Decentralized service concept
Publish: 2021-04-19 17:31:20
1.
Decentralization is a form of social relations and content proction formed in the development of the Internet. It is a new type of network content proction process relative to "centralization"
decentralizing is not to do without the center, but to let the nodes freely choose and decide the center. In short, centralization means that the center determines the node. The node must depend on the center, and the node cannot survive without the center. In a decentralized system, anyone is a node, and anyone can be a center. Any center is not permanent, but phased, and no center is mandatory for nodes
extended data:
in a system with many nodes, each node has a high degree of autonomy. Nodes can connect freely to each other to form a new connection unit. Any node may become the stage center, but it does not have the mandatory central control function. The influence between nodes will form nonlinear causality through the network. This open, flat and equal system phenomenon or structure is called decentralization
with the deepening of the interaction between subject and object, the constant balance of cognitive function and the continuous improvement of cognitive structure, the indivial can be released from the egocentric state, which is called decentralization
2.
In a system with many nodes, each node has a high degree of autonomy. Nodes can connect freely to each other to form a new connection unit. Any node may become the stage center, but it does not have the mandatory central control function. The influence between nodes will form nonlinear causality through the network. This open, flat and equal system phenomenon or structure is called decentralization
with the deepening of the interaction between subject and object, the continuous balance of cognitive function and the continuous improvement of cognitive structure, indivials can be released from the egocentric state, which is called decentralization
3. 1、 Always adhere to & quot; Customer centered & quot; Innovation of service concept
& quot; Customer centered;, In addition to focusing on the current needs of customers, we should also focus on the potential needs of customers. By analyzing problems, solving problems and reanalyzing problems, we can provide service results that are higher than customers' expectations. At the same time, the evaluation of service results should also focus on customers' evaluation, only & quot; Customer satisfaction & quot; To reflect the value of service, which is consistent with the overall management objectives of the company; Results reflect value, and value determines survival; It's also very unified. First class service is & quot; To do one more step for customers, to meet and exceed customer expectations of service & quot;. Moving comes from exceeding expectations. Moving customers is not only the most effective way to win customer loyalty, but also the magic weapon to enhance service value. An enterprise's sustainable business model is to provide customers with two kinds of service procts that will never be eliminated: one is to give humanized care to customers' needs, the other is to give personalized respect to customers' emotions. As long as any customer gets the sincere care and respect of the enterprise, once he is moved, he will try his best to repay the enterprise
2. Always adhere to & quot; Service platformization, support molarization and multi-faceted Supervision & quot; 1. Adhere to & quot; Service platform & quot; A unified service center and a unified service interface are established through & quot; One point access, comprehensive service & quot; To build a unified service platform for the company
2; Support molarity & quot; 3. Adhere to & quot; Multi faceted Supervision & quot; 3. Always adhere to & quot; Institutionalization of management, business process, standardization of operation, specialization of technology and scientization of examination & quot; 1. Adhere to & quot; Management institutionalization & quot; 2; Business process & quot; 3; Operation standardization & quot; 4; Technical specialization & quot; 5; Scientific assessment & quot; 4. Always adhere to & quot; Zero defect in service, zero distance in communication and zero complaint from customers; 1. Adhere to & quot; Zero defect Service & quot; Objective
2; Zero communication distance & quot; Objective
3; Zero customer complaints & quot; Objectives
v. always adhere to & quot; Personalized procts, market-oriented competition and first-class performance & quot; 1. Adhere to & quot; Proct personalization & quot; Strategy
2; Marketization of competition & quot; Strategy
3; First class performance & quot; Strategy
VI. always adhere to & quot; Service promotes business growth and increases company value; Business objectives of the company
& quot; Customer centered;, In addition to focusing on the current needs of customers, we should also focus on the potential needs of customers. By analyzing problems, solving problems and reanalyzing problems, we can provide service results that are higher than customers' expectations. At the same time, the evaluation of service results should also focus on customers' evaluation, only & quot; Customer satisfaction & quot; To reflect the value of service, which is consistent with the overall management objectives of the company; Results reflect value, and value determines survival; It's also very unified. First class service is & quot; To do one more step for customers, to meet and exceed customer expectations of service & quot;. Moving comes from exceeding expectations. Moving customers is not only the most effective way to win customer loyalty, but also the magic weapon to enhance service value. An enterprise's sustainable business model is to provide customers with two kinds of service procts that will never be eliminated: one is to give humanized care to customers' needs, the other is to give personalized respect to customers' emotions. As long as any customer gets the sincere care and respect of the enterprise, once he is moved, he will try his best to repay the enterprise
