_ Zhejiang Financial College marketing online home customer satisfaction management system _ case base _ courses in Chengdu Yaqi gifts!（成都雅琪礼品的顾客满意经营体系_案例库课程_浙江金融职业学院市场营销网上家园!）.doc

_ Zhejiang Financial College marketing online home customer satisfaction management system _ case base _ courses in Chengdu Yaqi gifts!成都雅琪礼品的顾客满意经营体系_案例库_精品课程_浙江金融职业学院市场营销网上家园!_ Zhejiang Financial College marketing online home customer satisfaction management system _ case base _ courses in Chengdu Yaqi gifts!Current location: Home Page - top quality course - Case LibraryDate of publication: May 20, 2006 editor: admin has 345 readers who have read this article font: large, medium, smallCustomer satisfaction management system of Chengdu Yaqi giftsIn May 1997, Chengdu Yaqi Ltd. announced the establishment of company is a gift wholesale agent and the main business of the joint-stock limited liability company, the registered capital of 1 million yuan. The company mainly positioned its main customers in various business organizations, governments, institutions, organizations, schools and other enterprises and institutions and individuals wholesale. Its products are exquisite workmanship, elegant taste of high-end gifts, but also a set of ornamental and practical in one of the low and medium-sized gifts, and for various conferences, promotions and other activities to provide commemorative gifts.In 1997 the company's first foray into the gift industry, the less the amount of information industry market conditions and suppliers, engaged in gift wholesale sales agent and the lack of experience, the second half of 1997, the company almost at a loss. But the company through more than half a year of operation, has accumulated a lot of experiences and lessons, and gradually establish a fixed part of customers; and some suppliers to establish long-term cooperative relations, these are a good basis for the further development of the company. From 1998 to 2000 is the rapid development of the company for 3 years, the company for the gift industry information and operational experience in the accumulation of customer relationship gradually increased, the supplier team gradually expanded, the company can provide customers with a more extensive product selection, more attractive to customers. The company's operating performance in the past 3 years is remarkable, and the overall development of the enterprise is in good condition (as shown in table 4-1).However, the company in the past 3 years also accumulated more of the development and operation of the company has a major impact on the legacy of the problem. For example, the company more than 3 years, in the city of Chengdu in the same industry have a certain reputation, but in the target customer base, visibility is very low; from the sales side, despite 3 years of the company operating in good condition, but no matter how much energy companies are now in business expansion, the company's business growth in the overall marginal showing a downward trend is bigger; customer loss ratio is large; the company agent products include almost all varieties, no outstanding operating characteristics; the company's sales staff is not properly handling the relationship with customers, to negotiate business often is not enough; the sales staff and competitors compete for the same customers. Basically take the price or privately to each other personnel rebate means no more competitors approach; product quality problems, the company by the customer Accusations are more common and customer satisfaction is low.Executives have fully recognized that the company is facing an important obstacle to development, determined to change the company's status quo. According to the survey results of lower dealers and end customers, the lower customer satisfaction is the primary factor that influences the company's sustainable development and the realization of its strategic objectives. In order to change the status quo, the company is determined to introduce the system of customer satisfaction management system to improve customer satisfaction, and ultimately promote the company's sustainable development and strategic objectives.First, ask the question: what makes the customer satisfied?1. customer satisfaction surveyThe first step in introducing customer satisfaction management is to investigate customer satisfaction. According to the gift industry for enterprise class customers market demand, the gift market according to the purchase target into business gift market, conference souvenir market and promotional products market.On this basis, the paper analyzes the attributes, customer structure and consumption characteristics of the three market segments, and establishes the customer satisfaction index and customer satisfaction degree.Through the analysis of the customer satisfaction index and customer satisfaction degree, the company designed the questionnaire according to the status of the company's products and customer satisfaction, and then carried out against a larger customer satisfaction state of dealers and end customer survey to collect a large number of public products customer satisfaction situation first-hand information.2. customer satisfaction index system and grade systemThe company expresses the customer's satisfaction with the company's products and services in a quantitative index system, so that the company can accurately grasp customer needs and provide an effective basis for the company to improve its products and services. Through the previous customer satisfaction survey, according to established principles, combined with the company's products and services of the actual situation, these comprehensive factors are summarized into the use of effective index system.After determining the customer satisfaction index, the index of customer satisfaction degree in the form of performance, such as the service level of status can be expressed as "very satisfied, satisfied, satisfied and not satisfied, very satisfied, the formation of the company products to the customer satisfaction measurement system.Two, solutions: how to make customer satisfaction?The company products customer satisfaction investigation showed that consumers of the company's products in the varieties, packaging, quality, price, service, convenience, cultural connotation, brand image, payment terms, timeliness, fashion and preservation value and complaints management satisfaction. In order to solve the problems, improve the company's overall customer satisfaction, the company the next step is to focus on the low customer satisfaction index, carried out rectification and comprehensive transformation, the implementation of customer satisfaction management system. It mainly includes information system, product system, sales system and service system.1. information systemsThe first step of customer satisfaction management is to establish a system of information processing system, in order to promote the company's customer satisfaction, real information collection, transmission, classification and analysis management. According to the characteristics of the Akei gift industry as well as the specific circumstances of the company, established Akei following information channels, thus forming the information processing system of the company.