Investigation Report about Yili Group’s Customer Care
Introduction: Inner Mongolia Yili Industrial Group Co., Ltd. is a dairy enterprise with spirit of innovation and social responsibility. It is the only one of Chinese enterprises which supplies dairy products for the Olympics. Yili has a mode for comprehensive services. It is that every section offers service, each link is related with the service chain and all the staff are servers. There are “Five internality” standards in Yili service: sincere, considerate, scrupulous, patient, and enjoyable. This report will introduce Yili’s mission statement and the standards of Yili’s
customer care. Meanwhile, it will analyse information from customers from qualitatively and quantitatively two angles. Furthermore, it will describe how the Customer Care Strategy is reviewed and how improvements are subsequently made and implemented.
The mission statement of Yili is its “Five internality” standards. They are sincere, considerate, scrupulous, patient, and enjoyable. The “five internality” emphases that
1% of customers are dissatisfied means that 100% of the service is not satisfying. We shall ensure meticulous service through out the whole service chain; and emphasize on every problem and each detail. And the meanings of the five internality are: Sincere—offering services with heart and soul;
Considerate—resolving problems from customers’ perspectives; touching their mind with considerate services;
Scrupulous—offering meticulous services, never missing one problem or detail; Patient—offering patient services forever, the harshest customers shall be our best trainers.
Enjoyable—winning enjoyable customers shall make us more pleasant.
In addition, the vision of Yili is leading China’s dairy industry and forging world
The standards of Yili’s customer care come from four aspects. The first is Consumer-oriented services. Endless sincere and service shall always be Yili Group's commitments to its customers. The second is Partner-oriented services. Attaching more importance on sincere services to its upstream suppliers, especially, the cow-raisers; Yili Group helps them to walk along the road of scientific development, ensuring of stable supply of high-quality raw milk while leading them forward. Meanwhile, Yili emphasizes on the close partnership concluded between the company and downstream distributors so as to create a win-win situation through efficiency and best services jointly. The third is Internal customer-oriented services. Yili advocates the service logos of internal customers: 'The next link will be just the customer', conducting the concept of mutual service and cooperation between colleagues, superior and subordinate departments, sectors, different divisions, and also headquarter and multi-divisions; apart from that, with solutions for practical problems
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from its customers as the guide, the company discarded bureaucratic style of work, and formed a service chain of' the higher service to the lower by line staff organization', to satisfy its end-customers by sincere services. The forth is Social services. Yili always dedicated itself to pubic services, improving community environment, taking responsibilities for the society, city and community, which enhanced greatly the company's social image and brand value and also impregnated with the enterprise's mission and ambition.
For the quality, as the leading enterprise in dairy industry, Yili Group has always considered the food safety as its lifeline, constantly intensifying the work of product quality control and security assurance, integrating food safety into the whole production in order to strengthen security measures and service consciousness. Yili Group has the gold ranch which ensures quality and safety from the source. Then, each cow has its own identity. And it has orderly milking plant. Scientific testing procedures ensure the safety of every drop of milk. And it has advanced milk production line, and closed production facilities which ensure that no drop of milk exposed to the air. At the same time, in December, 2003, Yili Group passed ISO14001 authentication of environment management system, which is so-called “Pass for
Green Barrier”. Therefore, Yili Group enforces strict quality control in every link from the source of the raw and supplement materials through consumer so as to enhance customers’ satisfaction, protect environment and maintain the health and security of its employees.
For the communication, Yili Group combined using the Top-Down and Bottom-Up. The advantage of Top-Down is saving time. And the advantage of Bottom-Up is that the speed of transferring is rapid, that the cost of managements is low, and the management efficiency is very high. Therefore, using the combinations of Top-Down and Bottom-Down could improve the staff’s creativity and enthusiasm.
For the teamwork, Yili Group conducts the concept of mutual service and cooperation between colleagues, superior and subordinate departments, sectors, different divisions, and also headquarter and multi-divisions; apart from that, with solutions for practical problems from its customers as the guide, the company discarded bureaucratic style of work, and formed a service chain of' the higher service to the lower by line staff organization', to satisfy its end-customers by sincere services.
For the staff management, the personnel selection is based on the internal selection, and supplemented by external recruitment. External recruitment is mainly used for junior posts and the introduction of scarce human resources recruitment and other areas. Yili has established Group, Division, and Molecular Inc. three-tier training system. Group is responsible for training courses which referred to Division. Division is responsible for organizing professional training; molecular organize specific training. At the same time, Yili employed experienced and professional and technical personnel as their internal trainer, and share their company values, management experience, and professional skills to the distribution of employees across the country
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heritage experience. To the motivation, Yili determines salary according to qualification so as to tap their potentialities. Meanwhile, Yili persists taht "to the statutory benefits mainly in order to supplement their own well-being" of the welfare system structure, staff has been competitive for the various welfare programs.
Yili Group has two main methods obtaining customer views on customer care. One is the surveys and questionnaires. Yili Group uses this method to get feedback information through her official website. Through this method, the service centre could obtain the feedback rapidly. And it could calculate that how many complants have been received on goods or services and determine which ones are creating most customer dissatisfaction. At the same time, the service centre could reply customer’s feedback information by e-mail or telephone. Another one method is telephone survey. There is a call centre in the service centre. The call center of Yili Group is an intelligence platform with powerful information handling capacity, which adopted CTI technology and combines telecommunication technology with computer technology, as the telephone handling platform of customer service center, it can provide us multi-functional audio services, including automatic calling, automatic searching, seat reception, call transferring, and three-party communications. Therefore, Yili could know that the product is performing as it should, is lasting as long as it should and is still valued by the customer’s feedback information.
The service care of Yili Group is much perfect. Her service strategy is very comprehensive. It gives all customers a feeling of reassurance. And customers could be at ease about purchasing the products of Yili. However, I think that the method of obtaining the feedback is too single. Not everyone can enter the Yili’s official website to fill the feedback or call the Yili’s service centre. If a customer is not satisfied with the Yili’s goods and services, he or she may not purchase their goods and services any
more. Therefore, Yili should adopt to more methods to get feedback. For example, Yili could adopt to some informal methods to gain feedback. The marketing department in Yili could send their representatives to set foot in market to observe customers’ behavior or talk to customers. Meanwhile, the representatives also could experience the products and services as a client. These could help us obtain more and more clear and direct feedback information.
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