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1、A project designed to improve the proficiency of staffs Business English dealing with customer service论文摘要欧拓电子有限公司是一家世界级以生产监测系统、软件、传感器、平衡装置、油类分析仪、便携式仪器、仪表测试和校正仪等为主的公司，其产品功能是用来保护机械和热力学工业设备的安全运行。公司在43个国家的工业区设立办公室,拥有许多国外客户，客户主要经营为电力业、化工及一些其它行业。随着客户的增加和业务的发展，客户投诉也越来越多，近期投诉的热点是多家客户认为我们公司未能提供有效、流畅的客服服务，这制
2、约了公司业务的进一步发展，导致公司部分客源流失及营业额的下降。我公司客户服务部门集中精力针对这个问题进行分析和研究，发现主要在于客服人员的商务英语水平不够熟练,对商务英语的专业知识掌握不够，以致不能与客户很好地沟通，从而导致客户投诉不能及时处理及找到合理的解决方案。我作为一名客服经理，在最短的时间内有效提高客服人员的商务英语水平迫在眉睫。我们计划建立一个培训系统，即可在短期内提高客服人员的商务英语水平，又能长期实行下去，从而实现我们的目标，即提高我们的服务质量。我们利用十周的时间从2007年4月20日到6月30日完成了这一项目的初步分析、调查、计划和实施。本论文前期通过对客服人员面对面交谈调查
3、、对客户的问卷调查、SWOT分析等调研方法确定了培训计划的目标方向。在中期的计划执行过程中，通过采取项目进度流程表等检查与评估形式确保培训课程内容得到了充分执行。经过前期周密的调查分析及制定切实可行的培训计划，以及中后期的严格执行与分析评估，培训系统得以顺利完成并取得了预期的效果。客服培训系统在及时性、信息的长期有效性、沟通的交互性方面具有独特的优势，通过所学到的知识能解决客服中遇见的问题，在一定程度上提高了客户的满意度，同时也使公司的业务量得到了相应的增加。通过此次培训计划的实施，我们同时意识到，此培训系统尚不完善，该培训系统并不能解决所有的问题。在科技高度发达及客户日趋增多的今天，要使公司
4、的发展常胜不衰，切实有效完善培训来提高客户服务质量将是一个极富竞争力的法宝。Abstract Overtop limited, is a world leader in the design and manufacture of intuitive interface technologies and products. The Company designs, manufactures and distributes products and systems with an objective to make peoples lives safer, more productive and
5、comfortable.This paper presents a detailed report of a project implemented to solve the problem of the improficiency of the Business English of our staff. It is hypothesized that if the training system is established and the training is carried out timely to our staff, then customers needs and wants
6、 will be better satisfied and our company will become more competitive. Scientific research methods of customer survey, such as questionnaires and SWOT analysis were used in the identification, analysis of problems and project evaluation. Activity Flow Chart with Time Scale and Project Progressive C
7、hecklist were used to monitor the project implementation. As a Sales service manager, I am in charge of the implementation of this project. We take ten weeks to complete this project from 20 April to 30 June 2007. After the implementation of this project, staffs abilities of using Business English a
8、re significantly improved. The goal was achieved through the team efforts of all the project members. After the implementation of this project, staffs abilities of using Business English are significantly improved. The great majority of customers are now satisfied with all kinds of communication wit
9、h Overtop .The project hypothesis has proved to be reasonable and applicable. Table of ContentsPages1. Introduction 72 Summary of the Preliminary research8 2.1. Problem 8 2.2. Problem analysis8 2.2.1 Problem description8 2.2.2 Questionnaire survey8 2.2.3 SWOT analysis9 2.3 project objective10 2.4 pr
10、oject hypothesis103. Project Rationale104. Project Design104.1. Planning activities104.1.1 Activities with time-scale104.1.2 People involved and responsibilities124.2. Costing134.3. Risks analysis135.Project Implementation145.1. General introduction of time, place of project implementation 145.2. Th
11、e working steps of implementation145.3.Monitoring156.Project Findings and Discussion166.1.Results166.2.Discussion167. Conclusion16Bibliography18Appendix1: The Project Progressive Checklist19Appendix 2: Questionnaire20A project designed to improve the proficiency of staffs Business English dealing wi
12、th customer service1. IntroductionOvertop Limited, founded in 1974, is a global technology and manufacturing company that provides innovative automation and control solutions to our customers in the industrial, commercial and consumer markets. Our businesss been going smoothly. But recently we recei
13、ved more and more complaints from some clients about our staffs improficiency of Business English application which resulted in business delay and even the worse, losing the deal. In order to keep up with or outpace competition in such a changeable global market, it is quite necessary to improve our
14、 staffs Business English proficiency as soon as possible. Otherwise it would be faced with shrinking numbers of customers. Being in charge of the Sales Service Department, I have looked into the situation and propose a solution to this problem. A short-term Business English training should be launch
15、ed immediately with an aim to educate enough staffs to carry out particular responsibilities.After having made a simple survey among the staffs, I found their abilities of using Business English were divided into several levels. Then I made a detailed discussion with the charge of Human Resource Dep
