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1、Report for Creating a Culture of Customer Care (DJ4234) Outcome 3Sonythe customer care strategy Candidate name: Grade and Class: Student ID: Submission day: Table of contentI. Introduction3II. Development of the Sonys Customer Care Strategy42.1 Introduction of Sonys CCS42.2 How Sony design and imple
2、ment its CCS4III. Establishment of the Sonys Customer Care standards53.1 Theprocessofdesigningcustomercarestandardin Sony53.2 Examples of customer care service standard in Sony5IV. The research of Sonys Qualitative and Quantitative customer feedback64.1 Research planning64.2 Research outcomes6V. The
3、 continuous review and improvement of Sonys customer care7VI. Conclusion and Suggestion7VII. Reference8VIII. Appendix9Figure I. Sample of questionnaire9Figure II. Questionnaire outcomes10Figure III. Interview outcomes12Figure IV. Customer feedbacks12I. IntroductionThe main objective of this report i
4、s to analyzethe Sonycustomer care strategy. Make a survey about Sonythe customer care strategy by interviews and observation. And analyze the statistical result to know whata customer care strategy that Sony has created. Analysis of this report is including creating Customer Care Strategy,evaluation
5、of customer care and performance of customer care.II. Development of the SonysCustomer Care Strategy2.1 Introduction of Sonys CCSCustomer care strategy of Sony is supplyareassuring and more convenientservice for customer. Explain in detail, the core of reassuring is building the customer confidence
6、through their commitment to service. Client Centered Service Group has been working through its own continuous improvement to provide customer with better service. Specifically to say, based on customers feedback, aim atsome issues which is customer most care about, such as the price of service or s
7、ervice attitude and so on. Sony has made a “R14” principle, fast repair serviceand Formulate a reasonable price and to be expressed in the service area, “R14” principle require the maintenance staffin Sony must ensure the rate of project which has been required and not been repaired yet more than 14
8、 days. In 2007,the measure to deepen the reassuring service was focus on improving service attitude; provide door-to-doorinstallation service of flat-paneltelevision and other value-added services.Relatively speaking, convenient service is Focus on supplying addition service. Showing Sony product so
9、lutionshas been proceeded in each of Sony repair station. Other planning such as service engineers make demonstration and research of production in the user home or Sony repair stations supply a project for customer to buy the goods of Sony preferentially is also include in the plan and implementing
10、. All these measures will take anactivelyeffect in know the customer needs and supply a more convenient one-stop service for Sonys customer.2.2 How Sony design and implement its CCSSonys Customer Care standards can be divided in 9 following aspect. These 9 following aspects are including development
11、 and evaluation of business strategy, key determinations of customer care strategy, creation of creativities, evaluation and development of creativities, facility and profit assessment, clear roles and responsibilities, implementation test,commercialization and evaluation and double-loop learning.Th
12、ere are 3 limitations of process, they are process will stop if any step not satisfied, process will stop if not pass the evaluation in any steps with marks and Any step or steps will be reprocessed until satisfied if requiredIII.Establishment of the SonysCustomer Care standards3.1 Theprocessofdesig
13、ningcustomercarestandardinSonyAccording to the theory of Sonys Customer Care standardshave 9 following steps and can be divided in 3 aspects. First aspect is map contacting and expecting points, transfer these points to action, include recognize existing and expected contacting points from service m
14、ap,transfer expectation to action and choose appropriate action for standard. Second aspect is set objective and indication for soft and hard standard respectively, include set soft or hard standard, design reflection system for both soft and hard standard and set hard indication and soft objective.
15、 Last aspect is evaluating standard by indication and objective which need to be evolved, include evaluate standard by indication and objective, offer outcome of appraisal for staff and evolve indication and objective.3.2 Examples of customer care service standard in SonySony supplies all of genuine operating system to all customers.Sony supplies supply one-stop service in each repair station.Sony promise to all customers to build repair station in each of Tier Cities.Sony supplies a 12-hours service hotline.Sonys 12-hours service hotline supply business consulting services.Sonys
