HND 大二上,客服.doc

Report for Creating a Culture of Customer Care (DJ4234) Outcome 3Research of customer care - Kentucky Fried ChickenCandidate name: Fan juntianGrade and Class: Financial Service 2 Student ID : 115161997Submission day: 2012/1/6Table of ContentsI. Introduction1II. Development of the KFCs Customer Care Strategy22.1 Introduction of KFCs CCS .12.2 How KFC design and implement its CCS 2III. Establishment of the KFCs Customer Care standards2IV. The research of KFCs Qualitative and Quantitative customer feedback34.1 Research background.34.2 Research Methodology3V. The continuous review and improvement of KFCs customer care3VI. Conclusion and Suggestion3VII. Reference4VIII. Appendix8Figure I. Sample of questionnaire7Figure II. Questionnaire outcomes7Figure III. Interview outcomes7 Figure IV. Customer feedbacks81.0 Introduction This report only refers to the analysis of a customer in general. In general, Customer Care and the atmosphere surrounding the macro, this study only crowd of Customer Care. According to Customer Care theory, it is including Customer Care standard macro, customer feedback and customer service assessment degrees. Kentucky Fried Chicken customer service strategy of the film article customer service standards of the design process, customer feedback means and to make reasonable suggestions.2.0 Development of the KFCs Customer Care Strategy2.1 Introduction of KFCs CCSChinas stable economic market, consumer support, and then break for the 500 KFC stores today laid the foundation. In the past 11 months, we unite the country with 30,000 Chinese employees, hard work, including Chinas western Gansu, Lanzhou, Kunming, north of Qiqihar, Heilongjiang, and many other cities, he also opened 100 new KFC restaurant. To achieve Chinas commitment to consumers, consumers in China KFC has launched several new products, new initiatives. KFC hopes to take root in mainland China, the Chinese people to truly become the “KFC”. (SU JS. 2001.)Since KFC consumers in China promised to keep favorite brand since the time in less than a year, KFC has implemented the following major projects, in KFC, the first is to provide dining facilities, 100 new restaurants are build in 20 cities, the new restaurant total construction area of 40,000 square meters, seating 16,333, with a total investment of more than 300 million Yuan. Then it is to provide interactive information KFC China website www.ChinaKFC.com is been opened, leading the industry for the development of a new Chinese consumers Chinese online service channel. Internet consumers will receive e-coupons, know KFC restaurant locations, promotions, registered as Kentucky friends will be members. Website more than five months, the site has reached the daily average number of clicks 116 000 times, more than 12 million users registered members. After that, it is concerned about the health of consumers eating China KFC Health Advisory Committee was established, commissioned a number of renowned nutritionists, medical experts, to provide long-term for the KFC nutrition, health professional support. Over the past year, company management and technical staff and experts of the Committee has held numerous discussions and put forward many valuable new ideas and product development direction. Finally, KFC is developed several new products. Tailored for the Chinese consumers fried Hemisphere the first listing. Fresh chicken wings added star anise, cinnamon, sesame oil and other traditional Chinese seasoning, won consumer praise. Chinese-style shake fries, and Chinese consumers are familiar with the Uighur barbecue sauce, fragrant orange sauce and spiced beef ribs sauce, keep the original Yang style fries, shake out the local fragrant. New Best chicken rice flower as a long-term products will launch a special, small chicken thigh wrapped selection of fine powder cooking, not only retained the chicken is rich in nutrients, and very crispy, eat endless fun for consumers to bring a were casual choice. Kentucky Fried Chicken takeaway meal the whole family in Beijing to promote early, quickly won the favor. Their families, friends and peace of mind to facilitate the sharing2.2 How KFC design and implement its CCSCreating a Culture of Customer Care is indispensable in any large company (Chen, T. and Xue, R. (Eds) (2002), International Trade, UIBEP, Beijing.). So, it is very important if a company or restaurant has a perfect Customer Care. Therefore, if KFC want to design a Customer Care, the process can be divided into 9 steps. The first is Development and evaluation of business strategy. The second Key determinations of customer care strategy, it including realize strategic target, cooperation between past and temporary service plans, cooperation between new products and new service plans, clear delegation and effective communication, defined organization responsible for customer care. The third is Creation of Creativities, we should know 4 points are customer defined creativities, multiple origins of creativities, various channels of information, and enough motivation and ability. The forth is Evaluation and development of creativities, we should know to test the reflection of creativities from both customer and employee. No delight no pass, no delight redesign (Chen, T. 2002. UIBEP, Beijing.). The fifth Facile and Profit Assessment, clear roles and responsibilities, it is that Clear roles and responsibilities of each stakeholders: customer, service operation staff, supplier and contractor, human resources and marketing department, top management. The sixth is Implementation Test, test outcomes including financial result, customer reflection, staff reflection, combination of new-services and past-services. The seventh is Commercialization is that we should have our target, and then it is Motivation + Delegation + Standard. The eighth is Evaluation and Double-loop learning, about this, we should have 4 levels then they are reactions of stakeholders, problems with modification, and new creativities, and the transference to financial result and non-financial result, the final is effect on business strategy. The last is Implementation steps is Implementation Test, Commercialization