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We have different division of labor, but there is only one goal

2020-05-05 15:24

We have different division of labor, but there is only one goal

——How to make customers realistic demand Turn into corporate cash flow

Tao Yishan

 one

On March 17, a new customer of Meizhou Xiangda took delivery of the goods for the first time. After waiting for nearly six hours, he still failed to mention the ordered products according to the plan, resulting in strong dissatisfaction and complaint among customers. However, when the general manager punished the production manager, the production manager said that he was not satisfied, shifted the main responsibility to the sales and management department, and appealed to the business department, which also caused different internal treatment opinions.


The details and causes of the incident will not be investigated, but there are several problems:

  • Who is responsible for customer dissatisfaction?

  • Each special line has its own professional division of labor, but does it share responsibilities?

  • How to turn the customer's actual demand into the company's cash flow?

  • How to prevent the recurrence of problems?


 

one

All work should be customer-oriented

 

 

Peter Drucker, the master of enterprise management, said, "the only purpose of enterprise existence is to create customers". All work must be customer-oriented and create value for customers, which is also the main reason for Huawei's success. Without this foundation, no matter how gorgeous an enterprise is, it is just a castle in the air, because only by constantly providing better products and services for customers, the competitiveness of the enterprise will be improved and the moat of the enterprise will be established. Otherwise, if we don't create value for our customers, customers will leave us. In other words, if the customer is not satisfied, all the staff are responsible, whether it is the business department, marketing department or management department. All staff should take the customer as the center, discover the customer needs together, relieve the customer pain points together, realize customer satisfaction and create value for them.

 

two


Build the organization structure of marketing iron triangle

With the goal, the organization is the guarantee to achieve the goal. The marketing iron triangle is a good organizational innovation. Its positioning is to manage customer demand, customer relationship and customer satisfaction. Customer manager, technical manager and service manager are positioned from different professional roles to meet customer needs through division of labor and cooperation, so as to turn the actual demand into cash flow of the company. It is a project team and a combat department, more like a squad leader's war. In order to create value for customers, as long as the most effective resource scheduling and the fastest response speed can be used, the project team can be flexibly created, and truly "let the people who can hear the gunfire call the artillery and command the war", so as to break the deep well of the organization and the management bureaucrats, and realize the simple hierarchy, flat decision-making and efficient operation. Of course, the members of the project team have different responsibilities, but they share the same responsibilities, which is to make customers satisfied. The goal is to turn the actual needs of customers into cash flow!

three

Establish five operation systems

How to turn the actual needs of customers into cash flow? The key lies in the establishment of five operation systems centered on customers, so as to meet the actual and potential needs of customers quickly and accurately, create value for customers and create benefits for the company.

 

first

To find the pain points, problems and goals from the business value stream, product value stream and equipment value stream, we must do a good job in data collection, collation, interpretation and presentation, so as to effectively grasp the needs of customers, truly discover the company's problems, and establish practical and feasible goals.

 

 

 

 

 

 

 

secondly

 

According to the strategic direction of promoting the five major operation systems of market, production, operation (Finance), human resources and comprehensive, we should strengthen the organizational structure, select personnel, clarify functions, optimize processes and allocate resources.

 

 

 

 

 

last

 

Units at all levels should formulate 4w1h action plans (who, what, where, when, how), clarify who to do, what to do, where to do, match the stage steps and objectives, and what method to do, and support the system construction through "sunset method" and "efficiency tracking method".  

 one

Mental mode determines the mode of thinking, and the mode of thinking determines the mode of behavior. As long as the staff of each department establish the mental mode of creating value for customers together and the thinking mode of taking customer satisfaction as their own responsibility, it will produce the iron triangle mode of promoting marketing, establish five major operation systems, and do a few things for customer satisfaction in a down-to-earth manner, which will certainly be able to turn the actual needs of customers into cash flow of the company and realize "customer satisfaction, company efficiency and creation" Value ".

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