COVER sample.docx
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COVER sample.docx
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COVERsample
CreatingaCultureofCustomerCare
Assessment2
Submittedby
Huangzhenlin
(CandidateNo.095513549)
InternationalCollege
CentralSouthUniversityofForestryandTechnology
December2010
Introduction:
TheessayisconcentratedonthetopicthatthecustomercarestatusintheNOKIA.Accordingtothiscase,Ifurtherunderstandthatthecustomercaremattersinacompany.25yearsago,NOKIAcametochina.Likemanysuccessfulmultinationalcompanies,NOKIAregardedChinaasahugepotentialmarket,whichisfullofopportunities.Afteraseriesofeffort,TheNOKIAachievedthesuccessinsalesandinnovation.
Thecustomercarestrategyistoexplainreasonsfortheexistenceofthecompanyandmakethecompanyandstaffsknowsthemeaningofexistenceofcompany.Thecontentofthecustomercarestrategyinclude:
Whythecompanyexist,whythecompanymanagethisproject,andwhatthecompany'sprospectobjective.Thevitalthingofplanningacustomercarestrategyistomakeitbecomestheconstitutionofcompany.Firstly,thecompanyshouldmakeitbecomingthemaincontentoftrainingthestaff.Secondly,thecompanyshouldmakeitbecomingthebasisofformulatingpolicyandstrategicdecision.Thirdly,thestaffshouldbeinvolvedtoparticipationtheplanningandformulatingcustomercarestrategy.IntermsofNOKIA,thecustomercarestrategyispeople-oriented.ItmeansthecorevalueofNOKIAistoproducepeople-orientedtechnologicalproducts.TheNOKIAalsoaskthemanagers,customersandstafftocompletethequestionsincustomercarestrategy,thenmakingasummaryinbrieflanguagetodraftthestrategy.Afterthat,Revisingandidentifyingthestrategybasedonthefeedback.TheNOKIACompanyhasthecustomercarestaffwhichworkedinresearchinganddevelopingthesoftware,theotherareworkedinsales.WhensomethingwrongwiththeNOKIAproducts,agoodcommunicationshouldbeinvolved.Inordertofindasolvingmethodandbetterthecustomercarequantity,thecooperationindifferentdepartmentissignificantindispensable.Itshowstheroleofemployeeparticipationinthecustomercarestrategy.The"humantechnology"customercarestrategyisbeneficialtosettingtheobjectivesandensuringthedevelopmentstrategy.
Settingstandardsforcustomercareisnecessary.Firstly,itcanmakeemployeesbuildtheirworkingobjectives.Secondly,itcanhelptoconveythecompany'sexpectationtocustomersandemployees.Thirdly,itcanhelptocreatethevaluablemeasurabletools.Anorganisationwillmeetrequiredstandardswhenittreatsitascustomerwithrespectwhenallinvolved.a)Seektobehonestandfairinrelationshipwithcustomers.b)Providethestandardsofproductsandservicesthathavebeenagreed.c)Takeallreasonablestepstoensurethesafetyandqualityofgoodsandservicesprovided.Thecompanyshouldidentifytheguidingprinciplesofstandardsforcustomercare.Servicestandardsareameasurablebehaviourguide.Thecustomercanreceiveasatisfactionservicefromtheemployeesaccordingtothestandards.Thecontentinthestandardsasfollows:
Whatthecustomerexpectation,whatcanwedoonthecustomerconcernedproblem,c)Whatcanwedotoimproveourcustomercare.d)What’sthehigheststandardofthecustomercare.e)howcanweensurethatthecustomerswilltocometoourcompanyagain.Theexecutionproceduresandformulatingmethodsofthecustomercareserviceasfollows:
a)whataspectsofserviceareimportanttothecustomer.b)Identifythemeasurablestandardswhichcanmakethestandardservicebecometheenterpriseculture.c)Inspectingthecustomerserviceregularly.d)Conveyingtheimplementationresultsofservicestandards.e)Rewardemployees,andre-evaluatedtheservicestandards.ThestandardsofNokiais“professionandconcentration,brannewservice.”Nokiahascreatedanewcustomercarestandardsrecently,whichis“onehourquickservice”.ItmeanstheNokiaprovideahighqualityandefficientmaintenanceservice,andtheserviceswillonlyholdonehour.Withinonehour,theNokiaalsoprovidedaseriesofsupportingvalue-addedservice.Suchasmobilephonebackuporarchived,freebatterychargingandsoon.Judgingfromthepreviousservice;therearesomecomplaintsonthesettingMMSandbackupdirectories.Itoriginallyisthedutyofmobiledealers,butnowitbecomesprofitableway.
