Customer Complaints Response Mechanism Research And Practice

The rapid economic development in the market today, the importance of the quality of an enterprise has been self-evident; the level of product quality reflects the strength of the core competitiveness of enterprises.But in actual production and operation, no matter how detailed the work of specific, cannot completely avoid the mistake or error, resulting in customer dissatisfaction or complaints. Corporate complaint handling, good or bad, is directly related to the loyalty of customers. Customer complaint handling, enhance customer recognition of the enterprise and customer loyalty; handled properly, damage the company’s image and lead to serious consequences of the loss of customers. Therefore, enterprises need to address the issue of customer complaints, and actively respond to customer complaints properly, as much as possible to customer complaints into the internal impetus for improvement, to improve the quality problems in the business. Also can take advantage of and information to collect valid customer complaints through complain Information level commence to prevent the occurrence of similar problems on other products or through these information for new product development opportunities. However, most of our production-oriented enterprises and customers complain about the system and mechanism, not timely and properly reasonable handling customer complaints, and customers complain that the information provided does not apply to corporate internal improvement, serious impact on customers of the enterprise satisfaction and loyalty. In this paper, the actual situation, process reengineering theory, combined with the actual circumstances of the production-oriented enterprises in China for recycling of customers complain about the response mechanism, establish the response process and mechanism to speed up the progress of the complaint handling to improve customer satisfaction, improve enterprise management purposes.Based on the above reality, according to the actual situation and the proposed use of process reengineering theory and lean thinking to F Company’s customers complained about the treatment process for the case, the use of theoretical analysis and case practice to explore each other’s methods in the analysis of F in customer complaint handling system on the basis of the drawbacks in the process and the reasons, the redesigned F corporate customers complained about the response mechanism. The main research work are as follows:1) expounded the theory of process reengineering, customer satisfaction and customer loyalty marketing theory, as well as domestic and foreign research status.2) Analysis of F Company is currently processing a customer complained about the process, from the organizational structure set, performance incentives, treatment processes, information systems and levels, points out the problems.3) To the theory of process reengineering and lean thinking, redesigned F Company customers complain about response mechanism to enhance the efficiency and effectiveness of complaints handling in terms of organizational structure, process optimization, information management, and to improve customer satisfaction.4) Customer satisfaction survey results the use of the six months of the new response mechanisms, new response mechanism to assess. Analysis of new customers complains about the response mechanisms also exist, and make appropriate recommendations for improvement.