英语专科毕业翻译 阿斯达简介.doc

英语专科毕业作业阿斯达ASDA班 级：秋商务英语专科（1）班20目录一.摘要1二.中文译文11.组织结构22.关于阿斯达的客户服务部的结构33.客户的需求和期望如何影响的各个阶段商业周期34.客户服务功能如何与内部功能相互影响和作用45.生产部门56.财务部67.人力资源部门78.协助客户提供一个特殊的需要8三.原文网页9四.英文原文 1.The purpose of the customer service function112.Structure of ASDAS customer service department123.How needs and expectations of customers impacts the various stages of the business cycle134.Marketing and sales department145.Production department156.Finance department157. Human resource department158.Assisting customers with a special need18三.工具书19中文摘要阿斯达是一家实力强大、管理完善的连锁超级市场集团，是英国零售业的巨头之一。尤其是阿斯达与沃尔玛的风格非常接近。实际上，阿斯达集团很久以来一直在借鉴沃尔玛的经营宗旨与经营模式，阿斯达的一些经营理念与沃尔玛如出一辙：例如当日特价制，无促销，积极销售独有品牌的产品，重视客户服务，把员工称为“同事”等等，就连服务口号“乐于助人”都与沃尔玛的“顾客至上”非常相似关键词：中英文对照ASDA阿斯达Structure结构 Trough客人Department部门Advice建议中文译文阿斯达作者：海因曼 译者：刘英在所有的业务中，没有一个像这样的典型的组织结构。显然地,一个组织是关于提供服务而不是拥有生产部门，例如,一个邮购公司从其他地方购买商品,然后将它们分发到一个拥有大的分布部门却没有生产部门的客户。然而,早在十年前或者多年前各行业就已经发现成功的关键是提供优秀的客户服务，这就是为什么在众多企业中,无论他们所提供的是服务或产品,你会发现他们都拥有客户服务功能。1.组织结构1.1客户服务功能目的当一个消费者购买他们所认为满足或者需要的产品或服务时，他们希望包括实质性的事物。例如他们会期待得到他们想要的商品，他们会期望刚刚被卖的产品是可靠的,安全的，物有所值的。(这是根据消费者保护法案)然而给客户一个优秀的服务包括更多客户的合法权益。对待客户应该要有礼貌，并给予准确的信息,这就是应该培训员工在客户需要帮助的时候给予及时的帮助和准确的建议的原因。还有电话销售人员应参加良好的电话沟通技巧课程。当采购昂贵的产品时，客户应该提供公司有效的支付条款，购买大批量且笨重的商品时要求提供送货上门，如果产品有任何不良或者损坏的要求提供上门服务。公司在多年来提供良好的客户服务的同时会经常得到很多回头客，忠实的客户会把公司的优质服务告诉亲友们。所以一个企业在任何时候都要做到最好是非常重要的，因为他们只有一次面对客户的机会,如果他们没有给客户留下良好的客服印象，客户们将不会返回而且还可能得到客户的差评。这就是为什么它是服务业务中显得尤为重要。通过这份报告,可以对关于当前服务水平建设，还有关于任何关于改进的意见都可以被提出来。一种关于检测当前可能被企业市场部提及到的客户服务，还有讨论当前已进行中的客户满意度调查级别。员工具备良好的产品知识并且了解应该提供怎样的服务是非常重要的。这可以为他们面对处理一般的询问做准备。如果阿斯达职员面对询问不确定怎么回答时，那么他们应该知道可以由谁来处理。在大多数情况下是高级管理人员。阿斯达客户服务部门也要处理客户投诉方面。无论是通过电话、面对面或信件形式, ASDA有一个所有员工都必须遵循的官方投诉程序。能够让高级管理人员清楚的知道及时处理过的投诉和有待解决的投诉。2.关于阿斯达的客户服务部的结构阿斯达的商店使用层次结构而不是单一的或复杂的形式，如果你参考附录1你将能够看到一份关于他们波尔敦商店的层次结构和客户服务部门的概述的拷贝。2.1客户服务功能里的工作角色由分层结构图（附录1）可见，客户通常比较信赖有海外经验的团队领导者，而忽略低层人员。团队领导人也会把任务委托给他们的下属，还有在三层管理结构监督运行中的功能。经理把将要被完成的信息传递到高校，并会告诉他们可能正在与客户打交道时，客户需要的信息。这些人正是与客户面对面的打交道的同事。例如，您将让工作人员在阿斯达客户服务台处理问题和查询的业务，此外，他们有手推车可以存放你的包包，购物完成后退(更多信息,请参阅AO1)3.客户的需求和期望如何影响的各个阶段商业周期3.1下降/衰退在下降过程中，消费者花更少的投资，对未来变得更加谨慎。这将导致工厂生产放缓下来，工人下岗。因此，这样增加了失业，且意味着，进一步降低在市场上的消费，这也造成了经济衰退。3.1衰退/低谷期这是经济衰退的最低点，这期间有高失业率，人民可支配收入将下降到最低限度，价格也将下降，因为只有更少的钱在经济循环。3.2繁荣在这个阶段的循环，大多数人都有了前车之鉴的影响，使他们趋向于购买更多的商品和服务。这有助于保持经济强劲。在整个这个期间，你会看到最高的通胀水平产生试图减缓生产的增加，以获得更大的市场份额。客户也有更大的可支配收入，从而他们有一个更大的消费能力。3.3复苏在这个阶段的经济已经开始改善。人们开始舍得更多的购物因此鼓励生产者增加产量，这意味着更多的就业机会。一个周期的时间是不可预测的，然而各阶段的商业周期却是可以被预测出来。许多经济学家提出四阶段-高涨，热潮，下跌趋势，波谷。在经济下跌期间中，生产上升提高变得明显。就业增加，工资和利润以同样的方式上升。企业充分利用这一阶段扩大。由于经济继续下跌，障碍开始出现阻碍进一步扩大。例如，生产成本增加，原材料短缺 进一步阻碍生产，利率上升，价格上涨;消费者受价格上涨的影响而少消费。随着消费开始落后于生产，商品或股票，商店或公司手头上的积累，导致价格下降。企业开始减少成本，工人下岗。这些因素导致的清算期。价格和利润下降，企业成为负资产。钱存储起来将来使用，而不是投资。产品销售的下降导致独立的小企业倒闭。失业成为普遍。经济衰退正在进行中。从低迷中恢复可能由多种因素决定，包括消费需求的复苏，用尽企业存储的钱，或者政府采取行动刺激经济。虽然通常起初时缓慢和不均匀，恢复很快聚集起力量以增加或不断成长发展的步伐。价格上涨速度超过了成本。就业增加，提供一些额外的购买力。在资本品行业的投资扩张。随着国家经济增长，推测新企业回报的欲望作为一个新的周期正在进行中。4.客户服务功能如何与内部功能相互影响和作用在阿斯达,客户服务部门与其他功能区域部门将密切联系。这是由于他们是主要的部门他们直接与客户打交道，因此他们真正的了解客户的需求和期望。他们收集消费者反馈的这些信息,然后传递给其他相关部门。主要部门：客户服务团队与阿斯达联络内如下：市场营销和销售部门生产部门财务部人力资源部门营销和销售部门阿斯达的市场营销和销售部门将与客户服务功能合作，告知他们的客户调研结果以及该公司可能会怎样改变某些程序，以使客户受益，根据消费者的需求研究新的产品。营销部门也必须让客户服务部门知道什么时候新产品要推广。让客户服务部门了解任何特别的优惠活动这也是营销部门责任。当客户服务部门都知道特别的优惠活动，这意味着他们可以公布给客户了。客户服务功能将客户的观点和想法,建议等反馈信息提供给营销部。此外，在卖场如果客户服务部需要更多的小册子或宣传单，他们将与市场部联系。5生产部门生产部门可能会与客户服务部门联系，让他们知道，当某批次有问题的产品被发货到客户的商店时，或者如果他们已经收到有关某种产品的投诉时，他们可能会联系某个店的客户服务部门，通知因为产品可能有问题，让客户服务部自己解决好。客户服务部门可以与生产部门互动，以便意识到仓库里是否有存在任何有不良的产品。这种意识也可能来自客户投诉，或者一个职员的留心。客户服务部门还可以跟生产部门形成这个一个动力，如果某个产品客户已经下单但还未生产出，客户服务部门会想要得到产品的信息而不得不联系生产部门。