Theunreasonablecustomercareshouldberevised.Accordingtoinspectedthisfeedbackregularly.TheNokiacanknowclearlywhatthecustomers’expectationandtheconcernedquestion.ThenNokiatakesomeimprovingmeasuressuchas“onehourquickservice”and“providingaseriesofsupportingvalue-addedservice”.Fromtheseactions,thecompanycanfindtheimprovingdirections.TheNokiaalsore-evaluatethecustomercarestandardsandrewardthestaff.TheimportantreasonforNokiarapidlygrowingistheestablishingcustomerservicenetwork.Theonehourmaintenanceservicecommitmentandsupportingvalue-addedservicecanbetterthecustomerserviceandprovidethefastandconvenientservicestothecustomer.itcanensuretheleadingpositioninthemobilemarket.
Weneedtoabletogetfeedbackfromcustomers,thereforeweneedtofindoutbothquantitativeandqualitativeaspects.Themethodsofobtainingcustomerviewsoncustomercareasfollows:
surveysandquestionnairescustomercommentcards,lettersofcomplaintorcommendations,structuredconversationswithcustomers,telephonepolling,andobviouscustomerbehaviour,notingcustomerswhodon’tappeartobebeingserved,bodylanguage,talkingtocustomer,longqueue,becomingacustomer.
Nokiahasamarketinformationcollectingnetwork:
a)inchinatherearemorethan300promotionalstaff,whicharebelongtothemarketingdepartment.Theycollectedavarietyofmaterialandinformationinthemarketeverydayalltheinformationwillsubmittodifferentmarketanalysisgroup.b)Nokiaalsomakesuseofnetworktocollectinformation,whichfocusesontherelationshipbetweentheagents,themonthlysalesintheretailstores,thecustomerfeedbackandsoon.
Theorganisationcanreviewitscustomercarestrategyinthesewaysasfollows:
a)Ensuringthemeaningandvalueofthecompanycanbeachieved.b)Ensuringthecompany'sprospectobjectivecanbeachieved.c)Ensuringthecompany'soperatingbusinesswhethereffective.TheimprovingsuggestiontotheNOKIAasfollows:
reducinganyunnecessaryafter-saleservicepaymentsforthecustomer,reducingtheprocessingtimeofcustomercareproblem,monitoringtheemployeestoperfectservicequality.Thecompanyalsoshouldcontinuereviewandimprovethecustomercarepolicies.Firstly,thecustomerserviceconditionshowsthecompany'sdevelopmentsituation.Secondly,thecustomerservicepoliciesaffectthesales.Thirdly,thecustomerservicepoliciesaffecttheimageofthecompanyincustomer'seyes.Thecandidatesshouldbeencouragedtooffersuggestion.Differentsuggestioncangivethecompanyfreshinnovationvigor.Thepolicyofthecompanysettingwillbemorereasonableandeffective.
Tothecustomer,theycan’tknowclearlyoneffortoftheproductresearchanddevelop.Theirfeeingonthequalityisbasedontheusingoftheproductsandtheafter-salescustomercareservice.ThehighercustomersatisfactionisbeneficialtotheNokiainnovationandgrowing.Thecustomersatisfactionisbasedonthecustomercareservice.FromthesuccessfulexperienceoftheNokia.Abettercustomercareserviceissignificantindispensableforacompanysustainabledevelopment.
references
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