HND客户服务报告

精选文档 Creating a culture of customer care H1F0 34 Outcome1-2 Agricultural BankI. IntroductionII. Internal and external customer needsInternal customerExternal customerIII. Customer relationship buildingIV. Customer services trainingVI. The key factors of after careVII. Introduction and evaluation of customer care strategy1. Knowledge of the product and customers characteristics2. Contact the service product and customer:3. With the product update service:VIII. Customer satisfaction and loyaltyIX. Introduction and evaluation of customer care standardX. ProposeAppendix:Appendix (1)Appendix (2)Appendix (3)Appendix (4)Appendix (5)、IntroductionAgricultural Bank of China is the states five major banks, 2009 implementation of stock system reform, To become the five largest bank in the last listed banks.This article aims to analyze the Agricultural Bank of China Customer Service. The analysis includes: customer relationship building, customer service training, customer feedback qualitative and quantitative analysis, introduction and evaluation of internal and external customer needs, after-sales service, customer service strategy, customer satisfaction and loyalty, and customer service standards Introduction and evaluation. Finally, by the above, the companys customer service rationalization proposals.Three suggestion will be shown in the conclusion.、Internal and external customer needsInternal customer: It refers to internal acceptance of the enterprises of other individuals or units of services to individuals and departments. Internal staff of the Agricultural Bank of China Bank of Agricultural Bank of Chinas internal customers, they can enjoy the internal business and promotions, Agricultural bank of China arrangements for staff welfare policy.(See Appendix one)External customer: It refers to the purchase of the products or services provided in the enterprise external to the individual or institution. Agricultural Bank of Chinas external customers is usually to ABC for a variety of business customers, they enjoy the treatment and services are the same.(See Appendix two)Internal Customer Need:Reward：Agricultural bank of China salary level is based on the performance of the employee performance to determine, at the same time according to different company status, salary level is also different.The nature of supervision：Agricultural bank of China in the management is divided into four classes, respectively E, D, M, P.Quality of working life：Agricultural Bank of China employees are state workers, enjoy the formal wages, living by state subsidies and welfare. In the quality of work is on the hierarchy.External Customer Need：A Faster Speed Of Service：Agricultural bank of Chinas on-call service: is a bank launched can help customers anywhere at any time with any communication means, can and bank exchange of information system, and the traditional telephone banking is different, the call center service is two-way, interactive, customers can not only simple business consultation and query, but also can such as transfer, report the loss of STH, foreign exchange trading and substantial bank business, able to offer our customers convenient for banking services.Less break service commitment：Agricultural Bank of China is the country with the services of banks, credit degree is high, the high quality of service, for customers commitment will be adhered to, respect the rights of clients and intention, is the Agricultural Bank of China services.More product information：Agricultural Bank of China to provide customers with a perfect information system, whenever a customer has a need to understand the product information, will have the relevant customer service staff to provide customer solutions, providing detailed information service.III、 Customer Relationship BuildingCRM theory: Is a customer-centric business strategy, regroup redesign of business processes and workflow information technology as a means to improve the customer service and in-depth customer analysis to meet customer need to improve customer satisfaction and loyalty, thereby ensuring customer lifetime value and corporate profits win-win strategy to achieve.According to the theory, including the benefits of customer relationship marketing;maintain growth in revenue, the sales meters if bone branding and more stable sales team with a low cost.Establish a strategic alliance to address the commercial channel conflict; build and improve online marketing channels; control channels, enhance the game for new channels.（Baidu，2012）Agricultural Bank of China marketing product is various fund management products, stock and insurance business, take the marketing means is the cooperation of the company to do marketing, and the Agricultural Bank has a good credit reputation.National security, it is also an important factor in the success of bank marketing.FMP：Bond and cross sales、Club member-ship programs、Society bond、Customer & Company、Customer & Customer、Database marketing、Structural bond.Finance bond：Agricultural specialty products is the Agricultural Bank of China, the unique financial services.For example, urbanization of rural credit, rural infrastructure construction loans and so on the characteristic product, is the Agricultural Bank of China for 3 farming policy puts forward financial preferential policies.Agricultural Bank of China and the major insurance companies launched a bankcounter for personal insurance, insurance and payment services, which is the Agricultural Bank and insurance company business bundled sales.VIP：Golden Harvest card is the Agricultural Bank of China, specifically for high-end customers to provide bank card brand, aimed at the card for the media, for the majority of the cardholder to provide