1、Report for Creating a Culture of Customer Care (DJ4234) Outcome 3Sonythe customer care strategyCandidate name: Grade and Class: Student ID: Submission day: Table of contentI. Introduction3II. Development of the Sonys Customer Care Strategy42.1 Introduction of Sonys CCS42.2 How Sony design and implem
2、ent its CCS4III. Establishment of the Sonys Customer Care standards53.1 The process of designing customer care standard in Sony53.2 Examples of customer care service standard in Sony5IV. The research of Sonys Qualitative and Quantitative customer feedback64.1 Research planning64.2 Research outcomes6
3、V. The continuous review and improvement of Sonys customer care7VI. Conclusion and Suggestion7VII. Reference8VIII. Appendix9Figure I. Sample of questionnaire9Figure II. Questionnaire outcomes10Figure III. Interview outcomes12Figure IV. Customer feedbacks12I. IntroductionThe main objective of this re
4、port is to analyzethe Sonycustomer care strategy. Make a survey about Sonythe customer care strategy by interviews and observation. And analyze the statistical result to know whata customer care strategy that Sony has created. Analysis of this report is including creating Customer Care Strategy,eval
5、uationof customer care and performance of customer care.II. Development of the SonysCustomer Care Strategy2.1 Introduction of Sonys CCSCustomer care strategy of Sony is supplyareassuring and more convenientservice for customer. Explain in detail, the core of reassuring is building the customer confi
6、dence through their commitment to service. Client Centered Service Group has been working through its own continuous improvement to provide customer with better service. Specifically to say, based on customers feedback, aim atsome issues which is customer most care about, such as the price of servic
7、e or service attitude and so on. Sony has made a “R14” principle, fast repair serviceand Formulate a reasonable price and to be expressed in the service area, “R14” principle require the maintenance staffin Sony must ensure the rate of project which has been required and not been repaired yet more t
8、han 14 days. In 2007,the measure to deepen the reassuring service was focus on improving service attitude; provide door-to-doorinstallation service of flat-paneltelevision and other value-added services.Relatively speaking, convenient service is Focus on supplying addition service. Showing Sony prod
9、uct solutionshas been proceeded in each of Sony repair station. Other planning such as service engineers make demonstration and research of production in the user home or Sony repair stations supply a project for customer to buy the goods of Sony preferentially is also include in the plan and implem
10、enting. All these measures will take anactivelyeffect in know the customer needs and supply a more convenient one-stop service for Sonys customer.2.2 How Sony design and implement its CCSSonys Customer Care standards can be divided in 9 following aspect. These 9 following aspects are including devel
11、opment and evaluation of business strategy, key determinations of customer care strategy, creation of creativities, evaluation and development of creativities, facility and profit assessment, clear roles and responsibilities, implementation test,commercialization and evaluation and double-loop learn
12、ing.There are 3 limitations of process, they are process will stop if any step not satisfied, process will stop if not pass the evaluation in any steps with marks and Any step or steps will be reprocessed until satisfied if requiredIII.Establishment of the SonysCustomer Care standards3.1 The process
13、 of designing customer care standard inSonyAccording to the theory of Sonys Customer Care standardshave 9 following steps and can be divided in 3 aspects. First aspect is map contacting and expecting points, transfer these points to action, include recognize existing and expected contacting points f
14、rom service map,transfer expectation to action and choose appropriate action for standard. Second aspect is set objective and indication for soft and hard standard respectively, include set soft or hard standard, design reflection system for both soft and hard standard and set hard indication and so
15、ft objective. Last aspect is evaluating standard by indication and objective which need to be evolved, include evaluate standard by indication and objective, offer outcome of appraisal for staff and evolve indication and objective.3.2 Examples of customer care service standard in SonySony supplies a
16、ll of genuine operating system to all customers.Sony supplies supply one-stop service in each repair station.Sony promise to all customers to build repair station in each of Tier Cities.Sony supplies a 12-hours service hotline.Sonys 12-hours service hotline supply business consulting services.Sonys
17、homepage supply all kind of products pictures and their specification. Sonys homepage support order form on the internet.Sonys homepage supply the driver of all kinds of Sony products.Sony promise all the parts of products has been marked the price clearlyBothhomepage and hotline accept the complain
18、t from customers.IV. The research of SonysQualitative and Quantitative customer feedback4.1 Research planningThis company uses a mixed method about quantitative and qualitative to collect customers feedback.The qualitative research focuses on words and observations to find out reality, and attempts
19、to describe people in natural situations.Academic functionsof this method areset or create hypothesisand 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 functionsof this metho
20、d are test hypothesis and lead qualitative research. This company use questionnaire as the quantitative research and use observational method as the qualitative research. The quantitative research is in theappendix of this report.4.2 Research outcomesSony has made 120 questionnaire，there about 46 pe
21、rcent of people were satisfied with Sony laptop after-sales service. About 53 percent of people were satisfied with sales personnels service level and service attitude. There are 37 percent of people were satisfied with sales reply of customer sales service hotline. About 59 percent of people were s
22、atisfied with the warranty period of the maintenance services. There are about 33 percent of people were satisfied with parts of the adjustment of the update personnel computer, set up and maintenance attitude. At last, about 45 percent of people were satisfied with Sonys3 packets of period of reser
23、vation service.There has a flow-process diagram is about customer care is in the appendix of this report.The diagram show us there are three way of Sony customer service，they are hotline，shore and homepage. Each of them has different effect，and receive different requirement from customer.V. The cont
24、inuous review andimprovement of Sonys customer careFrom the diagram，we can know the question of product the parts of Sony is too slow，and can not satisfy the customers needs. Before Sony improve their technology of producing parts. The customer satisfaction is only having about 33 percent in this wa
25、y. So customer is not satisfied with the supply of parts which supplied by Sony. Under the improvement of Sonys customer care. Sony has make the parts of products more efficiency and the quantity of parts has increased in the market, then customer satisfaction has increased from 33percent to 38 perc
26、ent，and the quantity of unsatisfied people has reduced about 5 percent. After improvement of customer care. Sonys service has become more convenience，work and production efficiency have increased. Customer can get a high quality service in Sonys store and repair station. So customer satisfaction has
27、 increased again，from 38 percent to 56 percent. Sony has make a successful customer care improvement. VI. Conclusion and SuggestionSony should improve the work efficiency of repair station.Sony should accelerate the speed of product the partsSony should supply a 24-hour hotlineSony should increase m
28、ore uses of productsSony should build repair station in some second tier citiesVII. ReferenceHarrison,R. Kessells, J. 2004human resource development in a knowledge economy, Palgrave Macmillan, United States of AmericaHarrison,R 2005 Learning and Development , CIPD, United States of AmericaTurban et
29、al. 2002 Customer service is a series of activities designed to enhance the level of customer satisfactionGaravan, T. N., Morley, M., Gunnigle, P. McGure, D. 2002 Human resource development and workplace learning: emerging theoretical perspectives and organizational practices. Journal of European In
30、dustrial Training, Vol. 26, No.2-4, pp. 60-71.Landale, E. ED 1990, Gower Handbook of Training and Development, 3th Edition, Gower.Harrison, R. 2002 Organizing learning events: stage 1-4, in learning and development, London, CIPDVIII. AppendixFigure I. Sample of questionnaireQuestionnaireabout SONY l
31、aptop customer service survey1. Evaluation of Sony laptop after-sales service.A. SatisfiedB. Just so soC. Terrible2.Evaluation ofsales personnels service level and service attitude.A. SatisfiedB. Just so soC. Terrible3.Evaluation of sales reply of customer sales service hotline.A. SatisfiedB. Just s
32、o soC. Terrible4.Evaluation of the warranty period of the maintenance services.A. SatisfiedB. Just so soC. Terrible5. Evaluation ofparts of the adjustment of the update personnel computer, set up and maintenance attitude.A. SatisfiedB. Just so soC. Terrible6.Evaluation of3 packets of period of reservation service.A. SatisfiedB. Just so soC. TerribleFigure II. Questionnaire outcomesFigure III. Interview outcomesFigure IV. Customer feedbacksBeforeimprove.Under improveAfter improve
