1. Good mentality, tolerance and forbearance
2. Honesty, as promised.
3. Good knowledge.
4. The premise of limited technology (providing additional services to make up for technical defects)
5. Establish customer files (classification ABC)
6. Encounter customer problems (take full responsibility for solving problems)
7. Customer requirements:
1) attention, otherwise there is a sense of loss.
2) Customers demand to be heard (difficulties, problems)
3) Customers require us to provide professional services.
4) Respond quickly to solve the problems raised by customers (indicating that they attach great importance to customers' opinions).
8. Take the initiative to contact customers and don't let them find you.
9. Establish a customer file (classified ABC), the reason for the purchase at that time, my promise at that time, and my current situation.
Forms, procedures and satisfaction with products or services. (Ask AB customers to introduce new customers to you)
10 humanized service, one center, customer background. Two basic points, emotional lines, win in details. (Put a small gift in each box), the customer will compare the people who provide services to him. Peer.
1 1. Solutions to product quality problems: 1. Timeliness (feedback) 2. Speciality 3. Tolerance and forbearance 4. Instruct customers and how to solve problems.
12. Ideas for solving service problems: 1. Record of service process for solving problems for customers Table 2. Dare to take responsibility, don't pass the buck. (in person or by letter)
12. Summarize the experience and lessons. (Encountered at work)
13. Greeting cards
14. Profession, personality and good attitude.
Present situation of after-sales service in domestic lubricating oil industry
Enterprises have established after-sales service systems and corresponding systems, so the key factor in implementing these systems is people. After-sales service personnel are service providers, their quality, knowledge, personality, etc. Will affect the quality of service. The process of providing service is an interactive process that requires knowledge and skills, and there are many requirements for the comprehensive quality of service personnel, especially those who do full-time after-sales service in enterprises. They are required to have superb service skills, which are beyond the competence of ordinary users. At present, many enterprises in the lubricant industry also attach importance to and implement after-sales service. However, because they don't know enough about this job, their skills are far from those of normal people. At present, lubricating oil after-sales service personnel are often manifested in these categories.
1, purely for technicians, can only do some technical consultation, oil quality complaint handling and other work. , purely for technical service, does not meet the comprehensive and true after-sales service requirements.
2, by the salesman part-time, the enterprise has no full-time staff, so appoint one or two excellent salesman part-time. They lack knowledge of oil products, some lack their own literacy and have no overall working concept. They only consider their own affairs, unless they are their own customers, they don't take the initiative to serve, which leads to imperfect, incomplete and biased service.
3. Idle people are engaged. There are always some "surplus" people in the industry who are difficult to eliminate, such as leading relatives or related figures of other enterprises, who will be "rewarded" to service posts when there is no suitable position in the enterprise. Such people have no knowledge of oil products, no sales ability, no marketing skills, poor literacy, and even threaten and abuse problem users. Such after-sales service personnel are.
4. Employees in other departments work part-time, such as those in charge of ordering or dispatching in enterprises, or clerks in enterprises. Their work is limited to monitoring telephone calls and transmitting information about corporate customers' problems, and they can't serve customers face to face in supermarkets.
The service performance of informal service personnel is not satisfactory, which often makes enterprises unable to benefit from after-sales service, and also hurts customers and damages the interests of the company because of its improper handling. So, who is suitable for after-sales service? How high is the requirement of after-sales service for employees? If the enterprise can't find such a master for the time being, how to train excellent internal employees to engage in after-sales service? This is what many lubricating oil enterprises are forced to think and realize.
Conditions of after-sales personnel
After-sales service is a job with high comprehensive skills, and the requirements for after-sales service personnel are also quite high. From years of experience in lubricating oil enterprises, I think all personnel who can engage in or be competent for this job must meet the following conditions:
1. More than five years working experience in lubricant industry, preferably a few years working experience in technology or sales, to understand the current market situation, customer needs, and some enterprise operations and service channels.
2. High personal accomplishment and knowledge level, such as bachelor degree or above, familiar with oil products and knowledge of machinery, devices and equipment used to sell products.
