HND 客服报告.doc

I. IntroductionThis article purport analysis Volkswagen company custom service tactic. Generally speaking, customer service can divide into macrography and microcosmic customer service. This article only study macrography customer service. Include customer service tactic, standard, customer feedback and Customer Evaluation. Pass this article analysis we can understand Volkswagen company customer service tactic and normative design flow, understand customer feedback Collecting Methods. Last about company customer put forward reasonable advise.II. Development of the Volkswagens Customer Care Strategy2.1 Introduction of Volkswagens CCSShanghai Volkswagen for customers definition not only limited to have this brand owners, including the principle of intention to potential users of all people and Shanghai Volkswagen. Customer development center call 800 for each person to provide products and service information, the nearest Shanghai Volkswagen dealers situation introduced to his. In addition, direct mail center, also is the Shanghai Volkswagen customer development center for customer relationship management important platform. From here to send to the public of the client direct the activities of introduction, with member magazine, there are special greetings, become emotional connections of the link. Security is in hardware configuration serious consideration of a problem, besides using firewall, anti-virus software beyond, all the data transfer were a SSL encryption mechanism, ensure the stability of the system, to ensure the safety of the user data. Customer development center through direct mail, exhaled phone, email and text message the method of combining keeping close contact with customers.According to Shanghai Volkswagen customer development center for the preservation of the current customer information and clean up the way to establish the customer service, including sales and after-sales service, used car replacement, and other one-stop services of history. 2.2 How Volkswagen design and implement its CCSAccording to Winterkorn experts theory this company customer service tactic design can sum up below nine step. Designing steps include development and evaluation of business strategy and key determinations of customer care strategy and creation of creativities and evaluation and development of creativities and feability and profit assessment and clear roles and responsibilities. Implementation steps have Implementation test and commercialism and evaluation and Double-loop learning. Thereinto include three limitation of process, it will stop if any step not satisficed. It will stop if not pass the evaluation in any steps with marks. Any step or steps will be reprocessed until satisfied if required.III. Establishment of the Volkswagens Customer Care standards3.1 Design flow customer care standardsAccording to Winterkorn theory this company customer service design can fall into as follow nine step. Map contacting and excepting points, transfer these points to action include recognise existing and except contacting points from service map, Transfer expectation to action, choose appropriate action for standard. Set objective and indication for soft and hard standard respectively consist of set soft or hard standard, design reflection system for both soft and hard standard, set hard indication and soft objective. Evaluate standard by indication and objective which need to be evolved comprise evaluate standard by indication and objective, offer outcome of appraisal for staff, evolve indication and objective.3.2 The examples of customer care standards Service term requirements, express appropriate, the exact address, Speaking Mandarin Chinese, avoid the use of pet phrase. Unified work on time. Words access immediately active response. Dont feel free to interrupt the customers speech, to let the customer will question again after finish ask or answer. In the whole customer consultation, the operator must make answer their questions, patience, considerate, modest and courteous, hot feeling generous, it is strictly prohibited to appear , attitude curt, lessons learned, be agitated, indispensable. Work attitude patience careful, dont worry not dry, take great pains. To provide 24hours service. Customer service hotline system connection rate: no less than 95%. If the answer is subsequently found that customer consultation, complaints, incorrect or incomplete, should be timely call returning customers, first to apologize to reply to complete customer.IV. The research of Volkswagens Qualitative and Quantitative customer feedback4.1 Research planningThis company customer feedback collect method is through qualitative method and quantitative method mix gain it. The qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations, academic function include 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, academic function include test hypothesis and lead qualitative research. Quantitative college method is questionnaire. Qualitative college method is observational method.4.2 Date analysisThe car sell have as flower steps. First is receive sales staff see have customers visit, active come forward to say hello. In the next place, demand refer Collect the information needs of the customer, understand customer needs and desires. Third is vehicle introduce Introduce this car status, performance, and the price, compared with competing models, explain a advantage and disadvantage. Next is new car test diver let customer gain the vehicles first experience and experience. Then is offer consult Sales staff before to ensure customer in the negotiating price, product, service information and so on, pledge customer understand. Next is make a bargain let the customer have a full time to consider and make a decision. Next bargain car to make sure the vehicle excellent condition, ensure that car clean and tidy. The last after service pay a return visit customer understand the customer to the evaluation and the car use state remind customers maintenance. Flow chart as follow.V. The continuous review and improvement of Volkswagens customer careFirst Came The Turbojet due to serve technology and so on not to ripe, customers satisfaction compare lower, dissatisfied people compare higher. As time goes on and all aspects of advance, the Volkswagen company from point the customer, find real satisfy factors to determine standard. This company dear themselves evaluation and ignore the customers needs. Aim at themselvess problem proceed improve, a many customer began understand Volkswagen series car and with the addition of for after-sales service improvement and trademark innovation, and improve the quality of our car. Customers degree of satisfaction begin enhance, to some