HND 大二第一学期创建客服文化的报告.doc

Report for Creating a Culture of Customer Care (DJ4234) Outcome 3TOYOTA the customer care strategyCandidate name: Ye FengfengGrade and Class: 3 Student ID 105143141:Submission day: 30 December 2010Table of ContentsI. Introduction2II. Development of the TOYOTAs Customer Care Strategy22.1 Introduction of TOYOTAs CCS .22.2 How TOYOTA design and implement its CCS 3III. Establishment of the TOYOTAs Customer Care standards4IV. The research of TOYOTAs Qualitative and Quantitative customer feedback64.1 Research background.64.2 Research Methodology64.3 Data collecting methods.64.4 Data analysis74.5 Research conclusion.7V. The continuous review and improvement of TOYOTAs customer care8VI. Conclusion and Suggestion8VII. Reference9VIII. Appendix10Figure I. Sample of questionnaire10Figure II. Questionnaire outcomes13Figure III. Interview outcomes14Figure IV. Customer feedbacks24I. IntroductionThe main objective of this report is to analyze a world five hundredenterprises of customer service; this report is selected as the analytical object Toyota. The analytical depth report will Toyotas customer service strategy, and Toyotas customer service philosophy.II. Development of the TOYOTOs Customer Care Strategy2.1 Introduction of TOYOTOs CCSToyota is committed to the concept of treating customers with customer-oriented, committed to providing customers with the Heart and distinguished products and services. Toyota is the charter there is a goal to exceed customer expectations. Toyotas customer service has always been required to do maintenance quality is the customers basic needs, an important factor in customer satisfaction, a perfect repair of the high standards, can reflect the Toyota superb technical ability and efficient quality. At the same time customers will feel the reliable and satisfactory service. To keep customers in the maintenance of long wait times, each customer has a guide member to guide customers. There fore, the implementation of the receptionist Toyota one on one customer service. When the car in the maintenance of time, each customer in the customer lounge to rest, the customer lounge allows customers peace of mind and comfort through the maintenance time, and during maintenance customers can observe from the customer service room of their own car Maintenance schedule. There are many features of Toyotas customer service is not other companies, such as the Toyota site service. Toyota employees will be sent free onsite service. Car does not know the problem there, as Toyota will also be sent free site service staff. There are free towing services. If you are a Toyota customer, then when the customers car fails, we will send the customers car onto the trailer repair shop for repairs. Even Toyota has built a customer accommodation for customers. If youve ever run into for a long time service, such as crashes and the like, may have to repair the last two months abroad to live in hotel expenses if customers will be very large. So we put a small building used as a customer accommodation, we plan to put it renovated early next year, free of charge to the customer residence.2.2 How TOYOTO design and implement its CCS Brown (2007)Management alignment and mobilization: this involves getting the buy-in and consent of management to pursue a strategic customer care course of action Change readiness assessment: the critical step here is determining if the organization is ready to embrace strategic customer care, and identifying the individuals and teams who will help make it happen Customer segmentation: this entails collecting the necessary data and undertaking the segmentation exercise as described earlier Customer profiling: here, Brown suggests that an organization go through a detailed customer profiling exercise (as outlined earlier) on its strategic customers (i.e. those at the top end of the segmentation structure) VOC intervention: the next step is to do some research on those strategic customers by getting their perspective on your organization as a supplier Gap analysis: this involves identifying those areas where improvements could be made, based upon the VOC responses and the perspectives of senior and middle managers Management call to action: here the troops are mobilized, and strategic account management teams are assembled for those base customers and strategic partners, as defined by the customer segmentation framework Strategic action planning: this involves the teams developing their plans regarding how to improve service and satisfaction to the customer Customer alignment: here the teams inform the customers that the account team has been formed, and enlist their support in the overall effort (which customers should be happy to give) this ensures a one-to-one alignment between the supplier organization and the customer Team training: here the team is trained to work as a team Implementation mobilization: getting on with it Performance monitoring and adjustment: for obvious reasons III. Establishment of the TOYOTOs Customer Care standardsCompany and the customers loyal relationship of equality Toyota in the country with seven parts warehouse, currently over 95% of the country has achieved a twenty-four hours arrival. If you are experiencing shortage of individual parts, the parts warehouse bringing their transfers, according to part Zhonglei, origin and other differences, the waiting time varies, but the FAW Toyota will not meet customer demand to take Tebie corresponding parts in order to satisfy the customer as soon as possible needs. TOYOTA (2010)Within the specified time, the organization has a commitment and resolve customer complaints and comments procedureCustomers can phone or through the complaint directly to the FAW-Toyota