6财务部在阿斯达，财务部与客户服务部紧密合作。财务部会每年会给客户服务部做预算,因此, 客户服务部的职责要使用得明智这点很重要。财务部会还给客户服务团队支付工资,可能还向客户服务部提供奖金等激励政策，比如，达到某个目标后会有分红这样的奖励。7人力资源部门阿斯达的人力资源部门为不管是在职还是离职的客户服务部团队人员负责组织培训活动；他们还将组织团队建设活动，也培养客户服务部人员有内部晋升的意识。有必要时对任何客户服务团队错误的行为做出惩罚这也是人力资源部门的工作7.1客户服务团队是如何与外部客户互动的在阿斯达，当与外部客户沟通的时候，他们的客户服务部在思考为创造一个更具竞争力的优势，怎样来提高他们的客户服务投入了很多努力。为了做到这一点，他们有很多要负责的任务,这些包括:-7.2提供具有竞争力的价格确保他们的员工是知识渊博的,友好和礼貌-售前销售后提供信贷设施帮助客户客户特别需要提供信息提供建议7.3提供具有竞争力的价格以上所谈对于想主导市场，用定价策略来削弱他们的竞争对手的商人来说是非常重要的，例如，阿斯达有少量的知名品牌以低于成本的价格，以这种方式吸引顾客来商店，并希望他们能买更多其他的商品，这就是众所周知的亏本出售的商品。它在维持良好的客户服务中起了作用。7.4确保员工是知识渊博的,友好和礼貌正如前面提到过的,至关重要的是员工需要具备良好的产品知识,来应对客户的询问。同时在阿斯达客户服务将确保他们的前台和服务员总是友好和礼貌的，他们向客户展示了商店的第一印象。7.5售前售前是指在客户购买产品前所提供的一种服务。对于阿斯达这是非常重要的，因为专注于良好的售前服务可能决定了客户是否会购买公司的产品。这类服务包括定价策略，广告推销，特别优惠及免费样品。7.6售后同时，产品的售后也是非常重要，因为这在一定程度上决定了客户是否会再次光临你的商铺。如果他们体会的是非常差的售后，那他们不再光顾的可能性非常大。售后可以有几种方式例如退款。阿斯达对于退货产品制定一个明确的准则是非常重要的，主要原因是客服员工根据它可以不需要经常向老板寻求帮忙从而使商铺日常能更高效运行。售后同时包括处理客户投诉，在阿斯达，客服部员工将会就电话及书面投诉进行专业培训并有一个具体的处理投诉流程，所有员工必须从始至终遵从以确保没有遗留投诉。7.7提供信贷设施组织允许其他企业和顾客信贷购买。但是信用条款可能因人而异。企业对于高价商品也可以提供信贷例如汽车。如果不能在这类商品上提供信贷可能导致企业销售失败因为顾客可能暂时没有足够的资金购买产品。企业提供的信贷可以有以下三种方式。第一，使用信用卡购买产品是一种形式。因为持卡人可以自行选择在第二个月是否偿还全部借贷或者是分期偿还。例如预定度假，你可以选择一次性付款在一个地点休完全程或者可以进行分行程付款。这同样是企业提供一个信用机制，只是当你使用这种信贷公司将增加一个利息费用。同样的，当你从银行借贷或者还贷一样被归类为信贷。大部份汽车经销点就像是一个金融公司的代理商，当你购买汽车时将会为你办理业务，利息则以适当的利率增加。8协助客户提供一个特殊的需要企业能针对有特别需求帮助的客户提供相应的服务是尤为重要的。如抄网枪支、残疾人停车和婴儿更衣室。拥有这些服务的企业会比同行没有的更具竞争力。如果你有涉及AO1你会发现阿斯达针对不同特别需求帮助的人群有提供不同类型的服务。 8.1提供信息在所有的贸易中,你会发现,客户的信息需要在戏剧性的改变,因此要一个员工能够立刻怎样回答客户的每一个问题几乎是不可能的 。然面他们处理问题的方式是非常重要的。例如面对客户总是面带微笑或者当他不确定答案时他们应该承诺客户会尽快在最短的时间内提供相关信息。在阿斯达，客户可能会问以下问题:另一个商店的位置关于通用设施可用如。婴儿改变设施关于这个系列的产品他们供应。如。他们有一个有机的吗范围?或客户可能只会有一种普遍的问题。在阿斯达的客户服务人员对于所销售的食品和商品基本信息必须了解，也就是应该知道不同的产品分别陈列在哪些不同的位置。在近年来，电脑在协助客服工作上起到了很重要的作胩而且帮助企业更高效的运作。这是因为现代电脑能存储大量信息。他们能保存客户的基本信息如姓名，地址，同时还有近期购买产品的详情及金额。8.2提供建议提供建议给客户在某种意义上就是给他们提供信息。然而这些信息是对于客户的需求更加准确，涉及了更多的细节和更高的一种解释。在很多公司他们都有一般公认的技术服务特殊功能。他们的存在,这样一个公司可以提供他的客户提供具体的建议。他们通常出现在工业还有电脑公司。在阿斯达可能有这样的功能，处理一些关于出售诸如电视和洗衣机的电子产品的查询这就是为什么他们本来这是起源于一般没有相关经验的店员需要帮助协助客户原文网页英文原文ASDA原文网址/view.asp?id=47949Within all business, there is no such thing as a typical organisation structure. Obviously, an organisation which is concerned with providing a service would not have a production department. For instance, a mail order company which buys goods from elsewhere, stores them then distributes them to a customer may have a large distribution department but no production department. However, over the past ten or so years businesses have found that the key to success is to provide excellent customer service. This is why within most business, no matter whether they are offering a service or a product, you will find a customer service function within their organisational structure1.The purpose of the customer service function When a consumer buys a product or service they do so to satisfy a need. They also expect certain things. For example they would expect the goods to be available when they want them, they would expect the products they have just been sold to be reliable and safe and also they have they right to get value for money. (This comes under the consumer protection act) However giving the customer an excellent service involves more than obeying by their legal rights. Customers should be treated courteously and given accurate information, this is why staff should be trained to give prompt assistance and advice if customers have any problems. Also telephone sales staff should attend courses on good telephone