dissatisfied customer to this companys improve and reform begin become satisfaction. But Through Time Disappeared people started to pay attention the exterior and playability, Volkswagen according the needs of people and changing market, the design of vehicle step by step the novel, enrich their vehicles, in manipulating begins to great revolution, immediacy detrusion new motorcycle type, for example; CC, new PASSAT, new MAGOTAN. The Volkswagen company push-off wagon car, for example; T5, TOURAN. Due to some need high-end cars personal company listing some high-end motorcycle type, for example; PEAETON, TOUARGE. In line with demand of young people this company push-off some popular car, for example; Scirocco, NEW POLO, and so on. Last to Volkswagen company degree of satisfaction higher overtop degree of satisfaction lower people. So not dissatisfiedpersonal begin reduce.VI. Conclusion and SuggestionTo improve the enterprise management level of the company, to upgrade the product quality, improve enterprise efficiency. Develop technology innovation, improve product quality. Pull open income bracket, quantify the economic indicators to measure employees the ability of different and value, in the enterprise established within is preferred mechanism. Through the scientific measurement, the determination of reasonable working load and process flow, avoid employee for overburdened or too relaxed and lose interest in the job. Will turn over all staff records, the company agreed to pay archives management fees, unified control, already lifted the flow of talent psychological files complex, and for the company to the employees unified control and management.VII. ReferenceHill, R. and Stewart, J. (2000), Human resource development in small organizations, Journal of European Industrial Training, Vol. 24, No. 2-4Jarvis, P. (1992), Perspectives on adult education and training in Europe, National Institute of Adult Continuing Education, Leicester.Li, W. (2005), Trend of cultivating human resource in Chinese international trade industry and career certification, Journal of Liaoning economics and technology collage, Vol. 3Pan, L. (2001), The challenges, opportunities, and solutions of developing human resources in Chinese international trade industry, Journal of Chinese Human Resource Development, Vol. 10Bowman, J. and Wilson, P. J. (2008) Different roles, different perspectives: perceptions about the purpose of training needs analysis, Industrial and Commercial Training, Vol. 40, No. 1VIII. AppendixFigure I. Sample of questionnaire1. If you have been to vehicle maintenance place? A) is B) no2. You usually choose vehicle maintenance places A) 4 S inn B) Comprehensive repair shop C) Beauty quick repair chain stores D) Roadside repair shopE) other3. You choose the car service stations reason * multiple-choice questions A) Good reputation B) Service attitude good C) Convenient transportation D) Maintenance quality goodE) cheap F) Environment is superiorG) other4. You think vehicle maintenance time than the commitment of time how long the longest beyond acceptable? * A) Half an hour B) Half an hour to an hour C) 1 hours to 2 hoursD) 2 hours 5. In the following each project, you of the satisfaction of the service station for * A) Products known degrees B) Service attitude C) Traffic and degrees D) Maintenance quality E) price F) Customer Hugh territory编辑复制删除上移下移最前最后6. You will usually choose what time do automobile maintenance? * A) Before going to work in the morning B) Work time C) After work to 8 o clock in the evening D) At 8 PM to 10 PM E) Other7. In the vehicle maintenance and you will stay in during? * A) Customer lounge B) The store or workshop, etc C) Leave maintenance8. You waiting for maintenance of hope what service during with? * A) Internet B) catering C) Work conference room D) Leisure entertainment E) other编辑复制删除上移下移最前最后编辑复制删除上移下移最前最后9.You have a complaint service station experience? * A) Yes B) no10. You complain service stations and for what reason? * multiple-choice questions A) The poor quality of the B) Receptionist bad attitudes C) ask for a raise problem D) Maintenance time is too long E) The customer items not good11. Your complaint service stations way what * A) Customer service hot line B) Looking for maintenance ad-sense or manager C) Looking for media help D) other12. The processing means of service stations that makes you satisfied with it? * A) Very dissatisfied with B) Very satisfied with编辑复制删除上移下移最前最后编辑复制删除上移下移最前最后编辑复制删除上移下移最前最后编辑复制删除上移下移最前最后13. You think what kind of car service promotion strategies to attract you are way more? * A) Quarterly sales promotion strategy B) Spend a certain amount giving small gifts C) Do all kinds of years card or time card D) Member system E) otherFigure II Questionnaire outcomes1. If you have been to vehicle maintenance place? single topic selectionoptionSmallgaugeproportionyes20100%no00%number20 2. You usually choose vehicle maintenance places single topic selectionoptionSmallgaugeproportion4S inn1155%Comprehensive repair shop840%Beauty quick repair chain stores15%Roadside repair shop00%other00%number203: you choose this car service stations reason multiple-choice questionsoptionSmallgaugeproportionGood reputation1155%Service attitude good945%Convenient transportation1260%Maintenance quality good1365%cheap1050% Environment is superior840%other00%number204: you think vehicle maintenance time than the commitment of time how long the longest beyond acceptable? single topic selectionoptionSmallgaugeProportionHalf an hour735%Half an hour to an hour840% hours to 2 hours420%Two hours15%number5: in the following items, you of the service station satisfaction for matrix scale problemoptionvery satisfactoryyawpcommonpleasedVerypleasedaverageProducts known degrees4(20%)4(20%)4(20%)7(35%)1(5%)2.85Service attitude2(10%)3(15%)9(45%)3(15%)3(15%)3.1Traffic and degrees2(10%)4(20%)6(30%)3(15%)5(25%)3.25Maintenance quality0(0%)2(10%)11(55%)2(10%)5(25%)3.5price3(15%)3(15%)9(45%)3(15%)2(10%)2.9Customer Hugh territory2(10%)3(15%)8(40%)3(15%)4(20%)3.2Add service2(10%)4(20%)7(35%)5(25%)2(10%)3.05satisficing1(5%)2(10%)7(35%)9(45%)1(5%)3.356: you will usually choose what time do automobile maintenance? single topic selectionoptionSmallgaugeproportionBefore going to work in the morning210%Work time525% After work to 8 o clock in the evening525%At 8 PM to 10 PM15%other735%number207: in car maintenance period youll stay in where? single topic selectionoptionSmallgaugeproportionCustomer lounge1260%The store or workshop, etc15%Leave maintenance735%number208. You waiting for maintenance of hope what service during with? *optionSmallgaugeProportionInternet735%catering00% Work conference room210%Leisure entertainment1155%other00%9. You have