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TCETrainingTCE导入培训SilvanaTorikCMITCE&QJune20081.WhydoTCE?2.WhatisTCE?3.HowtodoTCE?4.Whatisrequirementofthecustomer？5.TCEprojectoperation6.HowtoachieveHaierTCEvalue？7.HaierTCEValuestandards？Contents目录为什么做全程客户体验?什么是全程客户体验?如何实施全程客户体验？客户需求是什么？TCE项目运营如何实现TCE价值？TCE价值主张是什么？PathstoChangePathstoChange改善路径改善路径Awareness认知Understanding理解Conformance一致FullCommitment–Hearts&Mind总体评价-情感上的&理智上的IntellectualCommitment理智层面的承诺Badconformance很不一致Disrupt决裂Dosomethingelse做其它的Avoid避免Cancelordelay取消或延误Idon’tUnderstand我不明白Awareness感知Change/SomethingNew改变/新的事物Understanding理解？IUnderstand我理解Iwilldoit我会做Institutionalization制度化Negativeconformance不一致VictimizedAcceptance有所牺牲的接受Operationalize实施Time时间Source:VariousIndustry-LeadingExperts1一、一、WhydoTCE?WhydoTCE?Commodity商品Product产品Services服务Experience体验Customersatisfaction&loyalty与对手差异，顾客的满意和忠诚QualityTCE+QValue$价值Competition竞争＝﹢Source:ExperienceEconomycommoditzationcustomization商品化客户化2二、二、WhatisTCE?WhatisTCE?Customer’simpressionandexperiencewithproducts,services,andemployeesateachtouchpointinthelifecycle顾客在生命周期各个接触点对产品、服务、员工的印象和体验Aware知道Choose选择Purchase购买Install安装Learn学习Use使用Support支持Dispose/Upgrade淘汰或升级TCECustomerlifecycle---客户生命周期HaierHPAccesstoinformation信息获取Salesatthescene销售现场Deliveryprocess交货过程Install&test安装调试Use使用体验Cost-performance性价比Servicesupport服务支持3ServiceProfitChain服务利润链BInternalServiceQuality内部待遇EmployeeSatisfaction员工满意EmployeeProductivity员工生产力EmployeeRetention员工保有率ExternalServiceValue外部服务价值CustomerSatisfaction顾客满意Profitability利润增长RevenueGrowth收入增加CustomerLoyalty顾客忠诚TotalCustomerExperience二、二、WhatisTCE?WhatisTCE?4TCE&QleadershipteamworkingwithBU’S,PL’S,andFU’S---BU/PL与FU的TCE共同协作三、三、HowtodoHowtodoTCETCE??HaierWGGRFACWM…DPGTVPCMobilePhoneCSGCommercialAirConditionerCabinets…CMIGOCSTCRMTCE&QCUSTOMERSERVICEBUFUsalesmarketingTCE&QProductdesignSupplychainperPL…TCE……TCE…TCE…5TCEmeasurementarchitectureandmanagement--TCE测量体系和管理CustomerExperience顾客体验LifecycleMeasurements生命周期测量Customerandoperationalmetricsateachstageoflifecycle在客户和操作的每个生命周期阶段Employeeengagement员工接触INTERNAL内部EXTERNAL外部•Measureglobally,regionally,locally测量全球，区域，当地•ByProductCategoryandLifecyclestage按产品类别和生命周期阶段•Customerrelationshipmeasurements顾客关系测量(渠道、再购、推荐、关联等）•Competitivecomparison竞争力比较•Measurein-deptheachlifecyclestage在每个生命周期阶段深入测量•IdentifyTCEdrivers确定TCE驱动力•Measureperformanceateachlifecyclestage在每个生命周期阶段测量绩效•Byoperation操作过程测量•Throughcustomervoicedatasources倾听客户原始声音•Alignandanalyzeemployeesatisfactionsurveys启动并分析员工满意度调查三、三、HowtodoTCE?HowtodoTCE?6HaierTCEmodel海尔TCE模型三、三、HowtodoTCE?HowtodoTCE?