Outcome 3.docx
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Outcome3
Content
Introduction2
CustomerCareStrategy3
1.SatisfytheEmployeesisthecornerstone.3
2.SatisfytheCustomersisthecore.3
3.SatisfytheShareholdersisthegoal.4
CustomerCareStandard4
Thecustomeristherealboss4
Satisfactionguaranteed4
ServiceAcceptation4
On-siteservice4
Visittothecustomer5
Thesundownrule5
3-MeterRule5
Getfeedbacksaboutstandard5
ImproveCustomerCareStrategy6
Conclusion7
Reference8
Introduction
Establishedin1958,CHANGHONGisoneofthelargestChineseconsumerelectronicsprovider,manufacturingandmarketingofconsumerelectronicsproducts.CHANGHONGbecameastate-ownedcompanyin1994.In2005,CHANGHONG’sannualturnoverwas$2.2billionUSdollars,withthevalueat$4billionUSDollars.Today,CHANGHONGhasbranchesandjointventureswithover30,000employees.
CHANGHONGhasestablishedoverseasbranchesandrepresentativeofficesinU.S.A,Europe,Australia,Russia,SoutheastAsiaandMiddleEastandiscontinuingsettingupbranchesandofficesinothermarkets.CHANGHONGhasbeengainedISO9001managementauthenticationandISO14001environmentalauthentication.
CustomerCareStrategy
Thecustomerserviceispriorityinthecompanybecauseithasuniquecustomerservicestrategynamed“3S”.
The“3S”—SatisfytheEmployees,SatisfytheCustomersandSatisfytheShareholderssloganwasoriginallyputforwardbynewChairmanoftheBoard,ZhaoYong.Gradually,the"3S”hasbecomethemanagementconceptionofCHANGHONG.
Theconvergencyof“3S”isdefinitelyinseparable.Onlybyrespectingandconcerningtheemployeescanwesatisfythem.Theemployeesfeelcontentedandprovidehigh-qualityproductsandservicetothecustomers.Thecustomersaresatisfiedandpayoutoftheirownpocketsforourproducts.Andthengetprofits.Finally,theshareholdersgetadeservedreturnandfeelcontented.Thus,theemployees'loyaltyandthecustomers'trustarerealized;thewin-winbetweenCHANGHONGandtheshareholdersarereached.
1.SatisfytheEmployeesisthecornerstone.
Thecorporationtriesbesttomeetallthereasonabledemandsofthestaff:
tohelpthestaffrealizeindividualcareerplan,tosetuptheplatformforthestaffperform,tokeepaneyeonthehealthandsafetyofthestaff.
2.SatisfytheCustomersisthecore.
ServiceFirst,CredibleSecurity.Wecommittocreatehigh-classproductsandhigh-qualityservice.
CommercialReputationisthecomprehensivereflectionofhigh-qualityproducts,fastandefficientservice,marketsizeandhighpopularity.ThisisthewholeimpressionofCHANGHONGonthecustomers.Itisaccumulatedbitbybitandisthefoundationofkeepingthebusinessforever.Everyoneofusshouldtakethegoodwillintoaccount.
Alltheunitsandeachemployeeshouldlistenattentivelytotheadvicefromcustomers,especiallythecriticisms.Customers'attitudeandadviceisourmostvaluablewealth,andwhatwecanjustdoistoimproveuntilcustomersfeelsatisfied.
3.SatisfytheShareholdersisthegoal.
Torunbusinesswithhonestyandintegrity,andwithconsistentreturn;tohelpthesocietyandthenationallayworriesandtideoverdifficulties;toachievecivichonor.
CustomerCareStandard
Thecustomeristherealboss
AllAssociatesworkforthecustomerswhobuyCHANGHONG’smerchandise.Infact,thecustomercanfireeverybodyinCHANGHONG.Andtheycandoitbysimplyspendingtheirmoneysomewhereelse.Thegreatestmeasureoftheirsuccessishowwellthecompanypleasesthecustomer,‘TheirBoss’.TheyneedallsupportAggressiveHospitalityandhavetheircustomersleave100%satisfiedeveryday.
Satisfactionguaranteed
Givecustomerswhattheywant,andalittlemore.LetthemknowCHANGHONGappreciatesthem.Makegoodonalltheemployees’mistakes,anddon’tmakeexcusesandapologize.Standbehindeverythingtheemployeesdo.ThetwomostimportantwordswereonthefirstCHANGHONGsign—‘SatisfactionGuaranteed’.
Simplystated,thismeansdoingeverythingwecantopleasethecustomer.Repair,exchange,orrefundwithathank-youandasmile.Thecustomersaretheirlivelihood.Theirjobistomakethecustomerfeellikethecustomersarethemostimportantpartoftheirbusinessbymeetingthecustomers’needsandexceedingthecustomers’expectations.
ServiceAcceptation
Inordertogettheinformationoftheservicerequirementofcustomerandhaveresponsetothecustomerassoonaspossible,CHANGHONGhassetup“CHANGHONG4008”CustomerServiceCallCentre,andtheunifiedtelephonenumberforthewholeChina:
4008-111-666.Itprovides7*24hoursservice(7daysperweek,24hoursperday)forthecustomerstoacceptthetelephoneconsultsandservicerequirements.
