"Cabinet Sister" Bad Temper Or Brand Service Consciousness "Broken Line"?

With the acceleration of economic development, the income level of the people has been rising. In daily life, the proportion of shopping in physical stores is increasing, but at the same time, consumers are having a very poor attitude towards shopping in physical stores. As for the attitude of service personnel, people usually classify him as the personal quality of service personnel. However, according to research and analysis, service personnel have "temper", perhaps the brand culture has been negligent in establishing the link of service consciousness.

　　 "Goods" have become the past "service" is the core.

Under the environment of rapid development of science and technology, today's market competition has evolved from "commodity competition" to "service competition". A research report published by Harvard Business magazine once pointed out: "the 25%~85% of corporate profits comes from the customers who come again. The first factor that attracts them is the quality of service, followed by the product itself and then the price. "Nowadays, the gap between goods and commodities has been getting smaller and smaller, so improving service awareness is particularly important. Only by improving the service consciousness of employees can the service level be truly improved, and the product will have the chance to win more markets.

When it comes to services, it must be mentioned that the retail business from Henan is fat Dong. Ma Yun praised it: "it has triggered the new thinking of Chinese retailers and is a flag of Chinese enterprises." Lei Jun praised it: "retail industry in China has always been a god like existence." The development and achievement of fat Dong depends on the scale of shopping and procurement to win the favor of consumers. To a large extent, its reputation is far from being based on fine and high quality services.

Unlike most of the structures that put the customer service center on the top floor, the fat east service center is usually located at the front entrance of the supermarket. There are many details of humanized service in the store, such as the setting up of free rental service for children's cars and children's chairs, providing shopping cart with various functions for customers to choose, placing children's special chairs in the bathroom, placing disposable gloves and masks in the pork compartment of fresh areas, setting up the sink in the cash register area, and establishing the smoking area for men. In order to provide professional services, fat Dong tried to standardize and streamline operation standards. In 2008, the standard group was set up, and detailed operation manuals and videos were set up for each department's work post, including the 136 posts of Supermarket Department, clothing department, electrical appliance department, jewelry department, medicine department, catering department, Times Square and department store.

Standardized and standardized service standards are the prerequisite for cultivating service awareness. Serving people is the foundation of service management. To establish a sense of "service first" is to grasp the consumer's mindset. The good and bad quality of service and the level of service directly affect the stability of customers and the expansion of customers.

　　 Building a sense of service is an important part of brand culture.

Generally speaking, "sales" as an assessment index and completely ignore the brand of culture, often cause the indifference of service personnel, no brand culture cohesion, service personnel usually do not want to waste time with "just browsing" customers have too many negotiations. Over time, a skill of "judging people by appearance" has been trained, which has resulted in the loss of a large number of tourists and even the destruction of brands.

In daily shopping experience, consumers seldom have direct contact with the top brands, and usually the personal behavior of the service staff represents the brand. The meaning of the existence of a physical store is to provide customers with a good experience to generate consumption impulses. Now, many people are forced to ignore the experience of customers under all kinds of pressures. Therefore, the creation of brand culture and profound communication plays a vital role in the continuation of brand vitality.

In the actual business activities, many brands will also set up a set of service standards for all kinds of matters in daily work, so that they can receive customers' rigid programming steps. But this procedure seems to be very methodical, but in essence it makes customers feel bad. Therefore, the establishment of a comfortable service mode is not an instrument, quality service consciousness, and brand culture.

When talking about the brand of hot pot, the first reaction of most people is fishing on the sea. Why are there so many hot pot restaurants in China that only sea fishing can take root in the whole country? As we all know, the core competitiveness of seabed is "service to win". After all customers' experience, they always admire the meticulous and considerate circumspect. Its success is due to the "penetration" influence of the brand culture on the employees.

As a rigid indicator of assessment, the sea fishing service is an important way to promote service and raise salaries. In addition, seabed encourages employees to introduce their relatives and friends to work on the sea floor to promote the brand culture of "family atmosphere" to a certain extent. On the other hand, the company not only provides air-conditioners and networks for employees, but also has commodity houses for special housekeeping and cleaners. It also sets up private schools for their children, giving subsidies to their parents. Seabed believes that only by respecting employees and giving them sincere smiles from inside, can customer service work really work well.

　　 McDonald's, which is popular around the world, is also implementing such a "family happy" culture.

McDonald's is the leading food retailer in the world. By the end of 2017, there were more than 37000 McDonald's restaurants in the world, providing high-quality food and services to 69 million customers in more than 100 countries and regions every day. When customers enter McDonald's restaurant, they are infected by a "sunshine" atmosphere, and feel relaxed, young and cheerful.

McDonald's colleagues call each other's names regardless of their management level. It doesn't matter if employees make mistakes at work. As long as they do not seriously violate the relevant policies and regulations of the company, McDonald's will not be dismissed easily. Managers believe that people are used, everyone has strengths, and advocates sharing experience rather than high pressure.

Therefore, McDonald's does not rely on staff turnover to solve the problem of staff development and improvement, but mainly relies on training. The cost of training is only about 10000000 yuan per year. After many employees entered McDonald's, family members said they were more organized and more accommodating. These subtle things are transmitted to employees through the atmosphere of brand culture, so that the development of brands has also been extended.

High quality brand culture can be people-oriented, effectively placing the "people" in the core position of brand development, paying attention to the needs and interests of employees, respecting the rights and responsibilities related to employees, enabling employees to work and live in dignity, fully motivate employees' subjective initiative, and linking cultural and emotional ties to the personal fate of employees and brand development, which forms a strong cohesive force and centripetal force.