3, good personal communication skills, good oral expression skills, polite to people, know when and where to face what kind of situation is suitable for expression in what language, know how to deal with certain relationships, or have rich handling experience, have a certain personality strength, and a good first impression can give customers trust.
4, flexible mind, strong adaptability to the scene, able to go to the scene to use the site conditions to solve the problem immediately.
5. The appearance is neat and generous, the publicity and behavior are decent, and you have the demeanor of corporate image ambassador and product spokesperson. You don't have to be handsome and beautiful, but at least you have to be worthy of the audience. Don't look askew when you appear, blowing your beard and glaring will damage the company's image.
6. Good working attitude, enthusiasm, initiative, timely service for customers, regardless of personal gains and losses, dedication.
Who will be the after-sales staff?
Some people may shake their heads when they read it. Besides computer synthesis, where can there be such a perfect person? Even if there is, it is very rare, just like precious animals. There are several enterprises in this company, and there are several enterprises in that company, which is definitely in short supply, or it is difficult to get.
Yes, in the lubricant industry, all kinds of talents abound, but such comprehensive after-sales service personnel are really hard to find. For example, technicians with professional background, such as professors in a college and experts in a high court, may have won patents and national awards. Their knowledge of oil products is one of the best in China, but they are not suitable for after-sales service. They don't experience the waves of the market, don't understand the complicated interpersonal relationship and customer psychology in business, and don't understand the operation mode of enterprises. They are "professionals" who are not flexible enough to talk about technology, but they cannot understand the meaning behind the user's subtext. Also, their knowledge is too professional, but they are only familiar with oil products and do not know mechanical knowledge. Explain that you can't handle problems such as failure in use, and there are outstanding people who sell elites. They have many years of market experience, but due to the lack of relevant professional knowledge, it is difficult to convince customers in the same service process. Since all-rounders are few and hard to find, how can so many enterprises carry out after-sales service? At present, in the oil industry, some use organic combination, such as the well-known brand products of a large foreign company. Their after-sales service is five people. How about three heads are better than one, a lubricant expert, a car designer, marketing guru, an economist and a business manager? A famous colleague, do you know how to do it?
It doesn't matter if there are no candidates for after-sales service positions within the enterprise, or if the ability is not comprehensive. They can also strengthen their work ability and improve their work quality through training. Training can be carried out by inviting people to the enterprise or sending people outside the enterprise for training. Training programs include technical training, communication skills training and customer understanding training. It is certainly more ideal to charge employees.
Because after-sales service needs a large number of service personnel, on the other hand, it is impossible for enterprises to pay 300 or 500 yuan for the personnel who undertake this job. The reason why foreign brands compete in China market is that their after-sales service personnel are all elites in the industry, and the treatment given to them by enterprises is the highest in other positions in the industry, with good wages and incentives. Who can resist the temptation of interests and not do this job well?
How to satisfy customers?
The core of after-sales service is to satisfy customers, maintain business relations with enterprises, reduce the investment of recruiting new customers by maintaining old customers, and thus improve the profits of enterprises. Then, is it easy to satisfy customers with a group of after-sales service personnel with very strong ability and low level? Don't! Absolutely not! This involves some skills and methods. Let's take a look at the operation of service work!
1. After-sales work is not like tangible products. If the enterprise itself does not have it, it needs to be rebuilt. Unlike products that can be patented, there are no specific manuals or related materials to inquire about or explain in detail.
2. There is no uniform standard for after-sales service, which changes randomly with the different situations of enterprises and products.
There is a fixed mode of after-sales service, as long as the customer is satisfied, it will be the best way.
4. After-sales service can't be stored, and customers must provide it in time when they need it, and immediately "produce" it and use it immediately, which means that after-sales service has no "finished products" but "semi-finished products" in the process.
5. Product quality depends on raw materials and control procedures, and after-sales service quality depends on the relationship between the ability, quality and leadership quality of service personnel and after-sales service system.
