GP公司客户服务改进策略研究

发布时间：2018-03-28 12:20

本文选题：POCT　切入点：客户服务　出处：《吉林大学》2017年硕士论文

【摘要】：GP公司是生产POCT仪器及试剂的国内知名厂商,从2010年开始公司飞速发展,销售额从20万激增到4.2亿元人民币,直接服务客户数量从几家医院迅速扩大到全国各级医院1万余家。飞速发展导致曾经的客户服务体系不再适合公司现在的情况,也不利于公司未来的发展。公司售后服务部部门职能目标不明确,组织结构不面向流程,不以客户为中心,部门缺少技术组,各岗位职责不明确,备件管理混乱,工程师团队人才流失严重,绩效机制不合理,员工培训不到位,服务流程非标准化问题严重,客户信息管理混乱等问题随着公司的发展越发明显。而随着国家医疗改革的推进和在基层卫生建设中政府对POCT产品技术的投入,POCT行业未来仍将保持高速发展状态。GP公司即将在上海证券交易所上市,GP公司大生化、化学发光等非POCT领域的大型检验设备也即将上市,因此预计GP公司未来几年仍然会保持非常可观的增长速度。而当前的内部外部因素也使公司在结构和产品上有较大的变动。公司的客户群体及竞争对手也会有不小的变化。而客户服务部存在的这些问题会更加严重,客户满意度的降低,客户忠诚度下降,客户丢失,公司形象的受损,客户服务部将会成为GP公司发展的阻力之一。客户服务部正处于必须改进的关键节点。本文首先通过对GP公司内部、外部环境,对GP公司的客户进行分析,确定目前阶段客户服务部在公司的核心竞争力地位。根据公司的发展动态,对GP公司目前客户服务部存在的种种问题进行分析,指出这些问题的严重性。客户服务部的问题直接影响到公司的企业形象,影响到公司的未来的战略发展。最后从基本层面的组织结构入手对客户服务部进行改进,对客户服务部人力资源系统进行优化,进而将客户服务相关的重要环节进行改进,最终达到客户服务部组织结构合理化,人力资源管理最优化,服务流程标准化,客户信息管理规范化的目的。直接提高公司的服务质量,提高客户服务部门的工作效率,维护GP公司企业形象及市场口碑,在激烈的体外诊断市场竞争中,增加GP公司的核心竞争力。
[Abstract]:GP is a well-known domestic manufacturer of POCT instruments and reagents. Since 2010, the company has developed rapidly and its sales volume has soared from 200000 to 420 million yuan. The number of direct service clients has rapidly expanded from several hospitals to more than 10,000 hospitals at all levels nationwide. The rapid development of the customer service system has led to the fact that the customer service system used to be no longer suitable for the current situation of the company. It is also not conducive to the future development of the company. The functional objectives of the after-sales service department of the company are not clear, the organizational structure is not process-oriented, the department is not customer-centered, the department lacks a technical group, the responsibilities of each post are unclear, and the management of spare parts is confused. The engineer team is losing talents seriously, the performance mechanism is unreasonable, the staff training is not in place, and the service flow is not standardized. With the development of the company, the problems such as confusion of customer information management become more and more obvious. However, with the promotion of national medical reform and the government investment in POCT products and technology in grass-roots health construction, the industry will still maintain a high speed of development in the future. GP will soon be listed on the Shanghai Stock Exchange. Large inspection equipment in non-#en0# areas, such as chemiluminescence, is about to go on the market. As a result, GP is expected to continue to grow at a very impressive rate in the next few years. Current internal and external factors have also led to significant structural and product changes. There will also be significant changes in the company's customer base and competitors. Small changes. And these problems in customer service are going to get worse. Reduced customer satisfaction, reduced customer loyalty, lost customers, damaged company image, Customer service department will become one of the obstacles to GP's development. Customer service department is at the key point that must be improved. Determine the position of customer service department in the core competitiveness of the company at the present stage. According to the development of the company, analyze the problems existing in the current customer service department of GP Company. This paper points out the seriousness of these problems. The problems of customer service directly affect the corporate image of the company and the future strategic development of the company. Finally, the customer service department is improved from the basic organizational structure. The human resource system of customer service department is optimized, and the important links related to customer service are improved. Finally, the organization structure of customer service department is rationalized, human resource management is optimized, service flow is standardized. The purpose of standardization of customer information management is to directly improve the service quality of the company, improve the working efficiency of the customer service department, maintain the corporate image and market reputation of GP Company, and diagnose in the fierce market competition in vitro. Increase GP's core competitiveness.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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