Principles and management points of after-sales service

Principles and management points of after-sales service

? Where there is a will, there is a way. . In the process of sales, get close to customers, understand customers, introduce products to customers, let customers buy products, let customers pay the bill, and establish good relations with customers? Mastering the principle of after-sales service and sending a thank-you letter to customers at an appropriate time can increase a trust relationship between you and customers, which is conducive to the further development of sales work. Master the key points of after-sales service, improve their own quality, and strive to do a good job in after-sales service, so that after-sales service will become the beginning of resale.

After-sales service is an important part of marketing, especially in today's mature market economy. Directly related to the healthy cycle of the marketing industry chain? The re-purchase of consumers and the guidance of the purchase intention of surrounding consumers also have a great influence on the brand image of enterprises. At present, there are many problems in after-sales maintenance in many industries, which leads to the weakening of brand reputation and affects sales.

After-sales service is not only the last trump card of enterprise competition, but also the primary competitive concept of enterprise's long-term market competition strategy. Practice has proved that enterprises that are good at playing service cards, such as Haier, are ultimately invincible in the market. Speeding up the construction of a complete after-sales service system, deepening corporate culture, speeding up the concept transfer from production-oriented enterprises to after-sales service-oriented enterprises, and strengthening the management level and capacity building of after-sales service managers are important decision-making stages in the development of enterprises in China. It is reported that when an enterprise passes the national commodity after-sales service evaluation system certification, the certification review clearly stipulates that all after-sales service managers of large and medium-sized enterprises account for more than 10% of the total number of after-sales services of enterprises, plus 3 points.

Today's after-sales service management is no longer emphasized? Personal hero? Principle, but the comprehensive management ability of enterprise after-sales service management system. From order management, inventory management, customer reception, maintenance, performance diagnosis and other types of after-sales service support systems, a large number of specialized personnel need to work together to ensure the smooth and skilled operation of the after-sales service management system. However, the aging knowledge of enterprises in China and the lack of professional after-sales service management level are more prominent, which cannot cope with the new trend of professional after-sales service competition.

After-sales service has become a prominent contradiction between the growing consumer demand and market supply of our people. Since its establishment more than 20 years ago, China Consumers Association has received more than one million complaints from consumers, all of which are related to poor after-sales service. Disputes, disputes and complaints about after-sales service have become the most common and headache social contradictions in people's daily life. Accelerating the construction of after-sales service professional managers is of positive and special significance for promoting the development of a harmonious society, stimulating domestic demand and promoting the rapid and sustainable development of the national economy.

Although everyone is familiar with Haier's marketing, how about its after-sales service? One, two, three, four? It's still worth talking about. The specific contents of this model are: one result: satisfactory service; Two ideas: take away the troubles of users and leave Haier's sincerity; Three controls: service complaint rate, service omission rate and service dissatisfaction rate; Four non-omissions: first, not to record the problems reflected by users, first, not to deal with the problems reflected by users, first, not to review the processing results, and first, not to report the processing results to design, production, management and other departments. It should be said that this model is very good. It makes the after-sales service that may have disputes and problems clear at a glance, everyone is happy, and makes the service personnel and customers interact effectively, which not only improves the efficiency of service work, but also is full of? A sense of ceremony? Our service allows customers to fully enjoy the feeling of being valued after paying.

I understand that 70% of products in the world die not because of product quality, but because of after-sales service. The customer may not always be right, but the customer will always be the customer, so do your best to provide after-sales service in the market operation. As we all know, this is an era in which service wins. However, the status quo of domestic after-sales service is worrying, because after-sales work is not in place, products are unsalable and even brands? Bankruptcy is not uncommon. How to do a good job of after-sales service has become a major problem that puzzles many enterprises.

Some students will ask in my class: Mr. Hu, why should we train after-sales service? What do enterprises sell and what can attract consumers? Some people will say it's a product, some people will say it's an image, but I don't think so. Take tourism and hotel industry, for example. Hilton Hotel is a world-famous multinational tourism group, and Hilton itself is also called America? Hotel king? . Someone asked Hilton about her management know-how, and Hilton's answer was: When you leave my Hilton Hotel, please leave your suggestions for improvement. You won't have the same opinion when you come to my hotel again, will you? This is my business secret? . Then, if our domestic enterprises pay attention to service marketing and after-sales service marketing, will they be called? Travel agency king? 、? King of scenic spots? 、? Aviation king? And then what? I think there is a great chance if you master the trick.

There is a popular saying in Germany: For a family, the first car is sold by a salesman, and the second, third or even more cars are sold by service personnel. The essence of service is sales. So, do our domestic service providers have such an idea? If you master the concept of after-sales service, what about the norms of after-sales service?

Hu Yifu, a famous enterprise management expert, believes that now, the after-sales service of products-global brand network-has gradually become a hot spot that every brand has to pay attention to, because it is directly related to the establishment of product brand image and the survival and development of enterprises. At the same time, almost every brand has issued such a sigh, that is, after-sales service is difficult to do, and customer requirements are getting more and more detailed and higher. Teacher Hu Yifu believes that how to make after-sales service the basis of continuous trading must first solve three key problems:

1. In terms of service scene and tangible display, in addition to decoration style and personnel dress, the publicity of service price, the rationality of charges, the quality of accessories not inferior to genuine products and original accessories are all conveying brand value.

2. In terms of service process, what customers need most in after-sales service is fairness and convenience, especially in the case of service recovery. Hundreds of rights groups triggered by HP notebook after-sales door and Toyota recall door in China need to be reflected in the process. Only the right process can lead to the right result. If there is no pre-established treatment principle, designed plan and system to ensure implementation, it is difficult to respond to customer satisfaction only by relying on the response of field service personnel.

3. High-quality service personnel, who are not enthusiastic, active, good at listening, willing to solve problems, have the right to solve problems, and are trained to know how to solve problems, can effectively make up for the shortcomings of tangible display and process. Unfortunately, there is no love for no reason. Without a good working environment, continuous and effective training support and adequate incentive policies, it is hard to imagine that a disgruntled service staff can provide quality services. ;