6. Only after the product is made can it be valuable. The value of after-sales service needs to be evaluated after a long period of customer's reflection and enterprise's benefit change, or after-sales service needs more trust and effectiveness.
7. After-sales service is intangible and attached to the product. Products can enter the market without service, but it is difficult to carry out work without after-sales service.
After-sales service mode
After-sales service has these characteristics, there are so many uncertainties and uncertainties, so how to carry out it well and satisfy customers? What are the distinctive services and service methods in the lubricant industry?
1, on-site service
For lubricant manufacturers or agents, this method is better, such as providing training for customers, on-site use guidance or handling use failures, or handling customer complaints. If you wait at home, there will be no repeat customers, and home delivery is also a door-to-door service.
2, fixed-point service
For oil distributors or oil specialty stores, this method is often used to set up an oil change center or an automobile beauty center in a certain place to provide users with oil products and provide maintenance services such as car washing for free.
3. Entrusted service
Lubricating oil manufacturers often do this service, or entrust agents to serve customers, or entrust transportation companies to deliver goods for customers. , and generally have to pay for the entrusted service.
4. Advisory services
Lubricating oil products belong to high-tech products, and people know little or nothing about them. Many users don't know how to market, how to use and how to retain. General enterprises open service hotlines to provide users with technical consulting services or business consulting services free of charge. In this regard, there are 800 toll-free telephones in Great Wall, Kunlun and Esso.
5. Promotional services
Lubricant manufacturers often help agents to do a good job in marketing. At this time, it is necessary to provide relevant services, such as helping agents to conduct market research and plan promotional activities. Arrange places for promotional activities, send personnel to participate in promotional activities, etc. At the same time, it also assists hardware supporting facilities: such as posters, enterprise albums, posters, certificates, product manuals, etc. Gifts: such as key chains, towels, paper towels, sun umbrellas, windbreakers, work clothes, etc.
6. Market research services
This is carried out after the general enterprise has a cooperation contract with the agent. Because the agent does not understand the product characteristics and market of the enterprise, the enterprise needs to provide this service and send personnel to assist the agent in market research so as to carry out the future sales work. Christie's provides local market research for agents free of charge and never skimps on investment.
7. Technical guidance services
Guide customers to distribute goods in different seasons and different market segments, and guide users to use them. , including the introduction of some technical brochures, such as driver's manual, salesman's oil sales manual, etc. In this respect, Shell has done the best, often publishing some "Truck Driver's Manual" and "Automobile Manual".
8. Freight business
Conditional enterprises are equipped with their own delivery trucks, customers can deliver goods to their doors at any time, or help customers with oil consignment and so on.
9. Payment services
Enterprises provide reasonable payment and settlement services. At present, many enterprises are cash spot or appropriation settlement or rolling settlement. After the customer presents the order, he must solve the payment problem financially as soon as possible and deliver the goods to the customer as soon as possible. For example, corporate banks must provide fast services, and collection finance must always count the company's payment flow.
10, order service
With the help of modern high technology, the way of ordering food is becoming simpler and simpler. From writing letters to faxing, and then applying for small business online, it is convenient for customers to communicate with business people. This service must be fully equipped. For example, Uni-President has adopted online orders since 2003.
1 1, communication service
Changes in internal departments, personnel, product prices, contact information, etc. It should be communicated to customers in time, as well as customers' orders, feedback and complaints. It must be registered and handled by a special person. These communication services need to be conducted by fax, e-mail, telephone and face to face.
12, reception service
When customers visit enterprises, they should be warmly received and transported by car. There is a special meeting room for business talks and a special lounge for customers to rest. Customers who spend the night should arrange appropriate accommodation for this purpose, so that they can feel at home and promote their emotional ties. These reception services are essential.
13, inspection service
Provide customers with oil inspection services free of charge. If the oil has reached the oil change period, help customers find the cause of the accident by analyzing the state of waste oil when the oil has problems in use, or implement follow-up inspection and regular sampling inspection services for hydraulic oil, gear oil or turbine oil used by users in industrial and mining enterprises.
