杀鸡须用牛刀(1)
最新网址:m.ltxsdz.com
张瑞敏领导的海尔如今很叫响了,但当初的海尔经营管理可是一塌糊涂啊,张瑞敏入主海尔后制定的第一条制度竟是“不许随地大小便”,可见海尔昔日情形。更多小说ltxsba.com1985年,海尔着手内部管理,为此编写了10万字的《质量保证手册》,制定了121项管理标准,49项工作标准,1008个技术标准。张瑞敏着手整理企业内部,而且愿意花大力气、花大价钱,小事当作大事做,这样一来,才有了今天的成就。
沃尔玛更是全球闻名。在全球各零售企业不断下滑、日本八佰伴等强势企业纷纷落马的时期,沃尔玛却越战越勇,一路领先。查2001年的相关数据,沃尔玛旗下各商店年销货总量分类商品,占下列国际知名企业年总销售量的比例如下:
gitano26%
haggar10%
mrcoffee21%
rubbemaid111%
royalappliance265%
procter&gamble11%
scott26%
我们看到了人家成功的辉煌,却很少去关注他们管理细节的用心。沃尔玛在全球共有20多个分销中心,再由分销中心送往3000个分店。沃尔玛的每一家商店,林林总总共20000种商品,从在计算机上开始下订单,到货物上架,耗时不超过48小时。公司总部有一台高速电脑,同各个发货中心及各多家商店连接起来,通过商店付款柜台扫描器售出的每一件商品,都自动计入电脑。公司为此专门设有一个6频道的卫星系统,可以同时和各家商店进行视频通话。为此沃尔玛一共花费了7亿美元,才建成了现在的计算机卫星系统。这是世界上最大的民用数据库,比美国电话电报公司的还要大。我们的商场都很惧怕沃尔玛的强大竞争攻势,却很少去研究人家的服务细节,以及为了这些服务细节做出的巨大努力。
我是做营销的,再列举一些企业客户服务的例子。
先说说诺基亚。诺基亚每隔3—4年就根据市场变化和本企业的核心竞争力的提升确定自己不断更新的企业目标:1992年定义目标——以电信为主导,专注,全球化,增值;1996年定义目标——在最具吸引力的电信市场占据领导地位;1999年定义目标——在创造移动信息社会中扮演领导和品牌效应的角色;未来定义目标——将互联网装入每个人的口袋。目标虽大,但客户服务却细致到位。诺基亚公司的客户服务理念是“专业专注、全心服务”。诺基亚2000年底就已建立了250个特约服务中心,特约服务中心不能覆盖的偏远地区,开通了流动服务车;每月在中国大陆多个城市举办服务日活动,提供现场免费检测和优惠维修;各大城市均开通了“诺基亚客户服务热线”(北京010-95000123、上海021-95000123、广州020-95000123),提供24小时不间断的咨询服务;在2000年底就开创了突破性的手机1小时维修服务新标准。诺基亚在客户服务理念上,真正在兑现它的“科技以人为本”。
再说说创立“倒宝塔组织结构”的诺顿百货公司。诺顿百货公司成立于1963年,由8家服装专卖店组成,并确定了靠服务而不是靠削价取胜的竞争策略。
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