【正文】 Year of 1999SP 2Constructionof HOSPrinted mattersVCDExecutionSP3 Prepare mailPrizePRPOPprizeexecutionThe Home of Service System “The Home of Service ” ConceptThe Consumer’s perception 消費(fèi)者認(rèn)知：It is a household appliances anization which always takes the initiative to show loving care to my needs in life. What I need to do is just make a phone call, and I will get all my problems solved to my satisfaction, be it shopping guidance, consultation or the aftersales service. And they also mail to me from time to time the latest information on their products. And those fun parties. They not only provide very good service in household electronic products, and make me feel the sweet life in the big Siemens family as well.“The Home of Service ” ConceptThe Sales Headquarters Perception 行銷總部認(rèn)知：The HomeofService is a phone shopping center where sales data are renewed all the time, where our clients files are established and phone contact is made, where professional training is provided regularly to the shopping guides, hotline operators and the after sales service people so as to get our service improved, and where adjustment can be made at any time when required by the sales headquarters. Home of serviceList on the target consumer’s shopping listDecision of BuyingUsing after buying Store AttractionPhone consultationShopping guidanceInformation PackagePromotion ActivitiesPromotion PartiesSteward serviceSource of good reputationUser’s experienceHome of Service in The Purchase CycleHome of Service in The Sales CycleReturn visits to CustomersCustomers’ Archive Sales StatisticsSales HeadquartersStoresBeforesales serviceAfter salesservice PRHome of ServiceTEL marketing centerConsumerThe Importance of the “Home of Service”Based on the face to face munication strategy, it exercises its control over the beforesales service, buying process service and aftersales service so as to maximize the resource equipment and service efficiency, so as to change the original afterward after sales service to the new beforebrand client service, to make passiveness into positiveness, to shorten the distance between customers and us in munication, so that a good reputation of ours will be built to bee a powerful weapon which helps both the sales also our overall service level. Siemens AfterSalesService PlanPrepared for: BSH Home Appliances Co.,Ltd.Prepared by: DSB AdvertisingDate : January， 1999Contentq Consumer analysis q Competitor analysis q Question and opportunity q core conceptq Core strategy q Service system content q A few key links in executionq Longterm plan of service Consumer AnalysisConsumers concern about ASS on the basis of their being assured with product qualityConsumers usually care about promise ,not content. Consumers pare among ASS of different brands for psychological balance.Quality is the essence. ASS is for mental fort in purchasing.Consumers expect heartconsoling promises.Experienced 經(jīng)歷過?Home delivery 送貨上門?Help to install and test at home安裝調(diào)試?One year warranty including change of parts (free of charge)免費(fèi)更換零件Not experienced 未經(jīng)歷過?Phone consultation 電話咨詢?Service upon the request隨時應(yīng)邀上門服務(wù)?Maintenance at home,free of charge,once a year免費(fèi)保養(yǎng)，一年一次?Reassurance 放心，心里踏實(shí) ?A sense of being taken care of,and paid attention to 為顧客著想，重視客戶 Source:AC Nielsen Added value “Don’t know how to use new things? Call ASS, and let us help you.”What is expected?希望得到的服務(wù)Consumer Analysis After sales service 售后服務(wù)? After sales maintenance售后維修=After sales service does not mean unqualified It is more like an expert/consultant taking care of 。WarmRespect being valuedWorry about the inconsistent quality which raely exists.Manmade factors 人為因素especially kidsdamage caused by improper use使用不當(dāng)CarefreeService valueConsumer Analysis m Haier consumers’ attitude to ASS (Source:IMI)Brand owners’ perception of ASS during purchasing (Beijing) One reason I chose of buying Haier is for good service, I don’t worry that much.Consumer Analysis m Siemens consumers’ attitude to ASS (Source: sales girl meeting in Shanghai)Want to buy SiemensMost inquire about ASSDoor to door delivery商場送貨上門Decide to buy Siemens Some turn to HaierSalesgirl導(dǎo)購小姐Time of delivery not guaranteedTime not guaranteed。 Language and behavior not standardized.Complaint抱怨Install and test at home上門安裝調(diào)試Consumer Analysis m Key reasons why worry about Siemens ASSq Siemens household appliance brand awareness lowq JV brands have worse ASS system than local brands.q Lack indepth understanding of the enterpriseq No wordofmouth accumulating ASS themeCompetitive brandHaier Rongshida XinfeiElecx Little DuckInternational starclass service國際星級一條龍服務(wù)Gold card service金卡服務(wù)Red carpet service紅地毯服務(wù)Green channel service綠色通道服務(wù)Supervalue service超值服務(wù)Competitor Analysism Core concept of petitive brand serviceService content keeps expanding and service promise keeps upgrading.服務(wù)內(nèi)容不斷擴(kuò)充，服務(wù)承諾不斷升級Competitor Analysism Competitive brands service contentq 24hour hot line service q Around the clock home maintenance service q Build customer’s archive, pay regular revisit. Some brands pay return visits in 24 hours。q Life time home service q Warranty on 1 year to 3 year terms. For some brands, it’s from 5 to 10 years.Standardize Language and behavior, package them語言及行為進(jìn)一步規(guī)范，并被包裝化Competitor Analysism Service language and behaviorHaier 海爾“FivePoint” Pro service五個一服務(wù)?One starclass service card 一張星級服務(wù)卡?One pair of shoe covers 一付鞋