2. Always adhere to & quot; Service platformization, support molarization and multi-faceted Supervision & quot; 1. Adhere to & quot; Service platform & quot; A unified service center and a unified service interface are established through & quot; One point access, comprehensive service & quot; To build a unified service platform for the company
2; Support molarity & quot; 3. Adhere to & quot; Multi faceted Supervision & quot; 3. Always adhere to & quot; Institutionalization of management, business process, standardization of operation, specialization of technology and scientization of examination & quot; 1. Adhere to & quot; Management institutionalization & quot; 2; Business process & quot; 3; Operation standardization & quot; 4; Technical specialization & quot; 5; Scientific assessment & quot; 4. Always adhere to & quot; Zero defect in service, zero distance in communication and zero complaint from customers; 1. Adhere to & quot; Zero defect Service & quot; Objective
2; Zero communication distance & quot; Objective
3; Zero customer complaints & quot; Objectives
v. always adhere to & quot; Personalized procts, market-oriented competition and first-class performance & quot; 1. Adhere to & quot; Proct personalization & quot; Strategy
2; Marketization of competition & quot; Strategy
3; First class performance & quot; Strategy
VI. always adhere to & quot; Service promotes business growth and increases company value; Business objectives of the company
4.
The marketing concept of Chinese enterprises has gone through four main stages after decades of tests. From the beginning, it was the proction concept of "the emperor's daughter does not worry about getting married", then it was transferred to the proct concept of "wine is not afraid of deep alley", and then it was developed to the marketing concept of "good goods should be called out frequently", and it entered into the customer-centered and demand-oriented service marketing concept
compared with the traditional marketing concept, the biggest difference between the modern service marketing concept and the traditional marketing concept is that the basic elements of marketing have changed from the original 4P to 4C, that is, the focus of enterprises is not to discuss what procts they proce, but to study what customers need; It's not about the price of the proct, but about the customer's purchase cost; It's not to discuss the promotion activities, but to find ways to strengthen the communication with customers; Instead of discussing how to establish distribution channels, we should consider the convenience of customers' purchase. Traditional marketing is to make profit through sales, while service marketing is to make profit through customer satisfaction
the fundamental goal of enterprises is to make profits. More and more enterprises believe that the real profit model of enterprises should be to continuously create value for customers. Therefore, excellent enterprises all over the world claim to be service-oriented enterprises. The wave of service is rising again in the 21st century, and the competition of enterprises is more and more entering the service field
5.
The definition of service concept is "improving employees' self-esteem, enhancing employees' satisfaction, accelerating self-development and improving service flexibility". The concept of nurse service is defined as "patient-centered", which enables medical staff to continuously create value for patients. When the service enterprise defines the service concept, it must keep the consistency of the front and back in the service system
extended materials:
services are ultimately provided by employees, especially those who interact with consumers. Therefore, the service concept of service enterprises should meet the needs of both consumers and employees. Therefore, from this perspective, the service concept must include a set of common values agreed by most employees
in addition, the service concept should be able to clearly express what standard service the service enterprise needs employees to provide and what standard service consumers can expect
6. How to establish a customer-centered marketing system? This is a question worth thinking about. How to do it
1. Design an "end-to-end" marketing activity management process“ The "end-to-end" process is to design the whole marketing activity as a whole. This "end-to-end" marketing management process actually includes partial processes such as marketing scheme design, advertising and marketing material supply. The departments involved include not only marketing department, but also finance department, procurement department, it department, etc. If, as required by Shi Feng in the case, it is only the shortening of the advertising process cycle and the improvement of the marketing material supply process, this kind of local process optimization can not solve the fundamental problems, and it is difficult to realize the overall optimization
2. Establish the service concept of "back end" to "front end". In large enterprises, it is easy to proce a kind of bureaucracy, that is, the back office often positions itself as the front-line management department, and ignores the function of service. For example, in this case, the regional branch hopes that the professional office of the marketing department can prepare "shells" for itself, which is a demand for services. In the face of this kind of service demand, the back office departments often just mechanically carry out their work according to their ties, and often say to the front line, "I can't help it, you can go to other departments", "we can't do that, we always do it" and so on. This kind of bureaucratic thinking mode is easy to harm the work enthusiasm of the front-line staff. Establishing the service concept of "back-end" to "front-end" is to regard the front-line department as their own customers, actively analyze the needs of the front-line department, and provide targeted solutions. Even in the face of some requirements that conflict with the existing system, we should ask more: is there any other way to complete the service? Is the existing management system no longer suitable for the needs of enterprise development
