HND客服报告第二个作业

i Report for Creating a Culture of Customer Care DJ4234 Outcome 3创建一个文化的报告创建一个文化的报告 客户关怀客户关怀 DJ4234 结果结果 3 Research of customer care Samsung Electronics研究 客户服务的 三星电子 Candidate name Ma Qianli Grade and Class Financial services class 7 Student ID 105144989 Submission day 12 30 2010 ii iii Table of Contents 1 0 Introduction 1 2 0Customer care strategy 1 2 1 Introduction of AXA s customer care strategy 1 2 2 How Samsung build its customer care 2 3 0Customer care standard 3 3 1Environment 3 3 2Customer 3 3 3 Employee 3 3 4Community 3 3 5Supplier 3 4 0The research of Samsung s Qualitative and Quantitative customer feedback 4 4 1Reasons of business survey 4 4 2The definitions and functions of qualitative And quantitative methods 4 4 3Qualitative and quantitative methods that used in the feedback 5 5 0 Evaluation of customer care strategy 5 6 0Recommendations6 0Recommendations ofof customercustomer carecare 1 0 介绍 1 2 0 客户服务策略 1 2 1 引入安盛的客户服务策略 1 2 2 如何构建它的客户关怀三星 2 3 0 客户关怀标准 3 3 1 环境 3 3 2 客户 3 3 3 员工 3 3 4 社区 3 3 5 供应商 3 4 0 研究的三星的定性和定量 iv 客户反馈 4 4 1 业务调查原因 4 4 2 的定义和功能的定性和 定量方法 4 4 3 定性和定量方法 用于反馈 5 5 0 评价客户关怀战略 5 6 0 建议的客户关怀 6 1 0 Introduction In this article it mainly talks about the strategy of SamsungElectronics s customer care First introduction of SamsungElectronics s customer care with its formation is involved in the second section Second it gives a specific list of customer care standard including environment customer employee community and supplier Then it chiefly refers to the SamsungElectronics s Qualitative and Quantitative customer feedback Methods of questionnaire and interview are used in the customer feedback After talking about the customer feedback it analyses the date about feedback and have made a conclusion At last an evaluation of SamsungElectronics is given to show others Some recommendations are also raised to improve SamsungElectronics s v customer care 在本文中 主要讨论了 SamsungElectronics 战略的客户关怀 首先 介绍 SamsungElectronics 的客户关怀和其形成参与第二部分 第二 它给一个特定的列表的客户 关怀标准 包括环境 客户 雇员 社区和供应商 然后它主要是指 SamsungElectronics 的 定性和定量的客户反馈 问卷调查及访谈的方法用于客户的反馈 在谈论客户反馈 分析了 日期大约有了反馈和结论 最后 评估 SamsungElectronics 给他人 一些建议也提出了改善 SamsungElectronics 的客户关怀 在这篇报告中 首先介绍了三星电子的企业宗旨 分为 内部顾客宗旨和外部顾客宗旨 然后介绍了三星的销售战略 销售环境 主要针对的客 户 第二部分主要是介绍三星定性和定量的客户反馈 最后评价了三星给客户带 来优点和缺点 并且给出一些改善的建议 从而进行改善和提高三星产品在顾客 心中的地位和市场市场占有额 2 0 Customer care strategy 2 1 Introduction of AXA s customer care strategy Samsung since its establishment has always been the focus of the work around to provide customers with high quality and perfect service No complaints of service is the greatest benefit of our business Samsung services in order to ensure global leadership and unity in recent years the company always adhere to the principle of sending out training to Chinese managers and technical staff scores awarded the time from weeks to months ranging from one year to send Training and education to South Korea this Part to maximize the services of Korean Samsung headquarters features to migrate to mainland China Departments within the company is also set around the customer satisfaction This center started 2 0 客户关怀战略 2 1 引入安盛的客户关怀战略 三星公司自成立以来 一直是工作的重点在 为客户提供高品质的产品和完善的服务 没有抱 怨的服务是我们业务的最大益处 三星服务以确保全球领导和团结 近年来 公司始终坚持的 原则 中国发出的培训管理者和技术人员获得分数 从数周数月 从一年的培训和教育 发送韩 国这部分 最大限度的韩国三星总部服务特点迁移到中国大陆 公司内部部门也将在 顾客满 意 这个中心开始 运用 SWOT 分析制定战略 1 SO 战略 利用三星的国际品牌的优势 在加之过硬的的技术和品质 适当的营销方抢占 市场 2 WO 战略 在资金运营面应有所偏重 发展重点核心业务 如电子娱乐 另外在公共关 系方面也应该顾及自己的品牌形象 至少不能让公关部分成为企业发展的绊脚石 vi 3 ST 战略 相对其威胁 三星公司的优势仍然存在 打高品质高技术含量的牌子无疑能使 其产品在激烈竞争的市场中站稳脚跟 另外 加强营销策略并招募了解国内市场的营销人才 和研发人员必将使公司业务有强势发展 4 WT 战略 在贯彻 WO 策略的同时 面对其威胁 以价格为代表 适当降低利润率 使三 星不再是大多数人奢望的产品 以销售额带动利润 在市场上是有利可图的 2 2 How Samsung build its customer care Samsung prepared corporate empowerment to set strategic customer care department To