In today's China, there is a continuous call for "build service-oriented manufacturing companies." However, it is rare to truly realize service-oriented enterprises from the point of view to service measures. China National Heavy Duty Truck Group Hangzhou Engine Co., Ltd. is one of the few companies that has taken the lead in transforming new manufacturers. It is a pioneer in the E-business 3.0 era when it uses the Internet to transform its traditional corporate management model. â—† E-commerce to the countryside The Chinese farmers who face the loess and face the sky every day are far away from e-commerce. While the elites of the entire city are all internet-based, and they are on the prosperous road of e-commerce to gallop and wealthy, farmers as vulnerable groups are blocked at the other end of the e-commerce gap. They cannot imagine and cannot enjoy it. The great benefits brought to e-commerce. When most Chinese farmers are ignorant of what e-commerce is, Muyang Town, Muyang County, Jiangsu Province, a backward northern town, and the veteran peasant Lao Huang of the town is enjoying e-commerce for his production and life. Great benefits come. Old yellow engages in construction and opens the loader for construction. Due to the harsh construction environment of various construction sites, Huang Huang’s loader performance requirements are very high. His loader’s power system diesel engine is strong enough, it is related to his daily workload, and he decides whether he will make more money or not. He decides Can he afford his child's tuition fees? The old yellow loaders have been used for a long time, so it is inevitable that there will be some minor problems, such as engine oil leakage. The engine used by Lao Huang's loader is produced by China National Heavy Duty Truck Group Hangzhou Engine Co., Ltd. (hereinafter referred to as "Hangfa Company"). In the past, if the engine malfunctioned, the old yellow repair can be described as very costly: First, the old yellow had to call to find the loader assembly plant; the second step, waiting for the loader assembly plant to call and find the limited engine in Hangzhou The company's headquarters; the third step, waiting for the headquarters of the company to call the nearest 4S service repair station from Lao Huang; the fourth step, waiting for the 4S station to call Huang Huang, to understand and confirm what is wrong with his engine. What repair parts are needed, if the 4S station happens to have this accessory, the 4S station can send people to the door for maintenance. In the midst of this, the phone may not be able to get through, or someone forgets to call, and every link is likely to allow Huang to wait a day and a half. This maintenance process can not wait until Lao Huang waits a week and nothing happens. Big deal. In case the 4S station does not have this accessory, the old yellow has to continue: the fifth step, waiting for the 4S shop to call the headquarters to apply for maintenance spare parts; the sixth step, waiting for the headquarters of the accessories department to the warehouse query there is no repair parts, if there is, Headquarters dispatched. In the unlikely event that the applicant has made a mistake, the phone did not speak clearly, or the person at the headquarters has made a mistake, and the process needs to be repeated again. In this way, the old yellow loader may not be repaired for ten days and a half. Huang Huang, who was waiting for his job to support his family, was in disgrace. Since the summer of 2006, Huang suddenly discovered that after the engine of his own machine broke down, it was much faster to repair. Call in the morning and someone will come in for maintenance in the afternoon. Lao Huang thought he was directly calling the local 4S customer service phone provided on the engine. Every time he regretted why he hadn't looked closely before. The original engine had a phone and he could directly find the engine plant instead of finding a loader around the bend. Assembly plant. But there is something that Huang Huang wondered about. What's wrong with his engine before, and without him, the maintenance personnel are all clear and the service personnel's service attitude suddenly becomes very good. There will be no more appointments in the afternoon. Maintenance, but wait until no one sees shadows at three in the afternoon. After repairs, Huang also received two calls from the customer service operator and asked him if he had repaired the machine. How was the service attitude of the maintenance personnel? He was deeply touched by him. He often suffers from squinting and the attention of the customer service lady makes him feel like he is doing “God†treatment. Maybe Huang Huang still hasn’t understood yet that he can enjoy such fast and thoughtful customer service. The basic reason is not that he called directly to find the local office of Hangfa, but because after 2006, in order to solve the old Huang The hard-to-find problem encountered by Hang Fa was launched by the 4S service e-commerce platform created by Newgrand Software. With this platform, the platform linked the Hangzhou-based company and the national office through the Internet. If Huang Huang had a problem with the engine, as long as a phone call went to the local office or the headquarters of Hangfa, the customer service staff of the connection immediately called out the Laohuang engine model, purchase time, past failures, address, and telephone records. The machine fault entered the 4S service