Profit growthimproving customer service

1、profit growth by improving customer servicesubmitted by xiaojunstudent id number w2006a2504b0018supervised by jiangyuna paper submitted in partial fulfillment of the requirements of the degree of bachelor of artsthe institute of online educationbeijing foreign studies university北京外國語大學網絡教育學院學士學位論文誠信

2、聲明本人鄭重聲明： 所呈交的學士學位論文，是本人在導師的指導下，獨立進行研究工作所取得的成果。論文所涉及的項目為本人親自負責或者參與實施的項目。除文中已經注明引用的內容外，本論文不含任何其他個人或集體已經發(fā)表或撰寫過的作品成果。本人完全了解本聲明的法律結果由本人承擔。學士學位論文作者簽名：肖軍 日期： 2011 年 5 月 28 日摘要摘要：th貨代公司是一家一級國際貨運代理有限公司。公司自成立以來，通過公司上下不斷發(fā)展創(chuàng)新，逐步形成了自己的優(yōu)勢.利潤隨著公司的飛速發(fā)展日益提高，但同時很多問題也逐漸顯露出來，越來越多的客戶反映我們的運價偏高，服務不夠全面等不能滿足他們的需求，導致了越來越多客戶

3、流失，公司營業(yè)額下降的現象.本文針對目前貨代企業(yè)客戶流失現象嚴重這一問題，結合th貨代公司的實際運營狀況，對于貨代企業(yè)突出的客戶流失營業(yè)額下降問題做了深入的研究。論文評價了th公司的競爭能力，指出了存在的客戶流失問題并提出了解決措施。從客戶服務與實踐的原理來看，好的客戶服務取決于優(yōu)勢的運價成本和完美的員工溝通能力，本文希望通過提高公司的價格優(yōu)勢和客戶服務質量（培訓等）來提高客戶的滿意度從而減少客戶流失，也就是說如果我們采取一系列合理的措施，服務質量就會明顯改善，當然也就會滿足客戶的需求提升客戶的忠誠度，從而解決客戶流失，營業(yè)額下降這一亟待解決的問題。本論文的研究方法主要采用了現狀分析法、問卷調

4、查法、swot方法等來確定問題所在。研究過程中進行了問題識別，問題分析，項目規(guī)劃，目標設定，假設，推理，監(jiān)測，評估。關鍵詞： 客戶流失；客戶忠實度；有效溝通；客戶服務abstract th logistics co. ltd is one of the top class international logistics company. through its development and innovation, it has got largely achievements since her foundation. however, many problems appear along

5、with the growth of its interest. more and more clients complain that the fare is too high and the service is not comprehensive, which can not meet their demands. that is why more and more customers lost or turnover decreased and the interest declined. combined with the actual condition of the th int

6、ernational logistics co. ltd, this paper introduces and analyzes the customer losing and turnover decreased in the freight forwarding circle. estimating the competition ability of the th international logistics co,. ltd. i put forward several pieces of advice according to theory of clients service a

7、nd practice that good clients service depends on the advantage of fare cost and the perfect communication skills of staffs. i hope improve the clients satisfaction and reduce the clients losing by the fare advantage as well as the quality of service. that is to say, if we take a series of reasonable

8、 measures, the quality of service will be improved. then we can meet clients all kinds of demands and improve the customers loyalty degree. as a result, problems about clients losing and interest declining will be handled.all kinds of scientific research methods, such as: current business analysis,

9、questionnaires, swot, telephone calls, emails etc., was used all through the project. and the whole project is designed from the problem identification, problem analysis, project plan, objectives, hypothesis, rational, monitoring to evaluation. key words: customer losing; customers loyalty；effective

10、 communication customer servicetable of contentspages1. project introduction 12. summary of the preliminary research2 2.1 project problem2 2.2 problem analysis22.2.1 companys current situation32.2.2 needs and wants analysis42.2.3 swot analysis63. project objective and hypothesis7 3.1 project objecti

11、ve7 3.2 project hypothesis74. project rationale75. project design 85.1. planning activities95.1.1 activities planned to take place95.1.2 a critical path analysis of these activities105.1.3 time-scale of the activities135.1.4 people involved in the activities and their responsibilities145.2. costing1

12、45.3. risks analysis155.4. management and control166. project implementation16 6.1 general introduction of time, place of project implementation16 6.2 the working steps of implementation17 6.3 monitoring177. project findings and discussion18 7.1 results19 7.2 discussion208. conclusion21bibliography2

13、2appendix i. satisfaction questionnaire23appendix ii. total cost of project24appendix iii. weekly report24appendix iv. daily report25appendix v. manager diary26appendix vi. the comparison of the customers satisfaction26appendix vii. the comparison of the turnover of month27profit growth by improving

14、 customer service1. introduction the author is a salesman in th international logistics co. ltd. the business is facing some problems recently due to fierce competition in the freight market. the paper introduces and analysis the customer losing in the freight forwarding field. so the author decided

