HND 大二第一学期创建客服文化的报告.docx

HND 大二第一学期创建客服文化的报告.docx

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HND大二第一学期创建客服文化的报告

ReportforCreatingaCultureofCustomerCare（DJ4234）Outcome3

TOYOTAthecustomercarestrategy

Candidatename:

YeFengfeng

GradeandClass:

3

StudentID105143141:

Submissionday:

30December2010

TableofContents

I.Introduction2

II.DevelopmentoftheTOYOTA'sCustomerCareStrategy2

2.1IntroductionofTOYOTA'sCCS.2

2.2HowTOYOTAdesignandimplementitsCCS3

III.EstablishmentoftheTOYOTA'sCustomerCarestandards4

IV.TheresearchofTOYOTA'sQualitativeandQuantitativecustomerfeedback6

4.1Researchbackground.6

4.2ResearchMethodology6

4.3Datacollectingmethods.6

4.4Dataanalysis7

4.5Researchconclusion.7

V.ThecontinuousreviewandimprovementofTOYOTA'scustomercare8

VI.ConclusionandSuggestion8

VII.Reference9

VIII.Appendix10

FigureI.Sampleofquestionnaire10

FigureII.Questionnaireoutcomes13

FigureIII.Interviewoutcomes14

FigureIV.Customerfeedbacks24

I.Introduction

Themainobjectiveofthisreportistoanalyzeaworldfivehundredenterprisesofcustomerservice;thisreportisselectedastheanalyticalobjectToyota.TheanalyticaldepthreportwillToyota'scustomerservicestrategy,andToyota'scustomerservicephilosophy.

II.DevelopmentoftheTOYOTO'sCustomerCareStrategy

II.1IntroductionofTOYOTO'sCCS

Toyotaiscommittedtotheconceptoftreatingcustomerswithcustomer-oriented,committedtoprovidingcustomerswiththeHeartanddistinguishedproductsandservices.Toyotaisthecharterthereisagoaltoexceedcustomerexpectations.Toyota'scustomerservicehasalwaysbeenrequiredtodomaintenancequalityisthecustomer'sbasicneeds,animportantfactorincustomersatisfaction,aperfectrepairofthehighstandards,canreflecttheToyotasuperbtechnicalabilityandefficientquality.Atthesametimecustomerswillfeelthereliableandsatisfactoryservice.Tokeepcustomersinthemaintenanceoflongwaittimes,eachcustomerhasaguidemembertoguidecustomers.Therefore,theimplementationofthereceptionistToyotaoneononecustomerservice.Whenthecarinthemaintenanceoftime,eachcustomerinthecustomerloungetorest,thecustomerloungeallowscustomerspeaceofmindandcomfortthroughthemaintenancetime,andduringmaintenancecustomerscanobservefromthecustomerserviceroomoftheirowncarMaintenanceschedule.TherearemanyfeaturesofToyota'scustomerserviceisnotothercompanies,suchastheToyotasiteservice.Toyotaemployeeswillbesentfreeonsiteservice.Cardoesnotknowtheproblemthere,asToyotawillalsobesentfreesiteservicestaff.Therearefreetowingservices.IfyouareaToyotacustomer,thenwhenthecustomer'scarfails,wewillsendthecustomer'scarontothetrailerrepairshopforrepairs.EvenToyotahasbuiltacustomeraccommodationforcustomers.Ifyou'veeverrunintoforalongtimeservice,suchascrashesandthelike,mayhavetorepairthelasttwomonthsabroadtoliveinhotelexpensesifcustomerswillbeverylarge.Soweputasmallbuildingusedasacustomeraccommodation,weplantoputitrenovatedearlynextyear,freeofchargetothecustomerresidence.

II.2HowTOYOTOdesignandimplementitsCCS

Brown（2007）

Managementalignmentandmobilization:

thisinvolvesgettingthebuy-inandconsentofmanagementtopursueastrategiccustomercarecourseofactionChangereadinessassessment:

thecriticalstephereisdeterminingiftheorganizationisreadytoembracestrategiccustomercare,andidentifyingtheindividualsandteamswhowillhelpmakeithappenCustomersegmentation:

thisentailscollectingthenecessarydataandundertakingthesegmentationexerciseasdescribedearlierCustomerprofiling:

here,Brownsuggeststhatanorganizationgothroughadetailedcustomerprofilingexercise（asoutlinedearlier）onitsstrategiccustomers（i.e.thoseatthetopendofthesegmentationstructure）VOCintervention:

thenextstepistodosomeresearchonthosestrategiccustomersbygettingtheirperspectiveonyourorganizationasasupplier

Gapanalysis:

thisinvolvesidentifyingthoseareaswhereimprovementscouldbemade,basedupontheVOCresponsesandtheperspectivesofseniorandmiddlemanagersManagementcalltoaction:

herethetroopsaremobilized,andstrategicaccountmanagementteamsareassembledforthosebasecustomersandstrategicpartners,asdefinedbythecustomersegmentationframeworkStrategicactionplanning:

thisinvolvestheteamsdevelopingtheirplansregardinghowtoimproveserviceandsatisfactiontothecustomerCustomeralignment:

heretheteamsinformthecustomersthattheaccountteamhasbeenformed,andenlisttheirsupportintheoveralleffort（whichcustomersshouldbehappytogive）thisensuresaone-to-onealignmentbetweenthesupplierorganizationandthecustomer