3. Establish a project management mechanism for marketing activities. Successful marketing activities can only be achieved through the joint efforts of multiple departments of the enterprise. The mistakes of relevant departments in any link will lead to the inefficiency or failure of the project. Project management can effectively improve the quality of marketing programs, improve the efficiency of marketing activities and rece the risk of marketing management. Project management methods include: establishing a virtual project team across departments / departments in the enterprise, determining the roles and division of work of different project members, formulating a detailed project plan, monitoring the progress of plan implementation, etc
4. Establish marketing knowledge management mechanism to realize the accumulation and reuse of marketing knowledge. In addition to process standardization, skill standardization can also help improve the quality and efficiency of marketing activities. In enterprises, we often find that the experience of marketing experts is difficult to share, new staff training is difficult, and the same mistakes happen repeatedly. This is because marketing is not like accounting, it and other disciplines have a sound theoretical system, its learning depends more on the accumulation of staff work experience. Therefore, we need a system that can accumulate and reuse marketing knowledge, which can improve employees' personal ability more quickly and effectively. Generally, the common way is to establish a marketing knowledge base, and put the marketing information such as the enterprise's marketing plan, marketing activity information and activity evaluation into the marketing knowledge base for the reference and learning of the marketing personnel. Attention should be paid to the establishment of marketing knowledge base, because the input of marketing knowledge not only increases the workload of marketing personnel, but also turns valuable personal experience into the company's public knowledge, which may be resisted by marketing personnel and eventually makes the knowledge base mere formality. Therefore, the company must formulate corresponding guarantee system to ensure the dynamic update of marketing knowledge base.
1. Design an "end-to-end" marketing activity management process“ The "end-to-end" process is to design the whole marketing activity as a whole. This "end-to-end" marketing management process actually includes partial processes such as marketing scheme design, advertising and marketing material supply. The departments involved include not only marketing department, but also finance department, procurement department, it department, etc. If, as required by Shi Feng in the case, it is only the shortening of the advertising process cycle and the improvement of the marketing material supply process, this kind of local process optimization can not solve the fundamental problems, and it is difficult to realize the overall optimization
2. Establish the service concept of "back end" to "front end". In large enterprises, it is easy to proce a kind of bureaucracy, that is, the back office often positions itself as the front-line management department, and ignores the function of service. For example, in this case, the regional branch hopes that the professional office of the marketing department can prepare "shells" for itself, which is a demand for services. In the face of this kind of service demand, the back office departments often just mechanically carry out their work according to their ties, and often say to the front line, "I can't help it, you can go to other departments", "we can't do that, we always do it" and so on. This kind of bureaucratic thinking mode is easy to harm the work enthusiasm of the front-line staff. Establishing the service concept of "back-end" to "front-end" is to regard the front-line department as their own customers, actively analyze the needs of the front-line department, and provide targeted solutions. Even in the face of some requirements that conflict with the existing system, we should ask more: is there any other way to complete the service? Is the existing management system no longer suitable for the needs of enterprise development
3. Establish a project management mechanism for marketing activities. Successful marketing activities can only be achieved through the joint efforts of multiple departments of the enterprise. The mistakes of relevant departments in any link will lead to the inefficiency or failure of the project. Project management can effectively improve the quality of marketing programs, improve the efficiency of marketing activities and rece the risk of marketing management. Project management methods include: establishing a virtual project team across departments / departments in the enterprise, determining the roles and division of work of different project members, formulating a detailed project plan, monitoring the progress of plan implementation, etc
4. Establish marketing knowledge management mechanism to realize the accumulation and reuse of marketing knowledge. In addition to process standardization, skill standardization can also help improve the quality and efficiency of marketing activities. In enterprises, we often find that the experience of marketing experts is difficult to share, new staff training is difficult, and the same mistakes happen repeatedly. This is because marketing is not like accounting, it and other disciplines have a sound theoretical system, its learning depends more on the accumulation of staff work experience. Therefore, we need a system that can accumulate and reuse marketing knowledge, which can improve employees' personal ability more quickly and effectively. Generally, the common way is to establish a marketing knowledge base, and put the marketing information such as the enterprise's marketing plan, marketing activity information and activity evaluation into the marketing knowledge base for the reference and learning of the marketing personnel. Attention should be paid to the establishment of marketing knowledge base, because the input of marketing knowledge not only increases the workload of marketing personnel, but also turns valuable personal experience into the company's public knowledge, which may be resisted by marketing personnel and eventually makes the knowledge base mere formality. Therefore, the company must formulate corresponding guarantee system to ensure the dynamic update of marketing knowledge base.
