HND客服报告.doc

Report for Creating a Culture of Customer Care (DJ4234) Outcome 3XXXXXXXXXXXXXXXXXXX -XXXXXXXXXXXCandidate name: Yin TaoGrade and Class: Business management(4) Student ID :Submission day: Table of ContentsI. Introduction1II. Development of the Dells Customer Care Strategy.22.1 Introduction of Dells CCS 22.2 How Dell design and implement its CCS 2.3III. Establishment of the Dells Customer Care standards.43.1.The process of designing customer care standard.43.2Examples of customer care standard in Dell.5IV. The research of Dells Qualitative and Quantitative customer feedback4.1 Research planning.6 4.2Researchoutcomes.6 V. The continuous review and improvement of Dells customer care7VI. Conclusion and Suggestion8VII. Reference10Reference.11VIII. Appendix12Figure I. Sample of questionnaire.12Figure II. Questionnaire outcomes.13Figure III. Observation outcomes14FigureIV. Customer feedbacks.151. IntroductionThis article focused on analyzing Dells customer service strategy. In a general way, Customer service can be divided into the macroscopic and microscopic customer service customer service, this article only research macro customer service. And macroscopic can be divided into the Customer service strategy, customer service standards, Customer service feedback collection, Customers Reviews. This article will analyzing Dells macroscopic service and give reasonable suggestion.2. Development of the Dells Customer Care Strategy2.1 Introduction of Dells CCSWorlds leading IT products and services, Dell is committed to listening to customer needs, providing customers the trust and innovative technology and services. Uniquely enabled by its direct business model, Dell sells more systems globally than any computer company, and therefore in the Fortune 500 and No. 25. Dell has been able to consolidate its market leading position because of its consistent adherence to standards-based direct sales calculation products and services, and provide the best customer experience. In the past four quarters, the companys turnover reached$ 57.4 billion. Dell is currently around 75,100 employees worldwide.Headquartered in Austin, Texas (Austin) in 1984, Dell, Dell was founded by MichaelDell. He is currently the computer industrys longest-serving chief executive. His philosophy is simple: create a computer in accordance with customer requirements, shipped directly to customers, Dell can make the most effective and clear understanding of customer needs, and then respond quickly. This direct business model eliminates the middlemen, thus reducing unnecessary costs and time, allowing Dell to better understand customer needs. The direct model allows Dell to order a competitive price, for every consumer to customize and provide a rich powerful configuration system. An average of four days by the inventory update, Dell related to the latest technology to consumers, but also much faster than those running slow, take distribution model companies.2.2 How Dells design and implement its CCSAccording to the MichaelDell theory , Dell companys CCS can be divided into the follow nine design flow:1. Development and evaluation of business strategy 2. Key determinations of customer care strategy 3.Creation of Creativities 4.Evaluation and development of creativities 5.Feability and Profit Assessment6. Clear roles and responsibilities 7.Implementation Test 8. Commercialisation 9.Evaluation and Double-loop learning. And the company also need some limited. We can called it three limitations of process. For example,1.It will stop if any step not satisfacied . 2. It will stop if not pass the evaluation in any steps with marks 3. Any step or steps will be reprocessed untill satisfied if required.3. Establishment of the Dells Customer Care standards3.1.The process of designing customer care standardThe Dell company use the following nine methods to designing customer care standard. Such as, 1.Recognise existing and expected contecting points from service map2.Transfer expectation to action3.Choose appropriate action for standard4.Set soft or hard standard5.Design reflection system for both soft and hard standard6.Set hard indication and soft objective7.Evaluate standard by indication and objective8.Offer outcome of appriasal for staff9.Evolve indication and objective.3.2Examples of customer care standard in Dell.Dell company according the customer, staff, environment ,social, suppliers, distributers to divided the customer service terms. Specific customer service standards see the table below. 1. Dell routes technical support queries according to component-type and to the level of support purchased.2. Dell Inc brands its service agreements at five levels for their business customers, which are basic support provides business-hours telephone support and next business-day on-site support3. silver support provides 247 telephone support and 4-hour on-site support after telephone-based troubleshooting4. gold support provides additional benefits over and above Silver support, including: customer-declared severity5. priority access to support; expedited escalation of support; 4-hour on-site support in parallel with telephone-support6. platinum Plus support provides additional benefits to Gold Support, including: performance benchmarking, real-time tracking, custom planning and reporting and a dedicated technical account-manager7. 