On-siteservice
Whenthedelegatedserviceprovidersof“Sunshinenetwork”whichcoversthewholeChinahavereceivetheservicedemandfromtheCustomerServiceAdministrativeCenter,thecustomercouldbecontactin30minutesandbeprovidedstandardandhighefficienton-siteserviceaccordingtothecustomer’sservicedemand.
Visittothecustomer
TheCustomerServiceAdministrativeCenterwillhaveavisittothecustomerin24hoursaftertheservice.Thepurposeofthevisitisthattogetthefeedbackoftheserviceandsupervisionofthequalityoftheservice,inordertoprovidedatasupporttotheservicequalityanalysis,continuedserviceandtherisevalueservice.Simultaneously,accordingtotheconditionofthevisit,TheCustomerServiceAdministrativeCentershouldinspectandmonitortheserviceprovidersonthequalityofservicetoimprovethequalityofserviceandthesatisfactionofthecustomers.
Thesundownrule
Thisrulesaysthatallassociatesshouldrespondtocallsfrom—customers,suppliersorotherassociatesbysundownofthedaytheyarereceived.Thisisjustoneexampleoftheircommitmenttofriendlycustomerservice.Respondingquicklytothecustomersshowsthattheycare.Theywon’talwayssolveeveryproblemorcompleteeverytaskbeforesundown,butbykeepingthecustomersinformedtheydemonstrateoneofthefoundationsoftheircompanythattheycare.
3-MeterRule
Theyencouragetheirassociatestomakethecustomersfeelwelcomewhenthecustomerschoosetheirmerchandise.Theyrecruitandhirepeoplewholiketosmile,lookthecustomersintheeye,andgreeteveryonewhocomeswithin3meters.Theycallthisthe"3-MeterRule".Ifatallpossible,theyliketocallthecustomersbyname.
Getfeedbacksaboutstandard
Aftertheoperatorhaveansweredthetelephonecall,accordingtocustomer’sservicedemand,carriesonprocessingtothecustomerinformationandestablishesthecustomer’sinformationfile,andsendtheinformationtothecorrespondingCustomerServiceAdministrativeCenterthroughcustomerservicemanagementsystem.IntheCustomerServiceAdministrativeCenter,thecustomer’sservicedemandswillbesorted,andthemostsuitabledelegatedserviceproviderwillbedispatchedtogiveresponsetothecustomer.Aftertheserviceforthecustomer,thedelegatedserviceproviderfeedbacktheresultofservicetotheCustomerServiceAdministrativeCenter.
Creatingcustomeraftercaremeansthatweshouldcreateafeedbacksystem.Andthefeedbackscanbedividedintotwoparts:
quantitativeaspectsandqualitativeaspect.
QuantitativeAspectisbasedonnumbers.Ourhotelcouldcheckcustomersrecordstoseehowmanycomplaintshavebeenreceivedonservicesanddeterminewhichonesarecreatingmostcustomerdissatisfaction.Forinternalcustomers,wecouldrecordwherebudgetsorcostsarebeingexceeded.
QualitativeAspectisbasedonthequalityoftheservice.Thehotelshouldcreateadatabasetorecordanycustomerwhohasbookedtheroom.Additionally,thecomplaintsfromthecustomeralsoshouldberecordedandimprovetheserviceforthenesttimegettingexperiencefromthepreviouscomplaint.
Therearealotofmethodstogetfeedback.Fortheemployees,wecouldusethewayofinterviewtogetfeedback.Andforthecustomers,wecouldhandoutsomequestionnairesorgivethemtelephonecallstogetfeedback.
ImproveCustomerCareStrategy
AlthoughthecustomercareofCHANGHONGisperformverywell,italsoneedsomeimprovementinsomeaspects:
●Setadeadlinefordealingwiththecomplaintstopromotethecompaintsmorepositively.
●Developingthenewproductstocreatetheaddedvaluegoodsandservicestocustomer.
●Providingthenewcustomercoretrainingforstafftobuiltabettercultureofcustomers.
●Holdingsomeskillcompetitionwithinorganizationtoencouragingthecreativityofemployees.
Conclusion
Incorporatedin1958,CHANGHONGhasgrownintoarulemakerandacontent&serviceprovider,notasimplehouseholdappliancemanufacturer.EngagedinindustriesasdigitalTV,AC,refrigerator,IT,communication,digital,network,electricalpowersource,commercialelectronicsandpettyappliance,etc.,CHANGHONG’ssalesin2005hitRMB17.6billionsales,29.4percentrisecomparedwiththesameperiodlastyearandCHANGHONGbrandvaluedRMB39.861billionishonorablyenrolledintotheWorld’s500MostInfluentialBrands.Withanopenindependentinnovationsystem,CHANGHONGsetupmanyunitedlaboratorieswiththetopenterprisesoftheworld;subsidiarycompaniesspreadtoAmerica,Australia,SoutheastAsiaandEurope;productsandservicehavereachedover100countriesandregionsintheworld.
With“Creation&Happiness”brandspirit,CHANGHONGsetsthegoaltobecometheleaderof3C-convergednewlife,committingtocreatemoredelightfulandmoreimaginaryhappyexperienceforconsumers.
Reference
ScottishQualificationsAuthority,CreatingaCultureofCustomerCare,ChinaModernEconomicPublishingHouse
http:
//www.changhong.co