“卓越客户服务论坛”[8月12-13日 上海]

||2004-08-06

发展有效战略， 减少客户流失， 提高客户忠诚度

卓越客户服务论坛

上海新亚汤臣大酒店

2004年8月12-13 日
Customer service is not just a competitive edge. In many industries it is the competitive edge. Service is the new standard by which customers judge performance.Management Practice, Coopers & Lybrand Consulting Group, Toronto

通过参加这次峰会，您能:
将客户服务功能与公司整体战略整合
通过提高客户服务水平获得竞争优势
加强组织中以客户为导向的文化
确立客户服务的标准为公司赢得市场
建立衡量客户服务价值的框架
实施客户关系管理实现卓越的客户服务
从处理客户投诉的解决方案中获益
客户保留和客户忠诚的关键因素

知名演讲嘉宾

杨大跃 总裁助理
中兴通讯股份有限公司

刘永利 总经理，中国政府及公众事业部
IBM全球服务部

邓广华 北方区客户服务经理，中国区个人通讯事业部
摩托罗拉（中国）电子有限公司

Mingming Huang 客户关系管理产品营销总监(日本及亚太区)
仁科公司

戴炜 总经理，客户服务管理支持部
联想集团(待确认)

袁达文 主席
香港呼叫中心协会

田绍峰 客户支持中心总监
上海贝尔阿尔卡特

Ambrose Linn 副总经理
TNT环球快递（香港）

John T. Farrell 全球服务总经理
KODAK, Health Imaging
Patricia Liu 全面客户体验及质量总监
Hewlett – Packard Far East PTE ltd.

齐云山 售后总经理，顾客服务推进部
海尔集团

杨荣燊 中国区个人理财业务总监
香港上海汇丰银行有限公司驻中国总代表处

樊卓雄 董事总经理
新昌管理服务有限公司

陈楚晖 总经理，维修运营部 – 大中国区
通用电气医疗集团（中国）

廖婉华 客户关系经理
牛奶有限公司

许雷平 资深顾问
Interbrand

Turning customers into your profitconferences　

日程安排　

Day 1

Thursday 12th August 2004

0830 Registration and morning tea

0900 Chairman’s Opening Address

0910 Session One – Case Study

Exceptional Service – The Secret Weapon of winning competitive advantage
In companies with comprehensive, highly professional service strategies, service adds more to back – line results than research and development, product innovation, capital improvements, broad selections, credit services, or any other strategy.
?Management Commitment – the most vital prerequisite to the success of a quality service program
?Adequate Funding – spending all the money needed to develop and to maintain a professional service driven strategy
?Conspicuous Improvement In service
?Training and internal service
?Involvement of all employee

Davis Yang CEO’s Assistant (Vice President Level)
ZTE Corporation Ltd.

0955 Session Two – Case Study

Realizing Service Excellence in IT Sector – IBM’s successful stories
More and more concerns are focusing on IT service. The relevant norms, standards and theories are coming into being in IT industry at the present. Not only the suppliers of the IT service but also the acceptors are concerning about the characteristics and the development of the IT service, which involves in the quality standard, the cost and the long-term commitment of the IT service. Some companies are considering how to customize their service through the professional IT suppliers. As for the IT service suppliers, an excellent service oriented is from an excellent company in advance. Taking IBM as an example, they are sharing the experiences on how to develop IT service and pursuing the excellent service with all IT service suppliers and the leaders of the IT service department.
?IT service and IT market
-The character of IT service
-The management of IT service
?The core competency of IT service
?The important function of IT service in the building of
E-governance
?The analysis of IT service development
?The global developing tendency of IT service

Liu Yong-Li Sector Service Executive, Public / Government Sector, China
IBM IGS

1040 Morning Tea & Networking Break

1100 Session Three – Case Study

Service Total Quality management – PDCA
?Planning Quality service- integrating the Customer Service planning with corporate development planning
?Doing – implementing Quality Customer Service
?Checking service quality – benchmarking, checking and controlling the process of Quality Customer Service delivering
?Action – handling the deviation and implementing the correct action to ensure Customer Service Excellence

Gordon Deng Service and Quality Manager of CMCC Division North Region, PCS China Division
Motorola (China) Electronics Ltd.