achieve operational excellence in each of these key areas Samsung has adopted a continuous process improvement program based on listening to the voice of the customer Samsung sets core target by carrying out customer segmenting and profiling Samsung regularly conducts studies to better understand customers behaviors and expectations People oriented is the overall concept of Samsung insurance the company makes every Samsung customers sales staff and workers be fully embodied values Samsung respects every employee s background cultural and personal qualities and strives to perfect the balance between centralized control and region creativity To attain its leadership ambition the Samsung Group has built its strategy around a business model and a set of clearly defined operational priorities Samsung s business model entails fortifying consolidating and developing organic growth retaining existing clients and acquiring new ones to ensure that the Group is able to seize genuine opportunities for external growth Samsung has set five operational priorities or catalysts for change which together are known as the five cylinders of its growth product innovation core business expertise distribution management quality of service productivity Samsung s strategy is to place Corporate Responsibility both at the heart of its business as well as its day to day interactions with its stakeholders It is through adopting a responsible behaviour as well as through sustainability added value products and services that the Group is able to most effectively participate in social environmental and economic progress Samsung s responsibility towards shareholders includes ensuring the long term viability of the company through sound and transparent corporate governance and a culture of business ethics vii supported by Samsung s Standards and code of ethics They also encourage and reward environmentally responsible behaviors They also support employee well being They also take some measures to monitor employee to improve the efficiency so that they can develop the organization 2 2 如何构建它的客户关怀 三星 三星准备公司授权设置战略客户服务部门 实现卓越运营在这些关键领域 三星已经采用了 一个持续的过程改进计划基于倾听客户的声音 三星集核心目标进行客户细分和分析 三星 会定期地进行研究 以更好地理解客户的行为和期望 以人为本 的整体观 该公司生产的三 星保险每三星客户 销售人员和工人充分体现价值 三星尊重每一位员工的背景 文化和个 人特质 力求完美的平衡和地区集中控制的创造力 实现其领导雄心 三星集团已经建立了其战略与业务模型和一组明确定义的操作优先级 三 星的业务模型需要强化 巩固和发展现有的客户 有机增长保持获取新的行动确保组织能够 抓住真正的机会为外部增长 三星已经建立五个操作优先权或催化剂改变 一起被称为五缸 的增长 产品创新 核心业务专长 分销管理 服务质量 生产力 三星的战略是将企业责任两个核心业务以及其日常交互以其利益相关者 它是通过采用一种 负责任的行为 以及通过可持续性附加值的产品和服务 该组织能够最有效地参与社会 环境 和经济进步 三星的责任向股东包括确保公司的长期生存能力通过健全和透明的公司治理和 商业道德文化 支持三星的标准和准则 他们还鼓励和奖励对环境负责的行为 他们也支持 员工福利 他们也采取措施来监控员工提高效率 这样他们可以开发组织 3 0 Customer care standard 3 1 Environment Samsung is responsibility for our environmental footprint Samsung Group working to improve our material life and respond to call of the world s emissions the use of green energy SamsungSamsung is also aware of the role they can play in promoting environmental awareness among our stakeholders 3 0 客户关怀标准 3 1 环境 三星负责我们的环境足迹 三星集团致力于改善我们的物质生活 并响应号召全世界的排放 使用绿色能源 SamsungSamsung 也意识到他们可以起着促进作用的环境意识在我们的利益相关者 三星的发展与我们的发展环境相关 三星不仅改善我们的生活质量并且走节能减排和节能创兴的发展路线 将产品绿 色化 装备绿色化 生产制造绿色化和都市和谐生态化有效的结合起来 3 2 Customer viii Samsung Group is committed to the international line of electronic products manufacturing Samsung Group is committed to improving people s material life Samsung Group is committed to the cause of the world s communications 2 客户 三星集团是致力于国际线的电子产品制造业 三星集团是致力于改善人民的物质生活 三星集团是致力于这项事业的世界通信 三星的微笑服务贯彻整个服务过程 体现一切以客户需要为核心 专业服务为客户提供最专 业的服务 体现三星客户服务的专业实力 满意服务一切以客户满意为宗旨 体现客户服务 的最终追求 以客户满意为宗旨 提供值得信赖 一切让客户满意的服务 3 3 Employee Samsung takes responsibility in our workplace Samsung strives to be a responsible employer placing employee engagement at the heart of its business strategy Samsung