2-hour on-site support, offered in some cities: mostly limited to major metropolitan areas8. within the specified time, company commitment to resolve customer complaints and comments.9. In Dell, it is ruled that Terms of Employment must clear and fair, safe and healthy working condition they should have, try their best to have an equitable pay system and dell organizations commitment to equal treatment of all current and potential employees of diversity.10. At Dell, environmental responsibility is being embraced throughout the company. In fact, we aspire to be the greenest technology company on the planet. Thats why its a central part of Dell commitment to continuously improve their business to help protect the environment while making it easier for customers to acquire, own and retire their computers responsibility11. Dell in accordance with uniform standards to provide payment for suppliar, like Dell have to ensure that suppliers and contractors have procedures for payment according to the agreement. Company shall not give rise bribery and bribery, so that company have to ensure there are no suppliers and contractors on bribery and bribery of the program12. Dell company encourage the suppliar and contractor to implement the necessary business practices, which can let suppliar and contractor to gain the knowledge of safety training and practice. 13. The community standard of Dell are quit simple. Dell company point out that this standard must promote community standard of living and business environment, and they should have sufficient sensitivity in local cultural, social patterns and the demand of economic structures14. Employees of non-discrimination, disability, color, race, gender, sexual orientation, age, religion, politics and other personal characteristics.15 Dell also encourage employees in their career advances and it is not allowed that employees are harassed and bullied both in physicial and mental.4. The research of Dells Qualitative and Quantitative customer feedback4.1Research planningDell company use qualitative the sum total of the amount to analyze the customer feedback . The qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations. And its function is set or create hypothesis and in-depth research . The quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts. And its function is test hypothesis and lead qualitative research. If Dell company choose qualitative research, the best way is using questionnaire survey .And if Dell company choose quantitative research must be choose the argument methods4.2Research outcomesWhen a customer into Dell company, then choose product and type , then according the Dells staffs introduction, to detailed information and animation display and form the product configuration table to configuration personalized models, then view the shopping cart and order submission. Finally, Dell company according the customer order to process the order and distribute the product.(The graph can be seen in figure 2) For the company, these methods can help them to find problems, it also can improve their inadequate and even change for it. Through the research the company collection some valuable information, in order to meet customer requirements, Dell Company made a series of changes. For example, constantly upgrading its website to meet customer needs, design new fashion of the computer to bring more customer and to improve the quality of computers and laptops to increase customer satisfaction. They used collecting market data, to change the operational side of road that investment in the computer market and some business hardware development. So, they receive a great deal of market and become the dominant force.(The questionnaire can be seen in figure 1)5. The continuous review and improvement of Dells customer careA companys customer care strategy can be reviewed by:1.Comparing to customer feedback analysis.2.Third Party Assessment. 3.Benching-marking. As the worlds largest PCs seller, Dell company established a set of their own customer data-collecting methods. Dell company through the questionnaire and the interviews to collecting the customer information and used the portfolios to sum up and improve the work and service quality. In Dell company, it often used the questionnaire method to understand what customers needs. They often registered members to find the object or published in a number of well-known forums website questionnaire. They asked the general question is about the customer taste and some good advice. When they sale of new computers or laptops, they will also release the questionnaire，which is about the PCs customer satisfaction and emerging issues and recommendations for the new products. At the same time the questionnaires will bring some new market information and help company to make some development and innovation in the market. The interviews play an important role for the Dell company. By using the way of interviews method, they can understand what the customer want most, so that they can get new information and advice of PCs and other market news often through the interviews method. They used the telephone, E-mail and Site Forum go and talk to customers. These customers often are their member, products users and some staff. They put forward their own views to the company and the companies can rapid response and change from their inadequate.6. Conclusion and Suggestion6.1 conclusionDell in a few years ago in the red state, and it has become the worlds second largest computer supplier now. Have the second quarter of 1999, dell has will have been the worlds first Compaq company America first throne cast down, every became the first PC sales suppliers, and are very aggressive global PC sales approach in first place. Dell pioneered the toll-free technical support hotline, and