7. The so-called idea is an idea, an idea. Since it's customer-centered, you have to put yourself in the right place in the sales process< The concept of "customer is God" has been put forward for a long time. However, to establish the "customer-oriented" business philosophy requires enterprises to raise customers to a strategic height, that is, enterprises must implement the "customer-oriented" business strategy
2. Cultivate the "patronage" spirit of customer loyalty
in order to maintain customer loyalty and make them continue to buy procts, the enterprise must pass on a kind of ideological culture and spirit, the sense of identity, belonging, pride and nostalgia of value orientation to customers. Integrate the enterprise or its procts with customers. For example, the slogan of M-Zone "listen to me in my site" sets up an atmosphere, connecting the target customer group of the enterprise, new new human, with the procts of the enterprise, thus achieving great success< Establishing customer organization can maintain customer relationship, rece customer churn and rece marketing cost. Specific customer organizations refer to club system, membership system, etc. At present, the more mature customer organization is auto club, almost every brand has its own auto club, and has a relatively stable number of participants. Regular club activities, not only make the communication between consumers, but also imperceptibly increase customer loyalty< In the market economy, the market is both a bridge and a gap, and there is always a contradiction between procers and consumers. The development of customer ecation is not only an effective strategy to maintain customer relationship, but also a very good means of promotion. Just like the classic story of selling shoes, two salesmen went to an island to sell shoes. One of them came back as soon as he went, because he said that people on the island didn't wear shoes; Another salesman was very happy to live. Two years later, all his shoes were sold out, because after his "customer ecation", people on the island began to wear shoes
enterprises can develop and ecate customers' needs, so how to carry out "customer ecation"? Advertising ecation, public relations ecation, consumer schools, user lectures, customer training and so on are optional means, and how to choose depends on the characteristics of the proct and the strength of the enterprise
5. Establish a customer complaint system
in order to truly maintain the customer relationship, it is very important to take every customer's complaint seriously. The investigation shows that the proportion of customers who complain about the enterprise or proct is much higher than that of customers who are not satisfied but have no complaint.
2. Cultivate the "patronage" spirit of customer loyalty
in order to maintain customer loyalty and make them continue to buy procts, the enterprise must pass on a kind of ideological culture and spirit, the sense of identity, belonging, pride and nostalgia of value orientation to customers. Integrate the enterprise or its procts with customers. For example, the slogan of M-Zone "listen to me in my site" sets up an atmosphere, connecting the target customer group of the enterprise, new new human, with the procts of the enterprise, thus achieving great success< Establishing customer organization can maintain customer relationship, rece customer churn and rece marketing cost. Specific customer organizations refer to club system, membership system, etc. At present, the more mature customer organization is auto club, almost every brand has its own auto club, and has a relatively stable number of participants. Regular club activities, not only make the communication between consumers, but also imperceptibly increase customer loyalty< In the market economy, the market is both a bridge and a gap, and there is always a contradiction between procers and consumers. The development of customer ecation is not only an effective strategy to maintain customer relationship, but also a very good means of promotion. Just like the classic story of selling shoes, two salesmen went to an island to sell shoes. One of them came back as soon as he went, because he said that people on the island didn't wear shoes; Another salesman was very happy to live. Two years later, all his shoes were sold out, because after his "customer ecation", people on the island began to wear shoes
enterprises can develop and ecate customers' needs, so how to carry out "customer ecation"? Advertising ecation, public relations ecation, consumer schools, user lectures, customer training and so on are optional means, and how to choose depends on the characteristics of the proct and the strength of the enterprise
5. Establish a customer complaint system
in order to truly maintain the customer relationship, it is very important to take every customer's complaint seriously. The investigation shows that the proportion of customers who complain about the enterprise or proct is much higher than that of customers who are not satisfied but have no complaint.
