伊利客户服务分析.doc

Customer care of YiliBackgroundInner Mongolia Yili Industrial Group Co., Ltd. is a dairy enterprise with spirit of innovation and social responsibility. It is the only one of Chinese enterprises which supplies dairy products for the Olympics. Yili Group was founded in 1993. Under Yili Group there are five divisions：liquid milk, ice cream, milk powder, yoghurt and raw milk. More than 1,000 series of Yili brand products, such as: Popsicle, ice cream, milk powder, milked tea powder; asepsis milk, yoghurt, and cheese are made by 130 affiliated enterprises of Yili Group. In course of the 15 years development, Yili has always been devoting toproducing 100% safe and 100% healthy dairy products, and spreading concept of nutrition and health for Chinese. Meanwhile, Yili has been serving for the consumers health and happy life according to the highest worldwide production standards. As the leading enterprise of dairy industry, Yili takes developing Chinas dairy industry as its mission. After taking the lead completion of the industrial upgrade, Yili began to devote to promoting Chinas dairy industry development transfer from “quicker and better” to “better and quicker”. Strategy of YiliModes for comprehensive services: Every section offers service, each link is related with the service chain and all the staff are servers. “Four dimensions” in service: service for consumers, for partners, for society and for internal clients.“Five internality” standards in Yili service:1% of customers are dissatisfied means that 100% of the service is not satisfying. They shall ensure meticulous service through out the whole service chain; and emphasize on every problem and each detail.Sincereoffering services with heart and soul;Considerateresolving problems from customers perspectives; touching their mind with considerate services;Scrupulousoffering meticulous services, never missing one problem or detail; Patientoffering patient services forever, the harshest customers shall be our best trainers.Enjoyablewinning enjoyable customers shall make us more pleasant. 1. Consumer-oriented services Endless sincere and service shall always be Yili Groups commitments to its customers. Yili Group focused on the concept of understanding its customers more than customers themselves, always putting the consumers demands on the first place, with fine products, the company service their customers enthusiastically, and make them feel enjoyable, by providing a healthy lifestyle, the company help them to realize their dreams and ideals.2. Partner-oriented services Attaching more importance on sincere services to its upstream suppliers, especially, the cow-raisers; Yili Group helps them to walk along the road of scientific development, ensuring of stable supply of high-quality raw milk while leading them forward. Meanwhile, Yili emphasizes on the close partnership concluded between the company and downstream distributors so as to create a win-win situation through efficiency and best services jointly. 3. Internal customer-oriented services Yili advocates the service logos of internal customers: “The next link will be just the customer”, conducting the concept of mutual service and cooperation between colleagues, superior and subordinate departments, sectors, different divisions, and also headquarter and multi-divisions; apart from that, with solutions for practical problems from its customers as the guide, the company discarded bureaucratic style of work, and formed a service chain of “the higher service to the lower by line staff organization ”, to satisfy its end-customers by sincere services . 4. Social servicesYili always dedicated itself to pubic services, improving community environment, taking responsibilities for the society, city and community, which enhanced greatly the companys social image and brand value and also impregnated with the enterprises mission and ambition. First step: By 2010, Yili Group shall secure the largest shares and the best brand name, reputation and loyalty on domestic dairy market; push forward internationalized operation strategy in all-around way; strive for the goal of being one of the top 20 enterprises in the worlds dairy industry and the most competitive enterprises in China.Second step: By 2015, Yili Group will realize the goal of being one of the top 10 enterprises in the worlds dairy industry and one of the most competitive large scale dairy groups in the world.Customer care standardAs the leading enterprise in dairy industry, Yili Group has always considered the food safety as its lifeline, constantly intensifying the work of product quality control and security assurance, integrating food safety into the whole production in order to strengthen security measures and service consciousness. In December, 2003, Yili Group passed ISO14001 authentication of environment management system, which is so-called “Pass for Green Barrier”. By the end of December of 2004, the divisions of liquid milk, cold drink, milk powder, and yoghurt have passed the authentication of HACCP equality management system, which is widely acknowledged by international food industry, making Yili the first dairy enterprise in China to implement effective monitoring of food safety. At the beginning of 2004, Yili brand full-cream milk powder, modulation milk powder, dry butter milk powder were granted the privilege of national inspection-free product. At the annual conference of food safety in China in September, 2004, Yili Group was awarded