e-commerce platform; at the same time, through the e-commerce system query local 4S station there are no maintenance parts, if not, in the warranty application form on the synchronization application to the nearest yellow 4S station to send accessories, With a click of the mouse, the application is filed, and the branch manager and the accessories manager are immediately approved online and sent to the local 4S station. The entire process can be completed in a matter of minutes. The local 4S station saw the dispatch order at that time and could arrange for the maintenance personnel to come to the door. Before and after the process, in addition to Huang Huang, he needed to call Hangfa and all other links were completed on the Internet. The service speed for Huang was as follows: Of course, the time will be greatly reduced. In fact, the peasant friends who are enjoying the benefits of e-commerce throughout the country are not just Lao Huang, but tens of thousands of old yellow people, whether they are in developed Beijing and Shanghai or in remote Xinjiang. ,Tibet. The number of engines produced by Hangfa Company is as high as 50,000 per year. The construction vehicles, ships, loaders, excavators, passenger cars, etc. are distributed to all parts of the country including Xinjiang and Tibet, and the users are mostly farmers' friends. . These farmer friends had problems with repairs in the past. They now enjoy the e-commerce business, whether they are in Zhejiang Province, which is very close to Hangzhou, or the Yunnan border, which borders China. The great convenience and benefits. In the future, if computers are used by farmers, then they may not need to make any phone calls at all. They just need to log on to the Internet and submit maintenance applications online. With a click on the mouse, the problem is completely resolved. Just wait for the customer service personnel to come to the door. â—† Break through at a critical place Hangfa made use of e-commerce to provide farmers with great convenience. It also enabled Hangfa to greatly improve service efficiency and reduce service costs, gaining a great increase in customer satisfaction, and discovering problems in enterprise products through e-commerce systems. , And timely improvements to enhance the company's core competitiveness. China National Heavy Duty Truck Group Hangzhou Engine Co., Ltd. is a wholly-owned subsidiary of China Heavy-Duty Truck Group Co., Ltd., founded in 1958. It is a large-scale backbone enterprise specializing in the production of heavy-duty high-speed diesel engines in China. The company has a provincial-level technology center with strong product research and development capabilities. It has successively designed and developed 6120 series, X6130 series, H493 series and WD415 series diesel engines. Its products enjoy a high reputation in the domestic market; 2002 was listed in Hangzhou. The key industrial enterprises and key product catalogues in the city are among the top 100 companies in Hangzhou. In 2003, they were named the 50 fastest-growing and best-growing enterprises in China by the "50 years of China's auto industry." The leading product WD615 series diesel engine is imported from Austria, its power range is 160-266KW, its emission reaches the second stage of European control, and it is the most advanced diesel engine with the most advanced technology and the most stable quality in China. “Products that are focused on development in the plan; in the same year in September, Steyr engines with independent intellectual property rights and Euro III emission standards have been successfully developed and put into mass production. In August 2007, a new generation of energy saving II engine with higher power and lower fuel consumption was introduced. The products are widely used in heavy-duty trucks, large passenger cars, high-grade luxury passenger cars, and various special vehicles (dump trucks, tank trucks, etc. Flatbed trailers, dock container lifters, etc.), loaders, truck cranes, construction machinery, marine power and generator sets, etc., and are exported to Asia, Africa, Europe, South America and other countries. In October 2005, China National Heavy Duty Truck Group made a strategic decision to end the trusteeship of Hangfa Company and take the road of independent development. However, due to deviating from the “hosting†intention, the main line of Hangfa’s production and operation was completely paralysed, and it takes a lot of time and effort to recover the lost time; the reconstruction work of each system has a long way to go, specific to the sales system, and the marketing network is subject to “hostingâ€. One of the “heavy-hit areas†affected by this is that all local offices and central libraries are in a state of exhaustion. This work is directly related to the survival and development of enterprises. Therefore, it is imperative to establish a marketing network, especially a product service network, and establish a systematic, scientific and economical sales and service system as soon as possible. The Hangfa Company has come to a crossroads. What should we do? The upper leaders of Hangfa have decided resolutely to rebuild the marketing service system and get rid of traditional sales and customer service concepts to make long-term and strategic plans: to launch the most advanced, based on The e-commerce platform of the Internet has taken the first step to success for companies to adapt to the E-business 3.0 era of the 21st century. At that time, the