Logistics customer service, service process management system, performance evaluation, customer satisfaction.
First, the importance of logistics customer service
Customer service is the foundation and necessary part of the whole logistics system design and operation. Logistics enterprises need to determine their core business and core advantages in the market competition, and differentiated customer service can bring unique competitive advantages to enterprises. Strengthening logistics management and improving customer service are effective means to create lasting competition. In addition, the level of customer service directly affects the market share and total logistics cost of enterprises, and then affects the overall profit market scale and the expansion of business scope. The logistics industry provides logistics services for various enterprises, not just logistics activities within a single enterprise. In a sense, "service" is the essence of logistics, and first-class customer service has become the symbol of high-level logistics service enterprises. Customer service not only determines whether the original customers will continue, but also determines how many potential customers will become real customers. Therefore, logistics customer service should focus on winning new customers and retaining old customers, which is the most basic requirement of customer service.
Second, the existing problems of logistics customer service
(A) hardware and software (customer service personnel) services can not be synchronized.
The perfection of hardware can't make up for the defects of software, and it can't develop synchronously at present. Hardware refers to the service facilities provided for customers, and software refers to customer service personnel. Good hardware facilities do not mean good service. Many supermarkets have excellent hardware facilities, but they always have to queue up when paying bills. The most irritating thing is that many cashier exits are unattended and services are suspended. Some insiders said: "The number of payment channels in supermarkets is determined by computer monitoring and according to the flow of people. If you think there is not much traffic now, drive less, and drive more when there is a lot of traffic, which can save costs. So it's not that you can't drive, but that you should wait in line for a while. There are fewer people in the supermarket and fewer people can be hired. " Only when holidays are particularly busy, for fear of causing confusion, will all the passages be opened. This is also a customer service problem. There are only hardware facilities, and there is no good service in software.
(B) customer service staff lack of positive service awareness and professionalism.
Many people who do customer service do not consider the problem from the standpoint of customers, but from the perspective of themselves or their own enterprises. When I complained, I got the answer: "Make it clear whether it's your fault or mine, and then talk about whether I should compensate you", which didn't really raise the awareness of customer service. This kind of customer service staff lacks the awareness and professionalism to serve you, and there are many in many industries in China. They also said "hello" and "thank you for coming", but they gave people a particularly insincere feeling, as if they were forced. For example, when going to the bank, there has been a service term in recent years. Every window has a small sign with employee photos and service ideas. He will also say "hello", and he will also say "thank you" after you deposit money or withdraw money. But they don't keep their word, and they have to. Say it when you are happy, but don't say it when you are unhappy; If you are not tired, say it. If you are tired, don't say it. Customers can't get sincere and consistent service.
(c) Lack of communication and coordination between customer service and various departments, resulting in low service efficiency.
Customer service involves many departments of the company. From the perspective of logistics, customer service has four traditional elements: time, reliability, communication and convenience. What do you mean by the lack of coordination between departments? Many times, customer service departments and departments are contradictory because of the needs of certain functions. If the customer's product is broken, it needs to be repaired. The customer's phone call came in a hurry, and the customer service staff may be in a hurry, especially wanting to help him fix it as soon as possible. However, the maintenance department is under great pressure and needs to queue up, and the coordination and communication between the maintenance department and the service department is not good, resulting in many complaints from customers. This can't provide customers with timely and reliable quality service. Sometimes it even involves the coordination between the competent department, management department, financial department and customer service department.
(d) Customer service personnel lack professional customer service skills.
Customer service personnel lack professional customer service skills, which can not be compensated by how much money enterprises invest in technical equipment. Without customer service, many people who do customer service in enterprises have not received any real professional training and training. They don't know what real customer service is and how to provide good service to customers. At this point, no matter how much money the enterprise invests to improve the hardware facilities, it can't make up for it.
Third, do a good job in logistics customer service channels.
First of all, we should establish the idea of serving customers wholeheartedly and establish a consistent service goal. Secondly, strictly formulate and implement every customer service system formulated by our company. And do our best to provide quality services according to the needs of every customer, so as to achieve customer satisfaction and recognition. For example, a Kimberly-Clark diaper factory in the United States spent 1 billion dollars to set up a database that includes 75% pregnant women in the United States. Expectant mothers will receive magazines and letters from the company during pregnancy. These new magazines teach expectant mothers some skills of caring for newborns, and comprehensively introduce the uniqueness of this brand of diapers. After the newborn baby landed, the company brought discount coupons with computer bar codes to mothers. In this way, you can get diapers with preferential prices, so that the mothers of these newborns can feel the preferential services of this company, bring more maternal joy and happiness, and thus promote their desire to buy this product. Companies can also rely on this coupon to track customers' continuous sales changes of this product, so as to promote the company's better development, users get comprehensive services and preferential treatment, and the company also gets more profits and business changes. This is an example of customer service department improving the interests of enterprises by establishing a customer-centered service concept, thus achieving a win-win situation and a double harvest. It is amazing that a small move by a logistics service department can bring such great benefits to the company! From this example, we can also draw a conclusion that as long as we serve customers wholeheartedly and think about what customers think, we can get sincere returns from every customer. If you want to do a good job in logistics customer service, you must be proficient in business knowledge, carefully analyze the characteristics of each customer, think what they think, and do your best to serve each customer. Good logistics customer service can also win rich profits for the company. Finally, the performance evaluation of logistics service is also an indispensable element in the customer service system. In order to accurately measure the performance of logistics service, we must establish a scientific logistics service performance system, take the logistics service market as the guide, determine the service level of enterprise logistics according to the needs of business information and competition, and control it in time. In the process of determining logistics service elements and service levels, we need to pay attention to customer satisfaction, which is another requirement for us, because higher satisfaction can help us retain old customers and attract new customers. And with the diversification and diversified development of enterprise management, it is also necessary to formulate a diversified combination of various logistics services, and use the diversification of services to cooperate with the diversification of enterprise management and products to solve the problems encountered to the maximum extent. Moreover, it is the responsibility of every enterprise to protect the environment, save energy and ensure the sustainable utilization of resources. According to the market situation, competitive enterprises, commodity characteristics and seasonal changes, establish a logistics service management system that can grasp the changes in the market environment. Therefore, the performance evaluation system should adopt the comprehensive balanced scorecard method, which has the advantage of emphasizing the close relationship between performance management and enterprise strategy. The foundation of improving the quality and ability of our internal strategic management, the improvement of enterprise management ability means providing potential value for our customers. Customer satisfaction has also won good economic benefits for our company.
A company trying to win by excellent customer service must constantly adopt different methods and set higher standards, that is, customers must focus on their expectations if they want to understand the value different from competitive brands. In short, if you want to occupy a place in the market competition, you must have your own unique positioning and operating characteristics, create product characteristics and improve customer service, so that you can never give up in high-level competition.