2014 Home Service Innovation Summit: The Age of Service Competition

Some people say that "the key to the future competition of enterprises is the service." With the increasing expansion of the home market and the increasing demands of consumers, the core of competition between enterprises has gradually shifted from the previous price war to the "service competition era." The theme of the 2014 Netease Home Enterprise Service Innovation Summit was “Advocate Service Culture Leading Industry Upgrade”, and invited the executive director of the Federal Gordon Lin Fulai, the deputy general manager of Yalan Market Fan Yuliang, the director of Ai Shi wallpaper market Peng Peng, and the director of Mia MPE brand. Xu Haitao is a guest of the forum to discuss how service culture leads the industry.

 
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Service culture is an upgraded version of the service   Need to accumulate continuously

Nowadays, in the era of service-oriented, improving the quality of service has become the top priority for enterprises. Netease Home proposed the concept of "service culture" on the occasion of 315. What is a service culture? Home entrepreneurs gave their answers.

Xu Haitao, director of the MIA brand of Meiya, believes that service culture is an upgraded version of the service. "Service specific refers to a scope, service culture is a long-term general concept, and needs to be adhered to." Xu Haitao said.

Peng Peng, director of Aishi's wallpaper marketing, said that the service is not only an after-sales service, but also includes the previous design mix and after-sales return visit. Lin Fulai, executive director of the Federal Gordon, believes that the service culture needs to be continuously accumulated and perfected in the daily service process, and will eventually form a system.

"We are not only in the service of the service, we instill the soul of the product into the most detailed service of the product. We strive to transfer the good products and healthy sleep concepts to the consumers." Fan Yuliang, deputy general manager of Yalan Market, used itself. The company has given an example of the "service culture."

Create a service industry chain   Implemented to the terminal

Service culture is a system that is an invisible hand that runs through pre-sales, sales, and after-sales. At present, there are still problems in the industry, such as the disconnection of manufacturers, channels and dealers' docking services, and unsatisfactory communication. How to get through the different links, connect the entire service, and finally implement it into the end consumers?

Lin Fulai, executive director of the Federal Gordon, said that the company will provide professional training to employees in different aspects, and let employees clearly understand the service standards of the company through targeted high-frequency training. The standards and concepts that go through the service from beginning to end.

Fan Yuliang, deputy general manager of Yalan Market, said that every link must be responsible to people, so as to facilitate the promotion and inspection of the overall service.

"We have a clear division of labor after-sales, and strict control over time nodes. In addition, we can get timely feedback through monitoring and timely detection." Peng Shi, director of Aishi's wallpaper marketing, believes that it is necessary to standardize the service as a product. .

service   Vs   price   The era of service competition is coming

Things are expensive or not expensive, the price is there, very intuitive. However, the service must be embodied in many aspects and is more abstract. Therefore, consumers' attention is easier to focus on the price of the product for the first time. According to Fan Yuliang, deputy general manager of Yalan Market, services cannot replace products, but services can promote products to do better. “Now our electronic series mattresses can provide 120 days of free experience, and use services to maximize product value.”

Peng Peng, director of Aishi's wallpaper marketing, said that brands are doing high-end brand alliances, advocating high-quality life, using services and products to impress consumers, rather than impressing consumers with price. “Consumers can afford to buy your products. Prices are often not the main ones. Consumers want more peace of mind and service than the price of the gods.”

With the increasingly fierce competition in the home market, the importance of service has become more and more prominent. How to seize the service to enhance the competitiveness of enterprises has become a concern of enterprises. "We hope to seize the psychology of consumers, propose the concept of deep sleep, differentiate products, and hope to create their own characteristics." Xu Haitao, director of Mia brand, believes that the highest stage of corporate competition is cultural competition, and culture is successful. fundamental.