客户层面组织层面流程层面Awareproduct/service感知的产品/服务质量CLI客户忠诚度CSI客户满意度Market/Compete市场/竞争Brand品牌形象Profit企业利润repurchace再购recommend推荐related关联购买财务层面AccesstoIInformation信息获取AccesstoIInformation信息获取Salesatthescene销售现场Salesatthescene销售现场Deliveryprocess交货过程Deliveryprocess交货过程Install&test安装调试Install&test安装调试Use使用Use使用Cost-performance性价比Cost-performance性价比Servicesupport服务支持Servicesupport服务支持CMICSTGOBU/PLHRLEGPSI7preliminary&quartersatisfictionresults---季度满意度调研结果（08Q1）（各PL的具体数据将在各自的报告中具体给出）Link,环节PL,产品线Externalmeasurement外部测评0102030405060708090TopLoadWasherRefrigeratorWaterHeaterTelevisionFreezerDomesticAirConditioneGasfiredcombinationboilerCommercialAirConditionerRangeHoodDesktopComputertLoadWasherCabinetsNotebookMobilePhoneserviceDeliveryprocesProductAAccesstoinformationSalesatthesceneusecostality&reliability使用成本质量可靠性信息获取销售现场交货过程外观服务冰箱冷柜家用空调波轮滚筒热水器燃气灶吸油烟机彩电台式机笔记本手机商用空调橱柜-在专家指导下,目前已经开展季度满意度调研,通过测量PL在各环节的满意度表现,找到切入点,进行改进提高!Undertheguidanceofexperts,wehasbeencarriedoutquarterlysatisfactionsurvey,bymeasurePL'ssatisfactionofallsectors,findthestartingpointandtoimprove.三、三、HowtodoTCE?HowtodoTCE?860708090100Informationcoverageandacquisition信息覆盖面及获取Point-of-purchaseexperience销售现场Costperformance性价比Processofdelivery交货Design外观Qualityreliability质量可靠性Convenience使用方便性Use-cost使用成本Timelinessofdoor-to-doorservice上门及时性Technicalskills服务技能Qualityoftechnicians人员素质Maintenancepolicy服务政策Overallsatisfaction60708090100Purchasingexperience购买体验Productexperience产品使用体验After-salesserviceexperience售后服务体验Overallsatisfaction总满意度Figure:indicatorsofsatisfaction冰箱各指标满意度Externalmeasurement外部测评—refrigeratorasanexampletocompareallaspectsofcustomersatisfactionperformance,andcontinuedtoimprove以冰箱为例分析各环节客户满意度表现对比，并持续提升三、三、HowtodoTCE?HowtodoTCE?9purchasingexperience购买体验overallSatisfaction总体满意度loyalty忠诚度Recommendation推荐relevantpurchase关联购买Repurchase再购after-salesserviceExperience售后服务体验informationacquisition售前咨询与信息获得Point-of-purchaseexperience现场销售表现Costperformance产品性价比Processofdelivery(installation)交货过程（安装服务）Design产品外观设计Qualityreliability产品质量可靠性Convenience产品使用方便性Use-cost产品使用成本Timelinessofdoor-to-doorservice维修上门及时性Maintenancepolicy维修政策Technicalskills维修人员服务技能Qualityoftechnicians维修人员素质0.160.200.170.470.050.540.200.210.030.400.230.340.240.280.480.700.380.270.35¾Threelinkswhichcontainthestrongestdrivingforceare:highsatisfactionondeliveryofproductsandskillsoftechnicians,lowsatisfactiononquality驱动力最高的3个环节：交货过程和维修人员服务技能满意度较高；质量可靠性满意度较低；useexperience产品使用体验¾Examplesonconnotationofdrivingforce:1%increaseinproductqualit