Intense competition in the era of globalization makes the company can no longer simply sell its products in ways that standard. Some companies began to apply the principles of service excellence, where they provide excellent service to customers since the advent of post-sale service.
Form of service is of course tailored to customer needs. To accommodate the desires of customers, Call Center comes as a medium of interaction between the customer and the company.
Call Center is a centralized service that manages incoming and outgoing calls from and to customers, including providing information and responses regarding complaints against the product. As part of customer service, Call Center also helped determine the success of a product to be accepted by society.
One company of household electronic appliance manufacturers who believe in the importance of the Call Center is LG. According to Customer Service Manager PT LG Electronics Indonesia, Sujarko Rully, presence of Call Center LG useful to provide information about the product, repair (service), as well as post-sale service to customers. Not only that, Call Center LG also asked to be able to provide solutions for any customer problems associated with LG products.
"Call Center is the only area that is an obligation for a company. LG in this understanding that the Call Center is a major gateway between the customer and the company. So, not only to receive complaints, but also provide solutions permasahan of the customer, "Rully said.
Some of the services provided to its customers Motorola Call Center currently includes Inbound Call, Outbound Call (Happy Call, Care Call, Before Service Call), the provision of information via SMS confirmation, the LG website, email, fax, and Call to Customer Care program given behalf of the 10 cube.
About the product repair services, Customer Information Center Part Head PT LG Electronics Indonesia, Any Setyowati, explained there are several steps that must be passed by the customer. First, by making a call (incoming call) to the Call Center LG. Complaints are then received by the call agent that explains what the customer wants about LG products, including product handling damage by guiding the customer over the phone. If not finished, call forwarding agent in charge of customer requests to the next step, namely the technician's visit schedule. Once a customer visits and the product was repaired, LG also provides after-sales service.
"We also contacted and do kroscek more about the results of such a service. There is also a survey about the service and ask for input from customers about our services, "added Any
Unlike the other Call Center, LG has a unique strategy for managing customer loyalty. Way is through the development of the CRM program 10 cube. Generally, CRM programs just as the promotion and appreciation to the customers. However, besides appreciation, 10 cube is also a controller. Its function is to maintain customer loyalty by always contact every 10 days, 10 weeks, and 10 months. The hope is that customer loyalty does not cut into pieces and of course the market share will remain intact.
"Because communication can not be only one time, should be routinely and repeatedly. Well, here's a program that accommodates it. If only ordinary CRM, Call Center also all have one, but if you keep the relationship with the customer within a routine, I guarantee that only LG who have, "said Rully.
Regarding the number of HR, LG Call Center is currently supported by 44 people call agent in charge of handling an average of 3200 calls per day from all over Indonesia. Call agent 370 people and distributes the technicians to homes of customers. The distribution is carried out based on the consideration of areas, distances, and the ability of technicians. Although not yet fully operational for 24 hours, Call Center LG has been able to achieve the 90 per cent in customer satisfaction.
Achievement is certainly not free from management capabilities, in this case the Customer Service division, in managing the call agent. To pump up the performance of call agent, LG introduced a system of reward and punishment as well as other benefits such as training opportunities.
For the problem of saturation, LG work around this with a variety of treatments that are tailored to the needs of the call agent like sports, outbound activities, etc..
On the other hand, Rully also emphasized the existence of Call Center LG closely related to the increase in value added for customers and companies. During this time, there is the classic question about whether the Call Center is able to contribute in the form of profit for the company. But according to him, it is far more important is image processing and customer experience to bring customer satisfaction to loyalty was still awake. Of course, automatically LG's market share will increase.
"LG does not see the Call Center as a cost or profit, but as a value. Is a Call Center is able to have value added or not. Value added is certainly useful for the customer as well, besides the company of course. Value added first, whether the customer feel confident buying LG products in the future? Are customers satisfied with all the LG service, ranging from prior to purchase, purchase, and service purnajualnya? Value is also a measure of our decision to develop the Call Center, "he explained.
"Call Center is also a branded LG. This is one of the promise we promise to consumers, the promise of getting an appointment, a branding ambassadors in line with LG's commitment to you. Therefore, LG is focusing to menyentralisasi call from all parts of Indonesia. In addition, the standardization that was built for the entire territory of Indonesia is the same, ranging from foreign language to his treatment, "he continued.
LG does not optimize themselves to make sales through the Call Center. However, at present, no doubt the movement over the functions of the Call Center as a sales center diligently performed.
"We do not develop a direct sales service (direct) in the Call Center LG. However, for business to business sectors such as hotels, offices, and schools have been conducted since mid-2010 and then, "said Rully.
But unfortunately, there are still some things that become obstacles in the management of Call Center LG, among others, regarding access, search for qualified human resources, and handling of customer's first call. For that to him, he put forward has designed a series of programs to overcome these problems, namely through Smart Service: repair program (service) directly from the Call Center to reduce operational costs technicians.
"We switch to the Call Agent to remote before we send a technician. This means there is one additional step. Well as to educate its customers well, "he continued.
Entering the second quarter, LG also plans to increase the number of call agents and improve the quality of service in terms of incoming-call agent skills in product knowledge-and outgoing-customer relationships.
