HND客户服务文化构建.docx
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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,thiscompanydevelopveryfastinthoseyears.Ithadastrictmanagementsystem.Representativeproductsincludefreshmilk,icecream,milk,cheeseandotherdailynecessities.Inonehand,Mengniucompanyhasexcellentcustomerserviceculture.Allthestaffworktogethertoprovidequalitycustomerservice.“Everyday,fortomorrow”and“Onlyforthequalityoflife”arethemissionstatements.Thisarticlewilltalkaboutcustomerservicestrategy,serviceobjectives,corporatevalues,businessprinciples,corporatecultureandorganizationalstructureofthedescriptiontoelaborate.Thiswouldstillinvolveitscustomersfeedback.
Section1
Manyorganizationshavemissionstatements.Particularlylargeones.Mengniu?
s
missionstatementsare“Everyday,fortomorrow”and“Onlyforthequalityoflife”.Anorganizationalmissionstatementconsistsoftwoelements:
1.Thevisionoftheorganization.
Thevisionmayincludetheidealdestination.Thisiswheretheorganizationwantstogoandwhenithopestogetthere.
2.Thevaluesorprinciplesoftheorganization.
Thevaluesarethesetsofbeliefsbehindtheactionsoftheorganization.Itwillrelatetothequalityofgoodsandservices,treatmentofcustomersandemployeesandmakestatementsregardingopennessandgoodpractice.
Mengniu?
sbusinessphilosophyandcorporatecultureisbeatstaffoneself.Mengniu?
sprofessionalspiritisconcentrateonmilk,concentrateonicecream.Thedifficultthingistobeatothermilkcompanyandovercomeourselves.Sobeatitselfisverynecessary.Mengniu'smanagementconceptis98%rule:
98%ofbrandculture
98%ofbusinessishuman,resources
98%integration
98%ofcontradictionisamisunderstanding
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,theyhavemoretalentandstrategy.Thedecisionmadebymanagementissuccessfulforanorganization.Thebottom-upsystemwasconsideredtobesuperiorinthe„FlatStructures?
becauseifagoodideastartedattheemployeelevelitwouldmovelaterally,thenupwardstothenextlevel,whereitwouldagainspreadlaterally.Thenupwardstothenextlevelandagaingolateral.Mengniu'scommunicationincludesbothcommunications,soitcanrunsoperfectandgrowingsorapidly.
2.Qualitycontrol
Thequalitycontrolneedtodofrombasic,Mengniu'smaterialsprocurementisverystrictandtherearemanystandards.Rawmaterialsusedbythecompanyhavebeenstrictlytested,thentoproduct.
InMengniu,notonlytestingandproductionofrawmaterialshavealotofstandardsbutalsoproducttestinghavethestandard.
Mengniuspendsmuchmoneyeveryyear,todothequalitycontrolwell.Becauseof
this,itbecomesalargemilkcompanyintheworld.
3.Training,developingandcreativityforthestaff
Inthefollow-upprinciple,proposedtheestablishmentofacustomerserviceconcept,obviously,anorganizationrequiresathorough,continuous,andflexibilityofproduction.Acustomerservicestrategyinthecoreskillsofknowledgeworkershasbeenestablishedwithcustomerstoestablishlongtermrelationships.Managementstructurewillbethecase;theyneedassistancetoenablestafftomakethedecision,whichwillleadtopositive,strongbondingbetweenemployeesandcustomers.Trainingcanbeoftwokinds:
that?
s„onthejob?
or„offthejob?
„Onthejob?
trainingmeansbeingtrainedwhilstactuallyperformingthetasksandactivitiesyounormallycarryout.Thetrainingmaybecarriedoutbyasupervisor,aworkcolleagueoramemberoftheTrainingDepartment.
„Offthejob?
trainingmeansbeingtrainedataplacewhichisnotthenormal
workplace.Itmaybeinaspecialisttrainingroom,ahoteloratrainingestablishmentsuchasaCollegeorUniversity.Manytrainingprogrammerscombinebothtoensurethatthereisgenuinetransferofknowledgeandskillsfromtheoffthejobscenariototheworksituation.
