As the highest realm of the service, the "Best Customer Experience" combines the standardization and personalization of the service, allowing users to enjoy the best experience in every link. To achieve this, IT vendors and its partners need to pay attention to each customer's demand for details, and have more face-to-face communication, then refine the customer's needs and timely feedback, and resolve.
Current guest
The Global Vice President of Rum, Sun Zhenyao, President, China
Ji Zhin, General Manager, China District, China
Shanghai Yi High Technical Service Co., Ltd. General Manager Wang Yuyu
Chen Lun, General Manager of Chengdu Xinchun Computer Co., Ltd.
China Construction Bank Tibet Branch Residents Department Comprehensive Branch Business Manager
This issue is hosted
Our reporter Li Yunjie
A book named "Experience Economy" has declared that "human beings are based on service economy, leap up to experience economic era." As early as 2000, HP will use the best comprehensive customer experience (TITAL CUSTOMER EXPEREnce) as a The global strategy is proposed, and it is planned from product, service, and working methods to bring customers "professional, reliable and enthusiasm" experience. In March this year, HP CEO Carie Ferio Ruina, also mentioned that HP's goal is to provide "high-tech, low-cost, best comprehensive customer experience" products.
Now, the service economy has been widely accepted, and the service has also become an important means of manufacturers competition, so that users can spend money to buy services, but let users want to spend money to buy "experience" is not easy to do. Because the service is not the same, the service is comparative, the service is very professional, there must be its own standards and processes. Experience is different, the same service standard, experience is different from person. Let customers enjoy the best experience to combine the standardization and humanity of the service. So, what is the comprehensive customer experience (TCE), how best? Recently, the Global Vice President of HP and the Chinese District President Sun Zhenyao, the General Manager of China, General Manager of China, General Manager, General Manager of Shanghai Yihao, General Manager of Chengdu Xinchang Computer Co., Ltd. Chen Lun, China Construction Bank Tibet Branch The Ministry of Information Technology Department, the business manager, Lei Zhiqiang, combined with specific cases.
Sun Zhenyao: HP puts forward a comprehensive customer experience strategy two years ago, it is to treat it as a very long-term strategy. It can be said that it is more than 10 years of strategy. This strategy is like Six Sigma GE, for Motorola. The same effect.
We believe that customers will not only care about the price and quality of the product, and will not only care about the product, the profession of sales, or only training. Customer care is that every department of us, every link, so we have to put comprehensive consciousness in our TCE strategy: From the beginning of the company's understanding, customers have confidence in the company, to basically agree Complete a transaction with HP, whether the delivery is timely, the product installation is satisfactory, the training is good, whether the service is satisfactory, and the final agreement of HP brand. During this process, as long as there is no one as well, the user's experience is not good.
To do a comprehensive customer experience, we have a lot of steps. Previously, HP's four major groups had their own sales department. Now they should integrate them together into two major sales sectors, one is facing individual consumer markets, one is facing corporate customers; the second step is to put our products, services To do appropriate adjustments, combine these products for the corporate market with services, called TSG (Technology and Service Group), is to enhance a comprehensive customer experience. In addition, for each customer needs, in the second half of this year, we will build two very large sales teams, respectively, for personal consumer markets and commercial customers.
Ji Zhixing: TCE includes three levels of content, one is the most basic level, when the customer has problems, it can fix it in the first time, to provide 7 (days) × 24 (hour) service; second, help customers avoid There is a problem, and the customer has not had problems before the problem, which involves the design, application of the entire computer, the process of the operation, IT management, etc. Only do this piece can only avoid problems; third is to make our customers' IT departments better cooperate with the business unit to help customers do better. This is the development direction of the TCE strategy. We use a comprehensive customer experience as an important indicator of internal management and assessment. 20% to 30% of each high-level manager salary is related to this score. Wang Yuyu: I tell a story about how to actively communicate with customers, then discover the case of the customer's existing IT system problem. In the second half of last year, Tibet Telecom's system has an unexpected downtime. At that time, users were very unhappy because there were many very critical business of the charging system, and the engineer rushed to the past, and the customers were rushing. Communication, found that it is not a systematic problem, but the problem of customer power system route, found real hidden dangers, rather than only solving the fault of equipment hardware. After this thing, I now went over more than half a year, Tibet Telecom wrote two consecutive letter from our engineers, because the environment of the gas last year was very bad, engineers were very hard.
HP advocates the best customer experience, we have two points: one is to pay attention to the details, pay attention to each customer's requirements for details; the second is to enhance the face-to-face communication. To make the customer's demand detail and promptly feedback to HP-related departments, and give our customers and resolve them.
Chen Lun: In the process of promoting TCE, we have received many support, including training, including training, which is a positive guidance.
HP is very fine in terms of customer satisfaction. The earliest HP has made satisfaction, and then the satisfaction mentioned loyalty, the earliest HP requires 90%, and later become 95%, and the partner requires 100%. After a while, customer loyalty is proposed, and loyalty is based on satisfaction. When I first mentioned, the loyalty was only 20%, then increased to 40%, and finally required 75%. HP assessment customer satisfaction is not easy to let users say that it is OK, involving approximately two thirty questions, belonging to basic users, and there are still many expected requirements.
Ri Zhiqiang: Whether it is from the perspective of technical personnel, it is still from the customer's point of view, I think the TCE of HP is very good, equal to the problem of standing in the customer, and actually to transfer attention from the product to the customer As a customer, I think this decision of HP is very strategic.
HP establishes Lhasa offices in Tibet, and is also an embodiment of HP TCE. In the past, although HP gives us 7 × 24 hours of service, we can't enjoy due to objective conditions. At that time, there is still no longer in the office. Once you have any questions, you can only log in remotely, call. So since October last year, HP sent a resident technical personnel. In fact, although the office was not officially listed, the business has been carried out.
After the business is carried out, it is obvious that the difference is: For example, HP TCE proposed to avoid problems and foresee problems, HP engineers have to go to our computer room every week to check the machine. This service is much maintained by our own technology, and there is a lot of pressure, we can put your attention on other issues.