and Evaluation and Double-loop learning. But there will be three limitations for development and design of Customer Care. The first is it will stop if anystep not satisfaction, the second is that it will stop if not pass the evaluation in ant steps will marks, and ant step or steps will be reprocessed until satisfied if required.3.0 Establishment of the KFCs Customer Care standardsAccording how KFC design and implement its CCS, we know KFCs design and implement its CCS is that the process can be divided into 9 steps, there are Development and evaluation of business strategy, Key determinations of customer care strategy, Creation of Creativities, Evaluation and development of creativities, Facility and Profit Assessment, Clear roles and responsibilities, Implementation Test, Commercialization and Evaluation and Double-loop learning. This above 9 points can be divided into 3 types, they are Map contacting and expecting points, transfer these points to action, Set objective and indication for soft and hard standard respectively, and Evaluate standard by indication and objective which need to be evolved.4.0 The research of KFCs Qualitative and Quantitative customer feedback4.1 Research backgroundIn a company, creating a Culture of Customer Care is essential for a project. Customer service is a kind of meet the requirements of customer service, can improve customer satisfaction of any things is belonged to a customer service range. Customer service is generally classified into three, pre-sale service, the sale of services and after-sales service. For example, in the schools coffee shop, customer service is to provide students with a good learning and the communication environment, excellent service to enable students to relax in the coffee shop to meet the needs of students. This company is feedback through questionnaires to customer information. You could see that at Figure I.4.2 Research Methodology.Through questionnaires and a number of site visits, we found that the majority come here to eat are some students or people who were already work, and some come here to rest. Here they are different according to sex and loves are different things. Through the map we can find KFC are generally developed in the traffic flow of people and more places, so that customers can be more convenient to eat. But inside, there are still some problems, such as the environment and the staff are not enough.5.0 The continuous review and improvement of KFCs customer careDescribed by the above points, we generally understand a bit about KFCs basic strategy to create customer culture. The companys customers using customer feedback way assessment method. In this way, so that they can know what to do next to improve their customer care. In recent years, they continue to use their strengths to improve their profits, charity project about the same time, to allow the company to now more people to know. Different times have different incentives, this will attract more customers.6.0 Conclusion and SuggestionBy analyzing this report, we know every aspect of Kentucky are doing well, especially in the customer reception and understanding of customer needs in this area. But there are many places there is still some lack of KFC. I followed several suggestions to KFC: the first is a multi-point increase in staff, the second is edible oil change is to increase the number of times a week, the third is a frequent cleaning of the environment where the staff working at, and the fourth is the time when few people to clean the rubbish, the fifth is to use the paper bags instead of the plastic bags , the sixth is to take the initiative due to the customers food to the customers side, and the seventh is about playing music inside the restaurant, the eighth is often replaced about childrens entertainment, the ninth is set up in a smoking area within the restaurant, the tenth is to maintain long-term clean bathroom.7.0 Reference Bryman, A. and Bell, E. (2007), Business research methods, 2nd Edition, Oxford University express.Clarke, N. (2004), HRD and the challenges of assessing learning in the workplace, International Journal of Training & Development, Vol. 8, No. 2, pp. 140-156.Crick, D. AND Chaudhry, S. (1997), Small businesses motives for exporting the effect of internationalization, Journal of Marketing Practice: Applied Marketing Science, Vol. 3, No. 3, pp. 156-170.Fogelman, K. and Comer, K. (2007), Survey and Sampling, in Briggs, A. R. J. et al, (Eds), Research Methods in Educational Leadership and Management, Sage, London.Garavan, T. N., Costine, P. and Heraty, N (1995), The emergence of strategic human resource development, Journal of European Industrial Training, Vol. 19, No.10, pp. 4-10.Garavan, T. N. (1991), Strategic human resource development, Journal of European Industrial Training, Vol. 15, No.1, pp. 17-31.Jarvis, 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. 3, pp. 58-59.Pan, L. (2001), The challenges, opportunities, and solutions of developing human resources in Chinese international trade industry, Journal of Chinese Human Resource Development, Vol. 10, pp. 26-28.Simmonds, D. (2003), Designing and Delivering Training, CIPD.Kirkpatrick, D. (ed.) (1996) Evaluating Training Programs: The Four Levels, New York, Berett-Koehler.Marchington, M. and Wilkinson, A. (2005) Human Resource Management at work, 3rd Edition, London, CIPD, pp. 242-252.8.0 AppendixFigure I. Sample of questionnaireKFC questionnaire survey.To better understand the requirements of consumers, in order to provide better service to everyone, and would like the survey to everyone, hope you point out valuable time to complete the questionnaire here thank you.1. Your age ( )A, 18 years of ageB, 18 28 years oldC, 28 38 years oldD, 38 years old2. Your sex ( )A MaleB Female3. Your job ( )A StudentsB Commercial and service personnelC Production personnelD Other4. You know what KFC ( )A Is well aware ofB To understandC GeneralD Is not know5. In the past 2 months there, you have not visited the Kentucky Fried Chicken ( )A YesB No 6. If you think Kentucky needs to change ( ) (if the election goes on to do your A 7)A NeedB NoC Does matter7. In your opinion what needs to change KF