EP电子公司客户服务流程优化与评价

发布时间：2019-01-23 12:28

【摘要】：经济全球化背景下,各类企业面临的国内、国际市场竞争日趋激烈,跨国经营的企业更是如此。而随着现代科学技术的快速发展和中小企业经营管理能力的不断增强,技术、成本等方面的优势已经不足以使跨国企业稳居行业龙头地位,在不断革新生产技术和提升管理能力的同时,不断优化客户服务流程,提升客户满意度,也是塑造品牌形象和延续品牌优势的重要手段,可见,强化客户服务流程的研究与优化,对现代企业而言有着重要的实践意义。鉴于此,本文以电子元器件生产、销售为主要业务的外资企业EP电子公司为例,开展了以下研究。首先,分析了EP电子公司的经营现状进行了分析,在此基础上,对EP电子公司客户服务流程的基本情况进行了剖析,尤其是对其客户服务流程的主要组成部分及其相应执行、管理措施等进行了分析。其次,运用服务质量差距模型进行对EP电子公司客户服务流程进行了调查分析,结合EP电子公司客户服务流程现状及服务质量差距模型的具体内容,分别设计了EP电子公司客户服务质量调查表(企业问卷)和EP电子公司客户服务质量调查表(客户问卷),以此调查EP电子公司客户服务流程的服务差距实际情况,分析调查结果,对EP电子公司客户服务流程进行初步评价;再次,基于问卷调查和采访调查,找出了EP电子公司客户服务流程中存在的主要问题,即对客户期望理解不充分,服务流程设计问题,服务设计标准的执行问题,承诺履行中存在的问题。最后,结合EP电子公司客户服务流程中的实际问题,以及EP电子公司经营管理、客户服务的现有条件、资源、优势等,对EP电子公司客户服务流程进行了优化设计,尤其是对售后服务整体流程以及投诉接待与处理流程进行了全面的整合和优化,在此基础上,提出了弥合服务质量差距的针对性措施,为保证客户服务流程优化工作的有效性,提出了客户服务流程优化保障措施,即强化人力资源管理和强化企业文化的建设与宣传,完善客服部绩效考核体系与技术支持措施等。在以上一系列改进工作,对EP电子公司客户服务流程优化成效进行了进一步调查和评价,认为本次优化工作成效显著。本文的研究具有一定的理论参考价值和实践意义,期望为同类公司客户服务流程的改进提供可行的参考,并为客户服务流程管理相关问题的研究提供可行的思路。
[Abstract]:Under the background of economic globalization, the domestic and international market competition of all kinds of enterprises is becoming increasingly fierce, especially transnational enterprises. With the rapid development of modern science and technology and the continuous enhancement of the management ability of small and medium-sized enterprises, the advantages of technology, cost and so on are no longer sufficient to keep multinational enterprises in the leading position of the industry. While constantly innovating production technology and improving management ability, we should constantly optimize customer service flow and enhance customer satisfaction, which is also an important means to shape brand image and continue brand advantage. It is of great practical significance for modern enterprises to strengthen the research and optimization of customer service process. In view of this, this paper takes EP Electronics Company, a foreign-funded enterprise which produces and sells electronic components as its main business, to carry out the following research. First of all, this paper analyzes the current operating situation of EP Electronics Company, and on this basis, analyzes the basic situation of customer service process of EP Electronics Company, especially the main components of its customer service process and its corresponding implementation. Management measures were analyzed. Secondly, using the service quality gap model to investigate and analyze the customer service process of EP Electronics Company, combined with the current situation of customer service process of EP Electronics Company and the specific content of the service quality gap model. The customer service quality questionnaire (enterprise questionnaire) of EP electronic company and customer service quality questionnaire of EP electronic company (customer questionnaire) are designed to investigate the actual situation of service gap in customer service process of EP electronic company. Analyze the investigation results and evaluate the customer service flow of EP Electronics Company. Thirdly, based on the questionnaire survey and interview investigation, we find out the main problems in customer service process of EP Electronics Company, that is, insufficient understanding of customer expectation, service process design problem, service design standard implementation problem. Problems in fulfilling commitments. Finally, combined with the practical problems in the customer service process of EP Electronics Company, as well as the management of EP Electronics Company, the existing conditions of customer service, resources, advantages and so on, this paper optimizes the design of customer service process of EP Electronics Company. In particular, the overall process of after-sales service and the process of receiving and handling complaints are comprehensively integrated and optimized. On this basis, the targeted measures to bridge the gap of service quality are put forward to ensure the effectiveness of the optimization of customer service flow. The measures of optimizing customer service flow are put forward, such as strengthening the management of human resources, strengthening the construction and propaganda of enterprise culture, perfecting the performance appraisal system and technical support measures of customer service department, etc. In the above series of improvement work, the effect of customer service process optimization of EP Electronics Company is further investigated and evaluated, and it is considered that this optimization work has achieved remarkable results. The research in this paper has certain theoretical reference value and practical significance. It is expected to provide a feasible reference for the improvement of customer service process in similar companies, and provide a feasible way of thinking for the research of customer service process management.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.6

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