Backstage after-sales service

 After-sales service and behind the scene
2007  
large inventory of IT vendors of service: Liu Jin Luo Qiang
Today, the concerns of consumers purchase and use by the experience, maintenance experience, began to shift. As The most important secondary marketing window service platform for the manufacturers highlight the rise of the hard power of personality and the new platform. pledge honesty and hypocrisy, a long-term and short-sighted strategy, the overall strength of the strong and weak, and focus on customers and ignoring are sweeping on this platform.
after-sales service produce the most durable brand of sticky, it is well known the truth. but it is also the most effective long cycle.
different from the sales platform, marketing platform, after-sales service capacity-building is bound to be a slow process of accumulation, in particular, there is no shortcut to overnight. in the media and channels developed today, the magnificent display of ads within a few days can be overwhelming, and constantly introduce new products in just a few months, the channel covered the shelves across the country, only after-sales service capacity, can only put the years of accumulated paid off by the drip. In the financial statements of the company, every investment in after-sales service platform, all means the sum of the costs can not be immediate. Until now, many companies still have service platform exist as a pure cost center.
From this perspective, taking into consideration the quality and strength of a brand, service is the touchstone of the most efficacious. manufacturers true and false, good faith and hypocrisy, the long-term and short-sighted strategic vision, strategic input capacity of strong and weak glance on this platform.
sale sale more difficult
difficult than IT, and other consumer electronics, home appliances industries, IT products, after-sales service be more difficult, more demanding.
failure of other consumer electronics products, and more damage from the hardware itself. But for IT products, failure is often the network, software, hardware, and even environmental issues of special complexity of the application of the result are intertwined. IT products, fault detection and therefore especially difficult. in a very long time, IT products can only experience of fault detection capability, can not be standardized. Therefore, relatively speaking, an excellent IT training for maintenance engineers, takes longer time and higher costs. In general, a mature service staff training, desktop need for 6 months, the notebook, you need a longer time.
Second, the general poor, expensive parts of the service to make IT products more stringent requirements of materials management, logistics and more arduous task. For example, in addition to the core parts, the service sector in most parts appliances management usually only accurate to species. This is because most home appliances accessories before and after several generations of products are with good compatibility, low cost. occurs most of the damaged parts are discarded, there is no recovery of repair problems.
contrast, IT products, accessories can not be universal in the next generation of products, this is a common phenomenon in the current IT industry. This is in laptops, digital cameras and other products is most evident. At the same time, due to their cost, the majority damaged parts should be back to be repaired, it is common practice in the industry. Thus, logistics management and tracking requirements must be accurate to after-sale system in each of flow accessories. Meanwhile, the difficulty and high cost of transportation accessories is also far higher accessories transport in general.
However, the average user and will not be lower requirements on timeliness, lack of spare parts, spare parts and replacement cycle is too long will lead to user complaints. Therefore, IT procurement and storage of spare parts industry forecast accuracy, storage and transportation security, and management requirements of the degree of precision far beyond the same industry. like IT industry, sales and after-sales service system so that each have an individually numbered parts is very rare.
; In addition to the user experience, the major manufacturers of aftermarket platform for Competition is the main areas of strength prediction of spare parts and spare parts management, cost control. manufacturers have adopted the National Center library, central library and regional customer service center network of spare parts covering three models. some large spare parts spare parts centers in the day hit rate of 80% or more are required, and some even reached 90%. The level of supply of spare parts The gap is reflected in the maintenance of front-end vendors expressly committed repair time difference. Now, most manufacturers have launched or are in the pipeline launch of the , but also to supply spare parts spare parts technical ability and level of quality improvement.
service philosophy emphasizes
show personality changes in customer center and customer service experience as the standard re-examine the products and processes, the last two years IT service concept the main theme of change. from the manufacturer to the customer-oriented changes in orientation, service platform in Dell China Lung-jen, director of the examples cited can be a more appropriate description. l r is more inward, and we depend on customer response time and troubleshooting time, customer complaints Dell these indicators to determine whether the service in place. But now, customer satisfaction as our most important indicators. because we see that there time, even though these targets we have done very well, but customers are still not satisfied. This shows that we need to improve. moving customers added value the development of ideas and practice of interpretation inherent distinctive character of the enterprise.
