HND客服报告正文.doc

Creating a Culture of Customer Care
H1F0 34

Candidate Name:
Grade and Class:
Content
1.0 Introduction 2
2.0 Expectation of internal and external customer 2
2.1 Internal Customers 2
2.2 External customer 3
3.0 Establishment and maintenance of customer relationship 4
3.1 What is the customer relationship management 4
3.2 The benefits of CRM 4
3.3 How to establish CRM 4
4.0 The way of organizing customer care training 5
5.0 The qualitative and quantitative customer feedback 6
5.1 Quantitative research: 6
5.2 Qualitative research: 9
6.0 The key factors of after care 10
7.0 Introduction and evaluation of customer care strategy 10
8.0 Customer satisfaction and loyalty 12
9.0 Introduction and evaluation of customer care standard 12
10.0 Suggestion on continuous improvement 14
References: 15

1.0 Introduction
Pfizer incorporated is an American multinational pharmaceutical corporation headquartered in New York City, and with its research headquarters in Groton, Connecticut, United States. It is one of the world's largest pharmaceutical companies.
This report is research the customer care of Pfizer incorporated. This report will research expectation of internal and external customer, Customer cultivate, Definition of customer relationship, The way of organizing customer care training, The qualitative and quantitative customer feedback, The key factors of after care, Introduction and evaluation of customer care strategy, Customer satisfaction and loyalty, Introduction and evaluation of customer care standard. Finally, put forward a reasonable proposal for the company's customer service.
2.0 Expectation of internal and external customer
2.1 Internal Customers
Internal customers are within the enterprise individuals and departments that to accept the services of other individuals or units of the enterprise. All employees of the company can be internal customers
Internal Customers
Introduction
Package Artwork Specialist
The Package Artwork Project Specialist will be responsible for implementing product artwork renewal, design and coordinating approval cycle for China in-line and new products.
Staffs are company’s interior customer. Pfizer’s staffs need company improve them wages and need company think highly of them and they need promotion in this company. They also need improve them life level.
2.2 External customer
External customers are outside the enterprise individuals or institutions that buy the products or services provided. For example:
Retailers: a merchant who sells goods at retail

Final customer: someone who pays for goods or services.