dealership identified a complaint. After receiving customer complaints related to correspond to the corresponding personnel at the first customer complaints, and the corresponding delay, inform the customer.Have to ensure that suppliers and contractors have procedures to obtain payment according to the agreementToyota dealership owned vehicles have a clear inspection requirements prior to vehicle delivery to the dealership to provide a standard inspection procedures and related training. Vehicles before delivery to the customer will be strictly checked before delivery of the vehicle. The dealership will be in good serviceprinciple, to provide the best products, best service.Toyota customer service standardsThe first: The principles of respect for customers, enterprises have clear commercial termsArticle: Customers personal information only by the terms and conditions of license will be used.Article III: such as copyrights, trademarks, patents, software, intellectual property and other customers with only the client to be used under the conditions allowedArticle IV: Organization to ensure that the ads generated by the Company, statements and customer information will not cause public offenseArticle V: within the specified time, the organization has a commitment and resolve customer complaints and comments procedures.Article VI: customer feedback in the development of the organization will be fully taken into account.Article VII: Organization will be conducted to ensure fair competition and prevent unfair competition generated.Article VIII: clear and transparent supplier, contractor selection criteriaArticle IX: clear, suppliers, Contractors terms.Article: before the change in commercial terms, change the losses will inform suppliers and contractors.Article XI: suppliers, contractors and the terms of the personal information only under the conditions of the permit will be used.Article XII: such as copyrights, trademarks, patents, software, supplier, contractor-owned intellectual property rights only under the conditions of the customer is used to allowArticle: within the specified time, the organization has a commitment and resolve supplier, contractor complaints and comments procedure.Article VIII: suppliers, contractors feedback on the development of the organization will be fully considered.IV. The research of TOYOTAs Qualitative and Quantitative customer feedback4.1 Research backgroundTOYOTA and distributor，dealer off the joint promotion of repair.Early detection of the actual situation of each dealer has been improved, which improves the one-time fix the quantity, quality and speed.Local infrastructure has been strengthened.Customer requirements increased.4.2 Research MethodologyThe survey first and then in the quantitative analysis of qualitative analysis, qualitative analysis can be seen intuitively because products can not be a one-time fix, and then solve the problem at source. Very convenient, quantitative analysis can be very intuitive to see the percentage of repair time, thereby increasing the input of a one-time fixes to address the prevalence of one-time fix4.3 Data collecting methodsQualitative data collection methods are selected survey. The benefits of the survey is more to save time and money and manpower, can be stated and explained to the respondents, asked to ensure higher yield. Is more convenient to investigate the time can select respondents, the time sufficient. Disadvantages of the survey is to investigate the range is relatively small, limited, the quality of the survey can not be guaranteed.Interview analysis of selected data collection methods of the quantitative. Interviews was to investigate the benefits of the answer is high, the quality of survey data is better to investigate a wide range of objects. The downside is that interviews with interviewees interviewer may affect the interaction results of the survey, anonymity is rather poor, the high cost and long time, the personal requirements of the investigation is relatively high.4.4 Data analysisThe surveys qualitative survey 30% of the reason is because the parts can not be a one-time fix and 35% of the reason is that the operation of the local management capacity and the remaining 35% is due to the reasons for the diagnosis and repair. Quantitative analysis of the survey in 2005-2007 by the one-time repair capacity from 1800 up to 2600 times.4.5 Research conclusionThe survey concluded that the need to further improve and enhance the system, the various dealers and distributors to enhance the management capacity, part of the transmission capacity, automotive diagnostic and repair capabilities. To ensure that in any case one can do to provide quality repair and accessories.V. The continuous review and improvement of TOYOTAs customer careThe one-time maintenance before the survey was not high probability of success, Toyota does not know why the one-time chance of success improve maintenance can not get, but also for the success of a one-time maintenance of the specific numbers are not clear, after a survey after this child. Toyota got a lot of data, the first time that a specific repair success rate, the second know why the maintenance of a one-time success. That the direction of their improvement, which they were transported into the parts, distributors and dealers for the management of their provisions to strengthen the management team. Therefore, the probability of success to maintain a one-time increase the number of successful one-time maintenance of a steady increase.VI. Conclusion and SuggestionAfter the survey, Toyota learned from the importance of customer service, to train and retain skilled personnel, senior dealer, improve dealer operations and equipment. This is very important to