14, interview service
Senior leaders of enterprises regularly go to customers for face-to-face interviews, telephone interviews and letter communication. , so as to collect information, understand the needs of customers, prescribe the right medicine, and provide appropriate services for customers.
There are three aspects that affect customer satisfaction.
First, the contact point between enterprises and customers.
Contact with customers is one of the key factors affecting customer satisfaction. Contact with customers not only includes personal contact such as answering telephone inquiries, services around the Pacific, promotional activities, rights protection complaints, receiving and delivering goods, but also includes the atmosphere, environment and comfort of internal facilities and equipment, which can be defined by hardware and software. Obviously, the service quality of contact points is positively related to customer satisfaction, for example, fast and efficient service makes customers satisfied, otherwise, if customers wait for a long time when buying goods, go through the formalities slowly, and there is no place to rest during the waiting process, they will feel bored and anxious. Therefore, in order to satisfy customers, it is necessary to focus on the embodiment of various services that enterprises contact with customers.
1, customer's past experience.
The customer's experience of using oil products and the service experience attached to oil products often affect the customer's satisfaction. Therefore, when recommending oil products to customers, we must first know what the customer's vehicle or oil-using equipment is, what oil products were originally used, what problems have occurred, and whether it is possible or advantageous to replace the original oil products and make them our own customers. If the customer originally used imported high-quality oil products, only because of the price problem can the absolute price advantage be explained to the customer. Then, such customers will put forward a trial and then switch to your product. At this time, you must provide oil testing and use tracking services. If an agent used to run an oil brand and the manufacturer provided facade decoration services, if you want to win him over as your customer, you should also provide home delivery, promotion and other services on the opening day.
2. Word of mouth
A customer wants to buy a product. Before buying, he will inquire about this product through various channels. At this time, drinking beer from relatives and friends will have considerable service. More reliable, more accurate and closer to the actual situation of customers than mass media. Customers need to be satisfied with your service. First of all, you have to win beer for your product and win word of mouth. Many, it is best to refer to the following points:
① Attracting influential people to provide products or services for enterprises. For example, many lubricant companies employ some well-known experts as corporate consultants to deal with customers' problems, or go to the front line to help out in promotional activities, or use XXX experts as consultants at the exhibition site, or XXX experts work in the enterprise and show "Tiger Power" at the booth. Will the oil quality be poor?
(2) Rewarding referees, not pyramid schemes, will have the effect of pyramid schemes.
(3) Establish customer files, so that your successful customers can contact those hesitant potential customers.
(4) Take your customers to visit successful customers and let them learn the quality and service of enterprise products from others' use. In order to satisfy customers, we should try our best to start with customers who affect customer satisfaction, and get twice the result with half the effort through on-the-spot investigation of suitable customers.
After-sales service quality
After-sales service has been carried out and done. If your service quality is not good, it is difficult to satisfy customers. For example, enterprises can deliver goods to their doors, but it is difficult to deliver them to customers in time because of poor car condition, and customers are equally dissatisfied. The quality of such after-sales service is very poor, so how to ensure and improve the quality of after-sales service?
Oil is tangible, and it can be judged by specific standards. For example, the quality of SF40 oil must be judged by G 1 12 1-95 in China, but the after-sales service is different. It is intangible, and its quality can only be reflected by customer perception and customer satisfaction. Oil quality emphasizes its technical quality and -95. Quality, that is, the whole process of how after-sales service personnel provide services, will affect customers' evaluation of service quality and satisfaction with service.
Generally speaking, the service mode has great relevance, and the after-sales service process is the process of interaction between service personnel and customers. Therefore, not only the service personnel's self-cultivation, temperament knowledge, behavior, expression ability and communication ability will affect the service quality, but also the customer's temperament, knowledge and behavior background will affect the service quality.