8. Our service tenet is to respect customers, understand customers and create value for customers. Our service philosophy is to solve customers' problems wholeheartedly and conscientiously. We should use "heart" to communicate and "six hearts" to serve
first, care and love: from the customer's point of view, grasp the customer's mood and needs, and be anxious about the customer's needs; Think of problems for customers in advance and deal with them in the bud to prevent the expansion of problems
2. Sincerity and carefulness: regard customers as their parents from the bottom of their heart; Be considerate of customers, do some practical things for customers, let customers feel the importance of your existence
Third, heart and perseverance: treat and complete every work and service with utmost heart. For every consulting request, application and complaint of customers, we should be sure that everything is managed by others; Regard service as career, quality as life, persevere
negligence in service is often small and instantaneous, but the harm to customers and the chagrin left in customers' hearts are long-term and spreading, and the loss of corporate image may also be continuous and expanding, which is the concept of "wholehearted and responsible" put forward by us in service. Whether old customers or new customers, we should use the standard of "wholeheartedly and conscientiously" to complete the task of serving customers every time. Through the "wholehearted, dedicated" service in exchange for customer satisfaction and our gratification.
first, care and love: from the customer's point of view, grasp the customer's mood and needs, and be anxious about the customer's needs; Think of problems for customers in advance and deal with them in the bud to prevent the expansion of problems
2. Sincerity and carefulness: regard customers as their parents from the bottom of their heart; Be considerate of customers, do some practical things for customers, let customers feel the importance of your existence
Third, heart and perseverance: treat and complete every work and service with utmost heart. For every consulting request, application and complaint of customers, we should be sure that everything is managed by others; Regard service as career, quality as life, persevere
negligence in service is often small and instantaneous, but the harm to customers and the chagrin left in customers' hearts are long-term and spreading, and the loss of corporate image may also be continuous and expanding, which is the concept of "wholehearted and responsible" put forward by us in service. Whether old customers or new customers, we should use the standard of "wholeheartedly and conscientiously" to complete the task of serving customers every time. Through the "wholehearted, dedicated" service in exchange for customer satisfaction and our gratification.
9. Improve employee engagement
Welch once said a famous saying: "if any company wants to gain a competitive advantage... It must keep every employee engaged." He went on to explain in an article: "any company, big or small, can't gain long-term competitive advantage if its employees are suspicious of its mission and don't know how to achieve its goals."
many people agree with Welch. Outstanding business leaders in the world, including Bill & Chen; Gates, Steve and Chen; Jobs, Warren and Chen; Warren Buffett and Richard W; Branson and other names often associated with the word wealth are supporters of employee engagement. If employee engagement is very important for large companies, it is even more important for small and medium-sized enterprises. Small enterprises have limited human resources, so they usually "poach" excellent employees from other organizations to fill the vacancies of star employees in the company. Whether the newly recruited excellent employees can continue their excellent performance is still unknown< So employee engagement is very important. But the problem is, according to a global survey by tower Perrin, only one out of every seven employees in the world is dedicated, or 14%
what is the situation of Chinese enterprises? Compared with the global average, employee engagement is lower. According to the survey, only 8% of Chinese enterprises, that is, less than one in every 12 employees is dedicated
the result is that employees who are not dedicated enough lead to low efficiency in Chinese enterprises, and then lose huge profits. An income comparison study by the hay group found that organizations with dedicated employees are 43% more efficient
the solution is to make employees more dedicated, so as to improve work efficiency, bring more profits to the company and retain more loyal customers“ "Employee engagement" refers to that employees are able to work, firmly believe in the values pursued by the company, are proud of being able to serve the company, and are willing to make more efforts for the success of the enterprise
the research of Huaxin Huiyue consulting company shows that the performance of enterprises with higher engagement is 47 percentage points higher than that of enterprises with lower engagement. A global employee engagement survey concted by ISR, another consulting firm, shows that the profit level of enterprises with high employee engagement is significantly higher than that of enterprises with low employee engagement. The most powerful proof is that the difference between the annual growth rate of business income of these two types of enterprises is more than 50%< Then, who is wrong that the employees are not dedicated enough
of course, you can easily put the responsibility on the enterprise itself. Many enterprises can't effectively retain employees, can't let them play the biggest role, and have no corporate culture to cultivate and motivate employees
however, the real culprit, the leader, will be let go if the culprit is put on the enterprise. Gallup Consulting has made the term "employee engagement" widely known in a well-known global survey. Its research found that the most dedicated organizations and some of the least dedicated organizations... Actually come from the same company
this proves that as an indivial leader, the impact on engagement is greater than that of an enterprise as a whole
Marcus, a consultant of Gallup Consulting Company and one of the authors of the best-selling book "first of all, break all conventions"; Marcus Buckingham pointed out that the relationship between an employee and his immediate supervisor determines how long he will stay in the company and how efficient he will be when he works in the company“ Instead of working for a lousy boss in an enlightened, employee centric company, it's better to work for a very good boss in a less fashionable company. "
this also means that leaders who can improve the engagement of their subordinates should be praised. How did they do that? There are many ways to improve employee engagement. Here we list some proven and effective methods by the world's leading enterprises
lead by example