level of informatization of Hangfa was a certain foundation, but it was far from reaching the level of successfully seizing the Internet. Hangfa made informationization in the two major sections of production and finance, but it was in an isolated state. . In 2001, Hangfa Corporation began to set up a corporate LAN. Around the original production, inventory, and finance, the company developed some small software systems, and then introduced a group version of the TRP system (equivalent to the ERP system). Based on the non-Internet-based C/S architecture (ie Client/Server architecture, it needs to access and invoke data on the server on the intranet; it cannot leave the LAN and cannot be accessed from other places via the Internet, subject to geographical and time limitations. Big), has been unable to adapt to the trend of e-commerce development. In the enterprise informationization has come to a Web-based structure (ie, access and call data on the server anytime, anywhere through the Internet), companies have begun the era of Internet e-commerce, Hangfa company how to take the road of information? Hangfa has formulated a low-cost, applicable and forward-looking e-commerce strategy: overall planning, highlighting, step-by-step implementation, and effective as soon as possible, and choosing to adopt the concept of URP and UIC e-commerce platform of the new Zhongda University. That is, according to the picture of E-business 3.0, the company's production and business operations are included in the overall e-commerce plan, but not simultaneously, and it is a four-sided attack. Instead, it highlights the key points, seizes the most critical, and chooses the most challenging for business development. The field ------ sales process, parts management process, and after-sales service process are the first breakthroughs. In the case where the sales management process already has a management system in use, Hangfa Company first decided to make breakthroughs in the after-sales service field. Because companies such as Hangfa Co., Ltd., which produces intermediate products, once sold their products mainly in major autos, engineering machinery, ships, generator sets, and other major vehicle manufacturers, the number of service customers is relatively fixed and easy to track; but The users of all major vehicles that have the engine of Hangfa Motor Company are tens of thousands of households and are faced with various quality end users, including the inaccurate application of these users, which leads to failures and will ask us various service requirements. If we do not give quick response, we will suffer from all kinds of complaints, and even affect the reputation of the company. Therefore, Hangfa made the first step in the application of e-commerce to the development of Hangfa, ----- "service and parts management," which is the breakthrough of Hangfa's e-commerce strategy. As the manager of the information department of Hangfa, said, “In the process of implementing e-commerce, there are many software vendors who come to bid. In the end, we chose Xinzhong University as our e-commerce solution provider because of the new URP’s URP. The UIC ideology is in line with the Hangfa Company's corporate business process, and the proposed strategic approach is in line with the company's actual situation and future development rules." According to the complexity of the project, one must be matured and one must be launched. E-commerce should not be built in pursuit of the most fashionable technologies and concepts. Instead, it should achieve results as soon as possible and let the company establish confidence in e-commerce as soon as possible, and benefit from it. This is precisely the realization of The concrete embodiment of the "step-by-step implementation, effective as soon as possible" strategic policy. Comparing with many enterprise informatization and overall process reengineering, and completely overturning the original enterprise's information management system, Hangfa Corporation not only plans the future e-commerce blueprint in an overall way, but also first makes breakthroughs in the most urgently needed parts of the enterprise. The strategy laid the foundation for Hangfa’s successful implementation of the e-commerce strategy. [next] â—† "active service" and "network inventory" The engine produced by Hangfa Company is an intermediate product and is directly supported by major vehicles and complete machines such as trucks, construction machinery, ships, and generator sets. It does not directly sell to end users, and it is not possible to directly grasp the end user's customer files. This has brought great difficulties for after-sales service; together with the variety of spare parts required for engine maintenance, if there is no end-user file, it is impossible to understand the geographical distribution of various products, obviously can not be done in advance accurately In the area where customers are concentrated, more goods are stocked, and fewer stocks are available in areas where there are few customers. Due to traditional fax telephone communication methods, parts and service stations cannot fully understand the stocking of spare parts at various service sites. The service headquarters does not know exactly how much spare parts the organization will prepare for repairs. In the face of these difficulties, Hangfa Corporation put forward two new concepts for e-commerce construction when implementing the e-commerce strategy of after-sales service