Outcome 3.docx

Outcome 3.docx

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Outcome3

Content

Introduction2

CustomerCareStrategy3

1.SatisfytheEmployeesisthecornerstone.3

2.SatisfytheCustomersisthecore.3

3.SatisfytheShareholdersisthegoal.4

CustomerCareStandard4

Thecustomeristherealboss4

Satisfactionguaranteed4

ServiceAcceptation4

On-siteservice4

Visittothecustomer5

Thesundownrule5

3-MeterRule5

Getfeedbacksaboutstandard5

ImproveCustomerCareStrategy6

Conclusion7

Reference8

Introduction

Establishedin1958,CHANGHONGisoneofthelargestChineseconsumerelectronicsprovider,manufacturingandmarketingofconsumerelectronicsproducts.CHANGHONGbecameastate-ownedcompanyin1994.In2005,CHANGHONG’sannualturnoverwas$2.2billionUSdollars,withthevalueat$4billionUSDollars.Today,CHANGHONGhasbranchesandjointventureswithover30,000employees.

CHANGHONGhasestablishedoverseasbranchesandrepresentativeofficesinU.S.A,Europe,Australia,Russia,SoutheastAsiaandMiddleEastandiscontinuingsettingupbranchesandofficesinothermarkets.CHANGHONGhasbeengainedISO9001managementauthenticationandISO14001environmentalauthentication.

CustomerCareStrategy

Thecustomerserviceispriorityinthecompanybecauseithasuniquecustomerservicestrategynamed“3S”.

The“3S”—SatisfytheEmployees,SatisfytheCustomersandSatisfytheShareholderssloganwasoriginallyputforwardbynewChairmanoftheBoard,ZhaoYong.Gradually,the"3S”hasbecomethemanagementconceptionofCHANGHONG.

Theconvergencyof“3S”isdefinitelyinseparable.Onlybyrespectingandconcerningtheemployeescanwesatisfythem.Theemployeesfeelcontentedandprovidehigh-qualityproductsandservicetothecustomers.Thecustomersaresatisfiedandpayoutoftheirownpocketsforourproducts.Andthengetprofits.Finally,theshareholdersgetadeservedreturnandfeelcontented.Thus,theemployees'loyaltyandthecustomers'trustarerealized;thewin-winbetweenCHANGHONGandtheshareholdersarereached.

1.SatisfytheEmployeesisthecornerstone.

Thecorporationtriesbesttomeetallthereasonabledemandsofthestaff:

tohelpthestaffrealizeindividualcareerplan,tosetuptheplatformforthestaffperform,tokeepaneyeonthehealthandsafetyofthestaff.

2.SatisfytheCustomersisthecore.

ServiceFirst,CredibleSecurity.Wecommittocreatehigh-classproductsandhigh-qualityservice.

CommercialReputationisthecomprehensivereflectionofhigh-qualityproducts,fastandefficientservice,marketsizeandhighpopularity.ThisisthewholeimpressionofCHANGHONGonthecustomers.Itisaccumulatedbitbybitandisthefoundationofkeepingthebusinessforever.Everyoneofusshouldtakethegoodwillintoaccount.

Alltheunitsandeachemployeeshouldlistenattentivelytotheadvicefromcustomers,especiallythecriticisms.Customers'attitudeandadviceisourmostvaluablewealth,andwhatwecanjustdoistoimproveuntilcustomersfeelsatisfied.

3.SatisfytheShareholdersisthegoal.

Torunbusinesswithhonestyandintegrity,andwithconsistentreturn;tohelpthesocietyandthenationallayworriesandtideoverdifficulties;toachievecivichonor.

CustomerCareStandard

Thecustomeristherealboss

AllAssociatesworkforthecustomerswhobuyCHANGHONG’smerchandise.Infact,thecustomercanfireeverybodyinCHANGHONG.Andtheycandoitbysimplyspendingtheirmoneysomewhereelse.Thegreatestmeasureoftheirsuccessishowwellthecompanypleasesthecustomer,‘TheirBoss’.TheyneedallsupportAggressiveHospitalityandhavetheircustomersleave100%satisfiedeveryday.

Satisfactionguaranteed

Givecustomerswhattheywant,andalittlemore.LetthemknowCHANGHONGappreciatesthem.Makegoodonalltheemployees’mistakes,anddon’tmakeexcusesandapologize.Standbehindeverythingtheemployeesdo.ThetwomostimportantwordswereonthefirstCHANGHONGsign—‘SatisfactionGuaranteed’.

Simplystated,thismeansdoingeverythingwecantopleasethecustomer.Repair,exchange,orrefundwithathank-youandasmile.Thecustomersaretheirlivelihood.Theirjobistomakethecustomerfeellikethecustomersarethemostimportantpartoftheirbusinessbymeetingthecustomers’needsandexceedingthecustomers’expectations.

ServiceAcceptation

Inordertogettheinformationoftheservicerequirementofcustomerandhaveresponsetothecustomerassoonaspossible,CHANGHONGhassetup“CHANGHONG4008”CustomerServiceCallCentre,andtheunifiedtelephonenumberforthewholeChina:

4008-111-666.Itprovides7*24hoursservice（7daysperweek,24hoursperday）forthecustomerstoacceptthetelephoneconsultsandservicerequirements.

