Abstract摘要
66Speak是宁波电子商务公司的附属公司，于2014年12月已经开始在技术上在过去的三个月中，不到半学生拿出续约。相比于今年八月该公司的销售额的增长速度，9月份增速下降了25％。针对这种情况，笔者通过分析调查问卷47份，发现66Speak具有以下主要问题表现在三个方面进行了问卷调查。首先，通过66speaker开设培训课程不能满足客户的个性化需求;第二，66Speaker未能有效地发现和鼓励学生的个性化需求;第三，，66Speaker管理是无法提高消费者的满意度。为了解决上述问题，笔者提出个性化的服务战略，包括提供个性化的课程，提供个性化的学习生涯管理，改革公司的绩效考核体系，提高师生之间的交流，加强与家长的沟通，以及设计有针对性的促销措施，CEM系统和组织结构的优化。66Speak is a subsidiary of Ningbo E-Commerce Company which has technically started in December 2014. In the past three months, less than ½ students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. Aiming at this situation, the author conducted a questionnaire survey through analyzing 47 copies of questionnaire to find that 66Speak has the following main problem in three aspects. Firstly, the training courses set up by 66speaker fails to meet the customer's individual needs; second, 66Speaker fails to effectively find and encourage students’ individual needs; thirdly, 66Speaker management is unable to improve consumer satisfaction. To solve the above-mentioned problems, the author proposes a personalized service strategy, including providing individualized courses, providing personalized learning career management, reforming the company's performance appraisal system, improving communication with students and strengthening communication with parents, as well as designing targeted promotions measures, CEM system and optimization of organizational structure.
Keywords: 66Speak; customer churn rate; personalized service strategy; customer satisfaction; customer demand
Table of Contents 目录
Abstract.......................................................................................................................................3
1.0 Introduction...........................................................................................................................4
2.0 Company information and problems....................................................................................6
2.1 Company information.....................................................................................................6
2.2 Questionnaire results......................................................................................................6
2.3 Problems.......................................................................................................................10
3.0 Personalized service strategy..............................................................................................12
3.1 Adjust training courses.................................................................................................12
3.2 Adjust training methods................................................................................................13
3.3 Provide good learning career management...................................................................14
3.4 Improve management...................................................................................................16
4.0 66Speak personalized service program implementation costs and evaluation scheme procedures.................................................................................................................................28
4.1 Costs.............................................................................................................................28
4.2 Evaluation scheme........................................................................................................28
4.3 Implementation procedures..........................................................................................30
5.0 Conclusion..........................................................................................................................32
References.................................................................................................................................34
1.0 Introduction介绍
China's 12th Five-Year Development Program points out implementation of the strategy of rejuvenating China with science, education and human resources; paying attention to personnel training; taking personnel training as an important guarantee to enhance the country's core competitiveness and overall national strength; stressing vigorous development of vocational education, development of various forms of training of vocational skills, development of distance education and continuing education, building a learning society with lifelong learning people (Long, 2013). Since the reform and opening up, China's economy develops with a rapid rise of 8%, economic development promotes increasingly strong demand for talents, the requirements for talents are also increasingly higher. China has a large population, the market scale of the education industry is very large, in 2014, the total scale of the entire education and training market was about $ 150 billion dollars (Wang, 2014). Chinese education is examination-oriented education system, school kids are faced with competitive pressure, which provides a broad market for training and education (Hang, 2009). In China, parents pay attention to their children's education, affected by the traditional culture, Chinese parents make every effort to promote their children to be talent, currently, children's education spending has exceeded pension and housing consumption and become the most purpose of household savings (Wang, 2014). With the development of China's Internet technology, online education has been popular, compared to traditional education, online education is considerably flexible, it eliminates costs for teaching spaces and other expenses, training costs are significantly reduced, lower training costs attract more people to participate in the training. According to statistics, in 2014, the market scale of China's online education reached $ 15 billion (Wang, 2014). In this favorable macroeconomic backdrop, 66Speak (溜溜英语 in Chinese), a subsidiary of Ningbo E-Commerce Company, technically started in December 2014. It offers one-on-one customized virtual Language lessons to the students who want to learn authentic languages from the native speakers. The total number of students who taking classes has reached 60 and it’s still increasing, but the problem is that after the first 3-month session, less than ½ students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. How to improve 66Speak online customers’ royalty concerns my partners and me a lot. We’ve employed personalized service strategy to solve the problem by personalized, one-stop service strategy, communication strategy and strategy of establishing long-term relationships between the company and its customers. The author expects that through these strategies, in the next six weeks, the customer churn rate will be reduced from 50% to 15%, the growth rate of the monthly income will be improved from a decline of 25% to 10%.
5.0 Conclusion总结
As a subsidiary of Ningbo E-Commerce Company, 66Speak was technically started in December 2014. It offers one-on-one customized virtual language lessons to the students who want to learn authentic languages from the native speakers. In the past three months, less than ½ students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. According to the questionnaire results in this study, the author analyzes that 66Speak has the following main problem in three aspects. Firstly, the training courses set up by 66speaker fails to meet the customer's individual needs; second, 66Speaker fails to effectively find and encourage students’ individual needs; thirdly, 66Speaker management is unable to improve consumer satisfaction. To solve the above-mentioned problems, the author proposes a personalized service strategy, including providing individualized courses, providing personalized learning career management, reforming the company's performance appraisal system, improving communication with students and strengthening communication with parents, as well as designing targeted promotions measures, and so on.
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