First, establish a correct service concept and grasp the service accurately and completely.
Traditionally, people think that "service is the service of service enterprises" and "at best, it is an accessory of tangible products". These views are not comprehensive, and the profits created by many traditional manufacturing enterprises and services are on the rise, and there is a great momentum to catch up with tangible products. In view of this, many manufacturers have proposed to transform to services. At the same time, service is not only an accessory of tangible products, but also an independent commercial function, which can be sold and profitable like tangible products.
The second is to manage according to the laws of the service itself.
Is the customer's consumption of service process consumption? Rather than a result consumption-this is the main reason for the special management of services and the key to managing services. At the same time, compared with the consumption of tangible products, customers' participation in the service process is also an issue that needs to be focused on in service management. Many services start after customers enter the service system, so their consumption and production are synchronized.
Third, service competitiveness should establish customer value orientation, pay attention to customer satisfaction service and create customer satisfaction service.
Because the service is intangible, it is impossible for service providers to produce the products that customers need in advance and then provide them to customers through warehousing and distribution. We can't know exactly the needs and expectations of customers before serving, so it is difficult for us to decide what kind of resources to use, what scope to use these resources, and how to allocate these resources. For example, what kind of machines are needed to deliver services, whether it is necessary to provide special training for customers, how to deal with customer requirements and so on. , are very uncertain. Therefore, service organizations must adjust their own resources and the use of these resources according to the requirements of customers. All these bring difficulties to customer-oriented management in the process of service provision. In this case, customer satisfaction depends more on the real time of contact with customers, so the effective management of service contact is more important than the design of service products. Industrial and commercial bank number: 9787508724058
Author: Zhong Yongsen
Press: China Society
Release date: 2009- 12-02
Version: the first edition
Page number: 16 Page number
brief Introduction of the content
Is your enterprise ready for the "service era"? There are many theories of service, and the stories through service are easier to imitate, learn from and learn. This book is a book that promotes service to the height of enterprise development strategy. It collects the service ideas, service methods and service art of excellent domestic enterprises, makes wonderful comments and in-depth analysis, and enlightens readers.
"Soft service" is obviously influenced by the enthusiasm of managers and their emotional state. Although the service facilities of "hard service" sometimes fail, people's work enthusiasm and emotional state are more likely to fluctuate, so we must pay attention to "soft service". Therefore, while paying attention to the investment in customer service facilities, enterprises pay more and more attention to the service training of employees and strive to train first-class customer service personnel to increase the competitiveness of enterprises.
The era of service competition has arrived. In this era, whoever has excellent service will have customers and a foundation for survival.
Brief introduction of the author
Zhong Yongsen, a contemporary Confucian businessman, was named "Top Chinese Confucian Businessmen in the World 100" by Chinese Yanhuang Culture Research Association, china confucius foundation and World Federation of Confucian Businessmen. He has the demeanor of a Confucian businessman in China, has an in-depth study of the history of China, and loves and is familiar with the traditional culture of China. He combined the excellent values of China traditional culture with the essence of western management, and inherited and developed the essence of China traditional culture. This is of great guiding significance to contemporary enterprise management. Mr. Zhong Yongsen has invested in many industries in the Mainland and is the chairman of many enterprises. He has a high strategic vision and rich management experience. He runs an industry. We can combine charity with the sustainability of enterprise development and turn traditional advantages into practical advantages. Turn resource advantage into industrial advantage and cultural advantage into benefit advantage. Mr. Zhong Yongsen was awarded the honor of honorary citizen by many cities. At the same time, he is the president of several social enterprise groups. Mr. Zhong Yongsen edited three volumes of Corporate Culture Training Course of China Entrepreneurs Association. The series of Chinese studies and modern management will be published soon (the half part talks about managing enterprises, moral classics and inaction management, Sun Tzu's art of war and strategic management). Won the honor of "Top Ten Intellectuals in China".
foreword
The first chapter is service, starting with the concept of revolution.
