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Tianjin Shengyi Oil & Fat Company located in Dagang District of Tianjin has been a loyal user of Dongfeng Cummins Engine Co., Ltd. for more than ten years. The company owns more than 40 trucks equipped with Dongfeng Cummins Engine. At the beginning of April this year, the company’s related personnel reported to the Dongfeng Cummins service personnel that one of the vehicles was experiencing unstable performance. After repairing by the service station, the problem is that the user's maintenance mode does not meet the standard. In order not to delay the use of the users, the service personnel coordinated and provided a goodwill guarantee for the replacement of the engine for the users and obtained the customer's approval.
In this "sensitive issue" communication process, both parties showed full consideration. A month later, the Dongfeng Cummins Shijiazhuang Commerce Department also received a call from the customer requesting the purchase of multiple Dongfeng Cummins engines assembled vehicles, and the vehicle models recommended by Dongfeng Cummins. Dongfeng Cummins won the trust of customers and more orders not only for its technical advantages but also for its high quality and flexible services.
The repeated purchases of Dagang District customers are not only the active and efficient communication of Dongfeng Cummins service personnel, but also depend on two mature systems of Dongfeng Cummins, namely the customer-centric business process system and the company's resource protection system. “Dongfeng Cummins has won a good reputation with its leading technology and reliable products since its establishment. Due to the limited system of the joint venture company, it has little flexibility in responding to customer needs. In the future, we will focus on building these two systems.†Bai Yuanru, deputy general manager of Dongfeng Cummins Engine Co., Ltd. said.
In the "tool box" of Dongfeng Cummins, the customer-centric business process carding consists of two core elements: first, formulate a more flexible after-sales service policy, such as for special industrial users such as construction machinery, conditional repair can be done first, Reconsiderations are made to minimize the loss of users due to downtime and to save user time. For the emerging markets such as China IV electronic control and hybrid buses, Dongfeng Cummins has made maintenance services available. Not only did service personnel on-site track the use of services, it also started Dongfeng Cummins' “In鄄fantcare†growth care plan to coordinate the company’s internal operations. And even the Cummins Global Knowledge Resource supports it. Secondly, a more flexible communication mechanism. The survey shows that most of the customers' dissatisfaction is due to their lack of timely feedback. Delays in feedback are usually due to the information flow within the organization being subject to bureaucratic structure. In order to improve the response speed, Dongfeng Cummins launched the “accessibility communication mechanism†in the company. Under special circumstances, the next-line service personnel can directly pass through the company’s market to sell top management, report on the situation, coordinate resources, and greatly improve customer satisfaction. The combing of customer-centric business processes will inevitably lead to the reconfiguration of company resources. The customer-centric resource allocation requires companies to move their resource allocation rights forward, that is, “people who hear the gunshots make decisions.†Since 2009, Dongfeng Cummins has set up a commercial office in the national regional market to undertake the development of key regional markets. , maintenance, sales and after-sales service platform work, the company's resources to the Commerce Department tilted and concentrated. This move will not only allow OEMs and end-users to feel the power of Dongfeng Cummins to the market, but also stir the spring of the engine market. In order to improve customer satisfaction with maintenance services and achieve rapid response, professional services, and problem-solving goals, Dongfeng Cummins has also vigorously promoted spare parts preparatory work to speed up repairs and reduce end-user waiting time. In 2010, the company also further increased seven pre-repository warehouses across the country to better meet customer needs.
The famous management master Peter Drucker once said that the reason for the existence of the company is not the product but the customer, business behavior, whether it is production or sales, is essentially a service, and it must create value for the customer. Excellent companies always look at their own business processes from the perspective of their customers, constantly combing and optimizing them to improve customer satisfaction in a rapidly changing market environment. In today's increasingly important end-user word of mouth, even B2B model parts companies will regard end-user satisfaction as the core of business process optimization. Recently, Dongfeng Cummins Engine Co., Ltd.'s after-sales service "little things" demonstrated the centripetal force of customer-centricity.