16、artment. We got an agreed training plan composed of four steps: Firstly, we take a basic test to determine whether an individual has sufficient English proficiency. Secondly, according to the result of the test, we sort the staffs into three types: bad, normal and good. Thirdly, we start the trainin
17、g. We put the staffs into different groups in terms of their types and their positions. Finally, after six to eight weeks, we complete the training. Well check if we have achieved our goal by collecting responses from our customers and staffs.This project was scheduled to be implemented between 20 A
18、pril to 30 June 2007. The projects goal is to solve the problem of the improficiency of the Business English of our staff. In the whole process of this project, I adopted those helpful techniques and methods which John Hilton introduced in his book “Practical Business Project and Proposal (2003)” .S
19、cientific research methods of customer survey, such as questionnaires and SWOT analysis were used in the identification, analysis of problems and project evaluation. Project Framework, Activity Flow Chart with Time Scale and Project Progressive Checklist were used to monitor the project implementati
20、on.2. Summary of the preliminary research2.1ProblemThe problem I am facing is that the staffs Business English is not good enough to deal with customer service.2.2Problem analysis2.2.1 Problem descriptionOvertop Ltd was established in Shenzhen 33 years ago. It is located in Nanshan District with ove
21、r 1000 employees. Because our company hasnt a long history, its way of running business is not so perfect. And staffs are not all well-trained. Such a problem of staffs qualities is inevitable. It broke out recently for the foreign trade of our company increased rapidly this year.Our company provide
22、s innovative automation and control solutions to our customers in the industrial, commercial, and consumer market. There are quite a few strong competitors just in the same District. Therefore, the scramble for customers is definitely cruel. We are under the huge pressure. We must try our best to sa
23、tisfy our customers needs and desire so as to win the valuable customer resources.2.2.2 Questionnaire surveyIn order to get the appropriate information from our customers, we used a questionnaire survey including the following questions:l Did you make any complaints about our company recently?l Are
24、you satisfied with our staffs abilities of using Business English?l What kinds of aspects are needed to be promoted urgently?l Please give your opinions how a person can learn Business English well.The answers are of great help for our training course.l Sometimes our staffs cant use Business English
25、 correctly. They seem not to be able to get the appropriate meanings of some abbreviations in common use.l Misunderstandings, business delay, leaving the business unfinished.l Writing a letter in standard Business English, knowing more about Business English to understand the trade contract totally
26、and properly.l Business English requires skilled and experienced trainers often with business expertise. At the same time it certainly requires diligent students. Dont forget practice makes perfect.2.2.3 SWOT analysisIn order to identify areas that may need to be changed or areas which can be develo
27、ped in this project, we made a SWOT analysis as follows:Strengths:1. We have enough human resources. We can select qualified people within our company as trainers.2. We have plenty of funds to support this project.3. Most of our staffs are self-motivated and hardworking.4. Everybody in our company f
28、eels the same it is very essential to put the training plan into practice.Weaknesses:1. There arent enough rooms in our company for staffs to study in.2. Most of our staffs are recruited this year. They have too few experiences.Opportunities:1. Theres a large language-training center near our compan
29、y. They have enough classrooms for rent. They can offer enough paper and media resources for learning.2. One of our customers recommended two specialists of Business English to help us. They will arrive within two weeks.Threats:1. The training will last about tow months. It may have some negative im
30、pact on company daily performance.2. Our competitors may possibly get the training information of our company and make use of this period of time to do something bad to us.2.3 Project ObjectiveThe objective of the project is to improve our staffs Business English proficiency in a short time in order
31、 to meet the customers needs and our companys requirements. Its purpose is mainly to enable every staff involved in the business using Business English freely with an eye to keep up with competition on in global market. It helps keep good relations with our customers and develop further.2.4Project H
