheagreement.Companyshallnotgiverisebriberyandbribery,sothatcompanyhavetoensuretherearenosuppliersandcontractorsonbriberyandbriberyoftheprogram12.Dellcompanyencouragethesuppliarandcontractortoimplementthenecessarybusinesspractices,whichcanletsuppliarandcontractortogaintheknowledgeofsafetytrainingandpractice.13.ThecommunitystandardofDellarequitsimple.Dellcompanypointoutthatthisstandardmustpromotecommunitystandardoflivingandbusinessenvironment,andtheyshouldhavesufficientsensitivityinlocalcultural,socialpatternsandthedemandofeconomicstructures14.Employeesofnon-discrimination,disability,color,race,gender,sexualorientation,age,religion,politicsandotherpersonalcharacteristics.15Dellalsoencourageemployeesintheircareeradvancesanditisnotallowedthatemployeesareharassedandbulliedbothinphysicialandmental.
4.TheresearchofDell'
sQualitativeandQuantitativecustomerfeedback
4.1Researchplanning
Dellcompanyusequalitativethesumtotaloftheamounttoanalyzethecustomerfeedback.Thequalitativeresearchfocusesonwordsandobservationstofindoutreality,andattemptstodescribepeopleinnaturalsituations.Andit’sfunctionissetorcreatehypothesisandin-depthresearch.Thequantitativeresearchgrowsoutofasolidacademictraditionthatplacesconsiderabletrustinnumbersthatrepresentopinionsorconcepts.Andit’sfunctionistesthypothesisandleadqualitativeresearch.IfDellcompanychoosequalitativeresearch,thebestwayisusingquestionnairesurvey.AndifDellcompanychoosequantitativeresearchmustbechoosetheargumentmethods
4.2Researchoutcomes
WhenacustomerintoDellcompany,thenchooseproductandtype,thenaccordingtheDell’sstaff’sintroduction,todetailedinformationandanimationdisplayandformtheproductconfigurationtabletoconfigurationpersonalizedmodels,thenviewtheshoppingcartandordersubmission.Finally,Dellcompanyaccordingthecustomerordertoprocesstheorderanddistributetheproduct.(Thegraphcanbeseeninfigure2)Forthecompany,thesemethodscanhelpthemtofindproblems,italsocanimprovetheirinadequateandevenchangeforit.Throughtheresearchthecompanycollectionsomevaluableinformation,inordertomeetcustomerrequirements,DellCompanymadeaseriesofchanges.Forexample,constantlyupgradingitswebsitetomeetcustomerneeds,designnewfashionofthecomputertobringmorecustomerandtoimprovethequalityofcomputersandlaptopstoincreasecustomersatisfaction.Theyusedcollectingmarketdata,tochangetheoperationalsideofroadthatinvestmentinthecomputermarketandsomebusinesshardwaredevelopment.So,theyreceiveagreatdealofmarketandbecomethedominantforce.(Thequestionnairecanbeseeninfigure1)
5.ThecontinuousreviewandimprovementofDell’scustomercare
Acompany’scustomercarestrategycanbereviewedby:
1.Comparingtocustomerfeedbackanalysis.2.ThirdPartyAssessment.3.Benching-marking.Astheworld'
slargestPCsseller,De