communication skills. Also customers should be offered helpful payment terms by companys when purchasing expensive items, have the offer of home delivery when buying big bulky goods and immediate assistance if the good is faulty or breaks. Companies which offer good customer service often get repeat business from customers over many years, also loyal customers will tell their recitatives and friends about the good service they have received. So it is extremely important that a business gives 100% at all times because they only have one chance with a customer and if they are not impressed with the service they received they will not return and also will spread bad comments about the organisation. This is why it is important to monitor the customer service within the business. By doing this reports can be construct on the current level of service and ideas for improvements can be put forward. A way of monitoring the current level of customer service within the business could be to talk with the marketing department and discuss the level of customer satisfaction from current surveys that have been conducted. It is important that all staff have good product knowledge and know what offers are on. This is so they can be prepared when it comes to dealing with general enquires. If a member of staff in ASDA is unsure of the answer to an enquiry then they should know exactly who to refer the customer to. In most cases it will be to senior management. Also the customer service department within ASDA will have to handle customer complaints. Whether it is over the telephone, face to face or in writing, ASDA have an official complaints procedure which all staff must follow. This enables senior management to check that all complaints are dealt with promptly and that none are left unresolved. 2.Structure of ASDAS customer service department Asdas stores use a hierarchical structure rather than a flat or matrix. If you refer to appendix 1 you will be able to see a copy their hierarchical structure for the Boldon store and the customer service department is outlined. 2.1 Job roles within the customer service function As you can see when you refer to the diagram of the hierarchical structure (appendix 1) the customer focus team leader overseas the responsibilities of the lower levels within the structure. The team leader will also delegate tasks to the lower subordinates. There are also three levels of management in the hierarchy who will also oversee the running of the function. The ass. Manager will pass information onto the colleges about what needs to be done and will tell them information that they may need to now when dealing with a customer enquiry. The colleagues are the people that deal with the customers face to face. For example you will have people working on the customer service desk in ASDA who deal with problems and enquiries. Also they have the trolley collectors that will help you with your bags to the car then return your trolley.(for further information refer to AO1) 3.How needs and expectations of customers impacts the various stages of the business cycle 3.1 Decline/recession During a decline, consumers spend less and investors become more cautious about the future. This causes factories production to slow down and workers are laid off. Therefore this increases unemployment which means this reduces spending in the market place even further. This is also contributing to the economy decline. 