system: First, “proactive service†means actively collecting end-user file information through various methods. The company’s headquarters e-commerce system can record the engine’s final destination, usage status, and user use in real time. Hangfa Corporation regards “active service†as the second sales process; the second is “network inventoryâ€, after the production of the product is offline. Production, storage, sales, post-sales engine status and transfer status, usage status, fault return, parts replacement, etc., e-commerce systems all track records, which is a network inventory concept. That is, through the communication with all 23 branches, real-time control of the inventory status of engines and parts in each region and headquarters, through the customer maintenance data accumulated by the e-commerce system, analyzes which parts have a high demand rate and which have a low demand rate, and use electronic means to assist inventory. Decision-making to optimize the inventory and management of engines and accessories. Such a network inventory can be said not only to control the company's own warehouses, branch offices, and 4S service stations, but also to trace the entire machine that users are using. In general, manufacturers of construction machinery, ships, generator sets, etc. are not obliged to provide Hangfa with end-user lists. How do you collect customer files? Hangfa’s practice is to actively strive for trucks and works on the one hand. Machines, ships, generators and other whole machine factories cooperate, and each branch company tracks the whole plant and enters the serial number and sales user information of the entire vehicle into the 4S after-sales service system, especially when the customer's phone is under warranty. All subsidiaries are required to accurately and completely record end-user files. After accumulating these files, Hangfa will be able to track real-time tracking of the production of its own engines to those areas, which trucks, construction machinery, ships, generator sets, etc., the proportion of installation, the end-user Usage, service tracking, at a glance. At the same time, it can be analyzed that those accessories need to be stocked all the year round, those who can not take stock and take an external purchase method, and ultimately achieve the concept of network inventory ------ optimize the inventory structure and inventory status through the Internet e-commerce system, reduce spare parts vacancy rate, Accelerate the turnover rate and reduce costs. Active service and network inventory, these two advanced management concepts are very frontier concepts in the engine industry. With the help of e-commerce platform, they are the first to be realized in China. â—† key service process As the manager of the information department of Hangfa Corporation stated, now the market economy, the market price is determined by the market, therefore, we can only optimize the after-sales service process and parts management process, which can greatly reduce the internal cost of the company, it is equal to When our price does not increase, our profits increase and we make more money. In other words, "Service is a re-sale to the company and directly affects the reputation of the company's brand. Hang Fa has taken this concept to treat our service process." So, how does the Hangfa company's after-sales service e-commerce process ensure that it achieves a "money saving strategy"? Let's take a look at the after-sales service process of Hangfa: The first step: fill in the service request form. The 4S service station received a customer service request phone number like Muyang Town Laohuang. The local service inquired through the serial number and quickly called up the user's engine file to see if the user's engine had passed the three-guarantee deadline and completed the repair online. Service request form. In the absence of e-commerce platform, some users may claim that his purchase invoice can not be found, fool some maintenance staff to give him free repair and replacement parts; with e-commerce network inventory information support, if the engine has passed the three-period limit It is impossible for the user to want to save money and fish for free services. The second step: The administrator checks the dispatch list within a limited time. The branch manager shall, within the specified time limit, review the service request form online and deliver the on-site maintenance instruction to the nearest 4S service station via the Internet. The 4S service station will receive the task synchronously and dispatch the task to maintenance personnel. Due to the synchronic nature of the Internet, regardless of whether the customer is in Tibet, Qinghai, or Xinjiang, the nearest 4S service station will receive an order for repairs. In order to speed up the progress of the audit process and reduce the waiting time for the process, Hangfa also implements the “limited-time audit responsibility systemâ€, which stipulates the time for the branch manager to audit, as long as the branch manager does not review the service request within the specified time, the service ticket will be automatically Transferred to the head of the company's headquarters for review. The third step: maintenance personnel repair and repair before maintenance. The maintenance personnel will use the engine serial number to log on the engine's “medical records†to see if it has a “history†and determine what tools and accessories to carry around to provide services to