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浅谈提升企业售后服务的重要性外文翻译

Importance of Promoting the After-sale Service of Enterprises

maquanchun

ABSTRACT:With the rapid growth of the national economy, large durable consumer goods have changed from "special products" to

common consumer goods, causing the after-sale service to be an issues concerning people's livelihood. At the same time, with the rise of con-

sumers' sense of self-protection and the change of consuming concepts, the competition between enterprises has changed from that of produc-

tion technology and product quality to that of after-sale service, which determines the development of enterprises.

KEYWORDS: after-sale service;promotion;consumer

1 Enterprise after-sales service status analysis

1.1 After-sales service concept dislocation

At present, consumers in to buy goods, often have enterprise after-sales service are put in position as one of the important indices affecting the purchase. Therefore, some enterprise blind increase after-sales service costs, in

the meanwhile, enhanced after-sales service but virtually ignored the product quality. Little imagine, enterprise in to offer consumers the high quality post-sale services at the same time, product quality problem also cannot be ignored. If the enterprise produces the product doesn't pass, even to offer consumers the most superior after-sale service, also won't get the recognition of consumers.

1.2 After-sales service formalism

Undeniable, most businesses are establishing a

relatively complete after-sale service system, but the pattern is fixed, the formalism, mostly reach and consumer heart-to-heart communication and exchange, some enterprise publicity up warm winds but person, do it but sweltering, lack of sincere considerate service.

1.3 After-sales service personnel overall quality is not high, professional technical level is low

At present, the post-sale service work in the personnel great majority is just entering a society of teenagers, the overall service quality is poorer, lack of service

consciousness, and most no weathered system professional knowledge learning, its ability and experience are insufficient, in addition, it is difficult to personnel mobility is bigger, long dedicated an industry, leading to their professional technology and service level is not improved, this problem is also a consumer most concern, relates directly to consumers' interests. Especially in electrical appliances and car repair industry the most appear, serious harm the interests of consumers.

1.4 Some enterprises lack of credibility

Facing the increasingly fierce market competition, most businesses are in after-sales service on the big fuss about and some enterprise when the sale commitment

"all-encompassing", when problems occur but not do.we promised, some promise simply unrealistic, such as "years warranty, lifelong maintains, free lifetime", etc. The

pre-sale commitment, after-sales discreditable phenomenon, has become a killer diseases, some enterprises that enterprise image big discounts.

2 The necessity of promoting enterprise after-sales service

2.1Promoting enterprise after-sales service is to protect the rights and interests of consumers need

To service the ZhangRuiMin for haier group President said in reference to enterprise development enterprise participates in the market competition should not only rely on brand-name products, depends on brand service. After-sales service for the product can not only provide value-added additional services, and provide safeguard for commodities. Provide consumers with economic and practical, safe and reliable quality product is the enterprise survival and development the prerequisite. Although science and technology development make product quality more and more high, but do currently there is no foolproof wsri. Because the customer use undeserved wait reason, still have all sorts of problems, more and more enterprises, including the most outstanding enterprise cannot guarantee never make mistakes and customer complaints. Therefore, effectively dealing with customers, complaints, timely remedial error after-sales services such as measures to protect the rights and interests of consumers, becomes the most effective way. According to the survey, if the complaint didn't get enterprise attention, 2/3 of the consumers will turn this enterprise competition place to happen purchase behavior; If the complaint finally gets resolved, about 70 percent of consumers will continue to visit this enterprise; If the complaint have been properly and timely solve, continued patronage consumer ratio will rise to 95 percent. Can say, after-sales service is to protect the rights and interests of consumers, is last-ditch solution enterprise important mistakes or customer complaints remedial strategies.

2.2 Promoting enterprise after-sales service is to promote the construction of harmonious society needs

President hu jintao in the report of the 17th congress puts forward, "the development of modern service industry, improve the service sector and level". Because service weight and level, directly affects thousands, and influence social each corner, after-sales service has from the social

attention in the hot topic, promoted to concern the people's livelihood. As for an enterprise that, the service quality stand or fall directly affect the enterprise in the consumers' mind position, affect the healthy development for the company and social harmony. Therefore, each enterprises to continuously improve the service level, solidly complete after-sale services, gradually reduce disputes and complaints and avoid unnecessary accidents, and for comprehensively promote harmonious society contribution strength.

