From China’s proposed centenary goal of transforming from a manufacturing power to a manufacturing power, “Made in China” is gradually beginning to make great strides towards “Made in China”, injecting new impetus into China’s economic development. The economic dual-cycle strategy proposed by the country in the post-epidemic era and the determination of Chinese enterprises to implement the Belt and Road Initiative will further promote China’s intelligent equipment industry, Internet +, heavy industry, high-end equipment manufacturing, electronic information industry, biomedicine, medical equipment and other fields The outstanding enterprises go overseas to internationalize and penetrate into every corner of the world.
The image of “Made in China” that started from raw materials processing, at the expense of excessive consumption of resources and the environment, lacking core technology and the pain of independent brands is going away, and the independent brands of “Made in China” will enter the world with innovation ability and comprehensive competitiveness. A forest of excellent corporate brands. In addition, to establish international core competitiveness at the national level, the internationalization of the enterprise’s “high-end overseas” brand is the only way.
Brand internationalization involves all aspects of business operations. After landing, customer service communication technology and customer service operation links are important links for a company to achieve long-term success.
Compared with cross-border e-commerce small commodities and consumer electronic products going overseas, the way of “intelligent manufacturing in China” enterprises is very different in the customer service and after-sales service links, which are mainly reflected in three aspects: 1. Products are usually oriented to the B-side (commercial-side ) user, the problem needs to be solved as soon as possible, and the customer cannot and does not want to wait for a long time; 2. The unit price of the product is high, and the volume and weight are large;
Under such circumstances, the current best after-sales service practice of “Made in China” companies in overseas is usually to entrust local dealers/licensed repairers in various countries to provide after-sales service, and arrange technical engineers from the Chinese headquarters in the major market countries. Provide on-demand support. Under this circumstance, the headquarters has some common pain points in customer service process management, technology platform, and operation plan:
1. The headquarters found that the communication channels and the contact methods chosen by end customers in various countries in the world are quite different, and there is no unified platform to achieve this;
2. The dealer/maintenance provider accepts the case first until the case is completed, and then reports it to the headquarters in China. There may be omissions or misreporting to the headquarters at will. The headquarters cannot truly understand the timeliness, satisfaction and technical level of after-sales service;
3. Distributors/maintenance providers in various countries will handle after-sales repair and technical support independently in accordance with the headquarters after-sales manual. The headquarters has low control over the whole process of after-sales;
4. The headquarters may have a set of after-sales records reporting and registration systems for global dealers/repairers, but there is no real-time information system that connects the Chinese headquarters, overseas dealers/repairers, overseas end customers, and resident technical service engineers at the headquarters to follow up in real time. Advance and supervise the whole chain of after-sales service.
In order to provide excellent service, the process that the corporate headquarters is most concerned about is the four key time points after the order is dispatched: 1. The dealer/maintenance company confirms the acceptance; 2. The on-site maintenance personnel have set off; 3. The on-site maintenance personnel have arrived; 4. On-site maintenance is completed . In addition, after completion, the headquarters hopes to conduct instant professional communication with product users and conduct service satisfaction surveys .
Callnovo has been deeply engaged in international customer service operations of Chinese brands for 16 years. It adopts independent research and development of leading communication and CRM technologies, integrates more than 120 international telephone and SMS communication resources in the world, and has a team of customer service representatives and technical support representatives in more than 200 languages. Overseas brands carry out the planning and operation and implementation of the localized customer service plan, and continue to optimize the brand customer service experience.
On the road of many years of international outsourcing operation of customer service for many enterprises along the “Belt and Road” in China, Callnovo has successfully provided Liugong, Yutong, Mindray and other enterprises with simple and efficient dispatching technical solutions to overseas countries. Two-way SMS conversation is an important function independently developed by Callnovo CRM . Typical service scenarios are:
1. After the customer service representative receives a new repair call, after the ticket is established, the system automatically sends a text message (including work order information) to the preset mobile phone numbers of dealers/maintenance providers in various countries around the world;
2. If the dealer/maintenance provider does not respond to the SMS text message immediately, the CRM system will automatically and regularly send SMS messages according to the SLA requirements set by the enterprise, or the CRM will remind the customer service staff to call and urge them personally on the interface;
3. The dealer/maintenance provider quickly replies to the SMS “OK”, which means the formal acceptance, and the CRM system records the time point;
4. When the dealer/maintenance provider starts, reply the text message “GO” again to indicate departure, and the CRM system records the time point;
5. When the dealer/maintenance provider arrives at the site, reply the text message “IN” again to indicate the arrival at the site, and the CRM system records the time point;
6. After the dealer/maintenance service is completed, reply the text message “DONE” again to indicate completion, the CRM system records the time point, and closes the work order (Ticket);
7. If a work order (Ticket) is not reported to be completed within a limited time (for example, 24 hours), the system will automatically send a text message, or the CRM will remind the customer service staff to call and urge the work order to be completed over time;
8. Dealers/maintenance providers can easily send feedback to the headquarters by editing text messages (such as photos of parts defects, description of the cause of the failure, on-site photos and videos, etc.) when they are free afterwards, and the CRM automatically corresponds to the Ticket to make all information and data complete;
9. After 24 hours, the CRM system reminds the customer service representative to call or send a text message to inquire about the user’s satisfaction; if the satisfaction score is low, the system will automatically send an email or text message to the headquarters management to remind;
It is precisely because of the problem that dealers/maintenance providers are generally not motivated to use CRM in cooperation with the headquarters, Callnovo uses global two-way SMS embedded in CRM to realize the interface-free information entry and maintenance of dealers. Distributors started to provide stress-free and zero-training with the headquarters to provide instant feedback on the time points and on-site service information for work orders, work assignments, and completions. Since the short message sent by the system will prompt the key reply words, the dealer/maintenance provider does not need to memorize the reply words, which greatly facilitates the staff; the work of the dealer/maintenance provider is simplified.
Of course, dealers/maintenance providers can still easily log in to the CRM background in the form of an account to submit more detailed information to meet the process and data information management needs of some Chinese intelligent manufacturing enterprise headquarters.
The Callnovo CRM system meets the individual needs of overseas customer relationship management of Chinese intelligent manufacturing enterprises, and provides a perfect one-stop for Chinese intelligent manufacturing enterprises to strategize and manage unified management directly for China intelligent manufacturing enterprises in various markets around the world. A global customer service and technical support solution.