1145 Session Four – Case Study

Creating best customer services practices and strategies -Turning a call centre into a profit center
?Best Practice of world class customer service: Deliver a consistent high level customer service based on customer value and profitability.
?Turning every incoming customer call into an Up-sell and Cross-Sell opportunity
?Case Study: How PeopleSoft customers leverage CRM technology to boost their customer service quality and customer loyalty

Mingming Huang Director, CRM Product Marketing, Japan & Asia Pacific
PeopleSoft

1230 Luncheon

1330 Session Five – Case Study

The Customer-oriented Organizational Change management
?The introduction of Sunny Customer Service System in Lenovo
?Re-engineering the customer-oriented service flow
?Building the core competency based on the working flow

Dai Wei General Manager, Customer Service Management Supporting Department
Lenovo Group (to be confirmed)

1415 Session Six – Case Study

Building a world class contact center – paving the way to a value added and revenue generating unit within your organization
?The 4 key enablers of a world class contact center
?Creating a compelling business case in establishing/re-engineering your contact center
?Integrating CRM initiatives into your contact center
?Identifying key performance indicators for your center

Sidney Yuen Chairman
Hong Kong Call Center Association

1515 Afternoon Tea & Networking Break

1545 Session Seven – Case Study

Aligning the Customer Service with the company’s overall goal and Making it Profitable
Studies prove that service actually is more effective in many companies at enhancing volume and profit than marketing, promotion, or advertising.
?Customer-oriented culture transformation
?Reforming the structure of the organization aligned with the Customer Service Excellence
?Reengineering the workflow to meet the customer-oriented demands
?Improving internal communications and staff management
?Facilitating and strengthening the CRM system in the organization

Tian Shaofeng Director, Customer Support Center
Alcatel Shanghai Bell

1630 Session Eight – Case Study

Customer Service – The indispensable Key to Logistic Success
TNT HK’s core business is mainly global express and airfreight. In this session, Mr. Ambrose Linn shall tell the audience how they can integrate various key logistics functions i.e express airfreight and supply chain management (warehouse & inventory, Value-added service solutions, VMI etc) to their clients’ ultimate benefits.
?Setting up the KPIs and all vital service criteria as a means to measure in pidual CS agent’s performance level
?Highlighting the new functional roles to be performed by the Customer Service team
?The way in which CS can support the after-sales/post-delivery logistics services

Ambrose Linn Deputy Country General Manager
TNT Express Worldwide (HK) Ltd.

1715 Session Nine – Panel Discussion

?Deferent customer service in different industries
?Customer retention and loyalty management
?The difference of the service between tangible products and intangible products

The panelist will be selected from the speakers of the conference, roundtable with different industries

1745 Closing Remarks & Close of Day One

Day 2

Friday 13th August 2004

0830 Registration and morning tea

0900 Chairman’s Opening Address

0910 Session One – Case Study

Developing Customer Services for Satisfaction and Profitability
?Aligning Customer Satisfaction with new Service Offerings
?Market Attack Planning Process
?Getting more Profit & Competitive Differentiation by improving the customer satisfaction
?New technology updating – information system management linked to customers

John T. Farrell General Manager, World-wide Services Business
KODAK, Health Imaging

0955 Session Two – Case Study

Passion for customers – Making customers the center of focus in business
Customers vote with their wallets. They reward companies that treat them well and punish those that don’t. It therefore augurs well for companies that put Total Customer Experience (TCE) at the heart of their business. In this session, the speaker will share how Hewlett – Packard makes TCE a differentiating competitive advantage through a framework comprising strategy, structure, measurement, process and culture.

Patricia Liu Director, Total Customer Experience & Quality, Customer Solution Group
Hewlett – Packard Far East PTE Ltd.

1040 Morning Tea & Networking Break

1110 Session Three – Case Study

Overcoming the conflicts between Pricing and Service
?Trade offs between service quality and cost savings
?Delivering quality services with limited resources
?Meeting the challenges from the pricing and customer satisfaction
?Increasing the value added for customer service

Qi Yunshan After-sale Service General Manager, Customer Service Promotion Department
Haier Group

1155 Session Four – Case Study

Service Innovation – The Driving Force Behind Sales
?5 level of services and its application in Banking Services (Basic,Expected, Desired, Surprising, Unbelievable)
?Customer services – what makes of good customer services?
?Service and customer retention / acquisition

Mike Yeung Wing Sun Head of Personal Financial Services China
The Hong Kong and Shanghai Banking Corporation Limited, General Representative Office Mainland China
1240 Luncheon

1400 Session Five – Case Study

Internal Service – Service your employees, then win the Customers Satisfaction
?How Synergis cultivates service culture to employees
?Managing employee satisfaction for achieving happy employees bringing in happy customers
?Synergis’ system of building up customer loyalty
?How Synergis rides on the challenge of escalating expectation of customers and employees
?Branding strategy of Synergis for sustainable growth

C.H. Fan Managing Director
Synergis Management Services Limited

1445 Session Six – Case Study

Technology-enpowered Service, Quality-quaranteed prospect
?Services Promotion – delivery persified, quick, good and cost-saving services to the customers
?Preciseness working flow – ensure the world class standard service through the global united platform of Service Management
?Happy call for the voice of customers
?Customer-oriented operations
?Improving the service system for customer satisfaction

Kevin Chen Chuhui Head of GE Healthcare Service Operation – Greater China
GE Healthcare China

