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Luận văn tốt nghiệp, đề tài : Dịch vụ chăm sóc khách hàng của Panasonic
University of Finance and Marketing Internship Report CHAPTER 1: INTRODUCTION Vietnam has always been seen as a huge potential for Panasonic to contribute to the enhancement of human life. Panasonic Vietnam Co., Ltd (PV) established in 2005 as a holding company focuses on Panasonic’s advanced technology and innovation that brings about a comfortable life to mankind and the environment. In reality, Panasonic prioritizes customer satisfaction to enhance the reputation and the market share in Vietnam. Implementing the report “Customer Service at Panasonic Service Center”, I know more details about the process of customer cares at Panasonic. Moreover, I find out some shortcomings in the Customer care management so that give recommendations for this problem. The internship is a good chance for me as well as for all senior students to put our knowledge into practice. Through the internship, we can learn many new things, challenge ourselves and adapt to the new environment. The following is a list of goals I planned to achieve during our graduation internship at Panasonic Service Center: − Getting familiar with the new working environment. − Improving the communication skill and coping with situations in the company environment. − Practicing our knowledge and gaining experiences in working. 1 University of Finance and Marketing Internship Report CHAPTER 2: COMPANY BACKGROUND 2.1 Corporate profile (Source from the website http://panasonic.com.vn) Panasonic Corporation, based in Osaka, Japan is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. In Vietnam, Panasonic has a long standing presence beginning from its first factory – Panasonic AVC Network Vietnam (PAVCV) Ho Chi Minh City in 1996. Over the years, Panasonic's operation has rapidly expanded across Vietnam with a total of 6 companies, employing a total workforce of about 8,200. In 2005, Panasonic Vietnam Co., Ltd assumed the role of a holding company. Outline of Panasonic Vietnam Co., Ltd - Holding Company Registered Name Panasonic Vietnam Co., Ltd Registered Address Plot J1-J2,Thang Long Industrial Park, Dong Anh, Ha Noi, Viet Nam Tel: +84 4 3 9 550 111 Fax: +84 4 3 9 550 144 Managing Director Shinichi Wakita Date of Establishment Panasonic Vietnam Co., Ltd (PV) was established on July 2005. Total Invested Capital $221 million Principal Activity Holding company's functions: • Holding the shares of Panasonic Group companies in Vietnam; • Providing integrated marketing, sales & after-sales services for Panasonic products; • Supporting financial and administrative activities to its 2 University of Finance and Marketing Internship Report subsidiaries and affiliates; • Liaising with governmental and regulatory authorities in Vietnam and overseas on behalf of its subsidiaries in Vietnam. 2.2 Organization Structure (Source from human resource department) 2.2.1 Organization Chart of Panasonic Vietnam Group 2.2.2 Organization chart of Panasonic Sales Vietnam (PSV) 3 University of Finance and Marketing Internship Report 2.2.2.1 Function of Service Department - Service Part team: responsible for finding vendor, supplier, setting price of spare parts, supplying parts to ASC (Authorized Service Center), controlling the import and export of spare parts as well as the cost. - Planning team: responsible for administration jobs such as payment voucher, stationery, issuing Bulletin to ASC, etc, and planning for next service campaigns. 4 University of Finance and Marketing Internship Report - Customer Care team: receiving and managing the data of customer information, supporting customers by phone, supporting relevant teams. - Market Support team: responsible for supporting ASC network, informing company policy to ASC, instructing customer technical of products, collecting the market information and getting feedback to the factory. - HCMC Service Center team: including Service parts team and Market support team with the function as above. 5 University of Finance and Marketing Internship Report CHAPTER 3: LITERATURE REVIEW 3.1 Basic concept, classification and the role of customer: (Source from: www.wikipedia.org) 3.1 .1 Basic concept of customer: A customer (sometimes known as a client, buyer, or purchaser) is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services. 3.1.2 Classification of customer: Customers are generally categorized into two types: - An intermediate customer or trade customer who is a dealer that purchases goods for re-sale. - An ultimate customer who does not in turn re-sell the things bought but either passes them to the consumer or actually is the consumer 3.1.3 The role of customer - Customers are the most important people for every organization. They are the resource upon which the success of the business depends. - Customers help to provide revenue and certainty for the business. - The organization is dependent on customers. If a company does not develop customer loyalty and satisfaction, he or she could lose customers. - Without customers, the organization would not exist. 