Many companies are putting a lot of effort into managing the details:
Dell Computer's CMM (Software Capability Maturity Model), software development, is divided into 18 process domains, 52 objectives and more than 300 key practices, describing in detail what to do in the first step and what to do in the second step.
McDonald's standards for raw materials are extremely high, the bread is not round and uneven cuts are not used, the milk slurry receiving temperature should be below 4 ℃, high one degree on the return. A small piece of beef patty has to go through more than forty quality control checks. Any raw material has a shelf life, lettuce from the freezer to the ingredient table only two hours of freshness, out of date will be thrown away. The production process is computerized and standardized. The finished product is placed in the finished product holding tank along with a time card; french fries are thrown out without stint after more than seven minutes and hamburgers after 19 minutes. McDonald's operations manual, which is 560 pages long, contains more than 20 pages on how to grill a beef patty, and a beef patty is thrown away if it is not sold within 20 minutes of being grilled.
Of course there are some companies that have caused so much unnecessary damage by their negligence of details that they have been careless.
An advertising company undertook a famous domestic home appliance group a number of shopping malls poster design and printing tasks, in the design draft design is ready to enter the real time, suddenly the designer of small N found that there is a letter on the poster E-mail is not right, in the preparation of the phone call to notify the temporary suspension of the real time, behind the advertising company manager said: "No need, that's going to be a delay, the text on this script we designed based on the text provided by Company H, and they've already signed off on it." "But this is indeed different from the E-mail we attached to the original design ......" Before Little N could finish, "Listen to me, that's it!" The manager sealed the deal. After handing in the draft, the wrong E-mail was inadvertently discovered when the leader of the home appliance group visited the mall to inspect the work. "Which one did it?" The minister asked, pointing to the poster. "xxx advertising agency." The product manager replied. "Look, where is this our E-mail!?" The next day, this advertising agency was discontinued by this home appliance group.
Maybe an E-mail is not the whole reason for the suspension of the advertising agency, but we can't help but say that the failure of such a job undoubtedly accelerated the suspension of the advertising agency. In this regard, if we redefine the standard of service, we can say - in the process of serving our clients, within our responsibility and ability, we have the reason to do a better job for our clients in the details.
Some people think that the "needle and thread", piecemeal small business, purely "service" business, the economic benefits are not high, and therefore not valued. On the contrary, Beijing Tianqiao Department Store, but attaches great importance to small business. They put the number of varieties of small commodities as the number of assessment of the counter group, salesman as an important indicator of the whole mall business in the commodities, small commodities accounted for 6/10, amounting to more than 6,000 kinds of! Tianqiao managers said: politically speaking, the masses need small commodities, the store can not help doing small business. From the economic benefits, small business even big business, there is a dialectic here.
In the summer of 1979, a customer who came to Beijing from the northeast on a business trip, one of the buttons on his jacket fell off, and he went to "Tianqiao" to buy a one-cent button. In the evening, in front of the department store counter, customers gathered, busy business. But the salesman, as usual, enthusiastically received the customer who only bought a penny, first carefully picked out a penny button for him, and then took out a needle and thread and sewed up the button for him, saying, "You are welcome to come back next time," before going to receive other customers. The next day, the customer came again, also brought five partners, they came to the shopping mall party branch, to the secretary, the manager to express their gratitude. Then bought two watches, two sets of clothing, and some other goods in the "sky bridge", a **** spent 550 yuan. Buy buttons of that customer, but also deliberately hand the hands of the notebook to the sales clerk in front of the heel, pointing to one of the "memo" said: "These two watches are other people entrusted to me to buy, you see, written in this, let me on the 'Hengdeli' to buy, but I'm not sure what to do. You see, it is written in the book that I should go to 'Hengdeli' to buy them, but I want to buy them in your 'Tianqiao'. Your service attitude is good, call people trust!"
A shopping mall business success or failure, not only lies in the quality of goods, style and whether the management is effective, and the salesman's service is vital, their service is good and bad for a department store business play a lifeline role. Customers like to go to the salesman service enthusiasm shopping mall, however, it is because of this enthusiastic service, to the mall to win how many fixed customers and repeat customers ah.
This is the charm of the details, as long as you can be careful attitude and sincere service to observe and meet the needs of customers in every detail, even if it is a smile, a bouquet of flowers will bring you a very pleasant surprise, very effective.
In today's world, all the people who do marketing do not know Joe Girard, he is considered to be "the world's greatest salesman". How did he succeed?
Joe Girard believed that in selling automobiles, character is more important than merchandise. A successful car salesman must have a heart that respects ordinary people. His love is reflected in every small act he does.