the laurel of “Top 10 Demonstration Enterprises of Food Safety in China. In 2005, Yili Group issued “Yili Groups Quality Statement” signed by Pan Gang, Chairman of the company, declaring the companys sustainable efforts and determination to strengthen quality and faith construction. In 2006 Quality Outline was officially issued, which acts as the guideline for quality management in Yili. In accordance with ISO9001:2000 Requirements of Quality Management System, ISO14001:2004 Requirements and Guide of Environment Management System, GB/T28001-2001 Standards of Management System of Occupational Health and Safety, ISO22000:2005 Food Safety Management SystemInstitutional Requirements in the Whole Food Chain, Yili Group enforces strict quality control in every link from the source of the raw and supplement materials through consumer so as to enhance customers satisfaction, protect environment and maintain the health and security of its employees. Yilis Policies in quality, food safety, environment and occupational health and safety Quality policyCustomer first, quality prime Pursuing excellence through constant improvement Food safety policyEnhance quality managementDeliver safe and healthy productObey relevant laws and regulationsForge excellent and satisfying qualityEnvironment policyPollution preventionreduce the total discharge of three wastesEnergy conservationenhance the rate of recycling and reuseLegal managementcontinually improve environmental performanceBeyond limitproduce green and natural productsParticipation by all employeesbuild a clean and beautiful homePolicies for occupational health and safetyPeople first, safety primeFocus on prevention, reduce risksGoals for quality/food safety/environment/occupational health and safety Quality control goalSupply consumers with superior products that are 100% safe and 100% healthy. Food safety goalZero record of major food safety accidentEnvironmental goalZero record in environment pollution accident. 100% of the discharged waste water and flue-dust are up to relevant standards.Goal for occupational health and safetyZero record of major production safety accidentQualitative researchBrief introduction to the call center:The call center of Yili Group is an intelligence platform with powerful information handling capacity, which adopted CTI technology and combines telecommunication technology with computer technology, as the telephone handling platform of customer service center, it can provide us multi-functional audio services, including automatic calling, automatic searching, seat reception, call transferring, and three-party communications.The system can offer 24-hour artificial and automatic audio services. The working hours of artificial service is 8:3012：00 and 13：0019：00; in other hours automatic audio service will be offered. The service hotline is 400-816-9999.Quantitative researchWhen you got through the service hotline system of Yili Group during artificial service, the artificial service will be offered in the order arranged by the system automatically. If all the operators are occupied, the system will remind you to be in the waiting status and your call will be connected in order.When your call is put into through, the system will automatically record all the contents of conversations to guarantee the precision and storage of callers information. When you got through the automatic audio service system, the system will remind you to leave your telephone number and the problems to be handled. The company will contact you and settle down your problems as soon as possible. To ensure the swift solutions to your problems, they recommend you the calling of artificial service whenever it is possible.In Yilis R&D system, different center has different function. Center for dairy R&D in farm produce processing research system, Yili Lab of National Dairy Product Quality Control Center, Dairy Industry Academy of Inner Mongolia Autonomous Region, Key Laboratory for dairy processing and safety of Inner Mongolia Autonomous Region, and Yili Post doctoral research station function as platform for cooperation between Academies and Yili group to solve problems, and are helpful to accelerate the development of national dairy industry and local dairy industry. The responsibility of Technological research center of the head quarter is to develop new category product and new technology, and introduce new technology for outside of the company, in order to keep Yilis technology in the leading position in China. The R&D Departments in different business divisions are responsible for new product development in their product category. There are plenty of excellent talents in Yilis R&D system with 510 researchers. To keep the researchers at the leading position, Yili trains the researchers with various kinds of ways, both at home and abroad. At the same time, there will be numbers of foreign experts invited to Yili Group for Technical exchange and cooperation. By the end of 2007, 13 national projects had been taken by Yili Group, and Yili had supported more than 9 projects down in national research institutions. In side Yili, more than 100 innovative projects should been completed each year. Yili has involved in more than 14 national or dairy industry standard revisions or drawing-up. More than 1000 products have been developed and put into the market by Yili Group, and every year, about 100 new products would be developed to meet new need of consumers and keep Yilis products in the leadi