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I. Introduction
This article purport analysis V olkswagen company custom service tactic. Generally speaking, customer service can divide into macrography and microcosmic customer service. This article only study macrography customer service. Include customer service tactic, standard, customer feedback and Customer Evaluation. Pass this article analysis we can understand V olkswagen company customer service tactic and normative design flow, understand customer feedback Collecting Methods. Last about company customer put forward reasonable advise.
II. Development of the Volkswagen's Customer Care Strategy
2.1 Introduction of Volkswagen's CCS
Shanghai V olkswagen for customer's definition not only limited to have this brand owners, including the principle of intention to potential users of all people and Shanghai V olkswagen. Customer development center call 800 for each person to provide products and service information, the nearest Shanghai V olkswagen dealers situation introduced to his. In addition, direct mail center, also is the Shanghai V olkswagen customer development center for customer relationship management important platform. From here to send to the public of the client direct the activities of introduction, with member magazine, there are special greetings, become emotional connections of the link. Security is in hardware configuration serious consideration of a problem, besides using firewall, anti-virus software beyond, all the data transfer were a SSL encryption mechanism, ensure the stability of the system, to ensure the safety of the user data. Customer development center through direct mail, exhaled phone, email and text message the method of combining keeping close contact with customers.According to Shanghai V olkswagen customer development center for the preservation of the current customer information and clean up the way to establish the customer service, including sales and after-sales service, used car replacement, and
other one-stop services of history.
2.2 How Volkswagen design and implement its CCS
According to Winterkorn expert's theory this company customer service tactic design can sum up below nine step. Designing steps include development and evaluation of business strategy and key determinations of customer care strategy and creation of creativities and evaluation and development of creativities and feability and profit assessment and clear roles and responsibilities. Implementation steps have Implementation test and commercialism and evaluation and Double-loop learning. Thereinto include three limitation of process, it will stop if any step not satisficed. It will stop if not pass the evaluation in any steps with marks. Any step or steps will be reprocessed until satisfied if required.
III. Establishment of the Volkswagen's Customer Care standards
3.1Design flow customer care standards
According to Winterkorn' theory this company customer service design can fall into as follow nine step. Map contacting and excepting points, transfer these points to action include recognise existing and except contacting points from service map, Transfer expectation to action, choose appropriate action for standard. Set objective and indication for soft and hard standard respectively consist of set soft or hard standard, design reflection system for both soft and hard standard, set hard indication and soft objective. Evaluate standard by indication and objective which need to be evolved comprise evaluate standard by indication and objective, offer outcome of appraisal for staff, evolve indication and objective.
3.2The examples of customer care standards
Service term requirements, express appropriate, the exact address, Speaking Mandarin Chinese, avoid the use of pet phrase. Unified work on time. Words access
immediately active response. Don't feel free to interrupt the customer's speech, to let the customer will question again after finish ask or answer. In the whole customer consultation, the operator must make answer their questions, patience, considerate, modest and courteous, hot feeling generous, it is strictly prohibited to appear , attitude curt, lessons learned, be agitated, indispensable. Work attitude patience careful, don't worry not dry, take great pains. To provide 24hours service. Customer service hotline system connection rate: no less than 95%. If the answer is subsequently found that customer consultation, complaints, incorrect or incomplete, should be timely call returning customers, first to apologize to reply to complete customer.
IV. The research of Volkswagen's Qualitative and Quantitative customer feedback
4.1 Research planning
This company customer feedback collect method is through qualitative method and quantitative method mix gain it. The qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations, academic function include set or create hypothesis and in-depth research. The quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts, academic function include test hypothesis and lead qualitative research. Quantitative college method is questionnaire. Qualitative college method is observational method.
4.2 Date analysis
The car sell have as flower steps. First is receive sales staff see have customers visit, active come forward to say hello. In the next place, demand refer Collect the information needs of the customer, understand customer needs and desires. Third is vehicle introduce Introduce this car status, performance, and the price, compared with competing models, explain a advantage and disadvantage. Next is new car test diver let customer gain the vehicles first experience and experience. Then is offer consult
Sales staff before to ensure customer in the negotiating price, product, service information and so on, pledge customer understand. Next is make a bargain let the customer have a full time to consider and make a decision. Next bargain car to make sure the vehicle excellent condition, ensure that car clean and tidy. The last after service pay a return visit customer understand the customer to the evaluation and the car use state remind customers maintenance. Flow chart as follow.
