Research On GE Healthcare’s Customer Service Training Improvement Strategy

Throughout a rapid and exponential growth of the national economy.China ’s demand for medical equipment continues to expand.Therefore,medical equipment enterprises have also attracted wide attention.As the last link of the overall competitiveness of enterprises,the after-sales service of medical equipment has not attracted enough attention.At present,whether it is an international medical equipment enterprise or a domestic medical equipment enterprise,most of them only grasp the expansion of the early market,and do not focus on the maintenance work of the after-sales service.This study combs the current situation of GE medical after-sales service training,and uses SWOT analysis method to analyze the influencing factors of GE medical after-sales service training,and finally extracts the promotion strategy.It not only helps GE ’s after-sales service training to maximize the effectiveness of front-line business,but also guarantees the actual needs of internal and external student customers ’ own skills and value-added.This study first analyzes the development status and existing problems of GE Medical Company ’s after-sales service training,and finds that there are four problems in GE Medical Company ’s after-sales service training : lack of demand analysis and investigation training,training system to be improved,single training content,and insufficient training teachers.The main reasons for the problem are : the management ’s understanding of the after-sales service training strategy is not high,the after-sales service training lacks strategic guidance,the training system lacks systematic and scientific,and the training system content is not rich enough.Secondly,SWOT analysis is used to analyze the influencing factors of GE medical after-sales service training.The strategic matrix combination of after-sales service training promotion is obtained.In terms of SO strategy,we should strengthen the customer cultivation in the middle and low-end market,increase the investment in the high-end medical market,continuously improve the service level of new business,and dig deep into the advantages of brand,technology,capital and resources.In terms of WO strategy : strive to control costs,make service products more in line with the development needs of Chinese medical institutions,and increase the market coverage of front-line personnel.In terms of ST strategy : give full play to the advantages to improve customer satisfaction,develop a variety of flexible after-sales service products,and achieve mutual benefit and win-win situation with dealers.In terms of WT strategy :simplify service processes to improve service efficiency,improve organizational structure to improve staff efficiency,improve customer relationship management to enhance customer loyalty,and continuously improve compensation and incentive systems.Finally,it puts forward the promotion strategy of GE Medical Company ’s after-sales service training from four aspects : corporate culture concept,corporate organizational structure,after-sales service training needs and after-sales service training mode.After a series of research and analysis,the following conclusions are drawn :(1)In the current changing market environment,GE Medical Equipment Company is also facing threats.First of all,the competition from domestic medical device companies is not standardized,followed by the challenges brought by the after-sales service model of third-party medical equipment,and finally the threat of government support for national enterprises in three aspects.Although GE Medical Equipment Company entered the domestic market earlier and the market structure is relatively perfect,it will also face the risk of being eliminated by the domestic market if it cannot restrain its own disadvantages and actively respond to external threats.(2)The strategic focus of GE Medical Company in after-sales service training should be to become the ’ industry standard ’.In the strategy,we adopt WT strategy,continuously improve the core quality of products and services,actively integrate business chain and channel resources,open up sources and reduce expenditure,publicize and maintain the image of the company and promote and consolidate the credibility of products and services,seek new cooperation opportunities,especially cultivate new channel resources and partners,and continuously expand market influence and share to enhance the competitiveness of enterprises.(3)In the customer service training,strengthen the training evaluation and feedback mechanism,timely understanding of customer feedback and evaluation.First of all,through continuous optimization and improvement of training content and form,to improve the training effect and customer satisfaction.Secondly,it provides customers with strong after-sales service support to gain customer trust and win customer support for enterprises.Finally,get more cooperation opportunities with customer enterprises to improve their market share.