HND客户效劳与文化构建outcome2答案范文.docx
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HND客户效劳与文化构建outcome2答案范文.docx
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HND客户效劳与文化构建outcome2答案范文
AnInvestigativeReportAnalysisontheCustomerCareStrategyinDisney
TableofContents
Introduction3
Section13
Section26
Section38
Section49
Conclusion10
References11
Appendix12
Introduction
WaltDisneyParksandResortsruntheworldwideDisneyThemeParkandResort,designandconstructtheDisneyresortproject.ItbelongstoTheWaltDisneyCompany.WaltDisneyParksandResortattractsmillionsofpeoplearoundtheworld.
ItincludesDisneylandResortinCalifornia,WaltDisneyWorldResort,TokyoDisneyResort,DisneylandPairResort,HongKongDisneylandResortandDisneyCruiseLine.DisneycreatesspecialmemoriesandamazingattractionsattheParksforpeopleallovertheworld.
Section1
ThecustomercarestrategyofDisneyis‘providethebestentertainmentandhappinessforall’.BecauseoftheDisney’scorevalueiscreatejoy.Itshoweditsmissionclearly.Itisprovidehappinessfordifferentagesanddifferentgeographiclocationthroughbestentertainment.Fromtheirpromise,thecustomers’variousneedsandexpectancycanbemeetingandexceeding.
In1955,Disneyputforwardits‘weareprovidinghappiness’strategyfromthebeginningofDisneyThemeParkfounded.‘Happiness’isahumanisticsloganwhichwasthecustomers’need.Thestrategywasprovedsuccessfullyandmadeaninnovationin1971.Itisdrew‘bestentertainment’intotheoldstrategy.Theintroductionofthe‘best’isrecognizedintheturbulenttimesthereisalsoamarketcompetitive.In1990s,Disneyhasrecognizedthatbelowtheworldmarket,thevarianceneedsofpotentialaremoreandmoreimportant.Sotheyimprovethestrategyandprovidetheircustomerservicefordifferentagesandgeographiclocations.After2001,Disneyobservedthecustomers’variousneedandchangestheirservicetheme.Atlast,theyproposed‘providethebestentertainmentandhappinessforall’strategy.
ThemaincompetitorsofDisneyinChinaare‘HappyValley’and‘MerryLand’.TheyjustsatisfiedMajorChinese’sexpectancyanddon’tprovidevarianceservice.Thequalityofserviceisalsobeingcomplained.Disneyservesandsatisfiedallcustomers’expectancyinsteadofmajor.IthelpsDisneycreatedmagicalsuccessfulintheworld.
AfterDisneyreviewitscustomercarestrategyandcomparewithitscompetitors.DisneyshouldensuretheimplementationofDisney’sstrategy.Itconcernsninefactors.Theyarehumanity,efficiency,empathy,servicevariance,preference,innovation,expectancyachieved,accuracyandtrustworthy.HumanitymeansDisneypaygreatattentiononcustomercare.Disneyaddsvaluesandprovidesallage’sentertainmentexperienceandsatisfiedtheirjoy.InnovationisemphasizedfromthebeginningoftheDisneyCompany.Thecompanyhasgrowntocartoonandfilms.Itgraduallyexpandsitsbusiness,extendproductlinesandembarkonthediversifieddevelopmentroad.Undertakethedifferententertainmentmodesuchasonlinegames,themepark,stagemusical,toysandaudio–visualproducts.ThisisaproductinnovationstrategytoexpandthescopeoftheDisney’srevenue,andoccupybigmarketingshare.DisneyshouldalsoensureestablishpositiverelationshipswithcustomersthroughCustomerRelationshipManagementwhichwasmadeupintoCustomerRelationshipPlanningandCustomerInteractionSystem.TheCustomerRelationshipPlanningincludescustomeranalysis,campaignmanagementandrelationshipoptimization.TheDisney’scustomerrelationshipmanagementhastwocomponents.TheyarePalMickeyandcustomerinformationdatabase.AfterDisneyclassifyandanalysisthecustomerexpectancybycustomerinformationdatabase.DisneyusedPalMickeyinthecampaignmanagementtoprovidespecialserviceandexperience.Asaresult,itsatisfiedvarietycustomers’expectancyandimprovetheperception.ThetwowaysarebeneficialforDisneytoenlargeitsmarket’ssize.Therelationshipoptimizationmakesthecustomercarestrategymoretransparency.Disneyprovidesitsstrategythenthecustomersevaluateandunderstandit.Itreflectsharmonyoptimizationandfairness.AfterDisneyempathytothecustomers,therewillhappenatrustworthyrelationship.DisneywouldliketousecustomertousetheCustomerInteractionSystemwhichisincludingfourchannels.Theyarefieldsales,telephonesales,callcenterandwed.Callcenterandwebaremorehelpfulandsuitablefortheglobalization.Theinstitutionscanseetheinformationdirectlybythem.Fieldsalesandtelephonesalesareeffective.TheCustomerRelationshipSystemshowsDisney’scustomerfocusedtacticsandestablishespositiverelationshipwithallcustomers.Italsoimprovestheefficiencyofcommunicationandfeedbacksystem.