15、 to use the company as the subject for the practical business project design. the company is a first-class freight forwarder authorized by the national ministry of foreign trade office and the civil aviation administration of china, located in qingdao. they have established good relationship with ma

16、ny famous shipping companies, like apl、cma、cosco、msc、safmarine. their sea lines cover all over the world, including europe, mediterranean sea, southeast asia, africa and america.as a important part of chinese logistics circle, the freight forwarding is rapidly developing. as a result, the industrial

17、 completion is more and more intense. the profit is dropping off. and the standard of service to customers is much bigger. so customer lose has been one of the most cat-and-mouse problem. how to avoid interior customer lose and improve customer loyalty has been the principal problem of company to th

18、ink of.after studying the relevant works written by hilton, gu yueguo, andrew wright and others, such as the articles customer service (module 2) of world class english for business book 1, caring for customers (module 8) of world class english for business book 2 and reading the book how to communi

19、cate successfully, we can see their views: “total quality management is a useful approach in monitoring the implementation and evaluation of our customer service for achieving best quality.” based on the theory of them, the ba degree paper was planned to carry out a project to further improve the ad

20、vantage of ocean freight，at the same time, the staff will be trained. the objectives are to establish good relationship with more and more shipping companies and train the staff to improve the staffs ability and our companys advantage of ocean freight so as to better satisfy our customers. based on

21、the study of the theories and measures discussed in the books that i have mentioned above, as well as on what we have learned from the feedback obtained by telephone and questionnaires, it is hypothesized that if we upgrade our companys advantage of ocean freight and employees skill then we can prov

22、ide better services to our customers.2. project problem identification and analysis 2.1problemthe problem i am facing is that customer losing and turnover decreased in our company because disadvantage of ocean freight and lack of communication with customers. 2.2problem analysis2.2.1 situation analy

23、sis of tianheng logistics co. ltdl physical resources, social and political environmentfounded in 2000, th international logistics co. ltd is a first-class freight forwarder authorized by the national ministry of foreign trade office and the civil aviation administration of china, located in qingdao

24、. after nearly 10 years of development, our company not only has laid a good financial foundation, but also has abundant physical resources. our store is beautifully decorated and conveniently located in downtown where many shipping companies and famous logistics companies are located. and we have a

25、 3000 square meters bonded warehouse.for the years passed, we have formed our own advantages in mass bulk cargo, land bridge transportation, domestic trade container, storage and logistics with the basic principle of “industrious, efficient and professional.” we have developed our business on the ba

26、se of sea freight and airfreight forwarder according to our customers demands. nowadays, our services have covered all main ports domestics and overseas. we improve the quality of our service by means of continuously cooperating with other capable logistics agency. with the endeavor of our staff, we

27、 have won the contentment from our customers. with the world economy trade more frequently, transnational economic activities increased, the world economic globalization, international freight forwarding industry worldwide rapid development. there are more than 9000 logistics companies in qingdao, s

28、ome other logistic companies like dhl and apex are developing quickly. we face a big competition. the profit is dropping off. and the standard of service to customers is much bigger. the pressure and the opportunity have made us understand that it is important to improve our service to meet the cust

29、omers needs. l human resourcesour 72 energetic professional staffs approach customers with the most effective and efficient logistics solution. we are working in 6 departments: financial department, hp department, marketing department, sales department, overseas department and operator department. l

30、 financial resourcessince our company was set up in 2000, more and more customers have been our frequent visitors. at the same time, the financial performance has improved more quickly. we have paid off all the debts and have gained enough capital to keep the company developing normally. the net rev

31、enue in 2009 at rmb 2.4million, increasing by 20% over the 2008 level of rmb 2million. compared with the former years 40% increase, it has decreased gradually. the budget for this year is rmb 160,000 and will be used to improve employee quality and rate competitiveness. the budget also covers the au

32、thors market research.2.2.2 needs analysis of tianheng logistics co. ltdin order to find out the best solution, we must know what the customers are thinking about. so we organized a questionnaire including the questions about quality, service and others to find out the main needs and wants. firstly

33、everyone designs 10 questions in light of what they meet during the workdays. secondly, all the questions are collected and 10 representative ones are selected. thirdly, we choose different group customers as our targets to avoid the biased information. thus the problem will be identified and duly s

34、olved. we printed more than one hundred questionnaire papers in order to get back enough ones.questions （ appendix i）a list of questions was prepared on the questionnaire: (see appendix i)the questionnaire papers are distributed mainly to our customers who cooperate with us for several years. so we

35、are not worried the questionnaires cant be collected. after getting back the feedback, we can see the complaints are as follows: complaints: 1) most of customers (about 65%) complain that they arent satisfied with our rate ofsouthamericanlines and they have few choices when considering booking shipm

36、ent. about 60% customers are satisfied with other lines rate.that means that our rate ofsouthamericanlines cant meet the needs.some parts of clients (about 56%) complain that they arent satisfied with our employees service including inaccurate quotation and relevant logistical information, delayed a