make it become the industry standard. The apcc many languages technical support engineer, to telephone, more than 80% of customers to solve technical problems. This is possible because dell shipment of each system has an its detailed technical specifications of products Numbers.Dell in one of the most important global investment is the Internet. The Asia Pacific web site currently USES four languages, including Chinese, English, Korean and Japanese, support in 16 countries in the asia-pacific region of the site.Dell to see the advantages of the Internet and in industry peers realize this previously began to study how to use the Internet. Early in July 1996, dell customer can through the companys site directly configuration and order the computer. In six months, dell every day by Internet sales value of $1 million computer products. A few months after the double. Dell company relies on this kind of innovation according to the order of production and direct marketing mode, making common in traditional channel the agent and the retailers high price difference will disappear, and Dells inventory cost reduced greatly, and rely on the traditional way of sale main competitors, Dell computer account for 10%-15% of the price advantage.Dells online marketing site also provides technical support and ordering information, including direct from the website to download software. The site to answer every week 120000 technical problems. Dell to 90% of sales income comes from enterprise, 10% from ordinary customers. But online sales is 90% of the sales income comes from small and medium-sized enterprises and ordinary individual users, dells big customer basically through the site inquires, and order product information technology help, not directly from the online order. To attract big customer for Internet purchasing and online services, dell company establish special customers home page for clients to provide personalized service, customer need only through the customer a discount purchase directly to the home page. These customers also through the net direct purchasing lower procurement costs, such as Dell company clients MCI company through the cooperation with Dell unified purchase and the purchasing cost the company MCI was reduced by 15% or so, and company purchase cycle by 4-6 weeks to shorten within 24 hours.6.2 SuggestionIn my opinion, Dell company have done not enough in loyalty customer part, and it must be improved. For example, after a order, they can give customer some gift ,such as, a mouse, and in some festival as anniversary celebration, they can send some gift to customer, and set up a Customer Information System in date . Otherwise, they also need improve staffs professional knowledge, and do the customer complaint service. For example to complain of the goods, to service complaints, and to the quality of products to complain. The main objective is to deal with customer dissatisfaction to a minimum.7. ReferenceBryman, A. and Bell, E. (2007), Business research methods, 2nd Edition, Oxford University express.Cassell, C. and Symon, G. (2004), Essential Guide of Qualitative Methods in Organizational research, Sage Publications, London.Clarke, N. (2004), HRD and the challenges of assessing learning in the workplace, International Journal of Training & Development, Vol. 8, No. 2, pp. 140-156.Chen, J. (2003), Analysis of Human Resource Market in Chinese international trade industry, Haidian University Journal, Vol. 63, No. 3, pp. 38-41.Chen, T. and Xue, R. (Eds) (2002), International Trade, UIBEP, Beijing.Fogelman, K. and Comer, K. (2007), Survey and Sampling, in Briggs, A. R. J. et al, (Eds), Research Methods in Educational Leadership and Management, Sage, London.Granello, H. D. and Wheaton, E. J. (2004), Online Data Collection: Strategies for Research, Journal of Counseling & Development, Vol. 82, pp. 387-393.Garavan, T. N., Costine, P. and Heraty, N (1995), The emergence of strategic human resource development, Journal of European Industrial Training, Vol. 19, No.10, pp. 4-10.Garavan, T. N., Morley, M., Gunnigle, P. and McGuire, D. (2002), Human resource development and workplace learning: emerging theoretical perspectives and organisational practices. Journal of European Industrial Training, Vol. 26, No. 2-4, pp. 60-71.Harrison, R. and Kessells, J. (2004), human resource development in a knowledge economy, Palgrave Macmillan.Harrison, R. (2005), Learning and Development, CIPD.Hill, R. and Stewart, J. (2000), Human resource development in small organizations, Journal of European Industrial Training, Vol. 24, No. 2-4, pp. 105-117.8. Appendix8.1 Figure I. Sample of questionnairequestionnaire version below.Thank you very much for help.Your Information:1. Age(1)under 18; (2)18-35; (3)35-45; (4)above 452. Gender(1)male; (2)female3. Home of Resident(1)North America; (2)Europe; (3)Asian-Pacific (incl. Oceania);(4)South America; (5)Middle-East & Africa4. Occupation(1)Student; (2)Professional; (3)Manager;(4)Employment; (5)Unemployment;9. (6)RetiredGeneral Questions:5. Have you used a notebook computer?(1)Yes; (2)No (ignore question 6);6. Which brand do you use (or used)? (less than two) (delete otherbrands):ACER APPLE DELL Fujitsu Siemens Gateway HP/Compaq IBM Legend NEC SONYTOSHIBA OthersComment:a). Product: unsatisfied; fair; satisfiedb). Service: unsatisfied; fair; satisfied7. If you have a choice to buy a new notebook, which brand would youprefer? (less than three, delete other brands):1st Choice: ACER APPLE DELL Fujitsu Siemens Gateway HP/Compaq IBM LegendNEC SONY TOSHIBA Others2nd Choice: ACER APPLE DELL Fuji