in the newspaper conducted in March this year, the domestic service of unannounced visits to three cities, the association of Baoding, a service station maintenance personnel practices have attracted reporter's camera. to hold on in a client service is completed for the PC host to leave the service station, the uniformed service personnel first to pick up the machine, and has been helping customers to the car. Later we learned that The maintenance staff is not the whim of the occasional move, Lenovo sun service within the Arranging the pit with machine manufacturers. attention to human detail, and institutionalized, is a perfect customer experience, Lenovo's distinctive feature.
and improve the customer experience, HP protection is reflected in how detailed user needs, and for different user groups to provide more personalized service products. HP's product content not only in the design of services, the pursuit of individuality, the way in service provision but also the idea of implementing a personalized, as the Chinese operation and maintenance services to HP's implementation of TSG Group Division (China) Chen Ying, Senior Manager, said: , offering customers a more seamless experience. , value-added services, new services, and many other ways, trying to bring more convenience to the user, active, dynamic network of caring services and interactive platform to achieve real-time interaction with customers, improving service effectiveness and customer satisfaction.
the same party is in the process management and service product innovation moving from the brain. Tongfang Computer System Division Ma Qiang, general manager of customer service center, said the pattern is the same party in the past users have the user manual, a service needs, call to can, and is user and maintenance station contact between the two points. user complaints and dissatisfaction with the service point with the party only after settlement, when adverse effects have been unavoidable.
At present, both users through free phone, or website repair, process management so that users draw from the same side the first time after-sales requirements to achieve the manufacturers involved, so that it can easily lead to disputes on the key time point for each monitor. In addition to lower user security the high cost of replacement of external parts, at present, with the party platform is one of the few, the development of secondary service to provide users (such as replacement of components such as capacitors) capacity sale platform.
same process management, TCL has taken more focused approach to user needs full after-sales management. TCL Customer Service Center Director, Tao Hu excited that call centers should not just accept the customer's information, training and preparation and then the problem service stations. TCL sale by the needs of the user to draw means unified in the way the hotline and to enhance decision-making and problem identification call center capacity and reduce the implementation of the local service station difficult. According to him, TCL by telephone to determine the accuracy of the maximum distance of 90%, generally more than 85%.
follow up the regional market
formed in the central city, the secondary market increasingly saturated consumer today, companies compete for the regional market has become a hot spot.
the face of low levels of users, after-sales costs are high, parts supply difficulties, obstacles and poor product applications, after-sales network more difficult dive, much larger than the sales channels. How to keep up the pace of sales channels, fast forward, after-sales network will be extended to the regional market, become the service platform manager's top priority.
establish the after-sales service network is the most important aspects of platform. In the 90's, to PC manufacturers to use more representative of the IT companies or branches in various cities with after-sales service team, or self-service stations provide service. Later, with three, four user groups of the sudden expansion of the market, manufacturers can no longer self-service difficult to support a large network of after-sales requirements. In this case, the vendor in response to way also because the concept and the main objectives of the different markets vary. to support and rely on the development of the local third-party authorized service providers of professional services (such as Lenovo, HP, Founder, the same side, etc.) and rely on local distributors to sell and service network combined network (such as TCL), as major manufacturers covered one to four main market way. a lot on the scale of domestic service providers and also offering professional repair service dealers are in this period, resources in support firms , the experience from scratch, and then grown into the backbone of today's after-sales service network. And manufacturers originally distributed in the after-sales team across functions, from providing maintenance services directly to the area into an authorized service station or dealer management.
contrast point of view, both models have advantages and disadvantages. party professional service providers, professional and stability in the service undoubtedly has more advantages, and the separation of sales channels to its management, supervision and coordination costs more affordable. But the market is more remote, professional service providers are more scarce and difficult to meet the surge in the number of services requested; and maintenance based on established dealer network, although the training cost is higher but the service extends to the lower channel, the layout faster, but also more flexible. However, the maintenance of stability of networks also face greater risks, particularly intense competition for resources in the channel today, once Qudao Gai Xian Yi Zhang, manufacturers investment of resources before the water is equivalent to playing drift.
Thus, IT vendors in advancing the regional market, most adopt a mixed approach, that is, on the one hand guiding the market at higher levels to lower levels of professional service organizations to build sub-station regional markets; the other hand, the distribution of market development at the regional level service providers into the network in the past. At present, the second method as manufacturers rush to meet each staking their claims and regional market factors such as user habits, and as more vendors widely used.