Retailer and final customer is Pfizer company’s external customers. Pfizer company’s customer need the company can provide more information about drug and customer need the company can ensure the product has good quality and customer need company provide give after-sales service.
3.0 Establishment and maintenance of customer relationship
3.1 What is the customer relationship management
Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers and prospects. The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy
3.2 The benefits of CRM
According to the theory, the four benefits of customer relationship management is continued growth in revenue, the more affordable cost of sales, sales domino effect, and to increase the stability of the staff.
3.3 How to establish CRM
Customer Profile : Collect the Customer Profile, including demographic information, consumer psychology, consumer demand and consumption behavior patterns, transaction records, credit and so on ，to fully understand the Customer Profile.
Customer Segmentation: Establish Customer Segmentation, according to Customer desire and demand for products and services, is divided into different Customer groups, then according to the customers groups to provide products and services.
Customer Satisfaction: Provide more than customer expectations of products and services.
4.0 The way of organizing customer care training
There are 4 steps in customer care training, which is training needs analysis, training design, training delivery and training evaluation.(Roger,A_2002) For example about Pfizer company, they make a questionnaire about what do the employees need. And ask staffs some questions about customer care training face to face. Pfizer company leaders use this way to design training and analysis training needs. The company’s uses an office as training place and make a training schedule for staffs, and stipulate staffs must join in the training course. After staffs finish the training course, the company leader will make evaluation about the training. They will let the staffs who joined the training course receive customers and look them how solve some question during receive customers time. And evaluation staffs behavior is or not take some benefits to company.
Pfizer company design customer care training contents for the staffs include service strategy, service standard, after-sales service and serve remedy, client demand analysis. The below table shows Pfizer company training design and training implement.
Training needs analysis
Pfizer need to promote new rhinitis medicine to the customer. So Pfizer need to train a group of salesman.
Training design
Interpretation of the marketing skills and
Training needs for two weeks.6 hours of class time every day.
Training delivery
Explain the drug treatment principle and the advantages compared with other drugs.
Training evaluation
Use the sales and complaints to judgment.
5.0 The qualitative and quantitative customer feedback
Qualitative analysis of definition is The qualitative research focuses on words and observations to find out reality, and attempts to describe people in natural situations (Jarvis,P.1992). Quantitative analysis of definition is the quantitative research grows out of a solid academic tradition that places considerable trust in numbers that represent opinions or concepts (Jarvis,P.1992).
Questionnaire are choice to quantitative analysis method for customer feedback, the company selected interviews / observation method of qualitative analysis for customer feedback.
5.1 Quantitative research:
1: Your gender ( )
A: man B: woman
2: Your age ( )
A: Under the age of 20 B: 20 to 39 C: 40 to 59 D: More than 60
3: Your career is ( )
A: civil servants B: enterprise employees C: freelancers D: student E: teacher F: doctor G:
4: Your record of formal schooling ( )
A: Below the junior high school or junior high school
B: Senior high school
C: College or bachelor degree
D: Master's or master's degree and above.
5: Do you know what pharmaceutical brands ( )
A: Janssen B: Pfizer C: United Laboratories D: MRK
6: Which one do you think the following words can best describe the company ( )
A: Specialty B: Reliable C: Expensive D: Innovation
7: How do you feel the overall quality of the brand product ( )
A: Very good B: Good C: General D: Bad E: Very bad
8: What do you think of the brand product innovation consciousness ( )
A: Very good B: Good C: General D: Bad E: Very bad
9: Would you like to recommend the brand to others ( )
A: Very willing B: Willing C: unwillingness D: very uncomfortable
10: Your loyalty to the brand ( )
A: Need to buy drugs, no matter how I will buy this brand.
B: Need to buy drugs; I try to use the brand.
C: Whether to choose this brand, I don't care.
D: Even if need to buy drugs, I will also try to avoid the brand choice.
11, Whether you would like to learn more about the brand ( )
A: Very willing B: Willing C: unwillingness D: very uncomfortable
12: You do you satisfied with the quality of products our company:
A: Very satisfied B: Satisfaction C: Unsatisfactory D: Very unsatisfactory
13: What do you think of the company products prices compared with similar products industry:
A: low B: flat C: is higher
14: Do you think that the brand is very good ( )
A: YES B: NO
15: Please suggest us to us:

Most people are very satisfied with the company's product quality.
5.2 Qualitative research:
Pfizer company send someone to interview with five questions.
The questions are when contract, the sales staff explained to you the cost, if enables you to clearly understand the delivery costs?
Sales staff whether explain drug matters needing attention for you？
Are you satisfied with sales people?
Do you satisfied with the whole company provide service?
Does a drug have a positive effect on your illness?
Customers are not satisfied with sales people. I hope we can improve the manners of sales personnel. Customers don't satisfied with the service of the company; hope the company to provide more comprehensive services. Customers do not like to use courier delivery. Hope the company can directly sent home delivery.
6.0 The key factors of after care
After-sale service has five key elements which is Apologize，Immediate response，Empathy，Symbolic atonement and Tracing.
A woman drinking after the supplement appeared allergies. Pfizer made an apology to the customer, Refund the cost, damages the customer $ 500,000. And provide free medical examination every month over the next year to the customer.
Pfizer was adopted Apologize，Immediate response, Symbolic atonement and Tracing.
7.0 Introduction and evaluation of customer care strategy
According to the theory, the design process of customer service strategy include:
1. Development and evaluation of business strategy
2. Key determinations of customer care strategy
3. Creation of Creativities
4. Evaluation and development of creativities
5. Feasibility and Profit Assessment
6. Clear roles and responsibilities
7. Implementation Test
8. Commercialization
9. Evaluation and Double-loop learning (Wilson,J,P_1999)
The charts below shows Pfizer company's customer service strategy which is Express delivery of goods directly to customers
Reason to create the customer service strategy
A lot of customers don't like to run long distances for buy health supplements
Service originality
The company commissioned FedEx door-to-door.
Feasibility evaluate and profitability evaluate
Although many customers like this way. But because of the FedEx regulatory issues, many packages are replaced. So Pfizer set up their own logistics company are responsible for door-to-door delivery.
As far as i am concerned, this customer service strategy is very good and successful, because this way attracts many customers. Customers can save a lot of time; their delivery logistics companies can also ensure the safety of the drug.
8.0 Customer satisfaction and loyalty
There are three principles which is repetition, relevance, recommendation. Repetition mean is frequently purchase products or services. Relevance mean is relevantly purchase products or services. Recommendation mean is Recommend products or services to potential customer
Miss Marie has been buying Pfizer‘s health supplements from 2010. Because Miss Mary recommendation, her classmates and relatives to buy a Pfizer product.
Because the company continuous innovation in them products. And they have good customers service and good after-sale service. So the principle of 3R customers increased year by year.
9.0 Introduction and evaluation of customer care standard
According to theory of customer design of customer service standard need to consider the following factors:
• Recognize existing and expected contacting points from service map
• Transfer expectation to action
• Choose appropriate action for standard
• Set soft or hard standard
• Design reflection system for both soft and hard standard
• Set hard indication and soft objective
• Evaluate standard by indication and objective
• Offer outcome of appraisal for staff
• Evolve indication and objective(Morgan,D,L_1998)
The map of customer service below shows about Pfizer receive customer buy a health supplements.
Ask the customer's requirements
Ask the customer's requirements

Ask the customer whether to accept the way mail products.
Explain the product features

Asking customers to address and
phone number.
YES
Tell the customer can purchase the
location of the product.
NO

Collection and delivery.

Track service

The flow chart below gives information about Pfizer Customer service standard design.
Expect
Behavior
Standard
Warm and sweet
1.near with customer
2.deliver positive energy
3.establishing a bond
1.smile with customer
2.talk with people eye to eye
3.mail relation
Efficiency
1.introduce goods
2.answer customer’s question
1.know every goods
2.can speediness solve customer’s problem
Characteristic
Accept phone orders.
Exclusive logistics delivery.
I think the standards are very good and succeed. Because these standard are benefits company’s sale and this is not difficult，staffs can easy master. And these can make customer a good impression.
10.0 Suggestion on continuous improvement
1．More children than adults need compensatory nutrition. But Pfizer health supplements are most adults, not specifically for children's health care products. So Pfizer can try to develop children's health care products.
2. Pfizer can try to accept online orders.
3. Pfizer for customer tracking service only twice a year. Too little. Suggest to 2 months at a time.

References:
Jarvis, P. (1992), Perspectives on adult education and training in Europe, National Institute of Adult Continuing Education, Leicester.
Morgan, D. L. (1998b), ‘Practical Strategies for Combining Qualitative and Quantitative Methods: Applications for Health Research’, Qualitative Health Research, Vol. 8, pp. 362-76.
Reid, M. A., Barrington, H. and Brown, M. (2004), Human Resource Development: beyond training interventions, CIPD.
Roger, A. (2002), Teaching Adults, 3rd Edition, Open University Press, Buckingham.
Smith, C. B. (1983), ‘Quantitative versus Qualitative Research: An Attempt to Clarufy the Issues’, Educational Researcher, Vol. 12, pp. 6-13.
Wilson, J. P. (1999), Human Resource Management: Learning and training for individuals and organizations, Kogan.
Yang, X. and Liao, Y. (2007), ‘Building Structure of Human Resource Development within Corporation’, Journal of Business Times, Vol. 31, pp. 52-53.
Lee, Changuk and Chon, Kye-Sung (2000) “An investigation of multicultural training practices in the restaurant industry: the training cycle approach”, International Journal of Contemporary Hospitality Management, Vo