Etiquette: the hospitality of Four Seasons Hotel
Feeling: understanding service
Event: Mercedes-Benz "Troika"
Feeling: The customer is always right.
Event: 35 emergency calls
Feeling: In business, sometimes the attitude has the final say.
Chronicle: Remember, this is your job.
Feelings: inspire service spirit and implant service values.
Event: Finns who rejected Kissinger
Impression: customers are distinguished guests, and there is no respect for them.
Ceremony: Gillard's bouquet of roses
Feelings: Service is essentially a heartfelt respect for people.
Event: flying a plane to repair Mercedes-Benz.
Feeling: the service responsibility is great.
Event: Boeing Company's righteous act to solve problems in times of crisis.
Feeling: Do everything possible to meet the needs of customers.
Event: Production of gas masks
Feeling: actively create customer needs.
Event: Road "Design" of Disneyland
Feeling: It is the most correct to take customers as teachers.
Chapter 2: Don't take the usual road: service needs innovation.
Event: Kirk Company's "Borrowing Wind" Service
Feeling: Service innovation is the weight for the company to win.
Event: the "Holiday Inn" that bravely broke new ground.
Feeling: Looking for a new driving force for profit growth
Event: Service Innovation of Yangzhou International Jewelry City in China.
Feeling: Create a platform for customers to make money.
Chronicle: The Birth of Amazon Online Bookstore
Feeling: break the routine and find another way.
Event: Give them a white sock.
Feeling: Personalized entrepreneurial service is more effective.
Event: Carrefour's service innovation
Feeling: Insist on continuous improvement.
Chronicle: Aldis with distinctive characteristics
Feeling: Surprise.
Chapter III Maximizing Influence: Service to Enhance Brand Image
Chronicle: "250 Laws" in Commercial Wars
Feeling: Be kind to a customer and light a sales lamp.
Event: Power supply service was interrupted, and the company collectively Dai Xiao.
Feelings: The reputation of an enterprise is related to its image.
Event: Hampton Refund Promotes Image
Perception: A good image is an inexhaustible asset of an enterprise.
Etiquette: a touching "cabbage doll"
Feeling: strike a chord and arouse customers' recognition of brand image.
Event: "Nestle" pulled back from the cliff and escaped the disaster.
Feeling: Ignoring "public opinion" will lose the soil for survival.
Event: McDonald's improves customer dining experience.
Sentiment: service casts loyalty
The fourth chapter is about spirit: service lies in details.
Etiquette: Sit in a chair and greet.
Feeling: The basic principles of life are contained in the details of service.
Etiquette: the spirit of opening a shop in one step
Feeling: Carefully "scrutinize" the details to make the service perfect.
Event: the prosperity of "novel hotel"
Feeling: attention to detail, collision service inspiration
Event: GM ice cream "allergy" storm
Feeling: service is no small matter.
Etiquette: knowledge of a cup of tea
Feeling: Serving in the tea ceremony.
Event: China Southern's "Detail Service" Concept
Feeling: brighten the details.
Event: Bill Gates was absorbed in reading.
Sentiment: great things in the world must be done in the details.
Event: Different Haier
Feelings: Little things are different.
Chapter 5 Quality Assurance Everything: Quality service is the lifeline.
Chronicle: Law of "100- 1 = 0"
Feelings: The service needs to be 100%.
Event: British Airways "appeases" passengers.
Feeling: always take the customer as the center.
Event: A pin was found in Coca-Cola.
Feeling: Deal with complaints in time and turn critics into loyal customers.
Event: Lenovo provides perfect products
Feeling: Everything starts from the user's point of view.
Etiquette: Kalongmen's Lifelong Commitment
Feeling: Dare to be the first in the world and provide extraordinary "insurance" for customers.
Ceremony: the old farmer and the service lady
Feeling: Breaking through the "Misunderstanding" of Quality Service
Event: Honda's "extra service"
Feeling: Service needs endurance.
Event: KFC's special customers
Feeling: Service is not easy.
