1, establish "customer feedback system"
According to the traditional market habits, enterprises as suppliers only pay attention to how to make original products that meet the needs of consumers. However, since the early 1990s, with the rapid development of economy and the renewal of consumers' ideas, the market demand has risen to a higher stage. Enterprises should not only manufacture and sell products, but also provide customers with overall solutions to problems.
More important than what the product is, what consumers think the product is. Therefore, it is very important to keep in touch with customers. Kao Corporation of Japan spent 65.438+0.5 billion yen to develop a "customer echo system", which can listen to the voices of 70,000 consumers, including questions, complaints and suggestions, and then improve the quality according to these opinions and suggestions. At the same time, we handle 250 consumer inquiries every day, providing customers with the fastest and most correct information on goods and life, so that customers can get the greatest satisfaction.
Enterprises should actively listen to customers' opinions and suggestions and properly handle customers' complaints. The golden management law of hotel ritz, a well-known hotel group, is 1: 10: 100. That is to say, if the guest asks questions that day, it needs 1 yuan, and if it is delayed the next day, it needs 100 yuan.
2. Formulate specific standards for quality control.
Aston martin is an old British brand, famous for producing ultra-luxury sports cars. All the products of Martin Automobile Factory are handmade. Now there are six engine technicians in this factory, who are independently responsible for engine refining. Each engine takes about 60 man-hours to complete, and each engine has a bronze medal engraved with the name of the technician: this is not only a guarantee of quality, but also a symbol of credibility. The annual output of Martin cars is less than 1000. The production cycle of a car is about 1 1 week. Since 19 13, the cumulative output is only 12000, which is so noble that only a few people at the top of the pyramid can own it. The lowest-priced Martin car also earned more than 3.5 million Hong Kong dollars.
3. Technological innovation in quality improvement
In the era of product homogeneity, it is not enough to have excellent quality. You must always stay ahead and stay at the forefront of the times. However, the price of leading is quite expensive. Take the annual R&D expenditure of international pharmaceutical group as an example: GlaxoSmithKline $5.5 billion, Novartis $3.2 billion and Pfizer $2.5 billion.
As one of the largest consumer goods companies in the world, Procter & Gamble has factories and branches in more than 70 countries around the world, and its products of more than 300 brands sell well 140 countries and regions. Under this support, its research laboratory is as busy as factories and markets, and new products emerge one after another: ivory soap chips, a kind of flaky soap used in washing machines and dishes; CHIPSO, the first soap specially designed for washing machines; And CRISCO, the first whole plant baking oil, changed the way Americans cook. Perhaps more importantly, all these innovative products are based on a deep understanding of consumer needs. The company uses leading market research methods to study the market and consumers. 1946, P&G introduced tides. This is the most important new product launched by the company after ivory soap. Tide was much superior to similar products on the market at that time, so it was a great success soon. Its success has accumulated funds for the company to enter new product series and new markets. Since Tide was launched, P&G has developed many new product fields. Crest, the first fluoride toothpaste, was certified by the American Dental Association for the first time and soon became a brand of symptomatic toothpaste. The company's pulp manufacturing technology has promoted the development of paper products such as paper towels.
Procter & Gamble invented disposable baby diapers, and Pampers was launched in 196 1 year. It is the continuous innovation of products that has won P&G a good reputation.
4. Ensure the consistency of product quality and consumption expectation.
Ensure that the product quality meets the consumer's expectations, even higher than or greatly exceeds the consumer's expectations, giving consumers an unexpected surprise. You actually have more than consumers expect, because consumers' expectations depend largely on your promises. The heavier the commitment, the higher the expectations of consumers; The higher the expectation, the greater the disappointment. When your promise fails to meet his expectations, consumers will lose trust in the brand and may never buy your products again.
When you walk around a health care product store or counter, you will mistakenly think that you have entered a pharmacy. Every health care product is desperately promoting its functions of tonifying kidney, caring skin, lowering blood pressure and enhancing memory and immunity, which is almost a cure for all diseases. Opening newspapers, real estate advertisements, especially auction advertisements, can boast a piece of wasteland into a garden. Originally, it was dozens of miles away from the city center, and it was said that it would arrive in five minutes (this is the result of using the plane as a means of transportation). Originally, the house was not delivered until the end of the year, but it is said that three friends successfully completed it. This is the fundamental reason for the crisis of industry trust in health care products and real estate today.
Some successful brands are often very cautious about their promises to consumers, and once they promise, they will certainly do it. To be a century-old brand, you must remember that the promise must be fulfilled by you, otherwise it will hurt the brand's reputation. When the brand is regarded as "trustworthy", when the brand puts forward its own advantages in the future, it will be accepted and believed by people, and a solid emotional foundation will be established between the brand and consumers.
5. Establish an incentive mechanism for quality implementation.
It is natural that some enterprises are used to taking severe punishment measures for quality maintenance. However, everything should be viewed in two. If there is a penalty, there should be a prize. If there is a penalty, there will be resentment and secret conflict. If there is only punishment, there will be some people who do not seek merit, but seek nothing, and they will not play their due warning role.
Establishing an incentive mechanism combining rewards and punishments is the right way. For example, the establishment of quality control committees, quality bonuses, quality medals, rewarding outstanding performers, setting up quality yellow cards and red cards, punishing backward performers, and creating a good atmosphere for attaching importance to quality within enterprises.