3.2 Slump/trough This is the very lowest point in the decline. This is the period where there is high unemployment; peoples disposable income will have dropped to a minimum and prices will also drop as there is less money being circulated in the economy. 3.3 Boom In this stage of the cycle most people have jobs as a knock on affect of this they tend to be buying more goods and services. This helps to keep the economy strong. Throughout this period you will see the highest levels of inflation as produces try to slow the increases in their products in order to get a bigger share of the market. Also customers have a larger disposable income therefore they have a greater spending power. 3.4 Recovery Throughout this stage the economy is starting to improve. People start spending more therefore producers are encouraged to increase production which means more jobs. The timing of a cycle is not predictable; however the phases of a business cycle can be detected. Many economists refer to four phasesUpswing Boom, downswing, and Trough During a period of upswing a rise in production becomes evident. Employment, wages, and profits increase in the same way. Businesses take advantage of this phase by expanding. As the upswing continues, however, obstacles begin to occur that hinder further expansion. For example, production costs increase; shortages of raw materials may further obstruct production, interest rates rise; prices rise; and consumers react to increased prices by buying less. As consumption starts to lag behind production, the merchandise or stock that a store or company has on hand accumulates, causing a price decline. Businesses begin to reduce costs, workers are laid off. Such factors lead to a period of liquidation. Businesses become negative as prices and profits drop. Money is stored for use in the future, not invested. Sales of products drop and in the case of small independent businesses it could lead to them closing down. Unemployment becomes widespread. A recession is in progress. Recovery from a downswing may be determined by several factors, including the recovery in consumer demand, the exhaustion of businesses stored money, or government action to stimulate the economy. Although generally slow and uneven at the start, recovery soon gathers the power to increase or develop at an ever-growing pace. Prices rise more rapidly than costs. Employment increases, providing some additional purchasing power. Investment in capital-goods industries expands. As the state of economy increases, the desire to speculate on new business ventures returns. A new cycle is under way. 4.How the customer service function interact with internal functionsWithin ASDA the customer service department will link closely with other functional areas. This is due to they are the main department that comes face to face with the customer therefore they have they real understanding on what the customers needs and expectations are. They gather this information through consumer feed back, which is then passed on to other functional areas. The main departments that the customer service team within ASDA liaise with are as follows: Marketing and sales department Production department Finance department Human resource department Marketing and sales department The marketing and sales department in ASDA will interact with the customer service function to inform them of customer research results and how the company may be changing certain