Inordertomaintainthepotentialmarketvalue,Disneyusescustomerfocusedflatsystem.IthelpsDisneytodevelopthecustomercarestrategy.Thestaffwastraininginademocraticmanagementstyle.Staffhasfacetofacecommunicationtocustomersandprovidesserviceforthem.Themanagersaresittingbelowstaffandsustainthem.Itisspecializedmanagementsystemandhasmaximumempowermentforstaff.StaffishavingownershipinDisney.Afterthis,ithelpsDisneytofilltheservicegapandgetfirst-handinformation.Afterencouragethestaff’screativityandtechnicalability,theservicesandproductsofDisneywillbeinnovated.Itwillresultahighqualityandteamcohesivenessandreducethewasteofhumanresource.Themanagersalsousesalaryplusencouragemotivatingthestaff.
‘Providethebestentertainmentandhappinessforall’strategydirectsDisneyusesemotionaldeliveryfromcustomers’pointtoretaincustomersandbringrepeatbusiness.Italsohasauniquecustomercareculturetomakethestrategymorecustomersfocused.
Section2
AfterDisney’sstrategyismade,theremustestablishacustomercarestandard.TheindustrystandardwillmonitorwhetherornotDisneyaremeetingthestandards.Itformulatesandimplementofvariousstrategiesandprovideimportantsupport.ThemainfunctionofHongKongTourismBoardalsomakesareferenceofcustomers’characteristic,preferences,varietyandconsumptiondata.Basedontheindustrystandard,Disneydevelopsitsowninstitutionstandard,SCSEserviceidea.SCSEconcernsfouraspects.Theyaresafety,courtesy,showandefficiency.Safetymeanstouristscanusetherecreationalfacilities,purchasegoodsandeatrestassured.Thisisthefirstservicefactorsshouldbeconsideredbyinstitution.Courtesyisastrictattitude.Therewillhavetoruletobeobservedonserviceandnotbecareless.ShowmeanstheDisneyshowisnotonlythestaff’sperformancebutalsotouristsenjoyjoinandinteract.TouristsrealizedthatDisneybringshappiness.EfficiencyreferstoDisney’sstaffmusthelptouristssolveproblemsontime.Staffshouldknoweverydetailsofcustomer’sneedinordertomeetingandexceedingtheirneeds.
InChina,becauseofthecustomervariance,Disneymakesadjustmenttomakeitscurrentstandardmoresuitable.BecauseoftheMulti-divisionstructure,Disneypaysattentiontheunificationofstandardizationandlocalizationduringtheprocessoftheinternationalexpansion.ThecultureissueleadsDisneyanalysisthemarket,consumerconsumptionlevelandpurchasingpower,andthenadoptsadifferentpricingstrategy.InDisneyPairsResort,thedesignernotonlyretainedthecharacteristicsbutalsomadeaninnovationandjoinedthelocalelements;suchastheDisneyanimationcitywasaddupthespecialcastlestyle.Itwasunusualandmetlocalization.InChina,themanagersofDisneyadjustpricestoadapttothemarketofChina.Tourismscanaffordthereasonableprice.Afteralltheadjustment,theinfluenceandperceptionofDisneywillimproveandthewholerevenuewillincrease.
Section3
Whentheadjustmentmadesuccessfully,Disneyshouldgatherandanalysesinformationfromcustomerswithrespecttocustomerimpressionsofitscustomercare.
Theinformationcanbegatheredfrombothcustomerperspectiveandinstitutionperspective.Themethodsaresimilarity.Theinstitutiondecidesthecontentofinformationandcustomerstestifyandevaluatetheinvestigationthroughfeedback.Theresultofcollectinformationfrominstitutionispredicativeandfromcustomerisapplicablesothattheinstitutioncangetthemostvaluableinformation.
ThereisaexcellentcomplaintcultureinDisney,itProvideadepartmenttodealwithcomplaintsandhelpedDisneyreducedthecomplaintrateswhichis17%in2001.ThechannelstogatherinformationinDisneyisCustomerInformationDatabase,whichclassifiedintocustomerstatisticsinformationandpsychologystatisticsinformation.TheyhelpDisneytofinepotentialcustomers,thebusinesslevelwillincrease.AfterDisneymadecustomersclassificationofpurchasingpower,customerdemandsanalysis.Itprovidesacustomizationservice.Customizationconcernsseveralfactorssuchashumanity,empathy,care,fairness,attentionandsoon.Humanityisemphasizedbycustomer-focusedtacticsserviceandcarereflectsDisneyestablishpositiverelationshipwithallcustomers.During1970s,Disney’smanagementisconservatism.Itaffectedthemarketingshareandrevenue.AfterthenewmanagerMichaelEisnerwasappointedasanewCEO.HemadeaninnovationandletDisneybecomeastrongtrademark.Thewholeincomeincreasedfrom16.5millionto254million.
Aftergatherinformation,Disneyfoundputthattheimplementationoftemmayhavesomedeficiencies.Disneydiagnosedthedeficiencyandthenclassifiesitintointernalproblemandexternalproblem.Theinternaldeficiencymustaboutthemanagementsystemloopsandtheexternalmust
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