HNDcustomercare報(bào)告

1、The customer care of HSNContents1. Introduction1.1 Introduction of HSN1.2 The structure of the report2. Describe the HSN 's Customer Care StrategyThe meaning of customer care strategyThe customer care strategy of HSNThe development of customer care strategy in HSN3. The standards of customer car

2、eThe macro customer care standardsThe customer care standards of HSN.The development and improvement in HSN4Obtaining and monitoring qualitative and quantitative customer feedbackDefinition and the main futures of the qualitative aspectsThe different between qualitative and quantitativeThe methods g

3、athering and anglicizing in HSN5 The Customer Care Review and ImprovementsThe Customer care reviewThe customer care improvement6. Conclusion 7. References1 Introductionof HSNHSN, Inc. (NASDAQ: HSNI) is a $ billion interactive multi-channel retailer with strong direct-to-consumer expertise among its

4、two operating segments, HSN and Cornerstone Brands.HSNi offers innovative, differentiated retail experiences on TV, online, in catalogs, and in brick and mortar stores. In addition to its existing media platforms, HSN is the industry leader in technological innovation including services such as Shop

5、 by Remote, the only service of its kind in the US, and Video on Demand. Cornerstone Brands comprises leading home and apparel lifestyle brands including Ballard Design, Frontgate, Garnet Hill, Grandin Road,Improvements, Smith+Noble, The Territory Ahead, and Travelsmith. Cornerstone Brands distribut

6、es 324 million catalogs annually, operates eight separate e-commerce sites, and runs 25 retail stores.The structure of the reportThese reports introduce the details information about the planning of a customer care strategy in HSN. Setting standards for customer care, obtaining and monitoring qualit

7、ative and quantitative customer feedback and the continuous review and improvement of customer care.The customer care service is good, but it also had some advantages to improve, so that the customer care service can do better and better in the future. In this repo，rt will have a compi eted impro ve

8、me nt and ideas by myse。2 Describe the HSN ' s Customer Care StrategyThe meaning of customer care strategyCustomer care strategy wiii required to be deveioped by ievei of management which has resistibiiity for the strategic overview of business ，normaiiy ，they shouid be iooking at where they sho

9、uid be iooking at where they want the customer care of the organization to be in five to fifteen years time.The customer care strategy of HSNThere is no piace iike HSN ，every famiiy purchase our product quickiy and convenientiy, beyond your imagination。 HSN must make aii famiiies have unexpected hig

10、h quaiity customerservice. As long as customers have any doub，t we will offers comprehensive analysis and solving methodsThe development of customer care strategy in HSNDuring businesses in these years, the organization has found that with the online shopping industry experience such a speedy develo

11、pment, there comes up a seriously shortcoming, fromhe onli'netsfihnodpipnintg industry.the birth of the home shopping network, network ' s target is profit, and they regardless anything else. The customer service in other industry seems canAnd there existed some big problems among the consum

12、ption on the area of home shopping' s privonline , including the irrational item occurred in the format contract, consumer divulge, and the subscription of the products and the asymmetry of information.As a result, it is necessary for the company to take the consciousness of customer care to man

13、age the home shopping industry. What's more, good customer care strategy may be a roadmap to better business.a 'customer' usually regard as' a person who buys goods or services from a shop or business ' or ' a person one has to de.aHl SwNith's mainly'customers are foc

14、used on their internal customers and externacl ustomers .'Their strategy is designed to ensure that they will provide excellence in customer care, which is a theme that runs through everything they do.Only with these can HSN keep the high status in home shopping network industry for a long time.

15、3 The standards of customer careThe macro customer care standardsOpinion that will build safe reliable, efficient and convenient shopping network platform, encourage the third of small and medium-sized enterprises and individuals using platform to expand the market, entrepreneurs, Widen network shop

16、ping goods and services, expand the network shopping channel types, meet different demand, Encourage enterprises to face the international market online sales and purchase, explore international markets, Encourage enterprises to store sales support network marketing, network marketing drive sales ou

17、tlets,Encourage enterprises to household appliances in the old country, such as business outlets in new, actively develop the rural consumer's network marketing, etc.At the same time, in protecting the lawful rights and interests of consumers, opinions, guide the healthy development of third par

18、ty web trading platform, the implementation of network management (services) commodities commerce registration system requirements, the enterprises engaged in business activities using network platform of personal being registered, qualified individuals to network marketing industry gradually implem

19、ent registration system.The micro customer care standards of HSN.The strategy that HSN has set out to achieve in 2003 is still in place to ensure HSN was a customer focused organization. It is currently reviewing and updating this to ensure it meets the needs of our customers and continues to suppor

20、t the delivery of their key strategic objective:Based on the customer care strategy standards, HSN has established standard of the manner terminology and solve problem completely process, so as to give the best experience to those consumers. The following requirement to the HSN Customer Care Standar

21、ds should be fall into two categories:1. Be contact at every minute, to ensure that the staff listen to their customer and deliver responsive, high quality, value for money, customer-focused services. The workers be polite and courteous; they must guarantee confidentiality and equality and do their

22、best to provide information or advice.2. Day to day communication such as the image projected over the telephone or in letters, how the firm speak to their customers is critical to the way in which the Council is perceived and will effect the value placed on our services. About telephone relation, t

