客户服务报告.doc

The report of Custom Care Analysis of CarrefourI. IntroductionIn todays life, every one know the name of Carrefour. The Carrefour group is a supermarket state founded in 1959. It has grown to become one of the worlds leading distribution groups. It is currently the worlds second-largest retailer and the largest retailer in Europe.To do customer care well can be the most important key to satisfy customers for gain benefits in whatever any business. In this report, it mainly talks about the strategy of Carrefours customer care and give some advises to Carrefour breakthrough there customer care.II. Findings1. Basic Information of CarrefourCarrefour is a French international hypermarket chain. Headquartered in Levallois-Perret, France. Carrefour is one of the largest hypermarket chains in the world. Carrefour operates mainly in Europe, Argentina, Brazil, China, Colombia and in the Dominican Republic, but also has shops in North Africa and other parts of Asia, with most stores being of smaller size than hypermarket or even supermarket. Carrefour means crossroads in French.The first Carrefour store opened on June 3, 1959, in suburban Annecy near a crossroads (carrefour in French). The group was created by Marcel Fournier, Denis Defforey and Jacques Defforey and grew into a chain from this first sales outlet. In 1999 it merged with Promods, known as Continent, one of its major competitors in the French market.Marcel Fournier, Denis Defforey and Jacques Defforey had attended several seminars in the United States led by The Pope of modern distribution Bernardo Trujillo, who influenced other famous French executives like douard Leclerc (E.Leclerc), Grard Mulliez (Auchan), Paul Dubrule (Accor), and Grard Plisson (Accor). Their slogan was No parking, no business.The Carrefour group pioneered the concept of a hypermarket, a large supermarket and a department store under the same roof. They opened their first hypermarket June 15, 1963 in Sainte-Genevive-des-Bois, near Paris in FranceIn April 1976, Carrefour launched a private label Produits libres (free products libre meaning free in the sense of liberty as opposed to gratis) line of fifty foodstuffs, including oil, biscuits (crackers and cookies), milk, and pasta, sold in unbranded white packages at substantially lower prices.In September 2009, Carrefour updated its logo.May 2011: Considering the stagnant growth and has faced increased competition in France from rivals including Casino Guichard-Perrachon SA, Carrefour will expense 1.5 billion-euro ($2.1 billion) to change the supermarket with new concept as Carrefour Planet in Western Europe.2. The strategy of Carrefours customer care2.1 The three customer care values l CommittedCarrefour are committed professionals and committed members of the community.They constantly strive to exceed everyones expectations by providing better value and finding new solutions for a better quality of life.l CaringCarrefour caring toward to their customer and consumers. They are receptive to customer and consumers needs, each and every day. They welcome customer and consumer to their stores and meet their needs with kindness, warmth and attention to detail.l PositiveCarrefour rise to every challenge with energy, enthusiasm and with fresh ideas.They help brighten the lives of their customer and consumers. For the customer and consumer, for their employees, for the planet, they want the best, both today and tomorrow.These three of customer care values bring the Carrefour closer to their customers and consumer and reflect their personality. They offer the best possible solutions to the customer and consumer every day.2.2 Mission statements and philosophyMany organizations have mission statements. Particularly large ones. Carrefoufs mission statements are Choice and quality for everyoneAn organizational mission statement consists of two elements:1. The vision of the organization.The vision may include the ideal destination. This is where the organization wants to go and when it hopes to get there.2. The values or principles of the organization.The values are the sets of beliefs behind the actions of the organization. It will relate to the quality of goods and services, treatment of customers and employees and make statements regarding openness and good practice. Carrefours business philosophy and corporate culture is depending on the customer friend, beyond expectations for the service, highly team feeling and happy for the customer, the staff, the positive economical low price, and standardized management and company continuous growth. The difficult thing is to beat other retailer and overcome theirselves. So beat itself is very necessary.2.3 The structure of Carrefour Carrefours structure is flat structure; this structure has big advantage in company management. The previous top three levels were reduced into two which meant that more responsibility was given to each manager. The intent was to make communication more effective. The opportunity was also taken to widen the span pf control. This meant that managers had a greater number of people for whom they had responsibility, if employee was given some ability to take decisions in their area of influence too. This was called empowering of employees. This structure also easy to communicate.Communicate is very necessary to Carrefour. Carrefour has a good communication between staff to employees and managers to staff, it will authorize staff in various areas of its product development and market share. Company can provide true information, this will help leaders make the right decisions for firms develop. 