HND Creating a Culture of Customer Care 客服报告（第三篇）.doc

A analysis of Customer care of Zhixin Ltd.In partial fulfilment of the requirements For creating a culture of Customer CareTABLE OF CONTENTSIntroduction 3Customer Care Strategy 3 Customer Care Standards 4Methods to Gather Information 5Reviewing 6ConclusionRecommendation 7 References 7Appendix 1 7IntroductionChengdu Zhixin Ltd. is a real estate industry primarily by investment and stock controlling. The company opened on December 12th 1997, on June 1, 2004 completes the group reorganization. It recently has more than 6000 employees. Follow the enterprise idea” should think more for you, do well for you. Zhixin Ltd. Has already to form business to live the real estate, the industry garden area, the cultural travelling, the automobile trade four big cores industry tectonic plate. To “the team, the innovation, the detail and other enterprise characteristics is famous to the field. Zhixin Ltd. locates itself to becomes the Chinese most outstanding life service business system , Persists the shareholder, the staff, the consumer and the social benefit perfect union core value idea. The enterprise culture spirit is the soul and the essence, which Chengdu Zhixin Ltd, continues to develop. Some of those are that “Humanist, highly effective professional spirit; the user is supreme, I serves the spirit for everybody”. That report aims at a analysis of the customer care service of Zhixin ,from that, I will understand more about the customer care.Customer Care StrategyAt first, must to say, it has a tall structure. Top management has only one people, named Yang Hao, a 36-year-old man. Then different departments have its own manager, tally 4 main departments. Chengdu Zhixin Ltd. takes the group loyal , professional, the ability to be the enterprise the talented person idea, and persisted develops the talented person as the enterprise centre all the time, devotes to establishes fairly, the highly effective employing mechanism, creates a advantageous working conditions which develops the staff, fosters the talent, promots the talented person. Facing to the intense market competition and the fast develop talented person strategy, the company does not hesitate the price, does everything possible to foster the talent, established special” Zhixin training school to be responsible for company members training. The training according to the different staffs the demand and the professional profession plan, has pointed organizes each kind of foundation training, specialized training, development training for the staff and so on. The company also frequently organizes outstanding staffs go aboard for inspection, studies overseas the technology and the idea. The company establishes competing and inspecting mechanism, through a turn of changing guard, promoting and so on, excavates staffs potential, lets each staff all can obtain promotion and demonstration oneself .Thats its internal strategy. The external strategy, customer service objective of Zhixin Ltd.: the life style of Zhixin takes the enterprise core culture as the highest standard and the guiding ideology, implements should think more for you, do well for you sevice idea, carries out the service as the core, takes the warm heart as the essence, to be honest, the service criterion which the implementation human concern, the human nature service idea, develops the customer to be supreme, the spirit of serving for everybody. The customer care service centre main work includes: accepting the customer complain, transacting property right certificate and soil certificate for customer, customer resources conformity, customers degree of satisfaction and demand investigation, assists to process various of the work, the organization and the development of activity of the life style of Zhixin and so on. The main performance of customer is estate management, and the core of the management is the life style of Zhixin. The life style office establishes the owner association in each plot organization, you were allowed to act according to own interest hobby, chose the appropriate association to join. So many activities or sports could be found here, e.g. The shadowboxing team, the fashion model team, the social dancing team, the dance team, the musical team, the photographic association, the stamp collecting association, the sing team, rides You Dui, the drummers, the ping pong association and so on. The convention the owner round table, with the owner together, the product, which develops from the enterprise, owners benefit and other many aspects, seek the question. From the early easy customer care service to currently style, Zhixin knows that the needs of customer have changed follow the changing social environment, so there must be a big change in customer care service. In the early time, service was just regarded as solving the customer care problems (safety, Comfort and so on), but now the company knows they should satisfy the customers daily needs, such as entertainment, exercise, interesting activity, so the company pay more on building the establishment for these. They believe that will satisfy customer most by this way in modern time.Customer care standardsEach company should have some different standards of product or service, also Zhixin Ltd. From the introduction of Hong Kong style estate management, the high quality estate management roundly carried out, to the role localization of city service business and social system life service business. From the enterprise initially established standardized management, to ”Zhixin Fundamental law appeared, depends on this, Zhixin culture which is sole, enables the enterprise to change in the strain, maintains the exuberant vigour and the market competition strength. In 2000, takes the lead in the local industry pass the ISO9001 international authentication. As a large-scale real estate company in the southwest area, therefore it is regarded as the bench marking in this area by the industry. Zhixin certainly has not relaxed to companys management or the customer service, oppositely more exploration to the perfect customer service, and more the way, which find new kinds of service, come into the market. In 1998, Zhixin Issued Zhixin life style Manifesto, from the basic life style, the social life, the spiritual life three stratification, shows concern to the owner, and that has been a standard of customer care service of Zhixin. Its life style take the service as the core, through