HND客服报告.docx

HND客服报告.docx

《HND客服报告.docx》由会员分享，可在线阅读，更多相关《HND客服报告.docx（12页珍藏版）》请在冰豆网上搜索。

HND客服报告

ReportforCreatingaCultureofCustomerCare（DJ4234）Outcome3

XXXXXXXXXXXXXXXXXXX

-----------------XXXXXXXXXXX

Candidatename:

YinTao

GradeandClass:

Businessmanagement（4）

StudentID:

Submissionday:

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