HP's TSG group as the Chinese co-operation Partner Management Department Manager Huanghai Yu said: . because as more and more in-depth customer base to four, five cities, we find that the customer sales and service areas have a lot of contact, where customers want the sales and maintenance to reduce intermediate links. : on that they are clean, attentive service and comfortable relaxed environment. However, behind these standardized services, the service staff not easy. In addition to skilled master, norms of etiquette, customer service personnel have to cope with sudden and unannounced visits .
SPM system lockup process
2004, the service process (SPM) system, unveiled at the association services. For service providers, this may be a message that their headache. because the implementation of this system, the whole repair process will be monitored. When the product to the customer, what parts need to be replaced, what spare time to what time to complete the maintenance, service providers have timely and time required to complete these tasks information into the system, If entry is not timely or incorrectly entered information, you may be faced with assessing the situation failed.
but for customers, the query becomes very easy to repair, as long as the report the name that you know what state the machine . Prior to this, customers calling to ask about the maintenance of the need to report a repair number, and then by service personnel to find products on shelves, to see repair orders, and, if the service could easily stall the busy customer.
mystery people visited the pits compared to
and mystery, SPM system, a bit unambitious. staff behind the counter did not know the young man walked in the client or the headquarters of the mysterious man sent Television plays. Do not look down The mysterious person familiar with service policy that they are familiar with service technology, to visit the natural services of service as a test for knowledge, and these study results will be included in the evaluation of service providers in the table. There is no doubt that once the assessment results not ideal, the service station will face great punishment. In addition to understanding the business service level, the mysterious person on the service station environment will be investigated, from the fountain to entertain the customer service station walls have escaped their his stuff.
course, Lenovo does not just depend on the assessment of the application of SPM system and check marking the mysterious man, dizzying variety of evaluation policies. For example, in addition to the service engineers in addition there are many skilled assessment assessment protocol, once a quarter, and only about half of the pass rate. The elimination system is to allow service providers have sat, and even some constant state of anxiety.
considerate of the customer-service and service
the survival of their state of business opposite, Lenovo customers can really experience the feeling of doing God. In recent years, journalists travel to one place each, whether big cities or remote town, and even some small town, always in comparison prominent of the lot to see, a professional, customers also can be described as the body of the post of nature. spacious lounge area, clothing unified customer service, clean line agencies into the overall appearance of the service station. When the brand extension services are personalized for the strong and continuous change management mode, changing the service strategy, Lenovo's focus on the details of this PC is reflected in the service on the old brand of wisdom and sincerity.
located in Baoding Lenovo Lenovo sun service call center call center
common Queue
links Lenovo sun service for ten years the annual Service Award aspirations to CCID.
reelected five times a Lenovo customer contact center CTI Forum 2000 international certification authority.
Lenovo sun service in 2006 the first in China to introduce ComTIA A + standard of Lenovo products and services as engineers engaged in technical certification standards, there are more than 500 certified engineers mm Lenovo become China's first international adoption ComTIA standard IT vendors.
HP: personalized service to the first braking
HP 80 service stations in the last century, early into China, China Hewlett-Packard has not yet set up, master printer engineers in Beijing, Shanghai started in big cities like HP's after-sales service process. Since then, HP has taken root and flourished the domestic PC industry, HP is also a thriving natural service. PC services, an on-line to get a lot of attention to industry colleagues, in fact, Many PC manufacturers are based on the service model is the first HP.
which services customers in China in which
HP TSG Group to implement the Department of Operation and Maintenance Services (China) Chen Ying, senior manager, told reporters: focused on providing customers with personalized service. clear. experienced in Beijing, big cities like Shanghai, customers expanded to capital cities, services are extended to these cities, and now HP Services has covered nearly 264 cities across the country. China HP TSG Partners Management Group Manager Huang Haiyu said that the idea of HP Services is now actually very clear: to provide personalized service, where customer development and service to build where. is this simple truth support from the then famous > customer decided to model the early
, HP is still one to three marketing campaign, the service mainly to third-party service providers. and HP training for these services, certification and management to ensure customer satisfaction, if customer satisfaction is not high, HP's solution is very simple m and urge them to improve even win. Huanghai Yu said HP's services, mainly on account of how user-friendly, as deciding what kind of model. When HP gradually infiltrated four to six markets, problems arise, four to six customers in the market and customer habits cities worlds apart, these new customers are not accustomed to They are eager to buy the machine in place to repair their machines. in understanding the situation, the HP model does not copy the third-party services, but will be decisive four to six market services to the local distributor .
