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1、Creating a Culture of Customer CareH1F0 34Candidate Name:Grade and Class:Content1.0 Introduction 2.2.0 Expectation of internal and external customer 22.1 Internal Customers2.2.2 External customer3.3.0 Establishment and maintenance of customer relationship 43.1 What is the customer relationship manag
2、emen.t43.2 The benefits of CRM 4.3.3 How to establish CRM 4.4.0 The way of organizing customer care training 55.0 The qualitative and quantitative customer feedback65.1 Quantitative research:6.5.2 Qualitative research:9.6.0 The key factors of after care 1. 07.0 Introduction and evaluation of custome
3、r care strategy 1 08.0 Customer satisfaction and loyalty 1. 29.0 Introduction and evaluation of customer care standard 1 210.0 Suggestion on continuous improvement1 4References:1. 51.0 IntroductionPfizer incorporated is an American multinational pharmaceutical corporation headquartered in New York C
4、ity, and with its research headquarters in Groton, Connecticut, United States. It is one of the worlds 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, Defin
5、ition 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 stan
6、dard. Finally, put forward a reasonable proposal for the companys customer service.2.0 Expectation of internal and external customer2.1 Internal CustomersInternal customers are within the enterprise individuals and departments that to accept the services of other individuals or units of the enterpri
7、se. All employees of the company can be internal customersInternal CustomersIntroductionPackage ArtworkSpecialistThe 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 c
8、ompany sin terior customer. Pfizer stsa ffs 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 customerExternal customers are outside the enterprise individuals or institutions that buy th
9、e products or services provided. For example:Retailers: a merchant who sells goods at retailFinal customer: someone who pays for goods or services.Retailer and final customer is Pfizer company s external customers. Pfizer companythe company can provide more information about drug and customer need t
10、he company can ensure the product has good quality and customer need company provide give aft-esrales service.3.1 What is the customer relationship managementCustomer relationship management (CRM) is a widely implemented model for managing a company s interactions with customers and prospects. The o
11、verall 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 strategy3.2 The benefits of CRMAccording
12、 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 CRMCustomer Profile : Collect the Customer Profile, including demographic info
13、rmation, 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
14、 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 trainingThere are 4 steps in customer care training, which is training n
15、eeds 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 schedufor staffs, and stipulate staffs must join in the training course. After staffs finish the training course, the company leader will make evaluation ab