Teamtraining:

heretheteamistrainedtoworkasateamImplementationmobilization:

gettingonwithitPerformancemonitoringandadjustment:

forobviousreasons

III.EstablishmentoftheTOYOTO'sCustomerCarestandards

Companyandthecustomers’loyalrelationshipofequality

Toyotainthecountrywithsevenpartswarehouse,currentlyover95%ofthecountryhasachievedatwenty-fourhoursarrival.Ifyouareexperiencingshortageofindividualparts,thepartswarehousebringingtheirtransfers,accordingtopartZhonglei,originandotherdifferences,thewaitingtimevaries,buttheFAWToyotawillnotmeetcustomerdemandtotakeTebiecorrespondingpartsinordertosatisfythecustomerassoonaspossibleneeds.TOYOTA（2010）

Withinthespecifiedtime,theorganizationhasacommitmentandresolvecustomercomplaintsandcommentsprocedure

CustomerscanphoneorthroughthecomplaintdirectlytotheFAW-Toyotadealershipidentifiedacomplaint.Afterreceivingcustomercomplaintsrelatedtocorrespondtothecorrespondingpersonnelatthefirstcustomercomplaints,andthecorrespondingdelay,informthecustomer.

Havetoensurethatsuppliersandcontractorshaveprocedurestoobtainpaymentaccordingtotheagreement

Toyotadealershipownedvehicleshaveaclearinspectionrequirementspriortovehicledeliverytothedealershiptoprovideastandardinspectionproceduresandrelatedtraining.Vehiclesbeforedeliverytothecustomerwillbestrictlycheckedbeforedeliveryofthevehicle.Thedealershipwillbein"goodservice"principle,toprovidethebestproducts,bestservice.

Toyotacustomerservicestandards

Thefirst:

Theprinciplesofrespectforcustomers,enterpriseshaveclearcommercialterms

Article:

Customer'spersonalinformationonlybythetermsandconditionsoflicensewillbeused.

ArticleIII:

suchascopyrights,trademarks,patents,software,intellectualpropertyandothercustomerswithonlytheclienttobeusedundertheconditionsallowed

ArticleIV:

OrganizationtoensurethattheadsgeneratedbytheCompany,statementsandcustomerinformationwillnotcausepublicoffense

ArticleV:

withinthespecifiedtime,theorganizationhasacommitmentandresolvecustomercomplaintsandcommentsprocedures.

ArticleVI:

customerfeedbackinthedevelopmentoftheorganizationwillbefullytakenintoaccount.

ArticleVII:

Organizationwillbeconductedtoensurefaircompetitionandpreventunfaircompetitiongenerated.

ArticleVIII:

clearandtransparentsupplier,contractorselectioncriteria

ArticleIX:

clear,suppliers,Contractor’sterms.

Article:

beforethechangeincommercialterms,changethelosseswillinformsuppliersandcontractors.

ArticleXI:

suppliers,contractorsandthetermsofthepersonalinformationonlyundertheconditionsofthepermitwillbeused.

ArticleXII:

suchascopyrights,trademarks,patents,software,supplier,contractor-ownedintellectualpropertyrightsonlyundertheconditionsofthecustomerisusedtoallow

Article:

withinthespecifiedtime,theorganizationhasacommitmentandresolvesupplier,contractorcomplaintsandcommentsprocedure.

ArticleVIII:

suppliers,contractor’sfeedbackonthedevelopmentoftheorganizationwillbefullyconsidered.

IV.TheresearchofTOYOTA'sQualitativeandQuantitativecustomerfeedback

IV.1Researchbackground

TOYOTAanddistributor，dealeroffthejointpromotionofrepair.

Earlydetectionoftheactualsituationofeachdealerhasbeenimproved,whichimprovestheone-timefixthequantity,qualityandspeed.Localinfrastructurehasbeenstrengthened.Customerrequirementsincreased.

IV.2ResearchMethodology

Thesurveyfirstandtheninthequantitativeanalysisofqualitativeanalysis,qualitativeanalysiscanbeseenintuitivelybecauseproductscannotbeaone-timefix,andthensolvetheproblematsource.Veryconvenient,quantitativeanalysiscanbeveryintuitivetoseethepercentageofrepairtime,therebyincreasingtheinputofaone-timefixestoaddresstheprevalenceofone-timefix

IV.3Datacollectingmethods

Qualitativedatacollectionmethodsareselectedsurvey.Thebenefitsofthesurveyismoretosavetimeandmoneyandmanpower,canbestatedandexplainedtotherespondents,askedtoensurehigheryield.Ismoreconvenienttoinvestigatethetimecanselectrespondents,thetimesufficient.Disadvantagesofthesurveyistoinvestigatetherangeisrelativelysmall,limited,thequalityofthesurveycannotbeguaranteed

.

Interviewanalysisofselecteddatacollectionmethodsofthequantitative.Interviewswastoinvestigatethebenefitsoftheanswerishigh,thequalityofsurveydataisbettertoinvestigateawiderangeofobjects.Thedownsideisthatinterviewswithintervieweesinterviewermayaffecttheinteractionresultsofthesurvey,anonymityisratherpoor,thehighcostandlongtime,thepersonalrequirementsoftheinvestigatio