Itistheresponsibilityofanyorganizationtoseethatitsstaffsareproperlytrainedtoensurecustomersatisfactionandloyaltyinanenvironmentwhichalsoensurescustomersfeelcaredfor.InlargeorganizationlikeMengniuCompanythisisoftentheresponsibilityofaTrainingSectionwithinaHumanResourceDepartment.Throughthetrainingforthestaff,thecompanycoulddevelopitsstaffandcreativitythemtodobetterwork,thisalsocanbuildupcompaniescreativetohaveabetterdevelop.
4.Teamwork
Groupactivitiescanhelpsolvetheproblemoccursinthecustomerserviceandcare.Teamiswiththetalentanddedicatedgrouptosupportacommongoal,allofthepeople'ssupportandintheprocessofstruggle.Itcanmobilizealltheresourcesofteammembersandwisdom,willautomaticallyeliminatealldiscordandinjustice,andwillreturnforselflessdedicationforthepeople.Iftheteamisvoluntary,itwillhaveanenormouspowerofastrongandlasting.
Theperformanceofteamwork
(1)Closecooperationwithmembersactinharmony,co-decisionandconsultwith
others
(2)Listeningtotheviewsofpolicy-makingbeforedothedecision,andlinkwith
otherpeople'sopinions
(3)Inthechangingenvironment,allofthememberinthecompanyasavarietyof
roles.
Mengniuallteammembersinacommonrecognitionofthecollectiveconsciousness,itappearsthepsychologicalandmorale.Andreflectsthesharedvaluesandbeliefs.Andgroupscancometogetheranddevelopteamspiritandpromotetheteam'smentalstrength.Forexample,inMengniu'sorganization,everyaspectofourbusinessreflectsthesenseofteamwork.Companieseverydepartment.Suchasthepurchasingdepartment,productiondepartment,packingdepartment,salesdepartment,marketingdepartment,becauserawmilkfromadairy,andfinally,thelastofMengniuproductstomarket,alldepartmentsshouldtakepartinproductiveactivities;moreimportantisthatalldepartmentsshouldcloselycooperateinallrespects.Closelytoensurethesmoothcompletionoftheproduction.
Section3
Therearetwowaysforcompanycollectfeedback.
Herearesomeinformalmethods:
Obviouscustomerbehavior
Notingcustomerswhodon?
tappear,tobebeingserved
Bodylanguage
Talkingtocustomers
Longqueues
Becomingacustomer
Herearesomeformalmethods:
Surveysandquestionnaires
Customercommoncards
Lettersofcomplaintorcommendation
Structuredconversationswithcustomers
TelephonePolling
Enterprisesusethesemethodstocollectfeedback,andanalysisatthequantitativeandqualitativeinorganization.
QuantitativeAspects
Thisconceptisbasedonnumber.Companycheckcustomer?
srecordstoseehowmanycomplaintshavebeenreceivedongoodsorservicesanddeterminewhichonesarecreatingmostcustomerdissatisfaction.Forinternalcustomerscompanywantstoknowwherebudgetsorcostsarebeingexceeded
Quantitativeanalysisisreallybasedonhowmanytimesafaultyservicingoccursorisaparticulargoodconstantlybeingreturnedbecauseitdoesn?
tdowhatitissupposedtodoorcontinuallyfails.Measurementisnecessary.
QualitativeAspects
Herethemostimportantfeatureisthequalityofthegoodorservice.Companywanttoknowfromexternalcustomersthattheproductisperformingasitshould,islastingaslongasitshouldandisstillvaluedbythecustomer.Indeedmanyfirmsnowcontactcustomerssometimeafterpurchaseoftheproducttospecificallyaskifalliswell.CompanywillappreciatetoohowvitalitisforInternalCustomersthatiftheyreceivefromtheirsupplyingdepartmentagoodorservicethatisnotuptospecificationtheymayhavetoreturnitpushingupcostsandcausingdelays.Qualitativeanalysismeanscomparingagainstastandardjudgedasacceptableafterappropriateresearch.
Aftertheorganizationofquantitativeandqualitativeanalysis,ifwefindthatthesecharacteristicsarenotincustomerservice,customerloyalty,considerthereducedlevelofcustomerserviceasidetherequiredstandardswillnothavethefacts.
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- 关 键 词:
- HND 客户 服务 文化 构建