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1、Report for Creating a Culture of Customer care Chinese Name: Student ID: Module code: DJ42 34Module leader: Date of submission: Table content1.0Introduction21.1 Introduction of the report21.2 Introduction of the company22.0 Findings in Ping An32.1 Expectation of customer needs32.2 The customer care
2、in Ping An42.2.1 Customer care strategy42.2.2 Customer feedback53.0 Comparison64.0 Conclusion65.0 Recommendations76.0 List of reference sources87.0 Appendices91.0 Introduction1.1 Introduction of the reportThe purpose of this report is to provide a comprehensive insight to evaluate the customer care
3、strategy in Ping An Insurance Company. And the report is expected to research the customer care strategy through many ways. First and foremost, the report will discuss about the internal and external customer in the company and to research the needs of these customers. Then, the report is going to a
4、nalysis the suitability of the standards for customer care in Ping An Insurance Company. Whats more, the report is expected to discuss the effectiveness and the efficiency of the customer care strategy in Ping An Insurance Company. Additionally, the report will make some proposals on ways to ensure
5、continuous improvement of customer care in Ping An Insurance Company.1.2 Introduction of the companyPing An Insurance Company of China, Ltd was established in 1988 in Shekou, Shenzhen. The Group is the first insurance company in China to have a shareholding structure. Today, it has developed into an
6、 integrated financial services conglomerate with three core businesses: insurance, banking, and investment. (PingA)The vision of Ping An is based on the insurance, bank, investment business for its three pillars to seek the long-term, stable and healthy development of the enterprise and to create su
7、stainable growth value for its stakeholders, and then become the international leading comprehensive financial service group. Ping An Insurance Company is one of the largest insurance companies in China.2.0 Findings in Ping An2.1 Expectation of customer needsCustomer expectation means that the custo
8、mer wants the enterprise to provide the product or service can meet the level of their need, and if the product or service reach this expectation, the customer would be satisfied; but if not, the customer would not be satisfied. According to the customer needs, generally speaking, the needs may be m
9、uch the same but the setting may be different and the vital area for both types of customers is communication.There are two kinds of customers, internal customer and external customer.External customers are those who have no connection to the organization and to a large extent fit the above definiti
10、on (SQA, 2006). And it concludes that buying customers, long-term customers, potential customers, trade customers and so on. For example, in the family, the old people, the parents, the kids are external customer in Ping An Insurance Company. In the school, the students, the teachers, the variable s
11、taffs in school are the external customer in Ping An. Thereby, everyone may become the external customer in Ping An.Internal customer means that an employee who receives goods or services produced elsewhere in an organization as inputs to his or her work.(B)Any employees in enterprise are internal c
12、ustomers. Each internal employees or the group of employees are constitutes the part of the supply cycle for the external customer. Such as, people who receive services, suppliers, other departments, staff, managers and so on. In Ping An, the managers, the variable staffs are the internal customer.2
13、.2 The customer care in Ping An2.2.1 Customer care strategyCustomer care is the provision of service to customer before, during and after a purchase (Turban, Efraim, 2002). The organization provides customer care may vary by product or service. And then, the customer care plays an important role in
14、an organizations ability to generate income and revenue.About external customer, the organization would provide the right product with the right price and at the right time. Besides, the organization will to listen and understood the real needs of customer and provide the positive helpful service to
15、 the customer. Additionally, the organization is going to provide the product specified to the customer and treat the customer intelligently.There are two ways to do the customer care to the external customer. On the one hand, do the customer care by the manual work such as the salesman; on the othe
16、r hand, do the customer care by intelligent technology.About the manual work in Ping An, there are many specialized insurance salesman, who is very familiar with the companys Insurance business, to guide customers to handle insurance business. Whats more, the salesman are always provide the door-to-
17、door service to theirs customer and to solve the problem as far as possible. In addition, the company has its own customer service hotline and it can also provide the customer care for the customer, customer can asking for help through call the companys hotline number. And about do the customer care
18、 by intelligent technology in Ping An, The intelligent technology means are Internet sites. Automated customer care is an increased ability to provide service 24-hours a day. To be more specific, theres a very complete customer service in the companys webpage to deliver the customer care, and in the
19、 webpage, it has the centre of service and it contains after-sale services, policy service, insurance value added service and insurance service and so on. Therefore, customer could seek help through the customer service center of the website. (See appendix A)Additionally, for the external customer i
20、n Ping An Insurance Company, the company depending on the different types of customers to develop different plans. Such as, classification management and differential treatment which means implementation the key management for the major customers, for example, the customer has special need with the
21、product and the company should pay attention to it and try the best to solve the problem and give a satisfactory answer. Additionally, communication with the customer at the right time; the implementation of the customer tracking management with ongoing, for the reason, the company can adjust the ma
22、jor customer according to the changing conditions. And about the internal customer, on the official website of Ping An Insurance Company, it shows that there has investor protection to protect the right of the internal customer, and the investor interaction which is a stage to provide the investor t
23、o communication with each other. Further more, there has a strict hierarchy to protect the rights of each grade staff.2.2.2 Customer feedbackFeedback is a very important way to know what the customer thinks about is and the feedback information is very intuitive information and it can help company b
24、etter grasp of market dynamics, therefore, the company formulate the business strategies can through the feedback information. About the customer feedback in Ping An Insurance Company, the company collect the customer feedback through many ways, for example, using questionnaire regularly and the que
25、stionnaire contains that the customer satisfaction in all aspects of the companys website, the purpose of the customer who opening the official website, the comments and suggestions of the customer, the customers e-mail address and the phone number (see appendix B); and the organization will maintai
26、n contact with customers regularly; every time after purchase, to understand the customer is satisfaction or not; provide contact information as much as possible, such as, free telephone number, fax number and e-mail address, and its convenient for customers to express their views (See appendix A).