build a system that can support dealers, distributors and information between Toyota and maintenance support to pass. Accessories and services by strengthening collaboration between the departments maintain and enhance quality accessories. Through such changes, the companys recovery plan will be the perfect time to resolve, while the company will be fully strengthened to effectively cope with the growing institutional holdings. While increasing the number of sales network and service capabilities to enhance dealer network, to achieve efficient operation and management mechanisms to meet the needs of customers, distributors and re-define the responsibilities of staff. From the customer point of view and service parts logistics to strengthen collaboration between.VII. ReferenceTOYOTA （2010）/view/1334848.htm (visited december 12,2010)/case/info/59359 (visited 11,2010)VIII. AppendixFigure I. Sample of questionnaireOne.your Toyota is the main access to information channels (multiple choice)?Web site reportsTV reportsMagazine articlesRadio programNewspaperSNS / microblogging platform, etc.Website AdvertisingSearch engineTV adsMagazine AdvertisingRadio AdvertisingNewspaper AdsBlog postBBS ForumFriendsDealershipOutdoor advertisingthe road to seeMobile NewsOtherII. You buy high-class models considered (or considered attractive) models are (multiple choices)?CamryAccordRegalAudi A4All cutting-edge blogCCRui YiMercedes-Benz CTeanaMondeo winningPlatinum Rui SiNot consideredOtherIII. Read this topic, do you think Toyota is the most attractive point of (multiple choice)?DesignsInterior design and equipmentEquipped with safety technologyPrice / costDynamicStart TypeStability controlBrandInterior spacePersonalityDriving comfortOtherIV. Read this topic, do you think Toyota is the lack of attractive point of (multiple choice)?DesignsInterior design and equipmentEquipped with safety technologyPrice / costDynamicStart TypeStability controlBrandInterior spacePersonalityDriving comfortOtherFive. You wish to partici pate in future car-related activities? (Multiple choice)Test driveDriver trainingExchange of knowledge with the stars carsCity ZijiaDriving Skills ChallengePerformance driving skillsand music / dance and other activities with the themeVI. Your company for maintenance services Toyota feeling? (Multiple choice)One-time repair success quicklySpeed GeneralNot a one-time successUsher bad attitudeExpensive maintenanceVII. You think the reason is not a one-time repair success?Solid enough maintenance staff, technologyAuto parts delivery speed is too slowConfusion in the local Toyota dealer went into the responsibility of managementother reasonsFigure II. Questionnaire outcomesThe number of one-time repair successFigure III. Interview outcomesModerator: This time a lot of cars for the Guangzhou auto show is a major corporate event, let the auto show Toyota has brought this time what kind of team it?Liu Peng: Toyota is also a portrait of this exhibition, we work FAW Toyota, Guangzhou Automobile Toyota, theres the Lexus brand, bringing a total of 45 models, basically to maintain the exhibition in Guangzhou, the highest level in history . Mo is the highlight of the two cars, a first episode of Yi in China caused by (more pictures quotes), as well as a call ZELAS. So, Yi will be in next years Canton caused Toyota to implement mass production, but also in the wide channel in the sales of Toyota. ZELAS car is next to the form of imported cars into China. Because we are a group exhibition of Toyota, the Toyota in the field of environmental protection to get the latest technical achievements in Guangzhou, Guangzhou, consumers want to have a zero distance of the contact, including three series, one is a hybrid product, it has the third-generation The Prius, as well as local production in Guangzhou Camry (details Photo quotations) hybrid. In addition to hybrid, there is an evolutionary hybrid version - external plug-in hybrid charging, this is caused by third-generation Prius PHV extrapolation for the prototype plug-in hybrid concept car. Comparison of the implementation of electric vehicles because of China, Toyotas research and development in electric vehicles is to spare no effort, this time we also brought a FT-EVII, is a pure electric concept car. In the field of new energy sources, Toyota sold the latest research results to local consumers in Guangzhou.In fact, I know that many consumers in Guangzhou, the local demand for the driving pleasure can still be pricey, so this time we also brought the AE86s successor model FT-86 concept car, there is a high-performance Lexus brand, high China coupe ISF, 除此之外, there are familiar to most of the test market models also all have stayed in Guangzhou Motor Show. It can be said, an expression of our confidence in the Chinese market, is also an emphasis on the local market in Guangzhou.Moderator: Because the South China market for many car prices are very important, especially if the sudden emergence of these two years, Nissans more powerful, how should you feel such a competition?Liu Peng: It may be in each market has its own unique place in all brands, we are also very concerned about the growth of other brands, but most important is to grasp their work, how to make consumers more satisfied with our products and provide them better quality of service, which is our focus to do.Moderator: You just mentioned the Prius, it will be made in recent years to achieve it?Liu Peng: We are ready for the early localization of active efforts, I believe that in the near future we can see that China-made Prius.Moderator: FAW Toyota will fall?Liu Peng: It should be in the FAW Toyota, no final determination yet.Moderator: We think that Toyotas product distribution in China,