(1) customer satisfaction information card;Customer satisfaction information card is mainly a simple form of questionnaire, in the provision of products and services to customers, in time for customers to evaluate the company's products and services, a way to collect customer satisfaction information.Akei customer satisfaction information card is mainly from product quality, brand, variety, price, value, service, attitude, time, cost, management and other aspects of customer complaints to collect information about the company's products and services.(2) customer satisfaction channel information card;Customer satisfaction is a simple channel information card in the form of a questionnaire survey, and each link of dealer contact method, timely for a collection of information on customer satisfaction evaluation of the company's products and services to the dealers.Akei customer satisfaction channel information card mainly from product quality, packaging, variety, price, service, attitude, expenses and complaints management, timely delivery and return conditions, collecting information about the distributor for our products and services.(3) industry dynamic information registration card;Enterprises not only should always pay attention to all kinds of information, customers and sales channels at the same time, but also through a variety of means of information collection, to collect industry information, and the information industry will be analyzed and processed in a dynamic way, and provide strong support for the related decision of enterprises. Therefore, Yaqi according to the specific circumstances of the industry design industry dynamic information access card.Login dynamic information industry Akei card is a card in every way, appoint a person responsible for, through the Internet, from the aspects of professional journals, newspapers and other media related comprehensive collection and gift industry related to the macro economy and micro economy, politics and law, technology, culture and information, provide basic information for company executives decision making.(4) customer satisfaction dynamic research cardThe key to the success of the enterprise is to find the customer's needs and make every effort to meet the customer's needs and eventually achieve customer satisfaction. The company collects important information about customers through customer satisfaction information feedback card, but it is not complete information, so it is necessary to investigate other information consciously. The company designed a customer satisfaction dynamic research card through regular visitsCustomers conduct dynamic research, analyze and process research information in a dynamic way, and provide powerful decisions for enterprisesSupport.The research of customer satisfaction dynamic Akei card mainly from the product packaging, quality, style, variety, price, service, culture, brand image, terms of payment, the convenience of purchase, purchase environment, preserve the value and use value, complaint management, timely service and other aspects, comprehensively collect customer information about the company's products and services.(5) customer satisfaction information processing softwareAccording to the information collected by the system characteristics of the industry and the company (four kinds of tools as described above and call processing system), the company designed specifically for the customer satisfaction information statistical software, which guide the company in the future customer satisfaction information statistics completely by computer, improves the efficiency of information statistics save labor cost, eliminate the statistical errors, the error is controlled, is a powerful tool for information processing and analysis.2. product systems(1) customer satisfaction and product mix adjustmentMarket segmentationBecause the company wholesale and agent, so the choice of enterprise customers as the target customers, and according to the scale of the enterprises (large enterprises, medium-sized enterprises and small enterprises) and consumer use (promotional gifts, souvenirs, business gifts, conference gifts market) the company is divided into 9 segments of the market.Target marketAccording to the advantage of the company on the macro and micro environment and the company's weaknesses and comparative analysis, the company has determined the diversification strategy, namely: focused companies resources, is committed to large enterprises and medium-sized enterprises conference souvenirs, business gifts and souvenirs meeting the market as the company's target market.Product mix adjustmentBased on the target market strategy, combined with the existing proxy products, product profit contribution rate and customer satisfaction information, the company's product mix adjustment.(2) customer satisfaction management of product brand and package;According to the company's situation and customer satisfaction, the company adopted the following brand and packaging customer satisfaction strategy.Brand trademark strategyThe company adopts the unified company and the brand name strategy, when the company well-known products and sales agents, the company agent brand products (such as the company's Dunhill brand series of leather goods, the Sichuan cultural relics cultural relics and other gifts); when the company's own design and product agent not well-known products, the company's own brand: Akei gift.Packing strategyThe company no longer repackage the products known and sold by the company. The company designs and seeks outside processing products and agents for unknown products and uses the packaging designed for the product. Company packaging to high quality and high quality requirements, the use of multiple use packaging strategy, so that each package can be used again or again by consumers.3. sales systemAccording to the actual state of Akei customer satisfaction, establish customer satisfaction sales system, which needs to be considered from the following aspects:(1) customer satisfaction channel design;In order to achieve customer convenience, Yaqi based on existing channels on channel system for the overall planning and adjustment. We know that the large gift company, often need to resort to more small and medium-sized gift dealers, Akei (or domestic) as some of the world famous brands of Sichuan within the scope of the sole agent, the channel system must be in company, dealer and customer, to make full use of various resources between dealers, but also easy to do by the dealer complete services to consumers, increase the service, improve the service. In addition, the company most of the sales staff has a wide range of social relations, can directly provide products and customer resources, by the company, the company needs to direct contact with the market and consumers, in order to collect market information, therefore adjusted customer satisfaction Akei channels, should be supplemented by company to customer this channel (as shown in Figure 4-4).(2) how to ensure timely delivery?There are two reasons for the lack of timely supply: first, the customer requires short supply cycle; two, the order processing is not smooth. In order to ensure timely delivery, the company needs to adopt corresponding improvement measures. Firstly, through the analysis of historical sales information, with each calculation period (month) of different consumer demand for the product (for example, held annually in Chengdu during the rum, gifts demand for enterprise customers will have a peak), for every kind of pro