adopts the way which the organization, the guidance, takes care of oneself in the customer, through the concrete each kind of literary style activity, the cultural entertainment realizes. It is a complete system, contains three parts: Basic life style Social life way Spiritual life style. In Zhixins standard, only satisfy all the three parts, its a good customer care service, so Zhixin goes on doing hard. Methods to Gather InformationZhixin need collect the information from the different customer as a comprehensive real estate enterprise. Then by analyzing different feedback, Zhixin may make the most suitable business decision-making in the different business environment. The information can be divided into two main kinds: qualitatively and quantitatively. Firstly Zhixin must draft the communication plan, where, communicate with who, how to communicate, what to communicate? Some sales, current condition, next trend, situation forecasting and data proving. Finally must memorize the customers basic condition. If manager knows nothing about the customer present situation, the customer can feel unfamiliar, the communication will be difficult. Therefore, must seek for the common language, attention customer information collection and use. Its important to choose the specialized customer communication personnel. There are some methods to gather information in Zhixin, and now I will list them here:Face to face communicationThis is a method used extensively in establishing relationships with customers. Many customers prefer to deal directly with another person rather than use methods they see as impersonal. Zhixin will regularly hold the owner conference every month. The deputy of owner association collects the information from the most owners, and these will be published at the meeting, also communicates with the management. Generally these all are the pointed questions at the meeting, and are the owner questions, which urgently need solve. The company deputy carries the problems to the correlated department again, finally determine the how to solve these problems. Thats a qualitative research, it solves the concrete problems.Telephone communicationThat means communicate through the telephone, its fast and cheap, but maybe it cant get some concrete information, because some customers arent willing to take too much time on the telephone. The information may be not real. Zhixin has a specific department named customer care centre, also a specific customer care telephone number. Workers here all have a good technique in telephone communication, they can understand what problems customers have fast. In another way, when the company need an investigation, the employees of the customer care centre will contact some owners stochastically, and will ask some questions to the owners in a few minutes. Then the employees will write down the information what customer said. After these, they will sum up the information and find out problems. The company will solve the problems at first time. Zhixin requests that customer care department must contact the customer who have communicated before again in a week, that will help company to know if the problems have solved. Thats a quantitative research, sometimes maybe qualitative.Questionnaire (Appendix 1)Its an overall investigation method that to know owners satisfaction of service, so its a quantitative research. It has big coverage, but feedback is little. Zhixin has a questionnaire research every year ,often in the last month. There search concrete content contained every kind of customer service. Let owners make the appraisal to service of this year. The customer care centre will give a report to the management to show the situation of customer care of a year. The management will make changes on the strategy of customer care. Zhixin will make every effort to solve the question better.ReviewingIn the fourth session the golden cotton rose cup, Zhixin wins the year gold prize enterprise in Chengdu, Chairman Yang Hao wins the ten year remarkable contribution character award in Chengdu real estate market. Third time continues to be called” the real estate brand enterprise which China is worth respecting”. In the company, every employee is working hard on his/her own work, and tries his/her best to serve the owners. Follow the standard of “The Manifesto of Zhixin Life Style”, both management and employee will hew to. The management has a summary that the rate of customer complains and the degree of satisfaction after solving customer problems every year. Zhixin can get a report from the specialized appraisal organization, the report includes entire situation of companys operation, give details to the top manager. Board of directors will hold meetings to discuss the efficiency in different departments, beside customer care centre. Finally, the directors make decisions for next year.ConclusionThe customer care service of Zhixin Ltd. may be quite well because of his effective service system. By these accumulated experiences, Zhixin is finding and using a brand-new kind of service idea currently. And I think the companys management level can be better in the future. Persists its “The life style of Zhixin”, establishes a new way in the industry. On the other hand, there are also some things need to improve, such as, the plot activity holding need to be better, its not necessary to have more, but it should do well each time. Only by this way, the owners could feel more interesting and comfortable. The owner activity centre should have more free exercise to be open for the owners, or has more preferential benefits.References: Zhixin Official website: Appendix 1:Investigation of satisfaction of the owner of Furong old city in 2006Respected owner： The winter comes, the four seasons turn arround, Zhixin has already had service for you more than three years, those days，We continuously devote to providding the upscale high-quality service for you，We also accumulated a rich management experience, gradually suited to for you rservice standard，In this investigation we will aim at these standards to draft follow your opinions. Hope you to complete the investigation in spite of very busy, please hand over the paper to the gate guard before December 28, 2007 Thanks! 一、Owners degree of satisfaction investigation（一）Synthesis management service 1、Do you think its necessary that the manager of this plot has a Property manager post credentials?A, necessary B, is unnecessary C, Not matter 2、Zhixin req