Customer Service Value Study——The Core Competence Of The Corporation

The American management expert Paul·Sohlman said: "Modern enterprise's fate is in the customers' hands." As a valuable resource, customer has been paid attention by more and more enterprises. It is a worthwhile topic to be studied extensively to provide the right service to customer and pursue the maximization of customer and industry value. The study of value issues in customer service will allow industry to establish proper customer service value, effectively manage customer relationship and, ultimately, foster and promote industry core competence. It is an extremely important and significant task for Chinese industries, which are facing new competitive environment and more intensive challenges from their international competitors after China's entry to WTO.After investigating numerous monographs, treatises, periodicals, academic degree theses, and other documents and literatures, as well as the case studies of the industry, the author examined accomplishment of customer value in customer service and its relationship with industry value. The ultimate goal of this thesis is to explore the approaches of building up the industry core competence focusing on the customer service and customer relationship management.Firstly, the author defined customer and analyzed customer group demands according to Maslow's Hierarchy of needs theory. Based on this, the author briefly introduced the means that industry classifies its own customer groups. At the end of the first chapter, the author proposed that customers are an important resource for an industry.Secondly, according to current studies in the domestic and foreign field, the author summarized the definitions and developments of customer service, then analyzed emphatically the goal of customer service - customer satisfaction, which includes the formation of customer satisfaction, the accurate sampling of customer satisfaction measurement and scheme choices, the effect of customer satisfaction on customer advertising and feedback behavior as well as the interactive relationship of customer satisfaction and customer loyalty. The author suggested that customer satisfaction and customer loyalty is the most important prerequisite to accomplish customer resource value.Thirdly, the author pointed out that the essence behind customer satisfaction and loyalty is to require industry to create greater value for customer. According to the customer delivered value theory by Philip Kotler's and the value chain theory by Michael Porter's, the author analyzed the formation, increment and delivery of customer value in customer service. From this study, the author also designed a basic model involving customer relationship value chain, furthermore, proposed the method of optimizing customer relationship value chain on account of therelationship between customer value chain and industry value chain.In summary, the final objective is to explore paths to utilize customer service to build up industry core competence. Through the analysis of domestic and overseas-related study and practice, the author discussed the concrete accomplishment of customer service in industry, the composition and technical requirements of customer relationship management (CRM). Finally, the author analyzed the ways to improve industry core competence using customer relationship management. Combining the upcoming challenges after China's entry to WTO, the author gave his suggests about how Chinese enterprises improve industry competence using CRM, thereby, survive and develop when facing challenges.