27、Further more, after the company obtained the feedback data from customers, the company will organize it into the file and save. Whats more, customer feedback could reflect the problem which the company needs to improve. Additionally, customer feedback can make customers feel respected and feel be lo
28、ok upon, and then, the customer will be more trust in the company.3.0 ComparisonThere are many insurance companies in China, such as, China Life Insurance Company, China Pacific Insurance Company. Then, these insurance companies compared with Ping An Insurance Company, it shows that Ping An Insuranc
29、e Company are more entrepreneurial, the internal system is very perfect in the company, for example, the training system for employee in the company is very good, and it reflects that the company provide the professional service to the customer to show the customer care, however, the competition is
30、healing up in the company. About another organization, the China Life Insurance Company and its subsidiaries (hereinafter referred to as China Life) constitute the largest commercial insurance group in Mainland China (China Life, 2014). Whats more, about the customer care, the company contains many
31、insurance products, so they can provide the customer with diversified products. And it reflects that the company to meet the customers need of the product.4.0 ConclusionThe customer service in Ping An Insurance Company is very good. For the reason it is organized on collecting feedback to understand
32、 the customer real need and provide varieties of service about the customer care to customer to solve the problem. It illustrates that the company has perfect services system. The Ping An Insurance Company pays more attention to the customer care, because this industry need to service personnel and
33、timely communication with customer. Besides that, the staff in the company have developed the target customers for their own, and according to the customers needs to compete to provide service to them. And then the company has regard for regular customer and they always have the phone call to these
34、customers to understand the customers need. To be more specific, the company always sends messages to the customer to introduce the new product and in the variable festivals the company will send the e-mail to blessing the customer. In addition, the salesman provide the render excellent services to
35、theirs customer, and then, it could enhance the customer satisfaction to improve the image of the Ping An Insurance Company in customer heart.5.0 RecommendationsThe customer service in Ping An Insurance Company can improve theirs service about the customer care system. About the insurance service, t
36、he company can provide more products to the customer, even to the extent that free design insurance programs to each customer, for the reason about it, each customer is an independent individual and they have their own unique needs about the insurance. And then, attentive service can enhance the cus
37、tomer satisfaction to improve the value of company. Whats more, take it simple and easy to know about the company procedures, and then, it can improve the efficiency of the staff in the company. Further more, give salesman some simple rights of decision, and let the staff have some free space in the
38、irs work. For the subordinate, the company can develop a serious of reward policies to enhance the motivation of the staff to create more benefits for the company.6.0 List of reference sourcesBooks:SQA(2006), Creating a culture of customer care (2nd ED) BeijingTurban, Efraim (2002). Electronic Comme
39、rce: A Managerial Perspective. Prentice Hall.The Websites visited included:Ping An, 2014. Homepage online. Accessible on: Accessed on21.04.2014Businessdictionary, 2014. Homepage of internal customer online. Accessible on: Accessed on 02/05/2014Ping An, (2014). Ping An customer care online online. Ac
40、cessible on: Accessed on 02/05/.2014Ping An, (2014). Ping An questionnaire feedback online. Accessible on: Accessed on 02/05/.2014China Life, 2014. Homepage online. Accessible on: Accessed on21.04.2014Ping An, 2014. Homepage online. Accessible on: Accessed on21.04.2014Ping An, 2014. Homepage online. Accessible on: Accessed on21.04.20147.0 AppendicesA: B:
