HND 大二第一学期创建客服文化的报告.docx

1、HND 大二第一学期创建客服文化的报告Report for Creating a Culture of Customer Care (DJ4234) Outcome 3TOYOTA the customer care strategyCandidate name: Ye FengfengGrade and Class: 3 Student ID 105143141:Submission day: 30 December 2010Table of ContentsI. Introduction 2II. Development of the TOYOTAs Customer Care Strat

2、egy 22.1 Introduction of TOYOTAs CCS . 22.2 How TOYOTA design and implement its CCS 3III. Establishment of the TOYOTAs Customer Care standards 4IV. The research of TOYOTAs Qualitative and Quantitative customer feedback 64.1 Research background. 64.2 Research Methodology 64.3 Data collecting methods.

3、 64.4 Data analysis 74.5 Research conclusion. 7V. The continuous review and improvement of TOYOTAs customer care 8VI. Conclusion and Suggestion 8VII. Reference 9VIII. Appendix 10Figure I. Sample of questionnaire 10Figure II. Questionnaire outcomes 13Figure III. Interview outcomes 14Figure IV. Custom

4、er feedbacks 24I. IntroductionThe main objective of this report is to analyze a world five hundredenterprises of customer service; this report is selected as the analytical object Toyota. The analytical depth report will Toyotas customer service strategy, and Toyotas customer service philosophy.II.

5、Development of the TOYOTOs Customer Care StrategyII.1 Introduction of TOYOTOs CCSToyota is committed to the concept of treating customers with customer-oriented, committed to providing customers with the Heart and distinguished products and services. Toyota is the charter there is a goal to exceed c

6、ustomer expectations. Toyotas customer service has always been required to do maintenance quality is the customers basic needs, an important factor in customer satisfaction, a perfect repair of the high standards, can reflect the Toyota superb technical ability and efficient quality. At the same tim

7、e customers will feel the reliable and satisfactory service. To keep customers in the maintenance of long wait times, each customer has a guide member to guide customers. There fore, the implementation of the receptionist Toyota one on one customer service. When the car in the maintenance of time, e

8、ach customer in the customer lounge to rest, the customer lounge allows customers peace of mind and comfort through the maintenance time, and during maintenance customers can observe from the customer service room of their own car Maintenance schedule. There are many features of Toyotas customer ser

9、vice is not other companies, such as the Toyota site service. Toyota employees will be sent free onsite service. Car does not know the problem there, as Toyota will also be sent free site service staff. There are free towing services. If you are a Toyota customer, then when the customers car fails,

10、we will send the customers car onto the trailer repair shop for repairs. Even Toyota has built a customer accommodation for customers. If youve ever run into for a long time service, such as crashes and the like, may have to repair the last two months abroad to live in hotel expenses if customers wi

11、ll be very large. So we put a small building used as a customer accommodation, we plan to put it renovated early next year, free of charge to the customer residence.II.2 How TOYOTO design and implement its CCS Brown (2007)Management alignment and mobilization: this involves getting the buy-in and co

12、nsent of management to pursue a strategic customer care course of action Change readiness assessment: the critical step here is determining if the organization is ready to embrace strategic customer care, and identifying the individuals and teams who will help make it happen Customer segmentation: t

13、his entails collecting the necessary data and undertaking the segmentation exercise as described earlier Customer profiling: here, Brown suggests that an organization go through a detailed customer profiling exercise (as outlined earlier) on its strategic customers (i.e. those at the top end of the

14、segmentation structure) VOC intervention: the next step is to do some research on those strategic customers by getting their perspective on your organization as a supplier Gap analysis: this involves identifying those areas where improvements could be made, based upon the VOC responses and the persp

15、ectives of senior and middle managers Management call to action: here the troops are mobilized, and strategic account management teams are assembled for those base customers and strategic partners, as defined by the customer segmentation framework Strategic action planning: this involves the teams d

16、eveloping their plans regarding how to improve service and satisfaction to the customer Customer alignment: here the teams inform the customers that the account team has been formed, and enlist their support in the overall effort (which customers should be happy to give) this ensures a one-to-one al

17、ignment between the supplier organization and the customer Team training: here the team is trained to work as a team Implementation mobilization: getting on with it Performance monitoring and adjustment: for obvious reasons III. Establishment of the TOYOTOs Customer Care standardsCompany and the cus

18、tomers loyal relationship of equality Toyota in the country with seven parts warehouse, currently over 95% of the country has achieved a twenty-four hours arrival. If you are experiencing shortage of individual parts, the parts warehouse bringing their transfers, according to part Zhonglei, origin a

19、nd other differences, the waiting time varies, but the FAW Toyota will not meet customer demand to take Tebie corresponding parts in order to satisfy the customer as soon as possible needs. TOYOTA (2010)Within the specified time, the organization has a commitment and resolve customer complaints and

20、comments procedureCustomers can phone or through the complaint directly to the FAW-Toyota dealership identified a complaint. After receiving customer complaints related to correspond to the corresponding personnel at the first customer complaints, and the corresponding delay, inform the customer.Hav

21、e to ensure that suppliers and contractors have procedures to obtain payment according to the agreementToyota dealership owned vehicles have a clear inspection requirements prior to vehicle delivery to the dealership to provide a standard inspection procedures and related training. Vehicles before d

22、elivery to the customer will be strictly checked before delivery of the vehicle. The dealership will be in good serviceprinciple, to provide the best products, best service.Toyota customer service standardsThe first: The principles of respect for customers, enterprises have clear commercial termsArt

23、icle: Customers personal information only by the terms and conditions of license will be used.Article III: such as copyrights, trademarks, patents, software, intellectual property and other customers with only the client to be used under the conditions allowedArticle IV: Organization to ensure that

24、the ads generated by the Company, statements and customer information will not cause public offenseArticle V: within the specified time, the organization has a commitment and resolve customer complaints and comments procedures.Article VI: customer feedback in the development of the organization will

25、 be fully taken into account.Article VII: Organization will be conducted to ensure fair competition and prevent unfair competition generated.Article VIII: clear and transparent supplier, contractor selection criteriaArticle IX: clear, suppliers, Contractors terms.Article: before the change in commer

26、cial terms, change the losses will inform suppliers and contractors.Article XI: suppliers, contractors and the terms of the personal information only under the conditions of the permit will be used.Article XII: such as copyrights, trademarks, patents, software, supplier, contractor-owned intellectua

27、l property rights only under the conditions of the customer is used to allowArticle: within the specified time, the organization has a commitment and resolve supplier, contractor complaints and comments procedure.Article VIII: suppliers, contractors feedback on the development of the organization wi

28、ll be fully considered.IV. The research of TOYOTAs Qualitative and Quantitative customer feedbackIV.1 Research backgroundTOYOTA and distributor，dealer off the joint promotion of repair.Early detection of the actual situation of each dealer has been improved, which improves the one-time fix the quant

29、ity, quality and speed.Local infrastructure has been strengthened.Customer requirements increased.IV.2 Research MethodologyThe survey first and then in the quantitative analysis of qualitative analysis, qualitative analysis can be seen intuitively because products can not be a one-time fix, and then

30、 solve the problem at source. Very convenient, quantitative analysis can be very intuitive to see the percentage of repair time, thereby increasing the input of a one-time fixes to address the prevalence of one-time fixIV.3 Data collecting methodsQualitative data collection methods are selected surv

31、ey. The benefits of the survey is more to save time and money and manpower, can be stated and explained to the respondents, asked to ensure higher yield. Is more convenient to investigate the time can select respondents, the time sufficient. Disadvantages of the survey is to investigate the range is

32、 relatively small, limited, the quality of the survey can not be guaranteed.Interview analysis of selected data collection methods of the quantitative. Interviews was to investigate the benefits of the answer is high, the quality of survey data is better to investigate a wide range of objects. The downside is that interviews with interviewees interviewer may affect the interaction results of the survey, anonymity is rather poor, the high cost and long time, the personal requirements of the investigatio