32、ypothesisIt is hypothesized that the complaints from customer can be reduced by constantly customer service training.3.Project RationaleThis project is related to customer service. Ive found some useful rationales for my project from the books such as “World Class English for Business Book 1” and “W
33、orld Class English for Business Book 2”.l Complaints can actually be a good thing for a company that takes customer service seriously.l A good customer service policy depends on knowing what customers want and how they feel about the service we offer.l We may communicate in order to cooperate with o
34、thers or in order to persuade them. Successful communication is essential for our survival.4.Project Design4.1.Planning activities4.1.1 Activities with time-scaleThe project is divided into four steps:Step1. Initiating processes. First we do some preparing work. We design a test according the respon
35、se from the customers to determine whether staff has sufficient English proficiency.Step2. Executing processes. We coordinate people and other resources to carry out the plan.Step3. Controlling and monitoring processes. We try out best to ensure that the project objectives are met by monitoring and
36、measuring progress and take corrective action when necessary. Well touch the customer and communicate with staffs to get enough information so as to keep the project on the right way.Step4. Closing progress. We bring the project to an orderly end. Well keep tracking the feedback from both customers
37、and staffs. Well summarize what we do.Flowchart:Step1:Initiating progress and planningDo some preparing work Get approval from the top managementExecuting progressStart and launch the projectMove towards the goalStep2:Step3:Take corrective action when necessaryControlling and monitoring progressMoni
38、toring and measuringStep4:Bring the project to an endMake summing-upClosing progress4.1.2People involved and responsibilitiesWe have a group of five people from different departments to work together to carry out the project.Im the head of the team. I have four people under me. I take care of the wh
39、ole project. I deal with the negotiation and communication with different departments to make sure the project goes smoothly.Luoxiang comes from the Human Resource Department. He is in charge of providing the list of staffs, arranging classroom and contacting the teacher.Tanliang, Yaolong and Lixian
40、g are from my department. They are responsible for the detailed daily things. For example, they offer what the teachers or learners need in time. They collect all sorts of useful information about the project. They report to me directly.4.2CostingThe fixed costs:Fixed costs pay for fixed resources m
41、ostly including the salary of the teachers and the rent of the classrooms. In our project the fixed costs are assumed to be 50,000 Yuan.The variable costs:Variable costs are the cost of variable resources. We spend time and materials in completing the task. If we are efficient we complete the task w
42、ith time to spare and with minimum wasted materials. If we are inefficient we take longer and waste materials. The variable costs are estimated to be no more than 20 percent of the fixed costs. So it should be controlled under the baseline of 10,000 Yuan.Cost breakdown(Currency: RMB)Fixed costsSalar
43、y of the teachers30,000Rents of the classrooms15,000others5,000Variable costs10,000Total cost60,0004.3Risks analysisRisk concerning people:Most of our staffs are newly recruited. They dont have enough experiences.Good teachers are hard to find and the cost may be much higher than we expect.Risk conc
44、erning time:The training will last about eight weeks. It may have some negative impact on our companys daily routine. We could keep the risk marked above in an acceptable low level by taking out proposed protective measures.1. Let the experienced people teach the freshman and urge the staffs to put
45、what theyve learned into practice.2. We can choose qualified people within our company as trainers for backup.3. We have an extra one week to accomplish the project authorized by the CEO if it cant be completed on schedule.5.Project Implementation5.1.General introduction of time, place of projectimp
46、lementationThe project was implemented from April 20th, 2007 to June 30th, 2007. Most of those activities of the project were taken place in our own company and the classrooms we rented from the South Education Center.5.2. The working steps of implementationFirstly, we take a basic test to determine whether an individual has sufficient English proficiency. The first step is always the hardest but the most important. We must get enough information to let the top management recognize th