financial, business, life, entertainment and other intimate, distinguished service, construction of an exclusive service space and exchange platform. Golden Harvest card is the Agricultural Bank of China VIP customer status symbol, can use this to enjoy the corresponding preferential, preferential and value-added, exclusive service.Society bond:Database marketing：Agricultural Bank of China service customization services, banking services to customers, deposit, remittance and settlement, the average bank card, on behalf of retail business can be defined as the standard bank service.In commercial bank management stage, the retail business is the agricultural bank business focus.Along with the electronic technology in financial services in a wide range of applications, retail business will greatly enhance the degree of automation.IV、Customer services trainingThe general training process includes: training needs analysis, training design, training delivery and training evaluation (Lv 2012). Customer service training includes : develop a customer service strategy / customer / client needs analysis / after-sales service and service recovery / effective customer communication .The general training process includes: training needs analysis, training design, training delivery and training evaluation (Lv 2012).Time:5,15,2013-6,15,2013Training content(1)Customer service strategy; (2) customer service standard; (3) customer form; (4) analysis of customer demand; (5)customer feedback management; after sale service and service recovery; effective customer service communication; customer relationship management.Trainers and training siteJIANGCHAOLIANGShanghai financial centerTraining resourceThe SOHO Chinas president has rich job experience and the SOHO China has a unique marketing concept it can help the employee has much more.According to Kirkpatrick model,this is companys customer service belong to Level 3.Kirkpatrick model include （Lv 2012)：Level 1: Reactions of trainees to the content and methods of training, to the trainer, etc.Level 2: Learning attained during the training periodLevel 3: Transfer to learning to job behaviour in the work environmentLevel 4: Effect on the trainees department.Level 5: Has the training affected the ultimate well-being of the organization.V、The qualitative and quantitative customer feedbackQualitative analysis of the definition of:he qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations (Lv 2012)；Quantitative analysis of the definition of:The quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts (Lv 2012). Quantitative analysis method of choice questionnaire for customer feedback: The reanalysis data method using SPSS restructuring will greatly improve the efficiency of data analysis and reduce anthropogenic miscalculation. Multiple Response SPSS database use multiple sets of data are combined and then defined a new field group, which will be defined for each single multiple-choice questions in the new field group variable interval defined, and then for the new field group frequency analysis. When after the completion of a single field is set, you can use the block to the other multiple-choice questions, re-use analysis, which can greatly improve the efficiency of the multiple-choice data analysis.Observed Feedback qualitative analysis method: Mainly to establish a model for the sale of goods, the various factors that affect the sales price is mutual influence and mutual restriction, they form a system, and thus to customer satisfaction as the main indicator to analyze the impact of the sales price, the key variable is the customer satisfaction. After expert advice, can determine the impact of the price factor set of variables including environmental satisfaction, the property satisfaction and price satisfaction.Summary：According to the investigation of Agricultural Bank, found that bank consumer group more popular, because the bank for agriculture policy business more consistent with the mass, especially the attention, compared to other state of the major banks, ABCs outlets set up is more, a wide range of customer groups.Access summary : The agricultural bank outlets set up more personnel, wide distribution, geographical span is big, also resulted in ABCs service attitude difference, including service quality are also different, so at the time of investigation for the Agricultural Bank of China, there are many different opinions, mixed.The bank needs to improve the place a lot.As one of the large state-owned enterprises, reputation is the most important.VI. The key factors of after careAgricultural Bank of China, the service is very attentive. The one-stop service: it means to improve efficiency, in some places at the same time need more than one location in the past, and many times, a lot of choreography completed service. Attentive service: It is also called butler service. attentive service also known as housekeeping services. As the core of the concept of humane establish people-oriented set of pre-sales, sales, after-sales service as one of the three-dimensional, throughout the entire process of product flow.Call center:call center is a complete system of integrated information services using various advanced means of communication to provide customers with high-quality, high-efficiency, full range of services.Self-service: The self-service (self service) is the industry through the deployment of self-service support platform, allowing users to access to services through self-service platform or terminal. Include fault diagnostic products, product training, product sales, trading service-shaped.It refers to the deployment in the manufacturing, allows users to access services through self-service support platform, self-service