HND客户服务文化构建.docx
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HND客户服务文化构建
HND客户服务文化构建
AninvestigativereportforMengniu
Introduction:
Mengniuisasingleinmilkindustry,thiscompanydevelopveryfast
inthoseyears.Ithadastrictmanagementsystem.Representative
productsincludefreshmilk,icecream,milk,cheeseandotherdaily
necessities.Inonehand,Mengniucompanyhasexcellentcustomerservice
culture.Allthestaffworktogethertoprovidequalitycustomerservice.
Everyday,fortomorrow"and"Onlyforthequalityoflife”arethe
missionstatements.Thisarticlewilltalkaboutcustomerservice
strategy,serviceobjectives,corporatevalues,businessprinciples,
corporatecultureandorganizationalstructureofthedescriptionto
elaborate.Thiswould
stillinvolveitscustomersfeedback.
Section1
Manyorganizations
havemissionstatements.Particularlylargeones.
Mengniu?
s
missionstatements
are"Everyday,fortomorroVand"Onlyfor
thequalityoflife"•Anorganizationalmissionstatementconsistsof
twoelements:
1.Thevisionoftheorganization.
Thevisionmayincludetheidealdestination.Thisiswherethe
organizationwantstogoandwhenithopestogetthere.
2.Thevaluesorprinciplesoftheorganization.
Thevaluesarethesetsofbeliefsbehindtheactionsoftheorganization.Itwillrelatetothequalityofgoodsandservices,treatmentofcustomersandemployeesandmakestatementsregardingopennessandgoodpractice.
Mengniu?
sbusinessphilosophyandcorporatecultureisbeatstaffoneself.Mengniu?
sprofessionalspiritisconcentrateonmilk,concentrateonicecream.Thedifficultthingistobeatothermilkcompanyandovercomeourselves.Sobeatitselfisverynecessary.
Mengniu*smanagementconceptis98%rule:
ofbrandcultureofbusinessishuman,resourcesintegrationofcontradictionisamisunderstanding
Mengniu?
sstructureisflatstructure:
thisstructurehasbigadvantageincompany
management.Theprevioustopthreelevelswerereducedintotwowhichmeantthatmoreresponsibilitywasgiventoeachmanager.Theintentwastomakecommunicationmoreeffective.Theopportunitywasalsotakentowidenthe“spanpfcontrol?
.Thismeantthatmanagershadagreaternumberofpeopleforwhomtheyhadresponsibility,ifemployeewasgivensomeabilitytotakedecisionsintheirareaofinfluencetoo.
Thiswascalled?
empoweringofemployees?
.Thisstructurealsoeasyto
communicate.
Inaword,inMengniu,ithasgoodcommunication,soitsmanagementisverysuccessful.Mengniuhasagoodcommunicationbetweenstafftoemployeesandmanagerstostaff,itwillauthorizestaffinvariousareasofitsproductdevelopmentandmarketshare.Companycanprovidetrueinformation,thiswillhelpleadersmaketherightdecisionsforfirmsdevelop.Thisstructurealsoleadthestaffliketheirwork
anddothembetterthanbefore.
Section2
Todosotheywillneedtointerpretstrategyintermsofstaffresources,budgets,theenvironmentwithqualityandthecultureofcustomercareastheirdrivingforces.Thiswillmeanensuringthatthefollowingarefullyaddressedtoachievecustomerfocus:
Communication
Teamwork
Qualitycontrol
Planning
Addedvalue
Ownership
Traininganddeveloping
Encouragingcreativity
1.Communication
Therearetokindsofcommunicationways,theyareBottom-upcommunicationandTop-downway,becauseofMengniu?
sstructureisflatstructure,thenitscommunicationwayisbottom-up,Top-downwayofcommunicationhasmanyadvantages.Asuppermanagement,theyhavemore
talentandstrategy.Thedecisionmadebymanagementis
successfulfor
anorganization.Thebottom-upsystemwasconsideredto
besuperiorin
the“FlatStructures?
becauseifagoodideastartedat
theemployee
levelitwouldmovelaterally,thenupwardstothenext
level,whereit
wouldagainspreadlaterally.Thenupwardstothenextlevelandagain
golateral.Mengniu*scommunicationincludesbothcommunications,soit
canrunsoperfectandgrowingsorapidly.
2.Qualitycontrol
Thequalitycontrolneedtodofrombasic,Mengniu*smaterials
procurementisverystrictandtherearemanystandards.Rawmaterials
usedbythecompanyhavebeenstrictlytested,thentoproduct.
InMengniu,notonlytestingandproductionofrawmaterialshavea
lotofstandardsbutalsoproducttestinghavethestandard.
Mengniuspendsmuchmoneyeveryyear,todothequalitycontrolwell.
Becauseof
this,itbecomesalargemilkcompanyintheworld.
3.Training,developingandcreativityforthestaff
Inthefollow-upprinciple,proposedtheestablishmentofacustomer
serviceconcept,obviously,anorganizationrequiresathorough,
continuous,andflexibilityofproduction.Acustomerservicestrategy
inthecoreskillsofknowledgeworkershasbeenestablishedwith
customerstoestablishlongtermrelationships.Managementstructure
willbethecase:
theyneedassistanc