customer is always unpredictable, customer-centric HP also decided to cater to this change, so one to three markets to a third party, four to six vendors to the market model is not absolute. According to Huang Haiyu description: to give them. management system. When the complaint through the system, customer complaints commissioner issues according to type of complaint responses to determine how to resolve. such as spare parts, he will contact the parts department, when his authority can not meet the customer, you can issue to customer management department manager, the manager will make under the circumstances individual solutions by contact with the customer complaint handling and customer contact the Commissioner. If customers agree this package to be resolved in accordance with the program, when the customer solution disagree, there are further processing program. and in the complaints handling process, the client to cope with the Commissioner of HP's customer complaints that the only interface.
HP TSG Group of China to implement operation and maintenance services to the Department (China) High Chen Ying
manager from our entire service network to provide customers with the services point of view, from the initial repair, and today has focused on personalized service, which is the main line of HP Service System.
Links 1995 years, Hewlett-Packard to develop and use the AAS system management and maintenance for the daily operation.
1996, the first to find spare parts for the localization of HP solutions for warranty repair to solve the problem of expensive.
2000, the HP network model for service the reform and seek more efficient and high quality of service and low cost service network model.
2002, the Hewlett-Packard to lone
Dell Service concept: customer focus
service in many IT companies among the Dell service is undoubtedly one of the most maverick. the service broken down into different levels, with the product release clearly marked in the publicity materials, and only Dell; not set in the maintenance shop anywhere, no matter what the direct provision of site services, only Dell; direct mode of implementation in the service sector, and technological innovation in the service of continuous exploration, to Dell's service has a distinct personality.
soul directly through the service mode of service
Speaking of Dell, can not say a single contact system, which can be said that the most significant feature of Dell Services. The reason is that a single system of direct contact from the heart and soul of Dell's direct model mm.
contact system guarantees a single user interface, the whole cycle in the service provided by a Dell contact to the user needs mobilization of internal and third party resources. a single contact system to improve service response time; by Dell to provide their own services rather than through third parties, can be accurate and complete grasp of customer needs, and services to the whole process of quality control. Dell customer demand for accurate feedback, used to adjust the service system, and new product development process.
Today, most of the competitors will come to realize that customer-oriented to maintain the need for a unified user interface, the service industry Humphreys Today was a revolutionary initiative called more and more to follow.
services technology in the customer-oriented innovation
under the guidance and direct mode of service and technology are constantly studying another feature of Dell Services.
who can not Dell denied that large customers in the enterprise market achievements. visited in Xiamen, similar to the TV is so often the space command center in the Dell Enterprise Command Center, you will erase the last vestiges of the brain results for this question. < br> This command center has been known for refusing to take pictures instead. different from the general call center, Enterprise Command Center Chiang Kai-shek was a giant display wall is covered, the screen display is a perennial great China's electronic map.
Map this seamless connection with the Dell phone system, from every corner of the country, the needs of every enterprise customer information is instantly displayed on this map. neatly sitting around the big screen phone call personnel, according to flash a big company on the map information, the purchase of product information, what kind of maintenance, what accessories, real-time design the most appropriate service delivery programs, command-site service technicians provide on-site services, such innovation in the industry's leading operating mode.
addition, including DellConnect remote diagnostic tools, the software through Dell, comprehensive protection services, advanced replacement service, text messaging, including a series of innovative repair technology, leadership and Miao Chin want to impressive.
efforts to increase consumer markets
enhance the coverage of the consumer market is Dell's overall strategy to shift the intensity of the most important themes. Dell services, like its controversial changes in the same channel model , while maintaining the level of customer service industry, while also increasing the intensity of the coverage of consumer users.
in the week before our interview, Dell Lung-jen, director of the original platform to accept the new appointment, as Dell's Asia-Pacific area and Japan, director of consumer services and support to take over the global consumer sector after-sales departments Asia-Pacific region.
It also means that Dell's services reform in the region has entered a substantive phase of adjustment. wont Teli Dell lone customer service in the enterprise market in the consumer market, success can reproduce, we will wait and see.