platform or terminal. The place of business of the Agricultural Bank of China all have ATM self-service machines, the use of customer-friendly. Agricultural Bank of China is a state-owned bank, is also a long history of credit bank products and services, has a good reputation, ABC should be a lot of efforts to enhance the development of new products, the banking system is more diversified, so that the customer groups more vast.VII、Introduction and evaluation of customer care strategyAgricultural Bank of China customer service strategy is people-oriented, and implementing the the three agricultural policy, the customer base is not limited, the state-owned five largest banks in the most extensive customer base, the greatest impact of the bank.As the theory, customer service strategy and the design flow includes: 1. Development and evaluation of business strategy2. Key determinations of customer care strategy3. Creation of creativities4. Evaluation and development of creativities5. Feability and Profit Assessment6. Clear roles and responsibilities7. Implementation Test8. Commercialization9. Evaluation and Double-loop learning.The company designs the steps customer strategy is including:1.Knowledge of the product and customers characteristics:Agricultural Bank of China asked the customers to come to do business in the views of the Agricultural Bank of China, including the requesting client to help fill in the the various investigations table like are the Agricultural Bank of China continue to progress. ABC can understand customer demand for banking products, in order to respond in a timely fashion.2. Contact the service product and customer:Agricultural Bank of China has always been to strengthen exchanges with customers. Enjoy the companys products and the information fed back by the customer, the Agricultural Bank of China has also been progress, ABC has a comprehensive customer information system, which is the Agricultural Bank of China can now state-owned groups of five bank customers reasons.3. With the product update service:Agricultural Bank of China continued research and development of new financial products, for example sub tripartite hosting wealth management business of the Agricultural Bank of China, since its introduction, has been acclaimed financial products, it also attracts a lot of customers to transact business and use the product in ABC.VIII、Customer satisfaction and loyaltyIn the theory, loyal customers will have the following several kinds of performance: Frequently purchase products or services. Dependence on products or services. Purchase relevant products or services. Recommend products or services to potential customer.Agricultural Bank of China has many loyal customers, such as deposits of large state-owned enterprises and foreign companies, this company is a major source of funding for the Agricultural Bank of China, the state-owned enterprises through the Agricultural Bank of China obtained through these loans interest loans to the Agricultural Bank of China to operateto make a profit, this is the cooperative relationship between them, the Agricultural Bank of China, as state-owned banks with good credit and capital flows, so popular with the state-owned companys support.IX、Introduction and evaluation of customer care standardFive customer service standards:Customer classification: The enterprise must decide which one is more important principle, and provide the corresponding services according to the customers grade.Client Experience: To provide service for customers with continuous, reliable, high standards of service. Internal collaboration: Company should make no exception to internal and external.Reference point: The team performance should link up with the quality of customer service.Process integration: Integration for company business process, and take it customer-centric. According to the theory and the design of the customer service standard, the need to consider the following factors （Lv 2012): Recognise existing and expected contacting points from service map Transfer expectation to action Choose appropriate action for standard Set soft or hard standard Design reflection system for both soft and hard standard Set hard indication and soft objective Evaluate standard by indication and objective Offer outcome of appraisal for staff Evolve indication and objectiveAgricultural Bank of China has basically reached the five customer service standards, the Agricultural Bank of China has dedicated customer sales and service system, the team trained, they can accurately analyze customer type, and give the corresponding service. Agricultural Bank of China has many awards, outstanding team, you can get a wealth of year-end bonuses. Internal cooperation of the Agricultural Bank of China is very good, because the cooperation was also higher welfare, so we are more willing to co-operate to customer service, the Agricultural Bank of China has been widely acclaimed.X. ProposeAgricultural Bank of China, although around them state-owned one of the four major banks, outlets many have set up outlets at home and abroad, but after visited place of business, the attitude of staff is not very uniform, the Agricultural Bank of China should be more training Aug work, a service uniform provisions.On the other hand, in 2009, the Agricultural Bank of China shares reform, ABCs products are more abundant, but rarely for the introduction of the product as well as information, which lost a lot of clients, many customers we offer in our survey the part of the Agricultural Bank of China products have never heard of, or just a little understanding for the ABC to promote the companys products, this is no good, the company needs to make more efforts in pr