HND-客服报告正文.docx

Creating a Culture of Customer CareH1F0 34Candidate Name:Grade and Class: Content1.0 Introduction22.0 Expectation of internal and external customer22.1 Internal Customers22.2 External customer33.0Establishment and maintenance of customer relationship43.1 What is the customer relationship management43.2 The benefits of CRM43.3 How to establish CRM44.0 The way of organizing customer care training55.0The qualitative and quantitative customer feedback65.1 Quantitative research:65.2 Qualitative research:96.0 The key factors of after care107.0Introduction and evaluation of customer care strategy108.0Customer satisfaction and loyalty129.0Introduction and evaluation of customer care standard1210.0 Suggestion on continuous improvement14References:151.0 IntroductionPfizer incorporated is an American multinational pharmaceutical corporation headquartered in New York City, and with its research headquarters in Groton, Connecticut, United States. It is one of the worlds largest pharmaceutical companies.This report is research the customer care of Pfizer incorporated. This report will research expectation of internal and external customer, Customer cultivate, Definition of customer relationship, The way of organizing customer care training, The qualitative and quantitative customer feedback, The key factors of after care, Introduction and evaluation of customer care strategy, Customer satisfaction and loyalty, Introduction and evaluation of customer care standard. Finally, put forward a reasonable proposal for the companys customer service.2.0 Expectation of internal and external customer2.1 Internal CustomersInternal customers are within the enterprise individuals and departments that to accept the services of other individuals or units of the enterprise. All employees of the company can be internal customers Internal CustomersIntroductionPackage Artwork SpecialistThe Package Artwork Project Specialist will be responsible for implementing product artwork renewal, design and coordinating approval cycle for China in-line and new products.Staffs are companys interior customer. Pfizers staffs need company improve them wages and need company think highly of them and they need promotion in this company. They also need improve them life level.2.2 External customerExternal customers are outside the enterprise individuals or institutions that buy the products or services provided. For example:Retailers: a merchant who sells goods at retailFinal customer: someone who pays for goods or services. Retailer and final customer is Pfizer companys external customers. Pfizer companys customer need the company can provide more information about drug and customer need the company can ensure the product has good quality and customer need company provide give after-sales service.3.0Establishment and maintenance of customer relationship3.1 What is the customer relationship managementCustomer relationship management (CRM) is a widely implemented model for managing a companys interactions with customers and prospects. The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy 3.2 The benefits of CRMAccording to the theory, the four benefits of customer relationship management is continued growth in revenue, the more affordable cost of sales, sales domino effect, and to increase the stability of the staff.3.3 How to establish CRM Customer Profile : Collect the Customer Profile, including demographic information, consumer psychology, consumer demand and consumption behavior patterns, transaction records, credit and so on ，to fully understand the Customer Profile.Customer Segmentation: Establish Customer Segmentation, according to Customer desire and demand for products and services, is divided into different Customer groups, then according to the customers groups to provide products and services.Customer Satisfaction: Provide more than customer expectations of products and services.4.0 The way of organizing customer care trainingThere are 4 steps in customer care training, which is training needs analysis, training design, training delivery and training evaluation.(Roger,A_2002) For example about Pfizer company, they make a questionnaire about what do the employees need. And ask staffs some questions about customer care training face to face. Pfizer company leaders use this way to design training and analysis training needs. The companys uses an office as training place and make a training schedule for staffs, and stipulate staffs must join in the training course. After staffs finish the training course, the company leader will make evaluation about the training. They will let the staffs who joined the training course receive customers and look them how solve some question during receive customers time. And evaluation staffs behavior is or not take some benefits to company.Pfizer company design customer care training contents for the staffs include service strategy, service standard, after-sales service and serve remedy, client demand analysis. The below table shows Pfizer company training design and training implement.Training needs analysisPfizer need to promote new rhinitis medicine to the customer. So Pfizer need to train a group of salesman.Training designInterpretation of the marketing skills andTraining needs for two weeks.6 hours of class time every day.Training deliveryExplain the drug treatment principle and the advantages compared with other drugs.Training evaluationUse the sales and complaints to judgment.5.0The qualitative and quantitative customer feedbackQualitative analysis of definition is The qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations (Jarvis,P.1992). Quantitative analysis of definition is the quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts (Jarvis,P.1992).Questionnaire are choice to quantitative analysis method for customer feedback, the company selected interviews / observation method of qualitative analysis for customer feedback.5.1 Quantitative research: 1: Your gender ( )A: man B: woman2: Your age ( )A: Under the age of 20 B: 20 to 39 C: 40 to 59 D: More than 603: Your career is ( )A: civil servants B: enterprise employees C: freelancers D: student E: teacher F: doctor G: 4: Your record of formal schooling ( )A: Below the junior high school or junior high schoolB: Senior high schoolC: College or bachelor degreeD: Masters or masters degree and above.5: Do you know what pharmaceutical brands ( )A: Janssen B: Pfizer C: United Laboratories D: MRK6: Which one do you think the following words can best describe the company ( )A: Specialty B: Reliable C: Expensive D: Innovation7: How do you feel the overall quality of the brand product ( )A: Very good B: Good C: General D: Bad E: Very bad8: What do you think of the brand product innovation consciousness ( )A: Very good B: Good C: General D: Bad E: Very bad9: Would you like to recommend the brand to others ( )A: Very willing B: Willing C: unwillingness D: very uncomfortable10: Your loyalty to the brand ( )A: Need to buy drugs, no matter how I will buy this brand.B: Need to buy drugs; I try to use the brand.C: Whether to choose this brand, I dont care.D: Even if need to buy drugs, I will also try to avoid the brand choice. 11, Whether you would like to learn more about the brand ( )A: Very willing B: Willing C: unwillingness D: very uncomfortable12: You do you satisfied with the quality of products our company:A: Very satisfied B: Satisfaction C: Unsatisfactory D: Very unsatisfactory13: What do you think of the company products prices compared with similar products industry:A: low B: flat C: is higher14: Do you think that the brand is very good ( )A: YES B: NO 15: Please suggest us to us: Most people are very satisfied with the companys product quality.5.2 Qualitative research: Pfizer company send someone to interview with five questions. The questions are when contract, the sales staff explained to you the cost, if enables you to clearly understand the delivery costs? Sales staff whether explain drug matters needing attention for you？Are you satisfied with sales people?Do you satisfied with the whole company provide service?Does a drug have a positive effect on your illness?Customers are not satisfied with sales people. I hope we can improve the manners of sales personnel. Customers dont satisfied with the service of the company; hope the company to provide more comprehensive services. Customers do not like to use courier delivery. Hope the company can directly sent home delivery.6.0 The key factors of after careAfter-sale service has five key elements which is Apologize，Immediate response，Empathy，Symbolic atonement and Tracing.A woman drinking after the supplement appeared allergies. Pfizer made an apology to the customer, Refund the cost, damages the customer $ 500,000. And provide free medical examination every month over the next year to the customer.Pfizer was adopted Apologize，Immediate response, Symbolic atonement and Tracing.7.0Introduction and evaluation of customer care strategyAccording to the theory, the design process of customer service strategy include: 1. Development and evaluation of business strategy2. Key determinations of customer care strategy3. Creation of Creativities4. Evaluation and development of creativities5. Feasibility and Profit Assessment 6. Clear roles and responsibilities7. Implementation Test8. Commercialization9. Evaluation and Double-loop learning (Wilson,J,P_1999)The charts below shows Pfizer companys customer service strategy which is Express delivery of goods directly to customersReason to create the customer service strategyA lot of customers dont like to run long distances for buy health supplementsService originalityThe company commissioned FedEx door-to-door.Feasibility evaluate and profitability evaluateAlthough many customers like this way. But because of the FedEx regulatory issues, many packages are replaced. So Pfizer set up their own logistics company are responsible for door-to-door delivery.As far as i am concerned, this customer service strategy is very good and successful, because this way attracts many customers. Customers can save a lot of time; their delivery logistics companies can also ensure the safety of the drug.8.0Customer satisfaction and loyaltyThere are three principles which is repetition, relevance, recommendation. Repetition mean is frequently purchase products or services. Relevance mean is relevantly purchase products or services. Recommendation mean is Recommend products or services to potential customerMiss Marie has been buying Pfizers health supplements from 2010. Because Miss Mary recommendation, her classmates and relatives to buy a Pfizer product.Because the company continuous innovation in them products. And they have good customers service and good after-sale service. So the principle of 3R customers increased year by year.9.0Introduction and evaluation of customer care standardAccording to theory of customer design of customer service standard need to consider the following factors:Recognize existing and expected contacting points from service mapTransfer expectation to actionChoose appropriate action for standardSet soft or hard standardDesign reflection system for both soft and hard standardSet hard indication and soft objectiveEvaluate standard by indication and objectiveOffer outcome of appraisal for staffEvolve indication and objective(Morgan,D,L_1998)The map of customer service below shows about Pfizer receive customer buy a health supplements.Ask the customers requirementsAsk the customers requirementsAsk the customer whether to accept the way mail products.Explain the product featuresAsking customers to address and phone number.YESTell the customer can purchase the location of the product.NOCollection and delivery.Track serviceThe flow chart below gives information about Pfizer Customer service standard design.ExpectBehaviorStandardWarm and sweet1.near with customer2.deliver positive energy3.establishing a bond1.smile with customer2.talk with people eye to eye3.mail relationEroduce goods2.answer customers question1.know every goods 2.can speediness solve customers problemCharacteristicAccept phone orders.Exclusive logistics delivery.I think the standards are very good and succeed. Because these standard are benefits companys sale and this is not difficult，staffs can easy master. And these can make customer a good impression.10.0 Suggestion on continuous improvement1More children than adults need compensatory nutrition. But Pfizer health supplemen