Research On Optimization Of Customer Service System In J Company

The development level of manufacturing industry is a significant manifestation of comprehensive strengths of a country.Cement,an important industrial product,has always occupied an important position in manufacturing industry.At first,the cement industry of China underwent extensive and unordered development.Now,driven by the policy of national supply-side structural reform,the cement industry welcomes its fine development.Meanwhile,marketing management modes of cement enterprises also switched from the integration of production and marketing to their separation.The focus of their marketing concept also changes from production and product to customer.Faced with market competitions of seriously homogenized products,customers,who are core factor resources of enterprises,occupy an important position in the production and operation.As the basic marketing concept of customer service,relationship marketing provides an important theoretical support for enterprises to correctly handle the relationship between customers and enterprises.Besides,customer relationship management has been widely used by many enterprises at home and abroad as a practical relationship marketing means.As an important system design in customer relationship management,customer service system plays an important role in the management of customer relationships.The establishment of a standardized,institutionalized,process-based and refined customer service system can not only improve customer loyalty and satisfaction but also enhance core competitiveness of an enterprise.This paper researches the optimization of Company J’s customer service system according to the relationship marketing,customer relationship management and S&OP theories.After fully combining research results of domestic and foreign customer service systems,customer relationship management and S&OP researches,this paper uses interviews and questionnaires to obtain first-hand data.The results show that the current customer service system of Company J has the following problems,such as inadequate contents,inadequate abilities of system implementation personnel,inadequate management and poor communication during operation.Reasons for those problems include:1.the lack of service concept and service ability;2,the perfection of the system design;3.Uncoordinated production and marketing relationship.In order to solve the problems,first of all,optimization objectives and principles of customer service system are determined.In terms of the adjustment of customer service contents,organizational structure of the system is adjusted and customer service system coordination team and after-sales service team are set up.Second,design dimensions are optimized and the five dimensions,including the current operating work flow and standard,job responsibilities and division of labor,communication and docking mechanism,supporting system and supporting form,are adjusted to the five dimensions of service scope,service objective,service procedure,service standard,supporting system and form.Third,management scopes are made perfected.Seven management scopes of Company J’s customer service system,including customer development and management,business management,production and shipping management,logistics and distribution management,quality service and management,customer complaint management and customer satisfaction management,are adjusted to eight aspects,including customer development and management,business management,production and shipping management,logistics and distribution management,after-sales service and complaint management,customer maintenance management,customer satisfaction management and special assessment.Fourth,the service processes are optimized and approval processes are shortened by combining online and offline aspects.Fifth,customer development and management is improved and some aspects are added,such as customer classification management,customer demand management,distributor management,customer visit management,sample management.Sixth,customer maintenance management is added.Customer loyalty can be improved through establishing customer linkage preparation groups.strengthening customer care,providing technical services and holding sports and sports activities.In terms of system implementation management,customer service system is implemented and managed by improving the ability of the implementation personnel of the customer service system and further promoting the digital transformation of marketing.Finally,in order to promote production and marketing docking management,the coordination group for production and marketing docking should be established and the production and marketing coordination process and the communication mechanism for production and marketing docking should be optimized so as to ensure the coordination of production and marketing.At the same time,in order to ensure the smooth implementation of the optimized system,all-round guarantee for the system should be implemented by carries out organizational guarantee,special assessment,system guarantee and human resources guarantee.This research has clear theoretical and practical significance.It can not only improve customer relationship management effect of Company J in the fierce competition environment,enhance customer satisfaction and loyalty and improve core competitiveness of the enterprise,but also supplement the lack of customer relationship management results in the cement and building materials industry,which is rarely emphasized in the field of industrial product marketing under the background of servitization of the manufacturing industry.Besides,this research can also provide methodology reference for enterprises at the same industry for their optimization of customer service system and management of customer relationship.