专业:工商管理

面对竞争日益激烈的成品油销售市场,国际石油公司、地方石油企业以及民营石油

企业等市场主体的逐渐增多,不仅对中石油销售企业的市场主导地位具有一定程度的削

弱,而且无疑是对其市场份额的一种较大冲斥。为了及时应对和打破这种市场销售僵局,

提升企业的销售能力,树立企业的品牌形象,打造企业的核心竞争力,服务,这一潜在

和无形的系列活动成为了企业在赢得客户和赢得市场方面最重要的“软技能”。

在对中石油高速公路销售分公司目前的客户服务体系现状进行了分析的基础上,了

解了企业在客户服务体系方面存在的一系列问题。以此为蓝本,对本文的核心内容——

客户服务体系方案进行了优化研究,该方案结合企业实际,通过对国内外客户服务理论

的学习和总结,对中石油高速公路销售分公司客户服务体系优化的内容进行了详细的阐

述。在员工培训、现场服务流程、员工思想沟通、客户投诉处理等方面,提供了大量的

有效模式和方法,通过采用相反模式所会造成的后果来进行比较,并验证客户服务体系

优化方案的效果。

在优化方案设计的基础上,对支撑方案实施的具体有效措施进行了逐一分解,从不

同角度即企业文化、管理机制、制度保障、应急响应等方面提供了提升客户服务理念、

强化客户服务、提高客户满意度、维护客户利益等几点思路,站在不同的角度“想客户

之所想、急客户之所急”,最大限度地满足客户需求。结合本文的研究,对客户服务体

系未来的发展趋势进行了预测,并对下一步客户服务体系管理工作提供了良好的建议和

意见。

本文研究认为,在现有管理体制下想要实现客户服务体系的整体优化是存在一定难

度的,不仅要从服务本身进行提升和改进,同时还要从第一时间接触客户的员工方面进

行着手,通过对根本问题的解决来循序渐进的提升客户服务体系的管理水平,从而保证

企业的可持续发展,提升企业的市场份额和经济效益。

【关键词】成品油客户服务体系优化方案

学员姓名:贾芙蓉

导师姓名:石高宏

学员签名:

摘要

【研究类型】应用研究

Title: Research of Customers Service System Optimization in

Highway Sales Branch of CNPC

Specialty: Business Administration

Faced with the increasingly fierce market of oil products, more and more

international, local and private-owned oil companies appear, not only does it

weaken the sales market dominate position of some sales company in CNPC,

but also occupies a certain market share out of question. Service which is

invisible with series activities is considered to be a vital soft skill about

winning customers and market share in order to react the market and break the

ice, enhance company's sales ability, establish the company's brand image, and

build core competence of the company.

Based on the analysis of present customers service system of Highway sales

branch, and found out a series of problems on the system. On that basic

blueprint, did the research of customers service system optimization. Combined

with the practice of the company, the author made a detailed presentation about

the content of customers service system optimization in sales branch by the

study of foreign and domestic customers service theory. And also provided a

large quantity of effective models and methods about staff training, service

process on the scene, communication with staff, customers complaint handling,

etc, through comparing the results caused by opposite pattern, then tested the

effect of the project.

Based on the design of optimization project, the author explained each

measure supporting the project. Provided some ideas like improving the sense of

customers service, strengthening customers service, enhancing customers

Name: Jia Furong

Tutor: Shi Gaohong

Signature:

satisfaction, preventing customers benefit from different aspects which are