"The development will definitely be more focused on its quality, because it feared if we only focus on speed will affect the quality," said Rully.
Form of service is of course tailored to customer needs. To accommodate the desires of customers, Call Center comes as a medium of interaction between the customer and the company.
Call Center is a centralized service that manages incoming and outgoing calls from and to customers, including providing information and responses regarding complaints against the product. As part of customer service, Call Center also helped determine the success of a product to be accepted by society.
One company of household electronic appliance manufacturers who believe in the importance of the Call Center is LG. According to Customer Service Manager PT LG Electronics Indonesia, Sujarko Rully, presence of Call Center LG useful to provide information about the product, repair (service), as well as post-sale service to customers. Not only that, Call Center LG also asked to be able to provide solutions for any customer problems associated with LG products.
"Call Center is the only area that is an obligation for a company. LG in this understanding that the Call Center is a major gateway between the customer and the company. So, not only to receive complaints, but also provide solutions permasahan of the customer, "Rully said.
Some of the services provided to its customers Motorola Call Center currently includes Inbound Call, Outbound Call (Happy Call, Care Call, Before Service Call), the provision of information via SMS confirmation, the LG website, email, fax, and Call to Customer Care program given behalf of the 10 cube.
About the product repair services, Customer Information Center Part Head PT LG Electronics Indonesia, Any Setyowati, explained there are several steps that must be passed by the customer. First, by making a call (incoming call) to the Call Center LG. Complaints are then received by the call agent that explains what the customer wants about LG products, including product handling damage by guiding the customer over the phone. If not finished, call forwarding agent in charge of customer requests to the next step, namely the technician's visit schedule. Once a customer visits and the product was repaired, LG also provides after-sales service.
"We also contacted and do kroscek more about the results of such a service. There is also a survey about the service and ask for input from customers about our services, "added Any
Unlike the other Call Center, LG has a unique strategy for managing customer loyalty. Way is through the development of the CRM program 10 cube. Generally, CRM programs just as the promotion and appreciation to the customers. However, besides appreciation, 10 cube is also a controller. Its function is to maintain customer loyalty by always contact every 10 days, 10 weeks, and 10 months. The hope is that customer loyalty does not cut into pieces and of course the market share will remain intact.
"Because communication can not be only one time, should be routinely and repeatedly. Well, here's a program that accommodates it. If only ordinary CRM, Call Center also all have one, but if you keep the relationship with the customer within a routine, I guarantee that only LG who have, "said Rully.
Regarding the number of HR, LG Call Center is currently supported by 44 people call agent in charge of handling an average of 3200 calls per day from all over Indonesia. Call agent 370 people and distributes the technicians to homes of customers. The distribution is carried out based on the consideration of areas, distances, and the ability of technicians. Although not yet fully operational for 24 hours, Call Center LG has been able to achieve the 90 per cent in customer satisfaction.
Achievement is certainly not free from management capabilities, in this case the Customer Service division, in managing the call agent. To pump up the performance of call agent, LG introduced a system of reward and punishment as well as other benefits such as training opportunities.
For the problem of saturation, LG work around this with a variety of treatments that are tailored to the needs of the call agent like sports, outbound activities, etc..
On the other hand, Rully also emphasized the existence of Call Center LG closely related to the increase in value added for customers and companies. During this time, there is the classic question about whether the Call Center is able to contribute in the form of profit for the company. But according to him, it is far more important is image processing and customer experience to bring customer satisfaction to loyalty was still awake. Of course, automatically LG's market share will increase.
"LG does not see the Call Center as a cost or profit, but as a value. Is a Call Center is able to have value added or not. Value added is certainly useful for the customer as well, besides the company of course. Value added first, whether the customer feel confident buying LG products in the future? Are customers satisfied with all the LG service, ranging from prior to purchase, purchase, and service purnajualnya? Value is also a measure of our decision to develop the Call Center, "he explained.
"Call Center is also a branded LG. This is one of the promise we promise to consumers, the promise of getting an appointment, a branding ambassadors in line with LG's commitment to you. Therefore, LG is focusing to menyentralisasi call from all parts of Indonesia. In addition, the standardization that was built for the entire territory of Indonesia is the same, ranging from foreign language to his treatment, "he continued.
LG does not optimize themselves to make sales through the Call Center. However, at present, no doubt the movement over the functions of the Call Center as a sales center diligently performed.
"We do not develop a direct sales service (direct) in the Call Center LG. However, for business to business sectors such as hotels, offices, and schools have been conducted since mid-2010 and then, "said Rully.
But unfortunately, there are still some things that become obstacles in the management of Call Center LG, among others, regarding access, search for qualified human resources, and handling of customer's first call. For that to him, he put forward has designed a series of programs to overcome these problems, namely through Smart Service: repair program (service) directly from the Call Center to reduce operational costs technicians.
"We switch to the Call Agent to remote before we send a technician. This means there is one additional step. Well as to educate its customers well, "he continued.
Entering the second quarter, LG also plans to increase the number of call agents and improve the quality of service in terms of incoming-call agent skills in product knowledge-and outgoing-customer relationships.
"The development will definitely be more focused on its quality, because it feared if we only focus on speed will affect the quality," said Rully.
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