1530 Afternoon Tea & Networking Break

1600 Session Seven – Case Study

Grasping the opportunities from Customer Complaints
Customer service encourages complaints, which are opportunities to correct problems that a company might never hear about unless its customer service program encourages them.
?Building up the sophisticated system to receive the complaints – via website emails, suggestion boxes, complaints hotline etc.
?Educating the front line staff to handle the customers’ complaints tactfully and courteously through the implementation of company policy and procedures
?Encouraging all the employees to adopt a positive manner to handle the complaints
?Set up the Complaint Logging system to resolve the complaints within 7 working days
?Generating sales by rectifying the problems up to the customers’ satisfaction

Eliza Liu Yuen Wah Customer Relations Manager
The Dairy Farm Company Ltd.- Wellcome

1645 Session Eight – Case Study

Creating the Branded Customer Service – Brand Strategy in Customer Service
?Strategic implications of the hot topics and trends in the Customer Service area
?Branded Customer Service worked as the organization’s key competence
?Strategic and tactical ways to build the Branded Customer Service

Raymond Xu Senior Consultant
Interbrand

1730 Closing Remarks & Close of Conference

第一天

2004 年 8 月 12 日 星期四

0830 签到及早茶

0900 大会主席致开幕词

0910 第一讲 案例分析

预期的服务 – 赢得竞争优势的秘密武器
在具有综合性的高度专业化服务战略的公司里，服务较研发部门、产品革新、资本改进、市场广度的选择、信用服务及其他战略等，更能为后台增加成果。
?管理的义务 – 优质服务项目的首要必备条件
?充足的资金 – 投入以发展和保持专业化服务为目标的战略所需的全部资金
?服务的显著改进
?培训和内部服务
?所有员工的参与

杨大跃 总裁助理
中兴通讯股份有限公司

0955 第二讲 案例分析

实现卓越的IT服务-IBM的经验分享
IT服务是一个越来越受关注的话题。在业界正在形成规范、标准、理论。但不管是IT服务的提供方，还是服务的接受者，都在关注着IT服务特点和行业的发展。如服务质量标准、服务成本、服务的长期承诺等。有些企业正在考虑如何利用专业的IT服务商实现本企业的“随需应变”。对于服务提供者来说，要提供卓越的服务，首先要做到企业的卓越。以IBM公司为例与各IT服务提供商，IT服务部门负责人分享如何发展IT服务，并追求服务的卓越。
?IT服务与服务市场
– IT服务的特点
– IT服务的管理
?IT服务的核心竞争力
?IT服务的在电子政务建设中的重要作用
?IT服务的发展分析
?IT服务的全球趋势

刘永利 总经理，中国政府及公众事业部
IBM全球服务部

1040 上午茶及自由联络

1100 第三讲 案例分析

服务的全面质量管理 – PDCA
?计划优质服务 – 将客户服务计划与公司发展计划相整合
?执行 – 实施优质客户服务
?检查服务质量 – 衡量、检查和控制客户服务传递过程的质量
?处理 – 解决偏差并实施正确的行动以确保卓越的客户服务

邓广华 北方区客户服务经理，中国区个人通讯事业部 摩托罗拉（中国）电子有限公司

1145 第四讲 案例分析

创造最好的客户服务实践和战略 -将呼叫中心变为盈利中心
?世界级客户服务的最佳实践：以客户价值和盈利能力为基础，提供相符的高水准的客户服务
?将每一个引入的客户电话变为一个提高销售和交叉销售的机会
?案例分析：仁科公司的客户是如何凭借CRM技术来推进他们的客户服务质量和客户忠诚度的

Mingming Huang 客户关系管理产品营销总监(日本及亚太区)
仁科公司

1230 午餐

1330 第五讲 案例分析

以客户为中心的企业变革管理
?联想阳光客户服务体系介绍
?实现客户为中心的服务流程再造
?围绕流程的核心竞争力建设

戴炜 总经理，客户服务管理支持部
联想集团（待确认)

1415 第六讲 案例分析

建立世界级水平的联络中心 -企业价值增值和创造利润的铺路石
?世界级联络中心的4个关键方法
?在建立或再造联络中心中打造引人注目的商业案例
?将客户关系管理的驱动作用与联络中心整合
?衡量中心的主要业绩评估指标

袁达文 主席
香港呼叫中心协会

1515 下午茶及自由联络

1545 第七讲 案例分析

将客户服务与公司整体目标整合,提升盈利
研究表明很多公司的服务实际上在增加份额和利润方面较营销、促销和广告更有效。
?向“以客户为中心”的文化的转变
?为实现卓越的客户服务重新构建组织架构
?再造工作流程，满足“以客户为导向”的需求
?改进内部沟通和员工的管理
?推进和强化组织内的客户关系管理系统