when it comes to engagement, leaders must lead by example. If even leaders can't set an example, how can they expect their subordinates to be dedicated? According to the survey by Heidrick & struggles, this is the crux of Chinese Enterprises: 7% of the enterprises surveyed said they had lost 15% to 20% of their senior managers in the past year. Only two years ago, only 2% of enterprises had such a high turnover rate of senior managers
one of the world's leading instrial and commercial enterprise members and research organizations has released an even more surprising statistics: the proportion of human resource managers in Chinese enterprises who have jumped the slot is 20%. This ironic phenomenon makes it difficult for many enterprises to recruit and retain employees. Who wants to get on a cruise ship that even the captain wants to abandon
the job hopping of senior managers may be good for their career, but it is bad for their leadership, because continuous leadership is priceless. Just ask the people who put bill; The interviewees that Gates selected as the most respected leader in his mind will know
"bill"; Gates was elected the most respected leader in the world in 2005 because everyone realized his continuous management ability in the company he founded. " The planner of this survey is Leslie & Chen, Boya public relations company; Leslie Gaines Ross commented
the most respected CEOs in the world are all "our own people", that is, they have worked for the company for at least three years. They were elected on the basis of their long-term performance in the company
the enlightenment to Chinese senior managers is that if you want to win in the long run, you should strive to become the "own person" of the enterprise
connect employees and brands
according to a recent survey of British employees, Richard & Chen; Branson was elected the boss who wanted to work for him most. The virgin's boss is the top choice for British employees, with 44% of them wanting him to be their leader
Lynne mcclymont, who led the survey, pointed out: "there is no doubt that a strong leader contributes to employee engagement, and Branson's unique personal charm is the perfect embodiment of this, which is why he is popular all over the world. However, the survey also points out that many employees want to work under bosses with similar habits. Therefore, one of the biggest challenges for managers is how to respond to the different needs of their diversified subordinates by adopting a flexible and inclusive management style. "
Branson is not surprised at his popularity in the eyes of employees, because he always puts employees at the center of the business model. In an interview, he said that his company was able to enter many fields, including music, aviation, carbonated drinks, mobile phones and so on, because its brand commitment and brand purpose can combine these instries. So what can keep the brand promise vigorous? The answer is employees
"employees must feel that they are part of the brand and part of the company's mission." Branson said. With the continuous development of the enterprise, it is easy for employees to forget the mission of the company. Human resource experts often say that the leader of an enterprise must ensure that every employee "focuses on the customer". This also means that no matter what the employee's job content is, he must always be clear about what kind of impact his actions will have on customers
have you established such a channel between your employees and customers
another question: can you make sure that the link between service and profit is clear
this is the so-called "service profit chain". In fact, as early as James Heskett and others of Harvard Business School published the article "putting the service profit chain to work", the topic of employee engagement has aroused wide attention
the concept of service profit chain is very simple: only when employees are satisfied with their work can they continue to work in the company, only by retaining employees can they improve their work efficiency, only by improving their work efficiency can they improve their service value, only by improving their service value can they improve their customer satisfaction, and only when customers are satisfied can they be loyal, Only by improving customer loyalty can we improve the company's profit level and growth rate< In a word, dedicated employees can bring loyal customers and create more profits for the company
the service profit chain is also one of the elements of Branson's leadership philosophy and the cornerstone of his virgin empire
as Branson himself put it: "from the beginning, we tried to build virgin into a brand that represents quality, value, fun and challenge. In the process of determining the brand connotation, we always firmly believe that the most important thing for the company is the employees, followed by the customers, and then the shareholders. Because if employees are engaged, customers will be satisfied, and shareholders will benefit from the success of the company. "
spend more time on employees
one of the most important questions any leader needs to answer is: what do you spend most of your time on
if employee engagement is the most critical success factor of an enterprise, then leaders should pay more time and energy for it. The most successful business leaders, such as Jack & Chen; Welch and bill; Gates usually spends 30% - 50% of his time on talent discovery, listening, training, evaluation, development, recognition, reward, encouragement and thinking
Allan schweyer, a columnist at inc.com, points out that in today's era of knowledge economy, the quality of a professional manager lies in his ability to invest time and energy in utilizing talents. A manager with 10 subordinates works an average of 550 hours a week in his or her jurisdiction. Ordinary managers usually spend only five to six hours managing their subordinates“ It's impossible for this level of engagement to make effective use of the 500 working hours of all its subordinates. "
70% ~ 80% of the value of knowledge-based enterprises comes from the intangible assets of enterprises, including brand, innovation, concept, creativity, etc., in other words, talents. The primary task of managers is to let the talents of enterprises do their best, so that enterprises can obtain competitive advantage. At present, the most important tool of talent management is to make enterprise employees (especially excellent employees) feel that the company attaches importance to their value and give appropriate rewards. Time and time again employee survey reveals such a truth: recognition and reward of employees, which
Welch once said a famous saying: "if any company wants to gain a competitive advantage... It must keep every employee engaged." He went on to explain in an article: "any company, big or small, can't gain long-term competitive advantage if its employees are suspicious of its mission and don't know how to achieve its goals."