The quality of after-sales service is not as good as that of oil products. The quality of oil products is measured by specific quality, but the quality of after-sales service cannot. It's unpredictable. Is it difficult to guarantee the quality of after-sales service? In fact, after-sales service is elusive, but it can also be measured by formulating relevant indicators like oil products. In other words, to ensure the quality of after-sales service, the premise is that service quality standards must be formulated, so what are these standards? What is the basic standard of after-sales service for lubricating oil enterprises? According to years of work experience, I think the following criteria can be considered.
Basic standards of after-sales service quality
1, business leaders attach importance to after-sales service and formulate relevant service systems and incentive mechanisms. Once the after-sales service personnel meet the standard requirements or high standards, they should be reflected in the rewards and punishments for employees, which is the most basic premise of all after-sales service work.
2. After-sales service personnel standard: engaged in sales, management or technical production for more than five years in this industry, with high knowledge level, college degree or above, good self-cultivation, strong self-learning ability and self-improvement requirements.
3. Evaluation principle of after-sales service: service personnel should make a good record of their work after serving customers every time and report to the leaders once a month. Those who fail to complete the service as required and are complained by customers will be punished.
4. Set up a service hotline, preferably a toll-free number of 800 (because there is no reason for customers to pay for long-distance calls), provide 24-hour service, and ask customers to answer their questions within 4 hours.
5. For door-to-door delivery, the delivery time shall be agreed with the customer according to the distance and shall not exceed the time required by the customer. If the delivery is delayed due to non-objective reasons, monetary compensation will be given for each day of delay.
As soon as the payment arrives, the customer will deliver the goods. Under normal circumstances, it can't be delivered in two days. In case of delay due to special reasons, it is necessary to communicate with customers immediately.
7. This special person will wait for the customer's visit. The whole process should serve the customer until the customer leaves. The service work includes arranging customers' accommodation, assisting customers to handle affairs, helping customers to contact the appointed staff, and helping customers to book return air tickets. If customers complain about poor reception, they should be punished with money.
8. Service personnel should visit customers in a planned way, usually once every six months for senior service personnel and once a month for ordinary service personnel or salesmen.
9. Provide all kinds of skills training for customers free of charge, such as technical training and sales skills training, which will be implemented within one month after the customer puts forward this requirement.
10. Test the oil products for customers free of charge, immediately after receiving the oil samples, and inform the customers of the test results within 24 hours.
1 1. Assist customers to deal with market quality complaints and other issues, and guarantee to reply within 24 hours after receiving complaints, and handle them within one month.
12. After establishing an agency relationship with the customer, it is necessary to deliver the goods to the customer within ten days according to the contract, and provide services such as facade decoration and marketing promotion, product manuals, picture books, posters and other items.
13. Assisting customers in planning marketing and promotion activities should be completed within 20 days after customers' request.
14. If the customer's industrial and mining enterprise or motorcade itself is an oil user, after establishing a direct sales relationship with the customer, it is required to provide the customer with use guidance service within ten days, and track the use situation during the customer's use, and report the situation to the leader once a quarter.
15. If the service personnel are complained by customers because of their improper words, behaviors, service attitudes and service methods, and the company's interests are harmed, they will be given a warning for the first time, punished for the second time and dismissed for the third time.
How to handle customers' complaints and complaints
A customer's complaint or complaint to an enterprise means that he is not satisfied with the work of the enterprise. The most difficult thing about after-sales service is to handle this kind of thing, but the most effective thing is to handle this kind of thing well. Because the customer complains, hugging him shows that there is still hope for the enterprise, hoping that the enterprise can improve its service level. Their complaints and complaints are actually opportunities for enterprises to improve their work and improve customer satisfaction. If customers complain, their problems will be solved satisfactorily, and their loyalty will be higher than that of customers who have never encountered problems. Complaints and complaints from customers are not terrible. The terrible thing is that they can't solve their complaints effectively, which eventually leads to the loss of customers.
The process of dealing with problems is the most critical. Dealing with customer complaints and complaints is a complex system engineering, which needs the support of experience and skills in particular. It is not easy to handle such a thing properly. How can we handle customer complaints and complaints? What skills does it have?