How To Build Service Brand?

< p > in China's equipment manufacturing industry, the growth rate of construction machinery industry has been at a relatively high level. But compared to the years of rapid growth, the sales of construction machinery in 2012 declined.

The pressure on inventory and cash flow has also increased sharply. In 2012, the industry generally called it the most difficult year of the construction machinery industry.

In 2013, service is no longer just a function of increasing customer value and maintaining customer relationship. It will also become an important means to promote sales and overall competitiveness of the company.

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< p > leading enterprises exert their strength in service and service brand building, < /p >

< p > international construction machinery giant Caterpillar regards service as its important development strategy, and service business has become an important source of revenue and profit.

Caterpillar embark on 3 aspects in customer service: first, form partnership with agents, and the two sides form a win-win situation to ensure the service level of agents; second, build an efficient logistics service network, provide world-class supply chain integration solutions and services, provide spare parts for customers anywhere in the world within 48 hours, improve service response speed; third, develop remanufacturing services, and restore the damaged products and products that are eliminated to new products.

From 2007 to 2009, Caterpillar Inc's operating data show that the proportion of service business in total revenue is more than 35%. < a href= "http://www.91se91.com/news/index_q.asp" > operating profit < /a > the proportion of total profit is about 50%, of which, in 2009, Caterpillar remanufacturing service revenue accounted for 4% of the total revenue of the company, Caterpillar has become one of the strongest remanufacturing enterprises in the world.

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< p > in the service brand construction, domestic enterprises Sany has also achieved good results.

The strategy of "service first brand" launched by Sany in March 3, 2010 is based on the principle of "all for customers" and the concept of "surpassing industry standards and exceeding customer expectations", and puts forward the requirement of "exclusive honor".

In terms of specific service rules, 31 made 123 commitments: "123", "110" and "111", which included 3 aspects of service value, service speed and service resources, which laid a good foundation for the service first brand.

In terms of brand VI, 31 designed an independent brand logo for customer service, which deepened the customer's awareness of the consistency of the 31 services and promoted the promotion and promotion of 31 services.

In addition, in the construction of the service guarantee system, 31 of the service department has established a unified call center, which is responsible for the visit and supervision of the agent's service process.

Moreover, 31 also set up service representatives and quick response engineers stationed to agents, increasing communication between factories and agents, and improving the speed and quality of after-sales service.

31 of the service brand strategy has aroused strong response from customers and the attention of all sectors of society, consolidating the status of "service first brand" and greatly supporting 31 of the overall sales.

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< p > enterprise how to carry out service brand building < /p >

< p > service brand construction includes many contents, but there are 3 key points in summing up.

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< p > first, all construction machinery manufacturers must integrate and manage the service parts system of subordinate departments.

Based on the standardization of service management and fittings management, we should standardize the overall service management of the company. If the products of each department are individualized, the terms of service are allowed to be differentiated, but we must ensure that they do not violate the overall standardization management standards of the company.

Generally speaking, services and accessories' < a href= 'http://pop.sjfzxm.com/popimg/fz/index.aspx > Standardization Management > /a > promotion also need to be formulated according to the overall strategy of the enterprise. Enterprises need to take the service process blueprint as the foundation, through sorting out the service and accessories processes, locate the key nodes of the process, and set up a standardized guide for service and accessories sales at the operational level, including examples of speech and visualization of management forms, so as to improve the standardization of service and accessory management.

It covers every aspect of the daily service and accessories work of an enterprise, and can serve as a working instruction manual for each relevant employee.

For example, sales promotion of shop accessories should cover two parts, including facade layout and pure authentic recommendation, in which the speaking part includes not only pure product accessories, but also how to handle customer misgivings.

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< p > Second, after setting up a standardized management system, enterprises need to clearly identify the strategic objectives of their services.

The specific elements of the target can include many, but the key points should be a series of indicators such as response speed, one-time repair rate, completion rate of business income, 12 hours of repair and completion rate of after sales training.

In order to ensure the realization of the goals of service and accessories, enterprises need to set up service hotlines, through the classification of common problems and training of service hotlines, and strengthen the management of after-sales service hotline.

The establishment of a visit center strengthens customer's return visit function and improves customer satisfaction.

At the same time, enterprises need to optimize the layout of service resources, including improving the capability and level of service parts in strategic key areas; implementing after-sales service dicing management, and strengthening the optimization and allocation of resident group resources.

In addition, we need to optimize the assessment and incentive mechanism for service parts personnel: improve the performance appraisal system for after-sale service parts personnel, improve the salary structure of after-sales service personnel, and increase the skill wage, salary and spare parts sales commission in the salary structure, which will fully guarantee the realization of the service goals.

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< p > Third, enterprises need to build service concept and service brand.

To establish enterprise service brand, we must establish the identification system of enterprise service brand, unify the brand image of enterprise service, and enhance the identification and dissemination of service brand at all levels.

We believe that MI (< a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > concept recognition < /a >) is the "heart" of brand. It is the spiritual connotation of brand recognition system, and is the guidance of all brand identification system construction activities.

BI (behavior recognition) is the brand's "behavior", and it is the code of conduct that brand management should follow.

VI (visual identity) is the brand "phase", it is the visual image to build the brand's external image, such as the design and application of brand LOGO.

SI (social identification) is the "knowledge" of the brand. It is the element of corporate social status perceived by people outside the company and other people outside the public (the general public, the media, the government and public organizations, etc.), laying a strong foundation for social recognition of brand promotion.

Only by establishing the service brand identification system can enterprises further implement the promotion and dissemination of service brands, thereby enhancing the user cognition of enterprise services.

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In the past, we can understand that excellent after-sales service can provide great value to our customers. Now, our enterprises need to build and publicize service brands to further visualize and integrate excellent after-sales service, and to ensure clear cognition in our minds. This will greatly enhance customer loyalty to p brand.

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