37、nswers to their questions. but most of them (70%) are satisfied with the staffs attitude.of course, they also have given us some suggestions:suggestions:in order to solve the problem as soon as possible, it is suggested that we should upgrade the price and train the staff. there should be a dramatic

38、 improvement on the photos. and we are suggested to try our best to meet the customers needs. so the customers especially the primary customers would believe us and would be our customers forever. through above analysis, we can see that the failure to meet the customers needs is mainly due to the di

39、sadvantage price of southamericanlines and the staffs skill. therefore, the paper decided to take some measures to solve the problem. 2.2.3 swot analysisas i have analyzed in 2.2.1 and 2.2.2, we can see that our store should take some actions and it is high time to take some actions. we have both th

40、e internal and external opportunity to do such a project. our finance, human resources, social and political environment are helpful. and the most important is to meet the customers needs and wants. of course, we also have some difficulties in doing it. so we do another swot analysis as follows:stre

41、ngths1. charting and booking of simple chemical and dangerous cargos.2. advantageous price in europe base port from qingdao. 3. advantageous price in main ports and inner destination from qingdao to africa.4. ddp, ddu, customs clearance and door-to-door services from qingdao to america weaknesses1.

42、logistics service is partial tradition.2. withtherapidlygrowthbusinessbetweenchinaandsouthamerica, moreandmoreshipmentsaresenttosouthamericafromchina.butwekeepcommonrelationshipwithcsavsciwhichmainlydoesthislineshipment.3. company staff of high frequency changes.opportunitieswiththerapidlygrowthbusi

43、nessbetweenchinaandother countries, moreandmoreshipmentsaresent fromchina. at the same time, the company market environment will face more and more opportunitiesthreatsthere are more than 9000 logistics companies in qingdao, some other logistic companies like dhl and apex are developing quickly. we

44、face a big competition. the profit is dropping off. and the standard of service to customers is much bigger.3. project objective and hypothesis3.1.project objectivethe problem i am facing is that qingdao has thousands of forwarding companies facing competition. customers losing and turnover decrease

45、d are often appeared because of the low degree of customer satisfaction. the goal of my project is to improve the degree of customers satisfaction by improve customer service. the objective is to improve degree of customers satisfaction and increase profits. 3.2.project hypothesisnow forwarding mark

46、et competition is intense, so we assume 4 months as a reference, improve customer degree of satisfaction and increase profits 30% through improve customer service4. project rationaleas the clerk of sales department, i like to read the books about customer service in chinese or english. some of them

47、impressed me so much. when studying customer service (module 2) of world class english for business book 1 (business english course editing team, 2001), caring for customers (module 8) of world class english for business book 2 (business english course editing team, 2001) and reading the book how to

48、 communicate successfully (andrew wright, 1998), i find that some of the rationales are very useful for my project. the rationales on which my project will be based are as follows:in the article customer service (module 2) of book “world class english for business”, one view is “a good customer serv

49、ice policy depends on knowing what customers want and how they feel about the service you offer.” “there are three ways of getting feedback from customers- in face-to-face interviews, on the telephone and through a written questionnaire.” “total quality management is a useful approach in monitoring

50、the implementation and evaluation of our customer service for achieving best quality.” peter moore (2001: 79), managing director center parcs uk says this: “quality is the very essence of our success and we work very hard to provide total quality: quality of environment, quality of the facilities an

51、d quality of service.” it is the rationales that have made the research of the project be theoretical. and they will be proved to be true in this ba degree paper. in the article caring for customers (module 8) of world class english for business book 2, another view is the customers complaints are t

52、he positive approach for a company to improve their services or products. after the research of the project, this view will be proved to be true, too.in the book practical business project and proposal design (john hilton, 2001), many specific methods to carry out a project process are mentioned. in

53、 this book, i learned to perform a project design and project proposal successfully. i have learned how to do business analysis, how to conduct customer needs and wants analysis, how to perform swot analysis, risk analysis etc. those are the main scientific methods of the project to be performed suc

54、cessfully.another book practical project design (gu yueguo, 2002) demonstrates a complete procedure from the planning of a project to performing a project report step by step with convincing examples. we can follow his way to do it step by step. both of the two books are the “tutors” of us to do our

55、 project design and project proposal. with the above theoretical basis, i am determined to do the research of the project in the interest of the company. and the project will be proved that upgrading the machine and training the staff will be the best solutions to all our problems. 5.project design5

56、.1. planning activities5.1.1. activities planned to take placestage 1: analyzing the needs and wants of the customers and getting the approval.stage 2: training the staff inordertoincreasetheirresponsibility and communicationskills.stage 3: perfect company system and improve rate advantagestage 4: improve the customer service quality and strive for more profitsflow chart of activitiesidentify the customers needs and wants by a questionnaire report to the manager and get the approval stage 1: analyze the messages stage 2: call on and visit customersincreasetheirresponsibility and communicati