many people agree with Welch. Outstanding business leaders in the world, including Bill & Chen; Gates, Steve and Chen; Jobs, Warren and Chen; Warren Buffett and Richard W; Branson and other names often associated with the word wealth are supporters of employee engagement. If employee engagement is very important for large companies, it is even more important for small and medium-sized enterprises. Small enterprises have limited human resources, so they usually "poach" excellent employees from other organizations to fill the vacancies of star employees in the company. Whether the newly recruited excellent employees can continue their excellent performance is still unknown< So employee engagement is very important. But the problem is, according to a global survey by tower Perrin, only one out of every seven employees in the world is dedicated, or 14%
what is the situation of Chinese enterprises? Compared with the global average, employee engagement is lower. According to the survey, only 8% of Chinese enterprises, that is, less than one in every 12 employees is dedicated
the result is that employees who are not dedicated enough lead to low efficiency in Chinese enterprises, and then lose huge profits. An income comparison study by the hay group found that organizations with dedicated employees are 43% more efficient
the solution is to make employees more dedicated, so as to improve work efficiency, bring more profits to the company and retain more loyal customers“ "Employee engagement" refers to that employees are able to work, firmly believe in the values pursued by the company, are proud of being able to serve the company, and are willing to make more efforts for the success of the enterprise
the research of Huaxin Huiyue consulting company shows that the performance of enterprises with higher engagement is 47 percentage points higher than that of enterprises with lower engagement. A global employee engagement survey concted by ISR, another consulting firm, shows that the profit level of enterprises with high employee engagement is significantly higher than that of enterprises with low employee engagement. The most powerful proof is that the difference between the annual growth rate of business income of these two types of enterprises is more than 50%< Then, who is wrong that the employees are not dedicated enough
of course, you can easily put the responsibility on the enterprise itself. Many enterprises can't effectively retain employees, can't let them play the biggest role, and have no corporate culture to cultivate and motivate employees
however, the real culprit, the leader, will be let go if the culprit is put on the enterprise. Gallup Consulting has made the term "employee engagement" widely known in a well-known global survey. Its research found that the most dedicated organizations and some of the least dedicated organizations... Actually come from the same company
this proves that as an indivial leader, the impact on engagement is greater than that of an enterprise as a whole
Marcus, a consultant of Gallup Consulting Company and one of the authors of the best-selling book "first of all, break all conventions"; Marcus Buckingham pointed out that the relationship between an employee and his immediate supervisor determines how long he will stay in the company and how efficient he will be when he works in the company“ Instead of working for a lousy boss in an enlightened, employee centric company, it's better to work for a very good boss in a less fashionable company. "
this also means that leaders who can improve the engagement of their subordinates should be praised. How did they do that? There are many ways to improve employee engagement. Here we list some proven and effective methods by the world's leading enterprises
lead by example
when it comes to engagement, leaders must lead by example. If even leaders can't set an example, how can they expect their subordinates to be dedicated? According to the survey by Heidrick & struggles, this is the crux of Chinese Enterprises: 7% of the enterprises surveyed said they had lost 15% to 20% of their senior managers in the past year. Only two years ago, only 2% of enterprises had such a high turnover rate of senior managers
one of the world's leading instrial and commercial enterprise members and research organizations has released an even more surprising statistics: the proportion of human resource managers in Chinese enterprises who have jumped the slot is 20%. This ironic phenomenon makes it difficult for many enterprises to recruit and retain employees. Who wants to get on a cruise ship that even the captain wants to abandon
the job hopping of senior managers may be good for their career, but it is bad for their leadership, because continuous leadership is priceless. Just ask the people who put bill; The interviewees that Gates selected as the most respected leader in his mind will know
"bill"; Gates was elected the most respected leader in the world in 2005 because everyone realized his continuous management ability in the company he founded. " The planner of this survey is Leslie & Chen, Boya public relations company; Leslie Gaines Ross commented