fosters diversity and equal opportunities for all 员工 三星负责在我们的工作场所 三星努力成为一个负责任的雇主 将员工敬业为核心的商业策略 三星培养多样性和机会平等为所有 三星电子对每一位员工都有平等的待遇 对员工进行自律工作制 多劳多得的奖励制度 努 力成为一个负责人的雇主 Samsung promotes employee participation encourages professional development and supports employee well being 3 4Community Samsung takes responsibility towards civil society Samsung strives to play a positive role in society by building a culture that promotes employee volunteering Samsung is committed to community philanthropy Samsung supports the communities by through corporate Samsung is also committed to sharing our business expertise by helping to build better understanding of the risks faced by individuals and society at large 社区 ix 三星负责向公民社会 三星努力在社会发挥积极作用 通过构建一种文化 促进员工志愿者 三星是致力于社会慈善事业 三星支持社区通过公司 三星也致力于分享我们的业务专长 帮助建立更好的了解个人和社会所面临的风险大 3 5Supplier Samsung integrates social and environmental criteria in the selection and management of our suppliers 供应商 三星将社会和环境标准的选择和管理供应商 4 0 The research of Samsung s Qualitative and Quantitative customer feedback 4 1Reasons of business survey To improve efficiency and attract more customers Samsung have done a lot of surveys they can make the target through the survey The main reason of business survey is that they can improve their customer service so that the business can be expanded all over the world by more eyesight from customers to make more profit 商业调查的原因 提高效率和吸引更多的客户 三星已经做了很多调查 他们可以通过调查的目标 主要的原因 是它们能企业调查改进客户服务 业务可以扩展全世界的更多的视力从客户以赚取更多利润 三星为了扩大市场和提高在客户心中的地位 为所有顾客提供服务 为了满足顾客需求竭尽 全力 实行全国联保政策 维修网点遍布全国 形成完善的系统 不断与客户进行沟通 赢 得了更多客户的信赖赚取更多的利润 4 2The definitions and functions of qualitative and quantitative methods Words and observations are paid attention to in the qualitative research to find out reality In this way it can try to describe people in natural situation There are two academic functions of the qualitative research setting or creating hypothesis and in depth research The quantitative research sources from a solid academic tradition that places accepted trust in numbers that represent x opinions or concepts There are also two academic functions testing hypothesis and leading qualitative research 定义和功能的定性和定量方法 单词和观测注意定性研究来找出现实 通过这种方式 它可以用来描述人们在自然情况 有 两个学术功能的定性研究 设置或创建假说和深入的研究 定量研究来源从扎实的学术传统 地方接受信任的数字代表的意见或概念 还有两个学术功能 测试假说和领先的定性研究 4 3Qualitative and quantitative methods that used in the feedback Samsung 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 Interviewing is used in the quantitative method to analyse the collected date Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for people s attitudes preferences or behaviour It has a good response rate with possible in depth questions It can investigate motives and feelings Recording equipment can be used when interviewing Interviewers can be helped if there is a problem While some disadvantages can also be seen in interviewing the key points are as follows first the company needs to set up interviews Geographic limitations exist during interviewing with high fee Second it normally needs a set of questions Embarrassment may happen if personal questions are involved where it is inconvenience Transcription and analysis can present problems subjectivity 定性 和定量方法 用于反馈 三星会定期地进行研究 以更好地理解客户的行为和期望 他们使用问卷调查公司中存在的 问题 从而提高客户服务 问卷属于定性方法 问卷调查是一种常用的方式收集数据 但一些 缺点可能积累在问卷 它往往难以得到公司设计 问题应该是相对简单的受访者阅读和回答 它需要很长时间来收集问卷 也有一些优势利用问卷调查 例如 它可以作为一个基本的面试 或电话调查 什么是更好的 它可以覆盖大量的人们和组织 也相对便宜 xi 面试是用于定量方法分析收集到的日期 面试是一种技术 主要用于了解底层的原因和动机 对人们的态度 偏好和行为 它具有良好的响应速度和可能的深入的问题 它可以调查的动 机和情感 记录设备可以用来当面试 面试官可以帮助如果有问题 虽然有些缺点也可以看 到面试 要点如下 首先 公司需要建立面试 地理局限性存在面试期间高费用 第二 它通常 需要一组问题 如果个人问题可能发生的尴尬都涉及它在哪儿不便 转录和分析存在的问题 主体性 4 4 Date analysis The chart shows that 5 0 Evaluation of customer care strategy Samsung uses the third party assessment to evaluate their own company so that they can know w