● The first step is to establish a business philosophy: "Help customers buy cars, not sell them to customers."
CS management is based on three principles: paying attention to customers' contact points, quantitative and comprehensive measurement on a regular basis, and being dominated by operators and managers. One is to examine whether employees can use their own products or services to satisfy customers, and to form the unwritten rules in the enterprise into culture. Then, after repeated examination, confirmation and refinement, this idea goes deep into the whole enterprise.
This shows that "ass is more important than head". It is the best interpretation of the brilliance of the world's top 500 international famous enterprises. Because they successfully solved the problem of "whose position are you on?"
So, what kind of CS business philosophy should be established? One of the most important things is to help customers buy things, not just sell them.
In June 2003, Chengdu Dafu Automobile Trading Co., Ltd. obtained the general agent of the newly listed "Beauty Leopard" sports car of Zhejiang Geely Group in Sichuan Province, and is going to open the first "Beauty Leopard" brand 4S store in Chengdu.
Before building the store, they first thought of the decision-making principle of "standing in front", so the boss of the company found me and asked me to make a master plan for the opening of their "Beauty Leopard" 4S store.
First of all, I conducted a field survey on the business circle of Chengdu Hongpailou automobile market, where the shop is located. It is found that in this place where many automobile agents gather, although there are many 4S shops of various automobiles, they generally only do the "top three" of 4S-vehicle sales, spare parts and information investigation. And for the fourth S-after-sales service (ser? Vice) exists in name only, even if some shops are doing it, they are doing some superficial articles.
Therefore, I started with the establishment of CS's business philosophy of "helping customers buy cars, not selling them to customers", not just staying on "after-sales service", but planning to fully introduce the "pre-sales consultation, support during sales and after-sales value-added service system" of "Beauty Leopard" brand 4S franchise stores. In other words, it is necessary to provide services to customers in three stages, and then form a scientific and standardized service "Shinkansen" so that every customer who enters the store can be carefully cared for and cared for during the whole car purchase process:
(1) Pre-sales consulting service
Objective: To understand the market changes, improve the level of service competition, establish service technical standards and provide training direction for service personnel.
Methods: Collect market information, educate and train, provide technical information and set up maintenance service stations.
③ Inspection items:
I. Is the service system established?
II. Can the established service system be accepted by the outside world?
Ⅲ. Is the service system as quantitative as possible?
Ⅳ. What means or methods do customers have to communicate with us?
ⅴ. Has a professional customer service organization been established internally?
ⅵ. What is the authority and flexibility of the service organization?
(2) Support services during the sales period.
Objective: Respond to customers' requirements in time, try to reach a deal, answer customers' questions and meet special needs.
Methods: On-site operation, demonstration and counseling, answering questions from various media, and contacting the delivery date and delivery.
③ Inspection items:
ⅰ. Does the time for answering customer questions meet the prescribed time limit?
Ii. have the customer's problems been quickly transferred to the corresponding departments?
Ⅲ. Does the customer require the on-site service items to be delivered in time?
⑶ After-sales value-added service
Objective: To quickly handle quality complaints, return or repair defective products, investigate customer satisfaction, please customers, and obtain good word-of-mouth communication.
Methods: Establish a service network, manage maintenance sites, handle customer complaints, patrol services, understand customer expectations through customer surveys, and measure customer satisfaction.
③ Inspection items:
Ⅰ. How satisfied are the direct customers with the maintenance site?
Ii. what is the satisfaction rate of customer complaints?
Ⅲ. Can the maintenance service time meet the service commitment?
Ⅳ. Is the service quality continuously tracked?
ⅴ. Can the number of maintenance parts cope with the general situation?
In this way, the "Beauty Leopard" brand 4S store has achieved the following purposes:
● Pre-sales consulting services can improve customers' trust and increase trading opportunities.
● Once the sales support service reaches the goal of improving customer satisfaction, it will increase the possibility of additional and over-purchase.
● After-sales value-added service is to provide more protection for customers, increase the chances of repeated purchases, or create a better reputation.
The second step is to measure customer satisfaction: let customers "see enough, choose enough and buy enough"
After the concept is established, master all the contact points between customers and their own companies, set questions for each contact point, and then draw up a measurement plan to investigate customers. Finally, referring to the survey results, the improvement scheme to improve the comprehensive satisfaction is formulated.
In late July last year, when I was giving a lecture on CS service marketing to more than 200 CEOs in Zhejiang Province at Zhejiang Party School, a young CEO of JS Furniture City in western Zhejiang handed a note that read: "I, my newly-built furniture city will be completed soon, and I urgently need you to make a business plan for my furniture city."
So, as soon as the lecture was over, he drove me to his city. As soon as he entered the city, he pointed to his company's advertisement that "entering JS Furniture City makes you value for money" and asked, "Is this ok?"
I said, this advertisement is plain and general, with no selling point and no meaning. Considering that his furniture city of more than 30,000 square meters is the largest in the city, I suggest that he change the USP selling point from the customer's demand to: "Enter JS Furniture City, let you see enough, choose enough and buy enough!" He immediately called the advertising company and changed the street sign investment advertisement into this sentence.
My planning starts here, which I call "selling points".
The next step is "integrated sales". That is, JS Furniture City will be built into a customer-centered "one-stop convenient consumption" home hypermarket. In other words, it is necessary to meet the needs of customers for convenience and satisfy their nature-"laziness". So it is necessary to form a mixed format as soon as possible. Because the mixed format can meet customers' demand for convenience, stores are designed according to the "purchase chain" of customers' residential consumption, so that customers can buy all residential goods such as houses, decoration, furniture and electrical appliances at one time when shopping.
