Profitgrowthimprovingcustomerservice

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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北京外国语大学网络教育学院学士学位论文诚信

2、声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名：肖军 日期： 2011 年 5 月 28 日摘要摘要：TH货代公司是一家一级国际货运代理有限公司。公司自成立以来，通过公司上下不断发展创新，逐步形成了自己的优势.利润随着公司的飞速发展日益提高，但同时很多问题也逐渐显露出来，越来越多的客户反映我们的运价偏高，服务不够全面等不能满足他们的需求，导致了越来越多客户

3、流失，公司营业额下降的现象.本文针对目前货代企业客户流失现象严重这一问题，结合TH货代公司的实际运营状况，对于货代企业突出的客户流失营业额下降问题做了深入的研究。论文评价了TH公司的竞争能力，指出了存在的客户流失问题并提出了解决措施。从客户服务与实践的原理来看，好的客户服务取决于优势的运价成本和完美的员工沟通能力，本文希望通过提高公司的价格优势和客户服务质量（培训等）来提高客户的满意度从而减少客户流失，也就是说如果我们采取一系列合理的措施，服务质量就会明显改善，当然也就会满足客户的需求提升客户的忠诚度，从而解决客户流失，营业额下降这一亟待解决的问题。本论文的研究方法主要采用了现状分析法、问卷调

4、查法、SWOT方法等来确定问题所在。研究过程中进行了问题识别，问题分析，项目规划，目标设定，假设，推理，监测，评估。关键词： 客户流失；客户忠实度；有效沟通；客户服务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: I

57、mprove 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 communications

58、kills.Send the staff to the training class Stage3: Improve rate advantageSign a cooperation agreement with shipping companies (CSAV, SIC) Stage 4:Report to the managerLeave a questionnaire to get the opinionsImprove customer service 5.1.2. A critical path analysis of these activitiesIn our company,

59、everyone has his own role. So if we want to implement the project, we must do it step by step. We first start the project by identifying the customers needs and wants. If we have got the opinions of the customers, my colleagues and I should analyze them and report them to the manager. This is the im

60、portant step for the project to be carried out. We must try our best by using all the data to persuade our manager to agree to our project plan. Once the plan is accepted, the manager (David) and the HR manager (John) will discuss the relevant things, such as the training mode and plans，The companys

61、 management system etc. The finance manager will help the manager to prepare the payment of Training fee and other expenses. After these are all decided on, salesmen and operators are sent and trained in the training class inordertoincreasetheirresponsibility and communicationskills. At the same tim

62、e, the manager(David) visit some shipping companies and sign a cooperation agreement with shipping companies (CSAV, SIC) which mainly do south Americanlinesin order to improve the advantage of shipping prices. When all of the above have been done, our sales and operators call on and visit customers

63、and provide better prices and more perfect service. Then we collect the new opinion of our customers and report it to the manager. Flow chart for a critical path analysis of the activities Identify the customers needs and wants Report to the manager and get the approvalAnalyze the messages Send the staff to the training classIncreasetheirresponsibility and communicationskills.Call on and visit cust