2.4 The Carrefour committedEach carrefour stores offer the following services for the customer(you can see the appendix1):1.Everyones electricity delivered free 2.The parking area 3.The credit card can use 4.The bag can be hosting in free 5.Refund or tone of money 6. ATM 7. The different kind of the shopping car can use 8. The webside of Carrefour 9. Home appliance free installation 10. After-sales service 11. Length change clothes12.Radio service 13. Convenient medicine box 14.Free water 15. Free gift packing 16. Automatic shoe machine 17. Public telephone 18. Automatic packaging area 19. Free bus 20. Cell phone battery 21. Price difference many times compensation 22. Umbrella on loan 23.taxi station 24. Bike licence 25. Disabled channel 26.Electric car free charge 27. Belt holing 28. Free heating 29. Childrens game area 30. Free car wash 31. The fitting room 32. Payment by installment 33. Catering 34. Door-to-door delivery 35. Free medicine box needle pump 36. Subscribe to free posters 37. Roller skating check price listen 38. Points chicken duck fish 39. Check price 40. Straw small spoon 41. VIP handle and consulting 42. Presented ice packs3. The standers of customer care EnvironmentCarrefour is responsibility for their environmental footprint: Carrfour Group working to improve their material life, and respond to call of the worlds emissions, the use of green energy and is also aware of the role they can play in promoting environmental awareness among our stakeholders.CustomerCarrfour is committed to the international line of retailer, improving peoples material life and the worlds communicationsEmployeeCarrfour takes responsibility in thir workplace. They always strives to be a responsible employer, placing employee engagement at the heart of its business strategy.Also,they training diversity and equal opportunities for all. What more,they promotes employee participation and supports employee well-being.CommunityCarrfour strives to play a positive role in society, by building a culture that promotes employee volunteering.Carrefour supports the communities by through corporate.Carrefour also committed to sharing their business expertise by helping to build better understanding of the risks faced by individuals and society at large.SupplierCarrefour integrates social and environmental criteria in the selection and management of our suppliers.4. The feedback of Carrefour There are two ways for company collect feedback: informal and formal method.Informal methods:l Obvious customer behaviorl Noting customers who dont appear, to be being servedl Body languagel Talking to customersl Long queuesl Becoming a customerFormal methods:l Surveys and questionnaires l Customer common cards l Letters of complaint or commendationl Structured conversations with customersl Telephone PollingEnterprises use these methods to collect feedback, and analysis at the quantitative and qualitative in organization.Carrfour regularly conducts studies to better understand customers behaviors and expectations. They use questionnaire to survey the problems existing in the company, which will improve the customer service. Questionnaire belongs to the qualitative methods. Questionnaires are a popular means of collecting data, but some disadvantages may accrue during questionnaire, it is often difficult for company to design. Questions should be relatively simple for respondents to read and answer. It takes a long time to collect questionnaires. There are also some advantages of using questionnaires, for example, it can be used as a basic for interviewing or a telephone survey. What is better, it can cover a large number of people and organization, it is also relatively cheap. In the Carrfour group they alway have a creating days.In these days , they get together all the managers both from internal and external. Managers pretend as a customer and go shopping in the Carrfour. Then the managers find some problems and feedback.Then the managers have an meeting, they feedback the problems and give some new advises. The managers always have the innovation idea to improve there customer care such like: how to improve the customer Checkout queue time? The parking area is suit to the customer? 5. How Carrefour breakthrough 5.1 Learning organization group.All the company must be based on the customer to provide the high quality service and comfortable service environment, identify and meet the demand of customers.The key to achieve the goal: These companies will become a learning organization group. What is the learining organization? It is use the continuous learning ability as the groups competitive advantage, that is the enterprise to advance with the Times and continue to provide all kinds of training to employees and business opportunities, will let employees through continuous learning to understand the concept of customer first, and master the skill and ability to inspire people adapt to the changing world competition. Also want to ensure perfect salary system, according to the employee performance to provide corresponding remuneration and rewards. In this organization, the companys internal system and the system will constantly reform yourself and to update itself. From the mistakes, prompt improvement work method is very important.5.2 Leadership modelLeadership model: Through the various activities to reward employees improve customer ca