完整word版HND 客服报告正文.docx

完整word版HND 客服报告正文.docx

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完整word版HND客服报告正文

CreatingaCultureofCustomerCare

H1F034

CandidateName:

GradeandClass:

1.0Introduction

PfizerincorporatedisanAmericanmultinationalpharmaceuticalcorporationheadquarteredinNewYorkCity,andwithitsresearchheadquartersinGroton,Connecticut,UnitedStates.Itisoneoftheworld'slargestpharmaceuticalcompanies.

ThisreportisresearchthecustomercareofPfizerincorporated.Thisreportwillresearchexpectationofinternalandexternalcustomer,Customercultivate,Definitionofcustomerrelationship,Thewayoforganizingcustomercaretraining,Thequalitativeandquantitativecustomerfeedback,Thekeyfactorsofaftercare,Introductionandevaluationofcustomercarestrategy,Customersatisfactionandloyalty,Introductionandevaluationofcustomercarestandard.Finally,putforwardareasonableproposalforthecompany'scustomerservice.

2.0Expectationofinternalandexternalcustomer

2.1InternalCustomers

Internalcustomersarewithintheenterpriseindividualsanddepartmentsthattoaccepttheservicesofotherindividualsorunitsoftheenterprise.Allemployeesofthecompanycanbeinternalcustomers

InternalCustomers

Introduction

PackageArtworkSpecialist

ThePackageArtworkProjectSpecialistwillberesponsibleforimplementingproductartworkrenewal,designandcoordinatingapprovalcycleforChinain-lineandnewproducts.

Staffsarecompany’sinteriorcustomer.Pfizer’sstaffsneedcompanyimprovethemwagesandneedcompanythinkhighlyofthemandtheyneedpromotioninthiscompany.Theyalsoneedimprovethemlifelevel.

2.2Externalcustomer

Externalcustomersareoutsidetheenterpriseindividualsorinstitutionsthatbuytheproductsorservicesprovided.Forexample:

Retailers:

amerchantwhosellsgoodsatretail

Finalcustomer:

someonewhopaysforgoodsorservices.

RetailerandfinalcustomerisPfizercompany’sexternalcustomers.Pfizercompany’scustomerneedthecompanycanprovidemoreinformationaboutdrugandcustomerneedthecompanycanensuretheproducthasgoodqualityandcustomerneedcompanyprovidegiveafter-salesservice.

3.0Establishmentandmaintenanceofcustomerrelationship

3.1Whatisthecustomerrelationshipmanagement

Customerrelationshipmanagement（CRM）isawidelyimplementedmodelformanagingacompany’sinteractionswithcustomersandprospects.Theoverallgoalsaretofind,attract,andwinnewclients,serviceandretainthosethecompanyalreadyhas,enticeformerclientstoreturn,andreducethecostsofmarketingandclientservice.Customerrelationshipmanagementdescribesacompany-widebusinessstrategy

3.2ThebenefitsofCRM

Accordingtothetheory,thefourbenefitsofcustomerrelationshipmanagementiscontinuedgrowthinrevenue,themoreaffordablecostofsales,salesdominoeffect,andtoincreasethestabilityofthestaff.

3.3HowtoestablishCRM

CustomerProfile:

CollecttheCustomerProfile,includingdemographicinformation,consumerpsychology,consumerdemandandconsumptionbehaviorpatterns,transactionrecords,creditandsoon，tofullyunderstandtheCustomerProfile.

CustomerSegmentation:

EstablishCustomerSegmentation,accordingtoCustomerdesireanddemandforproductsandservices,isdividedintodifferentCustomergroups,thenaccordingtothecustomersgroupstoprovideproductsandservices.

CustomerSatisfaction:

Providemorethancustomerexpectationsofproductsandservices.

4.0Thewayoforganizingcustomercaretraining

Thereare4stepsincustomercaretraining,whichistrainingneedsanalysis,trainingdesign,trainingdeliveryandtrainingevaluation.（Roger,A_2002）ForexampleaboutPfizercompany,theymakeaquestionnaireaboutwhatdotheemployeesneed.Andaskstaffssomequestionsaboutcustomercaretrainingfacetoface.Pfizercompanyleadersusethiswaytodesigntrainingandanalysistrainingneeds.Thecompany’susesanofficeastrainingplaceandmakeatrainingscheduleforstaffs,andstipulatestaffsmustjoininthetrainingcourse.Afterstaffsfinishthetrainingcourse,thecompanyleaderwillmakeevaluationaboutthetraining.Theywillletthestaffswhojoinedthetrainingcoursereceivecustomersandlookthemhowsolvesomequestionduringreceivecustomerstime.Andevaluationstaffsbehaviorisornottakesomebenefitstocompany.

Pfizercompanydesigncustomercaretrainingcontentsforthestaffsincludeservicestrategy,servicestandard,after-salesserviceandserveremedy,clientdemandanalysis.ThebelowtableshowsPfizercompanytrainingdesignandtrainingimplement.

Trainingneedsanalysis

Pfizerneedtopromotenewrhinitismedicinetothecustomer.SoPfizerneedtotrainagroupofsalesman.

Trainingdesign

Interpretationofthemarketingskillsand

Trainingneedsfortwoweeks.6hoursofclasstimeeveryday.

Trainingdelivery

Explainthedrugtreatmentprincipleandtheadvantagescomparedwithotherdrugs.

Trainingevaluation

Usethesalesandcomplaintstojudgment.