Followed by "locking the group." That is, JS Home City, a "one-stop convenient consumption" home hypermarket, published a "CSI (Customer Satisfaction Index) questionnaire survey" in the local newspaper. I didn't expect rave reviews, especially people's questionnaire survey "If JS Home City increased services such as real estate, decoration and electrical appliances, would you buy it?" 97% of the respondents answered "I want to shop" ...
The more successful result is that JS Home City achieved a transaction of 600,000 in the first two days after opening for one month.
● The third step is to improve products and services: "Say what customers need, not what they want to say."
In this step, product and service improvement plans should be made separately, and the implementation projects of key projects should be decided and then put into practice.
At the end of June 5438+ 10 last year, on the eve of holding the furniture international Expo in Chengdu, Mr. Zhang of Sichuan Shuangliu Furniture Co., Ltd. found me and asked me to design the service process for the furniture store they launched at the Expo.
After visiting the specialty stores in the local furniture market, I found that the false "enthusiasm" of many merchants was unacceptable. Every time a consumer walks past the merchandise counter, the salesperson immediately talks endlessly about promotion, smiles and asks if you want this or that, and always introduces you to the brand, performance, quality, price and so on, as if you don't know what to buy at all. Once consumers say "just look at it and don't buy it", the salesperson's face will immediately turn "sunny to cloudy", which makes some consumers very embarrassed or flee. Over time, consumers have to stay away from such businesses, which is undoubtedly that businesses have smashed their own brands.
So, I redesigned a service process for his specialty store: developing "zero interference service". The so-called "zero interference service" means that salespeople keep a proper distance from consumers. When consumers browse goods, salespeople don't have to approach or talk; When the consumer motioned for shopping, the salesperson quickly came to the consumer and provided corresponding services. This "zero interference service" is essentially to leave some "free space" for consumers, to create a relaxed and comfortable shopping environment and atmosphere for consumers, so that consumers can browse and choose goods at will.
At the same time, I asked his shop assistant not to sell when the customer entered the store, but to ask the customer how big the house was. What is the style of home decoration? Do you like modern or traditional furniture? What kind of furniture do you need to buy? After asking these questions clearly, we will recommend "tailor-made" consultants according to the actual situation of customers. This consulting marketing method takes into account every detail and guides consumers to make purchase decisions quickly. Let him feel at ease, choose the right one and use it comfortably.
As a result, at the end of China International Import Expo(CIIE), the order of JY Furniture Co., Ltd. was tens of percent more than in previous years, and they could not meet the order by working overtime all night. ...
● Step 4, take effective actions: let customers have their own spokespersons in your company.
Implement customer satisfaction measurement regularly to confirm whether the improvement plan is effective. Dissatisfied parts continue to strengthen or change methods, and the goals achieved challenge new projects. Only by doing this repeatedly can we continuously and systematically improve the comprehensive satisfaction.
I remember when I was planning CS for Shenzhen Kingdee Software International Group, I set up a service representative for every customer of the company, and the company also arranged for customers to meet with the designated representative if possible.
When a customer has a designated service representative, he has his own spokesperson in the company. Once the customer has the intention of cooperation, the service representative will give timely feedback to the company salesman to promote the company's sales. In the past, when the customer service representative had customer information, he just wrote a note and threw it into the salesman's mailbox. Now customer service representatives and company salesmen form a working group to support each other. Customer service representatives cooperate with specific customers to make them feel more fulfilled. By doing so, the members of the working group have also established a deep sense of camaraderie. Whenever a project is completed in the company, the customer service representative will feel that he has made great efforts.
This practice has greatly improved the company's customer retention rate. The customer said that he liked the company's kind and effective practice and established deep feelings with the service representative. "When I call my customers to say hello, they often tell me that they are ready to order more. So I volunteered, and they said it was useless, preferring to contact the customer service representative. This is of course not because I am incompetent, but because they are already familiar with customer service representatives and are more willing to cooperate directly with them. "
● The fifth step is to reform the corporate culture: "I ask experts to help you get rich quickly."
Through the above systematic operation, we will establish the values and action habits that attach the most importance to customer contact points within the enterprise, establish organizations and methods to eliminate obstacles, carry out continuous reforms, and change the corporate culture.
After New Year's Day this year, I originally planned to go back to Beijing for a quiet Spring Festival.
I received an urgent phone call from Mr. Ye of Chengdu Furniture Group, inviting me to give a special training on CS management for the national distributor conference held in Chengdu on the fifth day of the Lunar New Year's Day, with the theme of "I ask experts to help you make a fortune".
Helpless, the customer's demand is the order! I had to rush from Beijing to Chengdu on the fourth day of the Lunar New Year.
According to the conference planning I made for them before the Spring Festival, the dealer is the first customer of the enterprise. Now the relationship between manufacturers and agents has changed from "selling goods" in the 1980s to "helping him make a fortune" in the 1990s. Because "he gets rich and you develop", only in this way can we achieve the goal of "win-win".
In this planning, I finally stressed that this meeting should be held as a meeting to promote YL corporate culture. Is it a success? It is not the quality of planning, but whether the implementation is in place.
The meeting was held as scheduled. Dealers from all over the world came from thousands of miles away, even from Xinjiang to attend the meeting on time.
However, the service enthusiasm of YL manufacturers moved me: on the morning of the first formal meeting, all the middle managers of YL Furniture Group lined up in two rows at the entrance of the venue, dressed in neat suits and facing the cold wind, applauding every dealer who entered the venue. Such grand etiquette made many dealers feel suddenly and embarrassed at one time. ...
The dealer conference was a great success. At the end of the party, the dealers excitedly turned the party into a "* * * swearing-in meeting to create YL furniture brand". ...