the most respected CEOs in the world are all "our own people", that is, they have worked for the company for at least three years. They were elected on the basis of their long-term performance in the company
the enlightenment to Chinese senior managers is that if you want to win in the long run, you should strive to become the "own person" of the enterprise
connect employees and brands
according to a recent survey of British employees, Richard & Chen; Branson was elected the boss who wanted to work for him most. The virgin's boss is the top choice for British employees, with 44% of them wanting him to be their leader
Lynne mcclymont, who led the survey, pointed out: "there is no doubt that a strong leader contributes to employee engagement, and Branson's unique personal charm is the perfect embodiment of this, which is why he is popular all over the world. However, the survey also points out that many employees want to work under bosses with similar habits. Therefore, one of the biggest challenges for managers is how to respond to the different needs of their diversified subordinates by adopting a flexible and inclusive management style. "
Branson is not surprised at his popularity in the eyes of employees, because he always puts employees at the center of the business model. In an interview, he said that his company was able to enter many fields, including music, aviation, carbonated drinks, mobile phones and so on, because its brand commitment and brand purpose can combine these instries. So what can keep the brand promise vigorous? The answer is employees
"employees must feel that they are part of the brand and part of the company's mission." Branson said. With the continuous development of the enterprise, it is easy for employees to forget the mission of the company. Human resource experts often say that the leader of an enterprise must ensure that every employee "focuses on the customer". This also means that no matter what the employee's job content is, he must always be clear about what kind of impact his actions will have on customers
have you established such a channel between your employees and customers
another question: can you make sure that the link between service and profit is clear
this is the so-called "service profit chain". In fact, as early as James Heskett and others of Harvard Business School published the article "putting the service profit chain to work", the topic of employee engagement has aroused wide attention
the concept of service profit chain is very simple: only when employees are satisfied with their work can they continue to work in the company, only by retaining employees can they improve their work efficiency, only by improving their work efficiency can they improve their service value, only by improving their service value can they improve their customer satisfaction, and only when customers are satisfied can they be loyal, Only by improving customer loyalty can we improve the company's profit level and growth rate< In a word, dedicated employees can bring loyal customers and create more profits for the company
the service profit chain is also one of the elements of Branson's leadership philosophy and the cornerstone of his virgin empire
as Branson himself put it: "from the beginning, we tried to build virgin into a brand that represents quality, value, fun and challenge. In the process of determining the brand connotation, we always firmly believe that the most important thing for the company is the employees, followed by the customers, and then the shareholders. Because if employees are engaged, customers will be satisfied, and shareholders will benefit from the success of the company. "
spend more time on employees
one of the most important questions any leader needs to answer is: what do you spend most of your time on
if employee engagement is the most critical success factor of an enterprise, then leaders should pay more time and energy for it. The most successful business leaders, such as Jack & Chen; Welch and bill; Gates usually spends 30% - 50% of his time on talent discovery, listening, training, evaluation, development, recognition, reward, encouragement and thinking
Allan schweyer, a columnist at inc.com, points out that in today's era of knowledge economy, the quality of a professional manager lies in his ability to invest time and energy in utilizing talents. A manager with 10 subordinates works an average of 550 hours a week in his or her jurisdiction. Ordinary managers usually spend only five to six hours managing their subordinates“ It's impossible for this level of engagement to make effective use of the 500 working hours of all its subordinates. "
70% ~ 80% of the value of knowledge-based enterprises comes from the intangible assets of enterprises, including brand, innovation, concept, creativity, etc., in other words, talents. The primary task of managers is to let the talents of enterprises do their best, so that enterprises can obtain competitive advantage. At present, the most important tool of talent management is to make enterprise employees (especially excellent employees) feel that the company attaches importance to their value and give appropriate rewards. Time and time again employee survey reveals such a truth: recognition and reward of employees, which
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