Chapter VI Spark can start a prairie fire: Let service become a culture.
Ceremony: Hilton's first-class smile
Feeling: always smile.
Event: Wal-Mart's Business Experience
Feeling: extraordinary service
Etiquette: elegant Starbucks
Feeling: Service creates a unique cultural feeling.
Chronicle: Disney was frustrated in Paris
Perception: Regional Impact Service
Event: When the clerk makes a mistake,
Feelings: The gap of service culture is reflected in bits and pieces.
Event: Nestle Instant Coffee Fight for Expansion
Feeling: Let service lead the trend.
Chapter VII Highly Humanistic Care: Humanized Service
Etiquette: Lavier without a recipe
Feelings: customers need the greatest goodwill dedication.
Etiquette: the "love management" of gourmet restaurants
Feeling: Let love shine in service.
Activities: special greeting cards
Feelings: handle the relationship between business and human feelings.
Event: Happy employees of Southwest Airlines
Feeling: Let humor add luster to service.
Event: Haier personalized zero-distance service
Feelings: Services should also be tailored.
Etiquette: a talkative waiter
Feeling: the service need not be too much.
Event: Nokia's "People-oriented Technology"
Feelings: Always care about people.
Chapter eight makes service full of vitality: resourceful and knowledgeable.
Events: "Games" report
Feeling: the limit of service change is "destruction"
Ceremony: Inspiration from Menu Studio
Feeling: to operate services, we must first understand customers.
Ceremony: The Art of Transformation of Messi's Service
Perception: actively and timely meet the changes in customer needs.
Event: Crisis of McDonald's
Feeling: bring forth the old and bring forth the new, and the change remains unchanged.
Chapter 9: The general plan to determine the success or failure of an enterprise: scientific service strategy and mode.
Etiquette: the person who sells the most shoes
Feeling: Injecting new vitality into knowledge service
Event: Mashi Company established a relationship marketing network.
Perception: customers, suppliers and employees are indispensable.
Event: FedEx's Customer Relationship Management System
Feeling: It is imperative to "win the road" for a long time.
Event: "3S" settled in New Yorker
Feeling: Building a three-dimensional value-added service system
Chapter 10 Go all out to dream: service-oriented talents to build core competitiveness
Event: From Cleaner to Postmaster
Feeling: There is no humble job, only great service spirit.
Event: Unexpected return
Feeling: Why not add a little more?
Etiquette: The Face of Two Stores
Feeling: employees are satisfied and customers are satisfied.
Ceremony: Carpenters and Blacksmiths
Feeling: concentrate on serving well.
Event: Disney has no employees, only actors.
Feeling: High-quality employees guarantee high-quality service.
Ceremony: "Course" in Christian Course Store
Feelings: Adjust service skills according to customers' situation.
Etiquette: the thoughtful service of the postman Fred
Feeling: ordinary posts highlight value-added services.
Etiquette: a "nobody" who touched a nation.
Feeling: Feel the agitation of happy power in service.
Event: Happy Fried Hamburger.
Feeling: enthusiasm and concentration, reaching the realm of professional proficiency.
Activity: Send guests away for free and win a job-hopping adventure.
Feeling: excellent service creates personal advantages
Chapter III XI Integrity-based: Guarantee of Service Quality
Lesson: the consequences of washing dishes less than once
Feelings: Deceive customers. Is to damage the soul of service.
Li: What you can't see is a blockbuster.
Feeling: enterprises with long-term vision go further.
Event: Morgan's salary rises rapidly.
Feeling: Credit casts the backbone of enterprises.
Chronicle: a list of intelligence companies
Feeling: Honesty is a powerful guarantee for quality service.
Event: Never sell expired bread.
Feeling: Customer trust is a solid foundation for success.
Chronicle: When the poisoning incident happened,
Feeling: Deal with the crisis in the first time and win the trust of customers.
Etiquette: the "real estate king" known for his honesty.
Feeling: polish the brand of being a man and let the wind of honesty blow.