田绍峰 客户支持中心总监
上海贝尔阿尔卡特

1630 第八讲 案例分析

客户服务 – 物流成功不可缺少的关键
TNT香港公司的核心业务主要是提供全球范围内的快递和空运服务。在这一讲中，Ambrose Linn先生将给各位讲述他们是如何通过整合不同的核心物流功能为客户提供最终利益，这些核心功能包括空运快递和供应链管理（仓储，具有附加值服务解决方案，VMI）等等。
?通过建立主要业绩评估指标和所有重要服务的标准来衡量每一个客户服务代理商的服务水平
?强调客户服务团队所扮演的全新功能角色
?通过客户服务支持售后服务以及邮递物流服务的方法

Ambrose Linn 副总经理
TNT环球快递（香港）

1715 第九讲 嘉宾座谈
?不同行业的客户服务的差异
?客户保留度和忠诚度的管理
?有形产品和无形产品服务的区别

座谈嘉宾将从当天演讲嘉宾中选择，不同行业的圆桌座谈

1745 大会主席致闭幕词，第一天会议结束

第二天

2004 年 8 月 13 日 星期五

0830 签到及早茶

0900 大会主席致开幕词

0910 第一讲 案例分析

为提高满意度和盈利，发展客户服务
?提供符合客户满意度的新服务
?市场进攻计划进程
?通过提高客户满意度来获取更多的利润和竞争的差异性
?新技术的改进 – 与客户链接的信息系统管理

John T. Farrell 全球服务总经理
KODAK, Health Imaging

0955 第二讲 案例分析

来自客户的激情 – 使客户成为企业关注的中心
客户用钱包投票，他们奖赏那些善待他们的公司，惩罚那些怠慢他们的公司。这正是为什么众多公司将全面客户体验放在他们的业务中心的原因。在本讲中，演讲嘉宾将分享惠普是如何通过实施全面客户体验的战略、架构、评估、流程和文化来赢得竞争优势的。

Patricia Liu 全面客户体验及质量总监
Hewlett – Packard Far East PTE ltd.

1040 上午茶及自由联络

1110 第三讲 案例分析

克服定价与服务的矛盾
?平衡服务质量与成本节约
?在有限的资源内提供优质服务
?迎接定价与客户满意度所带来的挑战
?增加客户服务的附加价值

齐云山 售后总经理，顾客服务推进部
海尔集团

1155 第四讲 案例分析

服务创新品 – 销售的原动力
?服务的五个层次以及在银行业中的实例（基本的，预料之中的，期望的，令人吃惊的，令人难以置信的）
?客户服务－好的客户服务的要素
?服务与防止客户流失和新客户群开拓

杨荣燊 中国区个人理财业务总监
香港上海汇丰银行有限公司驻中国总代表处

1240 午餐

1400 第五讲 案例分析

内部服务 – 服务员工，然后嬴得客户满意度
?新昌公司如何培养员工具有服务意识的企业文化
?管理员工满意度实现让快乐的员工产生快乐客户
?实现客户忠诚的系统的建立
?如何驾驭客户和员工期望值不断攀升的挑战
?追求持续发展的公司战略

樊卓雄 董事总经理
新昌管理服务有限公司

1445 第六讲 案例分析

科技引领服务，品质见证未来
?服务的提升 – 为客户提供个性化、快捷、优质和节约成本的服务
?严谨的服务流程，全球统一的服务管理平台保证世界级的服务标准
?随访电话(Happy Call)倾听客户的心声
?以客户为中心运作
?客户满意度改进机制

陈楚晖 总经理，维修运营部-大中国区
通用电气医疗集团（中国）

1530 下午茶及自由联络

1600 第七讲 案例分析

从客户抱怨中抓住机遇
客户服务鼓励抱怨，这很好。如果客户服务项目不鼓励抱怨，公司可能永远也听不到这些抱怨，而它正是改正问题的机会。
?建立成熟的投诉接收系统—网站邮件、建议箱、投诉热线等
?教育员工在符合公司政策和程序的操作上，巧妙而礼貌地处理投诉
?鼓励全体员工积极的抱怨
?建立投诉存入系统，在 7 个工作日内解决抱怨
?通过调整问题和实现客户满意来提高销售量

廖婉华 客户关系经理
牛奶有限公司

1645 第八讲 案例分析

创造品牌化的顾客服务 – 顾客服务中的品牌战略
?当前顾客服务领域热门话题和趋势的战略含义
?品牌化顾客服务可作为组织的关键能力
?建立品牌化顾客服务的战略和战术途径

许雷平 资深顾问
Interbrand

1730 大会主席致闭幕词，会议结束

会议注册

Contact: Jane Zhou
Tel: +8621 6335 1655
Email: janez@marcusevanssh.com
For more information, please visit:
www.marcusevanssh.com

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