Improving Operation Process to Increase the Customer Satisfaction Index in Fluke Company.docx

improving operation process to increase the customer satisfaction index in fluke company论文摘要 fluke 公司是一家销售工业仪器仪表的外资企业。销售的产品都包括万用表，数据采集器，精密校准仪等工业检测仪器。fluke以它的校准精度及操作便捷的特点闻名于工业仪器仪表行业，是此行业的领先者。我在公司任职于运营部门，主要负责与客户签订合同，进口设备，以及发货的工作。由于近几年业务量不断上涨，渐渐的我们发现在售后运营上出现了一些问题，导致客户的抱怨增多。 通过我们客服中心的电话咨询以及我们做的调查来看，普遍问题为货物状态信息沟通不及时，交货不准时，经常延期交货，发货后不及时通知客户等。从运营管理和物流控制原理和实践来看，企业内部的运营管理对企业自身的发展以及客户的需求是否被满足有着决定性的作用。针对这些问题本论文设计为改进运营流程来提高准时交货率，进而提高客户满意度。 本论文前期通过筛选客户满意度问卷调查、swot分析法等研究方法找出改进运营流程设计的方向。研究后运营部门讨论并开始制定改进方案，从订立合同到发货的一系列操作流程都有了精心的设计。并在2012年1月开始逐步实行改进后的流程，后期经过三个月的严格执行，我们通过再次的客户满意度调查，以及比较实施项目前后的销售量来分析项目实施的效果，此次操作流程改革计划顺利完成并取得了预期的效果。经过前期仔细的调查分析及切实可行的设计，中期认真的赶紧和实施和后期客观评估，本论文设计改进后的运营流程，不但使准时交货率和客户满意度大大提高，增加了客户的忠诚度，而且还给销售团队带来了更多的销售支持，销售额增加利润增大。实践证明，不断的完善更新现有的操作流程，是可以解决客户抱怨的最佳途径。在当下这个竞争激烈的商业环境下，好的服务成为了各个企业较量的武器。减少客户的抱怨以及提高客户满意度可以使公司更好，更快，更强的发展。 关键词： 抱怨 ；准时交货率；客户满意度；运营流程abstract this dissertation presents a detailed report of a project implemented to solve the problem of operation management about how to improve our customer satisfaction index. based on the hypothesis that well improved operation process management can achieve operation control, step up delivery ratio and improve the customer satisfaction, a two-month project was launched to make better our customer service and reduce the complaint of dealers. scientific research methods of conference discussion, needs and wants analysis, questionnaire, and swot analysis were used in the identification and analysis of the problems. through our teams research and swot analysis, we thought that if we could make use of our strengths to improve our operation process and increase value-added service and more customers care, the on time delivery rate and the customer satisfaction index would be advanced fleetly. after our new process was designed, we carried into our operation process in january. the end of february we did questionnaire from100 customers in a sample of 50. through our analysis for these 50 questionnaires, we could confirm that our project design was successful. methods of finding, amending and diagnoses were adopted for implementation and evaluation of the project. with the efforts of all our project members, we achieved our final goal successfully. the results of the project prove that perfecting the operation process would increase the otd (on time delivery) and improved the customer satisfaction index.key word: complaint; on time delivery; customer satisfaction index; operation processtable of contents page1. project introduction.12. project problem identification23. problem analysis33.1 companys current situation33.1.1 internal factors.33.1.2 external factor.43.2 need and wants analysis.53.2.1 the customer needs analysis.53.2.2 the staffs needs analysis.63.3 swot analysis.64. project objective and hypothesis84.1 project objective.84.2 project hypothesis.85. project rationale.85.1 customer satisfaction.85.1.1 what is customer satisfaction.95.1.2 why customer satisfaction is very important.95.1.3 customer satisfaction index and customer satisfaction survey.95.1.4 how i can improve the customer satisfaction index105.2 on time deliver.105.3 making the project.106. project design.116.1 planning activities.116.1.1 activities with improve booking process and time-scale.116.1.2 activities with improve shipment process and time-scale.116.2 people involved and responsibilities.136.3 costing.146.4 risks analysis.146.5 management and control.157. project implementation and monitoring.167.1 project implementation.167.1.1 general introduction of time, place of project.167.1.2 the working steps of implementation.167.2 monitoring and evaluating.17 7.2.1 monitoring.17 7.2.2 evaluating.188. finding and discussion.18 8.1 finding.18 8.1.1 the sales increased.18 8.1.2 the customer satisfaction improved19 8.2 discussion.249. conclusion.25bibliography.28appendix i: telephone survey process.29appendix ii: improve booking process30appendix iii improve shipment process.31appendix iv: customer survey questionnaire32improving operation process to increase the customer satisfaction index in fluke company1. introductionfluke instrument company is the leader of electronic test tools. it contains produce, distribute and service. fluke instrument company was established in 1948 as a wholly owned subsidiary of danaher, fluke is a multinational company, headquartered in everett reed, washington, usa, and factory is located in the united states, united kingdom, the netherlands and china. sales and service subsidiaries are in europe, north america, south america, asia and australia.i am planner in operation team at fluke. our department is mainly responsible for signing the contract with the customer, under orders to u.s. suppliers, goods to the customs clearance, delivery to the customer. in addition we are responsible for communicating with customers and suppliers with the united states. planner is responsible for all the work mentioned above except the customs clearance.at present, the using process is customer signed the contract with us; we notice the u.s. factory to product, after production instrument will be shipped to our company in shanghai, finally we delivery them to our customers from shanghai.however with the sales volume of business increases, more and more customers began to complain. they complain that our delivery is delayed, the communication is not timely, and often do not know their own orders. these reasons lead to the rapidly decline of our customer satisfaction. for this problem, we conducted a discussion of the cooperation in our internal department. it is due to our operating process is chaos; the staff is not clear division of labor caused by the problem.in order to solve these problems i design a project which is perfect the operation process to improve the on time delivery rate thereby improved customer satisfaction index.the detailed report of a project implemented to solve these problems of customer complaint about how to perfect our operation processes. based on the hypothesis that perfect operation processes can improve the on time delivery rate thereby improved customer satisfaction index, a two-month project implementation was launched to make better our booking and shipment procedures, all operation policies and criteria, management and monitoring responsibilities. scientific research methods of conference discussion, needs and wants analysis, questionnaire, and swot analysis were used in the identification and analysis of the problems. methods of finding and amending discrepancy are for implementation and evaluation of the project. in order to complete this project, i learned and made reference many books. understanding of the more relevant theoretical knowledge such as what is customer satisfaction, why customer satisfaction is very important, how i can improve the customer satisfaction index, what is on time deliver and so on. in addition i had studied how to complete the development and implementation of the project design through internet and reference books.we hope that through three months of practice, the customer satisfaction could be greatly improved. and due to improve the quality of service, our customers would like to continue to support our products. consequently there are some outputs and benefits for the project. not only can improve the customer satisfaction index but also can let our customer to more loyal and better report the sells department.2. project problem identificationwe are in the american fluke company which sales industrial instrument. our role is planner in operation team for reporting sales department in fluke company. the mainly responsibility is booking order and arrange our units to ship for our customer. before booking order, we will sign the contract with our dealer. when the units are shipped to our company from supplier we will arrange to ship them to dealer every day.recently we find some important problem due to more and more complains from customer about shipment delay and our call-center department often receiving telephone complaints about this issue. the customers complain that they do not be notified when the units were shipped, the units could not be delivery on time due to they do not be informed, so they often be complained and cancel order by their customer even paying for damages which breach of contract. and they think our standard lead-time is too long, they hope speeding up the production cycle. in order to analyze the reasons for customer complaints, we have a synthetically assess of the operational processes in operational departments. after analyzing, it is the reasons bring about these issues that confused operation process and inefficient communication and incorrect management.solve the above problems not only can improve the customer satisfaction index but also can let our customer to more loyal and better report the sells department. if we do not perfect our processes more and more complains will appear and will affect sells team.3. problem analysisto better understand these problems of shipment delay. we conducted a swot analysis which comprised three parts. first of all is situation analysis of our department and company. the second is need analysis of the customer tracking telephone and our staff meeting, the last one is swot profile summarizing current process advantages and disadvantage.3.1 companys current situation3.1.1 internal factorsprocess status: at present when we receive the order from sales, we will make contract to our customer. and then receiving the sign back we will entry our system. at one time our suppliers which come from usa, germany and uk will see it in their system. they should produce according to the order. as long as shipping, suppliers will provide us shipment notice. when the units arrive at custom in shanghai we will start to clean custom and put in storage. finally we will ship them after the customer payment. we hardly communicate with customers cargo information.physical resources: we outsourced the logistics company and a very large warehouse. all instruments to complete customs clearance has been sent to this warehouse. the logistics company will classify and manger on these units. they will arrange to ship them according to pack list from our planners. in addition, we establish customer relation management system to record customer profiles including their detail information. using this information we can contact with them very efficient.financial status: our company observed very precise financial regulations. we have account in bank of china which used to make collections from our customer. our financial report superintend by pwc (price water house coopers).our customer feel very relieved for our financial situation.human resources: now our team has about 10 staffs. one manger is responsible for manage all process. he is joining in us less than two month. but he has a wealth experience in operation management because has worked 11years in this position at others company. steven planners are responsible for booking and shipment. every person manages different order and shipment for different bu (business union). in addition we have two customs person are responsible for customs clearance and put in storage.3.1.2 external factorsuppliers shipment status: we have three suppliers from usa germany and uk. in general usa delivery will be late sometimes. germany and uk can ship units to us on time. they have advanced operating system and perfect the management system.political: since reform and opening-up, our country had encouraged foreign trade policy. keep good diplomatic relations with other country makes our foreign trade growth faster in recent years. so more and more same foreign company come to china, competition in the industrial instrumentation industry has become very stinging. economic: in the past ten year, china entry into high-speed economic development stage. there are many policy which beneficial to the import and export. but new due to the increase in import export trade and the form of the state, the customs administration is very strict on imported goods.social: the employment rate for many countries is very important. the employment rate increase can effectively promote the construction of harmonious society.technological: the american fluke company has the best measurement techniques of temperature and distance. it is unique competitiveness that we provide the technology which makes sure our customer, many engineering and production enterprise, use our companys product to precisely measure temperature or distance date they need.3.2 need and wants analysisa customer research looking for factors affecting customer satisfaction index to our department must narrow the research problem through a need analysis of the customers and our staffs.3.2.1 the customer needs analysisfirst a concise questionnaire was designed. it covers our connecting and shipment performance. then the questionnaires (appendix i) were asked to answer by 100 our customers through tacking telephone by our call-center department. in about one week, our call-center called our customer who have claimed the delay or felt not very satisfied with our servers. we survey guest feeling around the following questions:1. have your shipped date delayed. 2. how to do can reduce the loss when delay happened. 3. do you think the instrument should test by the national metrology department?in very short time, 100 forms were returned to us. we make a statistics after receiving these answers. the results showed that our customer satisfaction index is 7 which most satisfied is 10. over 90% of customer think the shipped date is delayed and they do not receive the defer notice. most customers can receive the delay situation if we could notify advance. in other respects, 70% of customer hope we could test our instrument by the national metrology department and provide the testing certificate.3.2.2 the staffs needs analysisat the same time we have meeting for our internal needs.based on the process of the booking and shipping, we survey the feeling of the employees in different departments. the questions are:do you think our process clear and effective?how to rise up our efficiency and make the process clear?all staff hope changes the system better than before to deal with mass data. in short, we would like to advance customer satisfaction through improve our operation process by this research project.through a survey of customers and employees, we found that customers care about is the on-time delivery rate, timely communication, customer care projects. employees want the operating process is simple, clear division of labor. combine of the above two points, we believe that to improve the operational processes to meet the needs of customers and employees.3.3 swot analysisto further understand the current situation so as to take the action for those suggestions described above, we carried out a swot analysis of the situation, including our strength, weakness, opportunity and threats.strength:1.good supplier supporting2.a very large warehouse and prefect logistical management in warehouse3. very precise financial regulations.4. worked rich experience, good team work, and friendly staff.weaknesses:1. hardly communicate with customers cargo information.2. process is not detailed.3.not clear of personnel division of laboropportunities:1.perfect usa shipment processes through our communication 2.value-added service: testing and testing certificate3.opening of the technical support service by our professional technical engineers4. more customer care: communications visit the customer face to face.5.absorbing talentsthreats1.more and more competition from the foreign company come to china2.strict the customs administrationanalysis of the strengths and weaknesses, we believe that our logistics warehousing and supply chain management combined with an experienced team of employees to avoid the transport of goods delay, chaotic management and other issues. meanwhile, we fight for more value-added services and customer care activities to obtain more advantages in market competition, and thus to gain more competitive advantage for the sale.our departments ultimate goal is to overcome the third weakness, advance the customer satisfaction index. to achieve this goal, we need to perfect our operation process to deal all of its weakness as well as some threats. if we can make use of our strengths to improve our operation pr