One day, a middle-aged woman walked into Girard's car showroom from the Ford dealership across the street. She said she really wanted to buy a white Ford, like the one her cousin drove, but the Ford dealer told her to go back in an hour, so she came through here to look around first.
"Ma'am, you're welcome to look at my car." Gilad said with a smile. The woman excitedly told him, "It's my 55th birthday and I wanted to buy myself a white Ford for my birthday." "Happy birthday, ma'am!" Girard congratulated enthusiastically. He then whispered a few words to his sidekick.
Girard led his wife slowly past a new car, looking at it and introducing it. When he came to a Chevrolet, he said, "Ma'am, you have a fondness for the color white, and look at this two-door sedan, which is also white." Just then the aide walked in and handed Girard a bouquet of roses. He gave the beautiful bouquet to his wife and again congratulated her on her birthday.
The lady was moved to tears and said with great emotion, "Thank you so much, sir, it's been a long time since anyone has given me a gift. Just now that Ford pusher saw me driving an old car and must have thought I couldn't afford a new one, so when I offered to take a look at the car, he excused himself and said he needed to go out and collect a sum of money, so I had to come up to you and wait for him, and now that I think about it, it doesn't have to be a Ford." With that, the woman bought a white Chevrolet sedan from Girard.
It is this many small acts, for Girard to create an unprecedented benefit, so that his marketing has achieved brilliant success, he was the "Guinness Book of World Records" as "the world's greatest salesman", created 12 years of sales of more than 13,000 cars of the highest record. In one year, he sold 1,425 cars, which was rumored among his peers.
The more attentive you are to your customer service, the more they will stay on good terms with you. The more detailed and comprehensive the service you provide, the more impressed your customers will be.
In 1971, a young Bueno had just graduated from school and completed his medical training with empty pockets, but he possessed the natural entrepreneurial qualities of decisiveness and keen judgment, and was destined to become an entrepreneur of great renown.
Dr. Bueno began his career in a small hospital in the poor city of Duquedeces, a 35-bed facility where 90 percent of the patients were pregnant. In fact, by hospital standards, the hospital, which was on the verge of bankruptcy, was little more than a room with some rudimentary medical equipment. The number of patients is even lower, with only three patients a day coming in for their weekly prenatal checkups.
Buyeno was worried about the poor performance of the hospital. At this rate, the hospital will be closed in a few days, he did not want to be a "closed director," so he made a decisive decision: to give customers gifts.
The hospital's first gift was a free Coke for patients.
Most of the hospital's patients were very poor, with an average monthly income of about 60 dollars; for them, a can of Coke was a great treat.
So Bueno decided that any pregnant woman who came to the hospital for a prenatal checkup would get a free can of Coke.
The hospital's second gift was a free shuttle bus for patients.
The hospital originally had a van that was only available to groups in the afternoons, and Bueno decided to utilize it each morning to take newborns and their mothers home. This very caring action, a great convenience for local women, was immediately welcomed by the locals and, in turn, appreciated by the patients.
The hospital's third gift is free lectures on maternal and infant care.
Whenever a woman attends one of these disease-prevention classes, she receives some food and is entered into a raffle. There are prizes such as cribs, high chairs, diapers and more, and it's all free.
The fourth gift was free children's books.
In 1992, Bueno set up a children's club at the hospital, where parents who brought their children could get small gifts and children's books that taught good hygiene habits for patients and their families to pick up for free.
The fifth gift is the reception of a specialist doctor at any time of the day or night.
General hospitals, the so-called experts and professors, to accept the patient's request for medical treatment, but also have to make an appointment in advance, posing a full frame. Instead, at the hospital where Bueno is based, specialists are scheduled to receive patients at all times.
If a patient calls in, the physician by the phone tells him which department in which building to go to. The paramedics are also notified to be on call. So when the patient arrives, the medical staff, including the medical specialists, are already waiting.
The sixth gift is a helicopter and an ambulance for patients in remote areas.
The helicopters and ambulances painted "Total Care" are on standby at the airport. It's not just about the shiny helicopters and ambulances, it's about a mobile and powerful medical rescue system that uses technology to save lives and race against death, and all of this is free of charge. It can be said that service is a very specific and meticulous work, the customer's demand for service is usually high, need to be 100% satisfied. It is because of Bueno run the hospital to seize the details of good service this critical factor, so that the small hospital is close to closing not only back from the dead, but also become a well-known and popular hospital. This is the operation of the details brought about by the magical benefits, so shrewd entrepreneurs are concerned about and love the details of the people, as long as the hand to seize the details of the hand, to seize the hand of the future destiny of the enterprise.