23、he staff must keep limited times which answer the telephone call within four rings to give a complete information to the consumers .besides; a special list including the customer's inquiry should be made in their progress. While on the written contact (including emails) they must reply to the e-

24、mails within two working days, and the letters within four; see the customer within 10 minutes of their arrival when they visit the company, and give them an appointment so that they can visit the manager and the manager can visit them.How to set the standards in HSNA good corporation should recogni

25、ze the way in which an organization treats its employees, customers, suppliers and finance providers, protects the environment and makes a commitment to the community. Companies should comply with the standards of products orservices that are required by customer or official institutions. The key as

26、pects of the standards in the company 's customer care are mainly focused on the fnogllofwaci tors:1. Management responsibility: the management should provide grade of service to thecustomers. Besides, service organizations image and reputation for quality should be ensured and objectives for se

27、rvice quality, as well. In addition, the management plays an important role of the company personnel responsible for implementing the policy.2. Interface with customer: the firms need customer care standard not only to regulate' s work off lessactions of customer care and keep competitiveness of

28、 customer care, but to maintain customer loyalty and lower cost of customer care. There would benefit the leader and re-work and improve customer satisfaction loyalty morale and motivation. What bring an advanced competitive environment so that Increase profitability and enhance the status.The compa

29、ny also needs to have the right standards, training and development and customer feedback to focus on providing excellent standards of Customer Care in an environment of continuous improvement.The Customer Service Centre which the company build aims to give greater access to council services and is

30、part of a bigger project to provide services that are responsive, high quality, provide value for money and in a way that is suited to our customers. The CustomerService Centre includes the provision of computers to use the internet to access the information and services you need.Over the next year

31、HSN will be reviewing all key services to enable more enquires to be handled by the customer service team rather than individual services.HSN will also reduce the number of e-mail addresses and telephone number needed to access the customer services.For example:Accessibility - making the website mor

32、e accessible to customers and informationregarding translation and transcriptionComments, Compliments and Complaints - comment on the services we provideCustomer Care Standards - further information on how the firm aim to deliver highquality services to our customersCustomer Care Strategy - en suri

33、ng the orga ni zati on pro vide excelle nee in customercare4 The methods of gatheri ng and an alyz ing customer in formati onDefin iti on and the mai n futures of the qualitative and qua ntitativeasp ectsA list of the methods to obta in both qualitative and qua ntitative in formati on about thesta n

34、dards of it customer care. Qualitative refers to a sta ndard acce ptable to p ost-judgme nt research approp riate. The quality of the most imp orta nt feature is the quality of the p roducts or services. Quan tificati on is based on the nu mber of faults or service is a p articularly good, have bee

35、n sent back, because it does not do what it should do or con ti nue to fail. Measureme nt is n ecessary. Quan tity is based on the nu mber, check the customer's records, to see how many complaints have bee n received the goods or services, and determ ine which customers to create the greatest di

36、ssatisfact ion.differe nt betwee n qualitative and qua ntitativequalitativequa ntitativeCoverage ofcustomersA fewA lotQualificati ons of customersHigherLowerFeatures of an swerDetails andLimited andin formativerestricted to sth。ResultSubjectiveObjectiveThe methods gatheri ng and an alyz ing of HSNSo

37、me of these methods work in p ractice in eBay, such ase-mail research ,Siebel Systems, one-on-one in terview.According to the above picture , the company gather the question and solutions in the web of , which customer can solve same problems quicklySiebel Systems- Siebel Systems is one of the most

38、important and far-reaching customer care strategy which HSN has already operated it for a long time and get a good impression in the crowd. HSN, America's pioneer electronic retailer, chose Siebel Business Applications to create a single source of customer information for its 3,000 customer serv

39、ice and telesales representatives across HSN.With Siebel Call Center, HSN's telesales and customer service representatives will be able to see a complete view of each customer. This will allow customer service and telesales representatives to see each customer's history and purchasing prefer

40、ences in one location, regardless of the customer's preferred channel of communication. For one thing, Via the Web with Siebel Sales, HSN use it to sell to and service customers over the Web, and built systems to allow customers to purchase products and obtain service online. For another, with S

41、iebelMarketing, it will allow HSN to leverage its rich customer information to enhance its targeted marketing campaigns. HSN will use Siebel Marketing to analyze and segment customer information to create direct email campaigns, provide special promotions, target specific customers, and measure the

42、effectiveness of each marketing campaign.5Customer Care Review and ImprovementsThe Customer care reviewThere is importance to organizations of continuous review of their customer care policies.Good customer review help company to improve customer service .Company can be more mature and win more prof

43、it .HSN access to accurate customer information and need to compare the real need of customers and products, which was found the gap of between, and company to take measures to cater to taste of apology the mistakes and the shortage to customers. Company will keep the touch with customers. It is com

44、fort rather than product that the customer is interested in. Whenmaking a buying decision, the customer is focusing on convenience and comfort coming with retention is about how to understand and satisfy personalized needs. For this purpose a work environment facilitating innovations should be maintained corporate-wide. Employee loyalty will in turn bring about customer loyalty requ