5.0Thequalitativeandquantitativecustomerfeedback

QualitativeanalysisofdefinitionisThequalitativeresearchfocusesonwordsandobservationstofindoutreality,andattemptstodescribepeopleinnaturalsituations（Jarvis,P.1992）.Quantitativeanalysisofdefinitionisthequantitativeresearchgrowsoutofasolidacademictraditionthatplacesconsiderabletrustinnumbersthatrepresentopinionsorconcepts（Jarvis,P.1992）.

Questionnairearechoicetoquantitativeanalysismethodforcustomerfeedback,thecompanyselectedinterviews/observationmethodofqualitativeanalysisforcustomerfeedback.

5.1Quantitativeresearch:

1:

Yourgender（）

A:

manB:

woman

2:

Yourage（）

A:

Undertheageof20B:

20to39C:

40to59D:

Morethan60

3:

Yourcareeris（）

A:

civilservantsB:

enterpriseemployeesC:

freelancersD:

studentE:

teacherF:

doctorG:

4:

Yourrecordofformalschooling（）

A:

Belowthejuniorhighschoolorjuniorhighschool

B:

Seniorhighschool

C:

Collegeorbachelordegree

D:

Master'sormaster'sdegreeandabove.

5:

Doyouknowwhatpharmaceuticalbrands（）

A:

JanssenB:

PfizerC:

UnitedLaboratoriesD:

MRK

6:

Whichonedoyouthinkthefollowingwordscanbestdescribethecompany（）

A:

SpecialtyB:

ReliableC:

ExpensiveD:

Innovation

7:

Howdoyoufeeltheoverallqualityofthebrandproduct（）

A:

VerygoodB:

GoodC:

GeneralD:

BadE:

Verybad

8:

Whatdoyouthinkofthebrandproductinnovationconsciousness（）

A:

VerygoodB:

GoodC:

GeneralD:

BadE:

Verybad

9:

Wouldyouliketorecommendthebrandtoothers（）

A:

VerywillingB:

WillingC:

unwillingnessD:

veryuncomfortable

10:

Yourloyaltytothebrand（）

A:

Needtobuydrugs,nomatterhowIwillbuythisbrand.

B:

Needtobuydrugs;Itrytousethebrand.

C:

Whethertochoosethisbrand,Idon'tcare.

D:

Evenifneedtobuydrugs,Iwillalsotrytoavoidthebrandchoice.

11,Whetheryouwouldliketolearnmoreaboutthebrand（）

A:

VerywillingB:

WillingC:

unwillingnessD:

veryuncomfortable

12:

Youdoyousatisfiedwiththequalityofproductsourcompany:

A:

VerysatisfiedB:

SatisfactionC:

UnsatisfactoryD:

Veryunsatisfactory

13:

Whatdoyouthinkofthecompanyproductspricescomparedwithsimilarproductsindustry:

A:

lowB:

flatC:

ishigher

14:

Doyouthinkthatthebrandisverygood（）

A:

YESB:

NO

15:

Pleasesuggestustous:

Mostpeopleareverysatisfiedwiththecompany'sproductquality.

5.2Qualitativeresearch:

Pfizercompanysendsomeonetointerviewwithfivequestions.

Thequestionsarewhencontract,thesalesstaffexplainedtoyouthecost,ifenablesyoutoclearlyunderstandthedeliverycosts?

Salesstaffwhetherexplaindrugmattersneedingattentionforyou？

Areyousatisfiedwithsalespeople?

Doyousatisfiedwiththewholecompanyprovideservice?

Doesadrughaveapositiveeffectonyourillness?

Customersarenotsatisfiedwithsalespeople.Ihopewecanimprovethemannersofsalespersonnel.Customersdon'tsatisfiedwiththeserviceofthecompany;hopethecompanytoprovidemorecomprehensiveservices.Customersdonotliketousecourierdelivery.Hopethecompanycandirectlysenthomedelivery.

6.0Thekeyfactorsofaftercare

After-saleservicehasfivekeyelementswhichisApologize，Immediateresponse，Empathy，SymbolicatonementandTracing.

Awomandrinkingafterthesupplementappearedallergies.Pfizermadeanapologytothecustomer,Refundthecost,damagesthecustomer$500,000.Andprovidefreemedicalexaminationeverymonthoverthenextyeartothecustomer.

PfizerwasadoptedApologize，Immediateresponse,SymbolicatonementandTracing.

7.0Introductionandevaluationofcustomercarestrategy

Accordingtothetheory,thedesignprocessofcustomerservicestrategyinclude:

1.Developmentandevaluationofbusinessstrategy

2.Keydeterminationsofcustomercarestrategy

3.CreationofCreativities

4.Evaluationanddevelopmentofcreativities

5.FeasibilityandProfitAssessment

6.Clearrolesandresponsibilities

7.ImplementationTest

8.Commercialization

9.EvaluationandDouble-looplearning（Wilson,J,P_1999）

ThechartsbelowshowsPfizercompany'scustomerservicestrategywhichisExpressdeliveryofgoodsdirectlytocustomers

Reasontocreatethecustomerservicestrategy

Alotofcustomersdon'tliketorunlongdistancesforbuyhealthsupplements

Serviceoriginality

ThecompanycommissionedFedExdoor-to-door.

Feasibilityevaluateandprofitabilityevaluate

Althoughmanycustomerslikethisway.ButbecauseoftheFedExregulatoryissues,manypackagesarereplaced.SoPfizersetuptheirownlogisticscompanyareresponsiblefordoor-to-doordelivery.

Asfarasiamconcerned,thiscustome