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The Customer Care Research of Haier

Introduction:Haier is a multinational home Appliances Company headquartered in Qingdao, Shandong. People‟s Republic of Chain. Its products include household appliances such as air conditioners, washing machines, refrigerators and televisions. In white goods the Haier brand has the largest market share in the world, with a 6.1 per cent share in 2010. Haier is the world‟s 4th largest whitegoods manufacturer and one of China‟s Top 100 IT Companies. Haier has 240 subsidiary companies and 30 design centers, plants and trade companies and more than 50,000 employees throughout the world. Haier specializes in technology research, manufacture industry, trading and financial services. This report include the customer care strategy of Haier; the standards of customer care were established; the methods used by the organization to gather and analyze information from customers with respect to their impressions of its customer care; and the reviewed of customer care strategy.

Section 1

Many organizations have mission statements. Particularly large ones. Like: Haier. The Mission Statements of Haier is …The aim of our work is your satisfaction‟. Mission statements consist of tow elements: First, the vision of the organization. The Mission Statements of Haier we can find they aim to build good reputation is to keep a close eye on changes and take proactive actions to satisfy customer needs and exceed customer expectations.For achieve the Mission Statements make customer satisfaction the company should build good impression is to be fully devoted to work, spare no efforts to satisfied personalized needs and care for work and customer. As concluded by an expert from Rand, a famed consultancy, Haier in its course of internationalization will certainly initiate a bright future with an impressive, cohesive and innovative brand image. Second, the values or principles of the organization. The values are the sets of beliefs behind the actions of the organization. At Haier, we can find the treatment of customers are Customer is always right 。In 1995, Haier put forth the concept of “Star Service” based on the principle that customer is always right. Our business relies on customers for success. The business is successful only when the customers are satisfied that. Never say “No” to customers. Here it‟s not a specific market, but a market in a broad sense. Whether people are from assembly line or marketing department, or even from service cent er or security, a job is a market. You should never say “No” to the market but satisfy all your customers. And a technically acceptable product is not necessarily a qualified product. Only products of customer satisfaction are qualified. Products fail to meet customer needs are of little marketability and thus of little profitability. Therefore, the yardstick used to measure the performance is customer satisfaction.

The plans for customer care strategy of Haier are: Reputation is more important than sales volume. The constant rule of market is constant change. A complaint lodged by customer is the most precious gift. And it is comfort rather than product that the customer is interested in.

Quality is the essence of a product, so as reputation to a business. A product should be deemed as acceptable only when it satisfies the customer very well. The point of marketing is buying rather than selling, that is, securing customer loyalty by building good reputation in the process of selling. The constant rule of market is constant change 。Accordingly, we need to adapt our strategy to the constantly changing market from time to time. Shooting “flying targets” In 1950s‟, America businessmen used the tactics of shooting “fixed targets” to target certain markets in the way of