Nokia is the mobile phone market leading manufacturers, the market competition is becoming increasingly fierce circumstances, Nokia's mobile phone market growth continued to outpace growth beginning from 1998, it ranked the leading global mobile phone sales, currently occupies one-third of the world market. It is almost the second highest market share of competitors twice. Nokia's investment in China is more than 1.7 billion U.S. dollars, the establishment of eight joint ventures, and more than 20 offices and two research and development centers, have more than five employees, and 500 people.
In the mobile phone market Nokia makes such achievements to be proud of. One of the main reasons is that he has created a first-class customer service. Nokia attaches great importance to the after-sales service. Customer service philosophy is focused and dedicated professional services Customer service network constituted by the three forms. The first is special service center of Nokia, The second is store customer service of Nokia, and the third is customer service center of Nokia. They add up to the Chinese mainland more than a total of 400, covering 210 cities. In 120 cities nationwide after-sales service system as a safety net have more than 200 maintenance center of a hour, When a cell phone has as long as the fault, we will be able to fix the cell phone users within an hour,
Meanwhile ,Also after-sales service system provided 365 days a year, 24 hours a day, uninterrupted, long-distance calls free of artificial online advisory services . In mainland China the users lived in any city can contact the customer service staff at the earliest possible time, and contacted with sersonnel through the most convenient channels. To ensure every user of Nokia have a professional level of service at any one maintenance centers, to Target the management of the center's maintenance is very stringent , once maintenance centers do not well, they will be abolished qualification of maintenance. From 2005 onwards, Nokia company launched the concept of “culture service” in maintenance center . This is hoped that every one of Nokia users, regardless of the maintenance center, or on our hotline, or on our website, can experience Nokia’S quality culture service.
Nokia advocated full service culture, improving service, optimizing channel management, it’s aim has designed to let you feel for quality, cordial, services beyond expectations. Nokia's own products and services are satisfied with your choice.
Apart from the above-quality customer service measures, Nokia is also developing the corresponding customer service strategies , As follows :
Parts one : Customer care strategy identifies customer groups that one business can serve better than other competitors can ,tailoring products ,services and promotional efforts to that particular market segment.
Customization is very important in studying Customer care strategy, because Whats the definition of customization related to the concept of marketing ? and Marketing means to give the consumer reasons to buy your products or services
General requirement of customer care strategy prepares an investigative report which analyzes the customer care strategy in an organization of your choice .
Part 2: it primarily describe the methods used by the organization to gather and analyze information from customers with respect to their impressions of its customer care4 .this should be done both qualitatively and quantitatively . For this, the secion brings up two suggestions: 1.a list of the methods that the organization uses to obtain both quantitative and qualitative information about the standards of its customer care . 2.candidate should also be able to explain how these methods work in practice as well as how the organization analyse the information .
Quantitative aspects is based on numbers .many examples like check customers records to see how many complains have been received on goods or services and determine which ones are creating most customer dissatisfaction .it is the quality of the good or service ,and satisfied the expectancy of external customers (proper function ,lasting as long as possible ,money valued ), and the standard of service .
Group discussions thief discusses How could the organization gather and analyse information from customers with respect to their impressions of its customer care ? Specifically Four aspects needed to be discussed: customer demand research ,customer care strategy ,managing the customer care mix .
Problems to be aware of in feedback written evidence maybe weak particularly if created from anecdotes. It also is customer response a big enough sample to evaluate and act upon have dissatisfied customers voded with their feet and not complained ? The percepton of service may be out of date .are customers kept up to date with changes ?
Definitions of customization appears customer perception and the performance profile from customers point of view .The implementation throughout the value chain (research ,production ,distribution,purchasing and Aftersales ).
Time _constrained task means that You will be given fifteen minutes to apply what you have learmed from this model to make an explanation on the customer care mix and how to manage it ?
Part 3: This is require to describe how the organization developed their plan for a customer care strategy ,and suggestions that Candidates should describe the organizations customer care strategy and be able to demonstrate the ways in which it has been developed .
First of all , ways to design the customers care strategy . Wal-Mart's organization needs to address the issues of customer care by continually ,to review their policies in the area ,to compare them with competitors ,to ensure that they are continually empowering staff to establish positive relationships with customers .
Second of all , Time-constrained task must demand read the following passage and analyze the pros and cons of sharing customer care strategies (both strength and weakness) in dealing with customer care strategies with your competitors is that it offers yourself a valuable protection .human nature being what it is ,if you to not show some weakness ,then observers may invent one of you .Celebrities and politicians have always known this .Often ,they deliberately give the public something to talk about ,knowing full well that if they don’t ,the newspapers will something even worse .Princess diana may have aired her eating disorder in public ,but she died with her reputation intact ,indeed even enhanced
Thirdly , Ways to develop the customers care strategy . Generally speaking , developing a customer care strategy is required by the level of management which has responsibilities for the strategic overview of the business .
One the hand ,general requirements developing the customers care strategy is :All the level of management need to interpret strategy in terms of staff resources ,budgets ,the environment with quality and the culture of customer care as their diving forces ; on the other hand ,it’s Specific requirements are fully addressed to achieve customer focus :communication ,teamwork ,control ,planning ,added value ,ownership ,ownership ,training and developing staff ,encouraging creativity.
Part 4: The fourth section require describe how the customer care strategy is reviewed and how improvements are subsequently made and implement .Meanwhile point out a suggestion :In this section, candidate needs to suggest improvements that they feel the organization could make .
Formal methods needed to be considered . this mainly refers to surveys and questionnaires ,customer comment cards ,letters of complaint or commendations ,structured conversations with customers and telephone polling .
Informal methods needed to be considered.the point also mainly refers toobvious customer behavior ,noting customers who don’t appear to be being served ,body language ,talking to customers ,long queues and becoming a customers .
Information gathering from feedback system mainly plays the role : prompt information ,easy interpretation ,honest information ,encouragement of customers to provide real information andhelp to establish cost ---effective solutions.
Part 5: the section •requires to detail the ways in which the standards of customer care were established ,to suggestions that candidate need to list the standards that the organization has set for a variety of customer care situations .and how these standards were set .
Current industry standards may set sup bodies ,which organizations working which these industries agree will be the overseeing bodies to establish standards . Regulatory means that industries will be able to monitor whether or not organizations are meeting the standards .Meanwhile ,there are also statutory bodies who may be set up to provide services .
Benching marking or leveling of standards is simply setting up a standards which is to be adhered to . This includes category ,micro and macro scenarios ,main functions----macro scenarios and micro scenarios .
Macro scenarios could be when the organization belongs to a grouping or association , which set standards of quality for all members .it’s main function appears these organization will meet on a regular basis to establish best practice and then implement that best practice .While ,micro scenarios seeks to ensure that every job is scrutinized to see which standards can be applied to it .Standards could apply to knowledge ,skills ,experience and behavior .And these standards enshrines the rights of the customer .
Customer demand research is very important in Wal-Mart's the customers care strategy. It determines what customer want by systematically gathering recording and analyzing information related to marketing goods and services
Channels to gather information on customer demand primarily adopts this a few methods:talking to customers ,reading newspapers and trade journals ,looking at competitors and noncompetitors advertisements and promotional activities ,looking for information about trends in the marketing area served ,gathering financial and economic information from bankers ,suppliers and trade associations
Seeing the NOKIA company boost today ,with the development of our country and global economy ,I have every reason to look for ward to a still brighter future for improvement of customer care in the years to come .