procedures to benefit the customers and also about new products that they may be getting by consumer demand. The marketing department will also have to let the customer service department know when the new products are to be introduced. It is also the marketing departments responsibility to let the customer service function know about any special offers. When the customer service department are aware of the special offers it means they can announce it. The customer service function will provide feedback to the marketing department on the customers views and opinions. Also if the customer service function requires more broachers or leaflets for in the stores they would contact the marketing department. 5.Production department The production department may interact with the customer service department to let them know when a faulty batch of a certain product has been dispatched to their store or if they have been receiving complaints about a certain product they may contact the customer service department of a certain store to tell to take it off their selves as it could be faulty. The customer service department may interact with the production department to alert them of any faulty products they have received in their store. This may have come to their attention from a customer complaint or from a member of staff noticing it. The customer service department may also interact with production if a certain product they have ordered does not turn up and also they may wish to find out product information therefore they will have to contact the production department. 6. Finance department Within ASDA the finance department will work closely with the customer service function. The finance department will allocate the customer service function a budget for each year therefore it is important the customer service function uses it wisely. The finance department will also pay the customer service teams wages and may also offer them incentives such as bonuses for meeting certain targets. 7. Human resource department The human resource department in ASDA will organise training activities for the customer service team whether it be on the job or off the job training. They will also organise team building exercises. They will also make the customer service staff aware of any internal promotions. It is also the human resources departments job to discipline any of the customer service team if needs be. How the customer service team interact with external customers Within ASDA their customer service function puts a lot of effort in thinking on how they could improve their customer service in order to create a more competitive edge when interacting with the external customer. In order to do this there a many tasks that they are responsible for, these include:- 7.2 Offering competitive prices Ensuring their staff are knowledgeable, friendly and polite Pre sales After sales Providing a credit facility Assisting customer with a special need Providing information Providing advice 7.3 Offering competitive prices It is very important for a business that wants to dominate the market to have pricing strategies that will undercut their competitors. For example ASDA have a small number of well known brands at below cost price. Attracting customers to the store in this way, they will hope that they will buy many other items; this is known as loss leader. It works well in relation to good customer service. 7.4 Ensuring staff