V. The continuous review and improvement of Volkswagen's customer care
First Came The Turbojet due to serve technology and so on not to ripe, customer's satisfaction compare lower, dissatisfied people compare higher. As time goes on and all aspects of advance, the V olkswagen company from point the customer, find real satisfy factors to determine standard. This company dear themselves evaluation and ignore the customer's needs. Aim at themselves's problem proceed improve, a many customer began understand V olkswagen series car and with the addition of for after-sales service improvement and trademark innovation, and improve the quality of our car. Customer's degree of satisfaction begin enhance, to some dissatisfied customer to this company's improve and reform begin become satisfaction. But Through Time Disappeared people started to pay attention the exterior and playability, V olkswagen according the needs of people and changing market, the design of vehicle step by step the novel, enrich their vehicles, in manipulating begins to great revolution, immediacy detrusion new motorcycle type, for example; CC, new PASSAT, new MAGOTAN. The V olkswagen company push-off wagon car, for example; T5, TOURAN. Due to some need high-end car's personal company listing some high-end motorcycle type, for example; PEAETON, TOUARGE. In line with demand of young people this company push-off some popular car, for example; Scirocco, NEW POLO, and so on. Last to V olkswagen company degree of satisfaction higher overtop degree of satisfaction lower people. So not dissatisfiedpersonal begin reduce.
VI. Conclusion and Suggestion
To improve the enterprise management level of the company, to upgrade the product
quality, improve enterprise efficiency. Develop technology innovation, improve product quality. Pull open income bracket, quantify the economic indicators to measure employees the ability of different and value, in the enterprise established within is preferred mechanism. Through the scientific measurement, the determination of reasonable working load and process flow, avoid employee for overburdened or too relaxed and lose interest in the job. Will turn over all staff records, the company agreed to pay archives management fees, unified control, already lifted the flow of talent psychological files complex, and for the company to the employees unified control and management.
VII. Reference
Hill, R. and Stewart, J. (2000), ‘Human resource development in small organizations’, Journal of European Industrial Training, V ol. 24, No. 2-4
Jarvis, P. (1992), Perspectives on adult education and training in Europe, National Institute of Adult Continuing Education, Leicester.
Li, W. (2005), ‘Trend of cultivating human resource in Chinese inter national trade industry and career certification’, Journal of Liaoning economics and technology collage, V ol. 3
Pan, L. (2001), ‘The challenges, opportunities, and solutions of developing human resources in Chinese international trade industry’, Journal of Chinese Human Resource Development, V ol. 10
Bowman, J. and Wilso n, P. J. (2008) ‘Different roles, different perspectives: perceptions about the purpose of training needs analysis’, Industrial and Commercial Training, V ol. 40, No. 1
VIII. Appendix
Figure I. Sample of questionnaire
1. If you have been to vehicle maintenance place?
A) is
B) no
2. You usually choose vehicle maintenance places
A) 4 S inn
B) Comprehensive repair shop
C) Beauty quick repair chain stores
D) Roadside repair shop
E) other
3. You choose the car service stations reason * [multiple-choice questions]
A) Good reputation
B) Service attitude good
C) Convenient transportation
D) Maintenance quality good
E) cheap
F) Environment is superior
G) other
4. You think vehicle maintenance time than the commitment of time how long the longest beyond acceptable? *
A) Half an hour
B) Half an hour to an hour
C) 1 hours to 2 hours
D) 2 hours
5. In the following each project, you of the satisfaction of the service station for *
A) Products known degrees
B) Service attitude
C) Traffic and degrees
D) Maintenance quality
E) price
F) Customer Hugh territory
6. You will usually choose what time do automobile maintenance? *
A) Before going to work in the morning
B) Work time
C) After work to 8 o 'clock in the evening
D) At 8 PM to 10 PM
E) Other
7. In the vehicle maintenance and you will stay in during? *
A) Customer lounge
B) The store or workshop, etc
C) Leave maintenance
8. You waiting for maintenance of hope what service during with? *
A) Internet
B) catering
C) Work conference room
D) Leisure entertainment
E) other
9.You have a complaint service station experience? *