6 University of Finance and Marketing Internship Report - The purpose of organization is to fulfill the needs of customers. - Customers make it possible to achieve business aims. 3.2 Mission, basic concept and the role of Customer Service: (Source from: human resource department) 3.2.1 Mission of Customer Service - Satisfy customers and gain high level of their confidence - Contribute to the company’s development through high quality and dramatic customer service activities. 3.2.2 Basic concept of Customer Service Customer service refers to the activities carried on both inside and outside the company, which reflect customer needs. It acts as bridge between the customer and the company where customers are buying. - Before-sales service (Product Service): Product planning and sales which reflect customer needs. (Planning of products that are safe, easy to fix and good quality, component standardization, quality checking, retention period of spare parts and warranty systems, etc) - In-sales service: Complete demonstration of the product at the time of selling and installation. (Activities to enhance customers’ knowledge of feature of products, the correct use and maintenance of products, method to install products in a manner that allows them to operate and perform well and steadily, etc.) 7 University of Finance and Marketing Internship Report - After-sales service: Use of product over extended periods by customer after selling. (Activities such as inspection and maintenance and product repair service. Genuine responses to customer complaints, etc.) 3.2.3 The role of Customer service Customer service refers to all aspects of interaction with a customer and speaks of the organization’s image in the mind of a customer. On the other hand, a customer is an organization’s most valuable advertising tool. He or she will offer the company an advertising tool that is beyond words — word of mouth advertising. This will only happen if customers are happy and satisfied. In addition to advertising an organization, the chances of getting repeat business from a happy and satisfied customer increases. The valuable customer feedback will give company insights into the way customers perceive the business and what impression the customers have about the service. The feedback will provide unique insights that will prove helpful towards changing the customer service and working towards customer satisfaction. Without great customer service, a business will not be able to survive or sustain. Keeping customers happy should be the foremost principle of the business after a solid product and marketing plan. Therefore, building a good relationship with customers is the basis of future growth of a business. 8 University of Finance and Marketing Internship Report CHAPTER 4: ANALYSIS 4.1 Panasonic customer care processes (After-sale service) 4.1.1 Methods of warranty registration: 4.1.1.1Online registration Customers access the website www.panasonic.com.vn then click to the button “Warranty online”. It will appear a new page, customers need to give necessary information such as email, full name, address, phone, model and serial number of product, what problem with it, etc. By this way, it is very convenient for customers as well as service center because customers can save time and service center can control customer data more easily. After receiving information, customer care team assigns jobs to ASC (Authorized Service Center) through ASC Portal (a system to control and manage ASC jobs). Then ASC directly contact to customers for timer and work. 4.1.1.2 Registration via call center operator Customers contact to the call center operator by the toll free 1800 1593 which has in each warranty card. Then they also give necessary information to operator. He or she assigns jobs to ASC through ASC Portal system. By this way, service team can control more closely the actual status of jobs, the time finished or the quality of services. More over, if customers have any questions about the technical of products, promotions, sale agents of Panasonic, warranty conditions, etc, they also can call this toll free for supported. 4.1.2 Procedure of maintenance and repair 4.1.2.1At Service Center: 9 University of Finance and Marketing Internship Report Customers directly bring product to Center. 10 . role of Customer service Customer service refers to all aspects of interaction with a customer and speaks of the organization’s image in the mind of a customer. On the other hand, a customer. environment. In reality, Panasonic prioritizes customer satisfaction to enhance the reputation and the market share in Vietnam. Implementing the report Customer Service at Panasonic Service Center”,. very convenient for customers as well as service center because customers can save time and service center can control customer data more easily. After receiving information, customer care team