On-siteservice

Whenthedelegatedserviceprovidersof“Sunshinenetwork”whichcoversthewholeChinahavereceivetheservicedemandfromtheCustomerServiceAdministrativeCenter,thecustomercouldbecontactin30minutesandbeprovidedstandardandhighefficienton-siteserviceaccordingtothecustomer’sservicedemand.

Visittothecustomer

TheCustomerServiceAdministrativeCenterwillhaveavisittothecustomerin24hoursaftertheservice.Thepurposeofthevisitisthattogetthefeedbackoftheserviceandsupervisionofthequalityoftheservice,inordertoprovidedatasupporttotheservicequalityanalysis,continuedserviceandtherisevalueservice.Simultaneously,accordingtotheconditionofthevisit,TheCustomerServiceAdministrativeCentershouldinspectandmonitortheserviceprovidersonthequalityofservicetoimprovethequalityofserviceandthesatisfactionofthecustomers.

Thesundownrule

Thisrulesaysthatallassociatesshouldrespondtocallsfrom—customers,suppliersorotherassociatesbysundownofthedaytheyarereceived.Thisisjustoneexampleoftheircommitmenttofriendlycustomerservice.Respondingquicklytothecustomersshowsthattheycare.Theywon’talwayssolveeveryproblemorcompleteeverytaskbeforesundown,butbykeepingthecustomersinformedtheydemonstrateoneofthefoundationsoftheircompanythattheycare.

3-MeterRule

Theyencouragetheirassociatestomakethecustomersfeelwelcomewhenthecustomerschoosetheirmerchandise.Theyrecruitandhirepeoplewholiketosmile,lookthecustomersintheeye,andgreeteveryonewhocomeswithin3meters.Theycallthisthe"3-MeterRule".Ifatallpossible,theyliketocallthecustomersbyname.

Getfeedbacksaboutstandard

Aftertheoperatorhaveansweredthetelephonecall,accordingtocustomer’sservicedemand,carriesonprocessingtothecustomerinformationandestablishesthecustomer’sinformationfile,andsendtheinformationtothecorrespondingCustomerServiceAdministrativeCenterthroughcustomerservicemanagementsystem.IntheCustomerServiceAdministrativeCenter,thecustomer’sservicedemandswillbesorted,andthemostsuitabledelegatedserviceproviderwillbedispatchedtogiveresponsetothecustomer.Aftertheserviceforthecustomer,thedelegatedserviceproviderfeedbacktheresultofservicetotheCustomerServiceAdministrativeCenter.

Creatingcustomeraftercaremeansthatweshouldcreateafeedbacksystem.Andthefeedbackscanbedividedintotwoparts:

quantitativeaspectsandqualitativeaspect.

QuantitativeAspectisbasedonnumbers.Ourhotelcouldcheckcustomersrecordstoseehowmanycomplaintshavebeenreceivedonservicesanddeterminewhichonesarecreatingmostcustomerdissatisfaction.Forinternalcustomers,wecouldrecordwherebudgetsorcostsarebeingexceeded.

QualitativeAspectisbasedonthequalityoftheservice.Thehotelshouldcreateadatabasetorecordanycustomerwhohasbookedtheroom.Additionally,thecomplaintsfromthecustomeralsoshouldberecordedandimprovetheserviceforthenesttimegettingexperiencefromthepreviouscomplaint.

Therearealotofmethodstogetfeedback.Fortheemployees,wecouldusethewayofinterviewtogetfeedback.Andforthecustomers,wecouldhandoutsomequestionnairesorgivethemtelephonecallstogetfeedback.

ImproveCustomerCareStrategy

AlthoughthecustomercareofCHANGHONGisperformverywell,italsoneedsomeimprovementinsomeaspects:

●Setadeadlinefordealingwiththecomplaintstopromotethecompaintsmorepositively.

●Developingthenewproductstocreatetheaddedvaluegoodsandservicestocustomer.

●Providingthenewcustomercoretrainingforstafftobuiltabettercultureofcustomers.

●Holdingsomeskillcompetitionwithinorganizationtoencouragingthecreativityofemployees.

Conclusion

Incorporatedin1958,CHANGHONGhasgrownintoarulemakerandacontent&serviceprovider,notasimplehouseholdappliancemanufacturer.EngagedinindustriesasdigitalTV,AC,refrigerator,IT,communication,digital,network,electricalpowersource,commercialelectronicsandpettyappliance,etc.,CHANGHONG’ssalesin2005hitRMB17.6billionsales,29.4percentrisecomparedwiththesameperiodlastyearandCHANGHONGbrandvaluedRMB39.861billionishonorablyenrolledintotheWorld’s500MostInfluentialBrands.Withanopenindependentinnovationsystem,CHANGHONGsetupmanyunitedlaboratorieswiththetopenterprisesoftheworld;subsidiarycompaniesspreadtoAmerica,Australia,SoutheastAsiaandEurope;productsandservicehavereachedover100countriesandregionsintheworld.

With“Creation&Happiness”brandspirit,CHANGHONGsetsthegoaltobecometheleaderof3C-convergednewlife,committingtocreatemoredelightfulandmoreimaginaryhappyexperienceforconsumers.

Reference

ScottishQualificationsAuthority,CreatingaCultureofCustomerCare,ChinaModernEconomicPublishingHouse

http:

//www.changhong.co