A) Yes
B) no
10. You complain service stations and for what reason? * [multiple-choice questions]
A) The poor quality of the
B) Receptionist bad attitudes
C) ask for a raise problem
D) Maintenance time is too long
E) The customer items not good
11. Your complaint service stations way what *
A) Customer service hot line
B) Looking for maintenance ad-sense or manager
C) Looking for media help
D) other
12. The processing means of service stations that makes you satisfied with it? *
A) Very dissatisfied with
B) Very satisfied with
13. You think what kind of car service promotion strategies to attract you are way more? *
A) Quarterly sales promotion strategy
B) Spend a certain amount giving small gifts
C) Do all kinds of years card or time card
D) Member system
E) other
Figure II Questionnaire outcomes
1. If you have been to vehicle maintenance place? [single topic selection]
option Smal
l
gaug
e
proportion
yes 20 100%
no 0 0%
number 20
2. You usually choose vehicle maintenance places [single topic selection
option Smal
l
gaug
e
proportion
4S inn 11 55% Comprehensiv
e repair shop 8 40%
Beauty quick
repair chain
1 5%
Roadside
repair shop
0 0%
other 0 0%
number20
3: you choose this car service stations reason [multiple-choice questions]
option Smal
l
gaug
e
proportion
Good
reputation
11 55%
Service
attitude good
9 45%
Convenient
transportation
12 60%
Maintenance
quality good
13 65%
cheap 10 50%
Environment
is superior
8 40%
other 0 0%
number20
4: you think vehicle maintenance time than the commitment of time how long the longest beyond acceptable? [single topic selection]
option Smal
l
Proportion
gaug
e
Half an hour 7 35%
Half an hour
to an hour
8 40%
hours to 2
hours
4 20%
Two hours 1 5%
number
5: in the following items, you of the service station satisfaction for [matrix scale problem]
option very
satisfactor
y
yawp
comm
on
pleased
Very
pleased
average
Products
known degrees 4(20%)
4(20%
)
4(20%) 7(35%) 1(5%) 2.85
Service attitude 2(10%)
3(15%
)
9(45%) 3(15%) 3(15%) 3.1
Traffic
and degrees 2(10%)
4(20%
)
6(30%) 3(15%) 5(25%) 3.25
Maintena
nce quality 0(0%)
2(10%
)
11(55
%)
2(10%) 5(25%) 3.5
price 3(15%) 3(15%
)
9(45%) 3(15%) 2(10%) 2.9
Customer
Hugh territory 2(10%)
3(15%
)
8(40%) 3(15%) 4(20%) 3.2
Add service 2(10%)
4(20%
)
7(35%) 5(25%) 2(10%) 3.05
satisficing 1(5%) 2(10%
)
7(35%) 9(45%) 1(5%) 3.35
6: you will usually choose what time do automobile maintenance? [single topic selection]
option Smal
l
gaug
e
proportion
Before going
to work in the
morning
2 10%
Work time 5 25%
After work to
8 o 'clock in
the evening
5 25%
At 8 PM to 10
PM 1 5%
other 7 35%
number 20
7: in car maintenance period you'll stay in where? [single topic selection] option Smal proportion
l
gaug
e
Customer
lounge
12 60%
The store or
workshop, etc 1 5%
Leave
maintenance
7 35%
number 20
8. You waiting for maintenance of hope what service during with? *
option Smal
l
gaug
e
Proportion
Internet 7 35%
catering 0 0%
Work
conference
room
2 10%
Leisure
entertainment
11 55%
other 0 0%
9.You have a complaint service station experience? * option Small
gauge
Proportion
10. You complain service stations and for what reason? * [multiple-choice questions]
option
Smal
l gaug e
proportion
The
poor
quality of the 7
35% Receptionist bad attitudes 8
40%
ask for a raise problem 7
35%
Maintenance
time is too long 10 50%
The
customer items not good 3
15%
number
20
11. Your complaint service stations way what *
yes 5 25% no
15
75% number 20
option Smal
l
gaug
e
proportion
Customer
service hot
line
2 10%
Looking for
maintenance
ad-sense or
manager
13 65%
Looking for
media help
4 20%
other 1 5%
number 20
12.The processing means of service stations that makes you satisfied with it?
option Smal
l
gaug
e
proportion
Very
dissatisfied
with
2 10%
Very satisfied
with
3 15% common 8 40% Satanistic 5 25%
Very
satisfying
2 10%
number 20
13. You think what kind of car service promotion strategies to attract you are way more? *
选项小计
比例
Quarterly sales
promotion strategy 1 5%
Spend a certain
amount giving small
gifts
7 35%
Do all kinds of years
card or time card
4 20% Member system 4 20% other 4 20% Number 20 Figure III obsecration outcomes
Visitor admit Tip one's hat Haeremai Enter car display area
Literature
Delivery material,
external explanation,
internal explanation,
competition models.
Provide tea, payment
details that records
user data
Take over with
price
Other things
insurance, after
sales
Select car
Plan take car,
wash car
Paying, make out
an invoice
When after
insurance, send
decorate
Return car
Provide the key,
and photo give
car
customer Pay a
return visit
Figure IV customer feedbacks
51015202530354045501
2
3
pleased yawp