Dell Asia Pacific and Japan, consumer services and support services director Lin Lung-jen
do not just look at how much to invest, the importance of culture throughout the company, the importance of customer satisfaction is very important. We have in these areas has a unique experience, direct communication with customers is our greatest feature.
link 1997, Dell's service platform With the formal establishment of Dell to provide services to Chinese users.
2006 years, Dell, including Hong Kong and Taiwan, including the entire Chinese market, the technical support staff has doubled the number of customer service staff has increased by 70 % or more.
Founder: Founder
domestic services also advanced service concept: love is perfect platform to experience
vice president of Founder Technology
Cao Jikun
service is word of mouth thing, and it covers the pre-sale and after sale of the whole process, that is accompanied by a long period of product life cycle, it needs our full effort to do under the deep and solid, for enterprises to maintain evergreen, shot in the arm into the century-old brewing .
has been in the IT industry, holding high the banner of national industry, Founder, with Beijing University of abundant resources, from education, government and other industries the market started, it has been occupied in the industry market share can not be ignored, since the major industrial markets remained Founder base. Therefore, the Founder service beginning from the birth of the industry with a distinctive feature. So far, Founder Technology has introduced, such as and the reciprocal event, prestigious customers in the industry.
self-reliance and take the characteristics of the road
the late 90s in the last century, with the same side Founder, TCL and other domestic brands together in the IT services industry gave rise to a small brand climax, has introduced its own brand of service. before the sun HP Care Pack services to 3 years and the Lenovo brand the service first of the year 1999 Founder service brand, and established a
after 12 years of gradual accumulation, More highlights the process of self-reliance, self-exploration features.
peers in the industry, the introduction of foreign software companies have management systems at the same time, only the Founder insist on its own platform to explore the information to complete the upgrade. Founder independent development of after-sales management system which is still charged with the management of Founder Technology platform task. continue to strengthen Based on understanding of customer needs, and constantly on the purchase goods or access to services, the most concerned about is the quality of service and price transparency. demands both for the user, Founder Technology to ensure quality of service and reasonable fees both two-pronged approach to establish a scientific, standardized system of systems, enhance the overall quality of service.
in the charges, This is rare in the industry.

full service bear fruit now, Founder nearly 450 authorized service agencies and more than 3,000 experienced engineers located in 350 major cities in the country. Its full-featured, industry-leading call center provides customers with service ranging from pre-sales consulting to full service integration. At present Lenovo unveiled services. For service providers, this may be a headache for them messages. because the implementation of this system, the entire repair process will be monitored. When the product to the customer, what parts need to be replaced, what spare parts time to what time to complete the maintenance, service providers have timely completion of these time points need to be described as the body of the post of nature. spacious lounge area, clothing unified customer service, clean line agencies into the overall appearance of the service station . and in the customer moved the notebook computer maintenance, the reporter witnessed the customer service staff is holding the client computer will send out the door. When the brand extension services are personalized for the strong and continuous adjustment of management, changing the service strategy when the association of small details in these articles are reflected in the service of the PC on the old brand of wisdom and sincerity.
link 1998, the Founder has just started to build service teams and networks;
1999, the Founder According to the 2000 design of the new millennium the service launched its own brand of Founder service platform put forward the br> In a brand of fast development stage, the operation is certainly not keep up with the background rhythm of the market. but to reach a stable stage, the sale process is the test of time. this time, the fight is not the market, but the efficiency of Haier in this aspects of the practice is widespread introduction of industry experts.
2006, at the head of the Gao Haier computer into a a wealth of experience in IT maintenance aftermarket Yu Jian Yang took office as director of Haier laptop service.
after-sales service in the IT industry circles Yu Jian Yang immersed for many years, came to the famous home appliance company, I felt fresh and new. Yu Jian Yang's Experience and the current position, he provided a comparison for the home appliances and IT service, great view and then each other.
home appliances, IT strengths and weaknesses
came to this with the service reputation of Haier household appliances industry, ranking the first to Kau Yi enterprises, service has been very much at home on the Yu Jian Yang Haier is still impressed by the advanced service concept. 10 days, the system will take the initiative to trip the alarm, the idea behind this approach is that each user should care. The assessment is based on prevailing industry to guide, not a single one to stare. As another example, Haier has launched a new Service slogan is called l. ..