customers based on the status of the failure report; sometimes the user may be hundreds. In towns and villages other than kilometers, pre-maintenance diagnosis through the Internet to query “history†is critical, to avoid solving problems for users after a long journey. Step 4: Repair the accessories. In the past, maintenance personnel often did not know whether there was any kind of accessories in the warehouse. Now, with a mouse click, you can see the availability of accessories. If not, maintenance personnel can quickly decide whether to outsource or not. The approval of accessories is also required. The "multi-approval system" and "two-person approval system" are implemented here. That means that the use of spare parts must not only be approved by the branch manager, but also approved by the accessories manager. Approvals are set for double approval, as long as one of them passes the review. Step 5: Replace the entire machine and use the right of approval at the headquarters. In the course of maintenance, the entire engine must be replaced due to a fault. The replacement of the engine must be approved by the person in charge at the headquarters of the company. Step 6: Implement the service at home and fill out the service feedback form. Service personnel may be in close proximity to customers, or may be thousands of miles away. After completion, the customer fills out a standard format service feedback form to evaluate the service attitude, service quality, and timeliness of service personnel. Maintenance service personnel specifications fill out the product after-sales service record form, and fill in the man-hours spent, round-trip distance. Step 7: The ambassador smiled twice to investigate. The customer service staff of the headquarters and branch offices will call back 100% of the users. The access content is exactly the same as the service feedback sheet brought by the maintenance personnel. This will enable the customer to feel warm care and discover the potential of the user during the visit. demand. The process of interviewing is also a process of supervising the maintenance personnel. If the user is not satisfied with the answer, or if the user finds that the maintenance personnel have falsely reported working hours and round-trip mileage, the maintenance personnel may face assessment and audit. The seventh step: "The door-to-door mother-in-law" to recover more collar accessories. The engine is composed of many parts. The service has this situation: the engine has many parts and the engine has failed. The maintenance staff has received a set of six cylinder parts, but the user's engine has only broken one of the cylinders, and only one cylinder is replaced during maintenance. Before the e-commerce system was launched, maintenance personnel handled the other five cylinders themselves. If there is no information recording and convenient remote inquiries and supervision, there will be loopholes in parts management. After embarking on the e-commerce system, Hangfa became a savvy “instructor†and asked the maintenance personnel to return the unused spare parts to the accessories department. With the help of the e-commerce tracking system, the maintenance personnel's use of accessories and the actual use of the accessories are clearly recorded in the system. This avoids the waste of accessories due to the absence of an e-commerce platform and the inability to track, inquire, and supervise at any time. At the same time, maintenance personnel are required to replace the old ones that have been changed from the user and can be returned to the factory. They are also updated in the warehouse, put into use after processing, and refined in parts management. This helps Hangfa to greatly reduce the cost of accessories. . Step 8: Automatic fee settlement. After the 4S service station implements the service, the headquarters of the Hangfa company needs to settle the expenses with it. According to the unified standard set in advance in the system, after the service is completed, the settlement list will be automatically generated immediately, and no need to manually calculate the 4S service station. "Inner customers", Hangfa made instant and efficient services. The ninth step: data analysis, finding problems, improving products. Through the e-commerce intelligence analysis system, Hangfa can analyze and analyze through data reports that those types of vehicles will damage those accessories. Using the maintenance data in the 4S system, Hangfa can accurately analyze the causes of the problem and find out Improve improvement methods. At the same time, using the sales data of engines installed in trucks, heavy trucks, ships, generators, and tractors, and their sales data, they can also better support Hangfa in exploring new customer needs in a timely manner and developing innovative products that the market needs. Come. In fact, the process in which Hangfa made the change from “silly mother-in-law†to “practicing her mother-in-law†changed from a “slow response†to a “responsive agile†process, which was the transformation of Hangfa from “extensive management†to “detailed management.†The process of transitioning from traditional hand-manufactured manufacturers to new manufacturers in the E-business 3.0 era is a process of transition from traditional manufacturing companies to new service-oriented manufacturing companies, and its customer satisfaction is in the process. , has been rapidly improved.
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