2.3 Promoting enterprise service is science and technology development and the need of economic globalization

Along with the rapid development of science and technology, high-tech product growing, some consumers always be on how to use and maintain these high-tech products and confused, therefore, the enterprise after-sales service in different social environment to improve and develop, the only way to adapt to the needs of the development of the technology. Also, along with the technological development, the trend of global economic integration to mature, the domestic market, foreign enterprise show internationalization carry powerful

technology, capital and talent strength into the domestic market, with the domestic enterprise competition, great impact to the development of domestic enterprises. In the 17th party congress report by general secretary hu jintao, "we must scientific analysis of the overall participation in the economic globalization in new opportunities and new challenges." Therefore, foreign enterprises and domestic enterprises, domestic firms compete on it is a "double-edged sword" --, advantages and disadvantages coexist. In the face of the fierce market competition, domestic enterprises should scientific analysis, become passive to active, hold foreign enterprise in after-sales service the disadvantage, rapidly improve the service quality and strive to through the high quality post-sale service for more customers, won the market initiative.

2.4 Promoting enterprise after-sales service is to promote promote enterprise brand image needs

Enterprise is the subject of wealth creation, in the modern society, the enterprise to long-term earnings, will win permanent customer, improve customer satisfaction. Only in this way can we constantly enhance the enterprise's brand

image. At present, the domestic enterprises lack is a serious and responsible attitude and responsibility of the idea, first only to have this attitude and idea, i. e. enthusiasm will sincerely for consumers. Therefore, the enterprise will continue to perfect service system as a breakthrough, make great efforts to improve the service quality and service by differentiation increase product value, make enterprise brand image upbeat.

3 Promoting enterprise after-sales service measures

3.1 Establish the service for this and responsibility of the enterprise idea first

An enterprise are able to long-term gives a person extraordinary behavior identification, enterprise members can have different mental outlook, the key is the enterprise have distinctive enterprise concept. Such as haier's "sincere forever", supporting the haier extraordinary service quality; Wal-mart's "never let customers buy the cheapest goods" concept, determines its implementation in the global scope the lowest commodity purchasing strategy. In today's society of human-oriented, each company has its

own enterprise concept, but its first have should be the service for this and responsibility of the enterprise concept. First The service for this, can make between enterprises and consumers produce sincere close service; Responsibility first, can make the enterprise provides consumers with high quality products.

3.2 Innovation service content

In the enterprise marketing process, most businesses are aware that if consumers first consumption is accidental, so good after-sales service is facilitating the important inducement second consumption. Therefore, the enterprise should be based on the consumer demand change constantly innovate to after-sales service content, in order to satisfy the needs of the customer, keep after-sales service competitive advantage. Especially in high-tech products, enterprise should not be limited to after-sales service, but should offer consumers more application support services, for instance, change after-sales service for the pre-sale training, etc, will use error nipped in the bud. To ensure that the quality of the passive service circumstance, still

should increase the strength of active service, to eliminate the blind spots and service links disjointed.

3.3 P roviding personalized service

With the improvement of living standards, the consumer market continues to mature, customer's demand higher level, consumers to accept the concept of service become increasingly strong, personalized highlights, pay special attention to has the personalized and human service, plus service will more homogeneous. Therefore, only truly is a center with the user to customers as god of the customer with the perspective-taking think what of the customer, the anxious that nasty, efforts to provide customers with the fast and complete post-sale service, with competitive after-sales service to satisfy the needs of our customers, ability won a customer satisfaction.

3.4 Form professional service company

According to the survey, consumers will buy products during the warranty period in enterprise designated after-sales

service outlets accept enterprises to provide free services, and after the warranty, most consumers will generally choose the nearest credibility better after-sale service, no longer get bogged down in the enterprise assigned after-sales service network. In order to meet consumers' consumption psychology, but also for the convenience of consumers, of all kinds enterprise should resume the integration of resources and focus on fostering some strong, worth consumers trustworthy professional after-sale service company. The professional after-sale services company can unite logo, unified price, unified parts, make consumers get service more rational, and more transparent.

3.5 To strengthen the construction and after-sales service team training

The life of the enterprise, the enterprise is the largest human asset is talent. In science and technology, economic rapid development today, importance of talent particularly outstanding. According to the American economists schultz talent theory, human investment profits growth far above material investment profits growth, according to estimation,

human increasing investment, profits will increase 3.5 times 1.75 times. An enterprise how to use good man, is small, in after-sales service to keep our people in enterprise is especially important. The domestic enterprise after-sales service is already had some development, but their

after-sales service team construction and training still lags behind, the enterprise service team general lack of service spirit, especially large enterprise after-sales service network terminal, the use of external personnel and temporary staff for emergency type after-sales service, the serious influence enterprise brand image. Therefore, the enterprises should actively carry out various training, improving the service's professional knowledge and technology level, active service attitude and serious dedication service spirit, make its work in to provide customers with more and more good quality service, wins the customer satisfaction.

4 the closing

To sum up, in modern marketing environment conditions, no service is no marketing, after-sale service, as an

indispensable marketing, the intermediate links in marketing, plays a vital role. Facing the international and domestic fierce market competition, the enterprises must constantly improve the service quality and enrich after-sales service contents, perfect the after-sale service procedure, quality services to achieve market competitive advantage, make the consumer process to enjoy high quality service.