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Huawei Service System: Detailed ITR Process System

2022-11-24 22:58:45Product person Wei Peng

If a good product is developed,At the same time, it also efficiently delivers products to customers.

But customers ultimately choose to complain,而且复购率低,原因是什么呢?

这就跟ITRprocess related,在ITRwhen not going well,Businesses may face the following challenges:

  • customers always complain;
  • 客户满意度低,复购率不高;
  • Difficulty accepting new orders,Affect revenue recognition and collection;
  • The quality and performance of the product have not been improved for a long time;
  • High after-sales cost,Many after-sales manpower,High cost of spare parts.

If you have the above in your business“症状”,and long lasting,Then consider whetherITRThere is a problem with this process.

No matter how good the quality of the developed product is,still need excellent service,Because there will always be problems with the product.

现在没问题,There may be problems after a long time.

有问题,The company will solve、关闭,and strive to improve customer satisfaction,让客户相信你,给你更多机会,这就是ITR.

from problem to solution(Issue to Resolved,ITR)It is a customer service system construction method and management process proposed by Huawei.

Specifically, customer-centric,Through the whole service from the problems found to problem solving process,Create a closed service loop in an end-to-end manner.

ITRProcess revolves around questions from customers,主要包含以下几个模块:

  • 问题来源:Including customer complaints and internal audit findings;
  • 问题跟踪:The main way has problem logging、预审、分级分类,set up a processing team;
  • Problem processing distribution:Problem, head of the positioning and specified;
  • Solutions and Program Feedback:以上步骤完成后,Start to come up with the analysis and solution of the problem,Assess whether the program is feasible,Implementation after assessment;
  • Process progress and result feedback:Feedback on problem processing progress by node;
  • The results for verification:Clarify the results of problem solving,Reflect on the source of problems and propose preventive measures,To assess whether new problems or other effects.

Huawei does notITRDefined as a traditional after-sales process,而是一个To Resolution流程.

Its essence is through the client's problem to find a solution,This solution may be an aftermarket solution,It may also be a new sales plan.

ITRWays to achieve this include standardizing through services、SLA(服务水平承诺)标准流程、Process optimization、Service Organization Capacity Improvement(including professionalization)、Service transition, etc,achieve two core goals∶

  • Improve service professionalism,Make service more competitive,Improve service efficiency and brand reputation,促进销售;
  • 降本提效,Create more profit points for the service process,从被动服务到主动服务,From services to sell service,Transform service from cost center to profit center.

ITRIt is one of Huawei's three value processes,其重要程度自然不言而喻.

ITRBenefits for the business

SLA

SLA(Service Level Agreement)即服务等级协议,Refers to the agreement that the service provider determines what level to achieve in the service provided.

通过ITR,基于SLAThe on-time closure rate of problems is increasing year by year,Improve problem handling efficiency and quality.

OLA

OLA(Operational Level Agreement)Operational Level Agreement,用来支持SLAAchievement of Medium Service Level Levels.

OLAIt's a background protocol,can be understood as formulatingSLAOne of the prerequisites.运用ITR,Can be improved year by year based onOLAof tasks completed on time.

保障SLA 控制OLA:

提升客户满意度:

以ITRExperience in dealing with problems efficiently and accurately,Customers will give high evaluation,提升客户满意度,To facilitate the sale of services and products,提升品牌美誉度.

Applied to service projects:

ITRNot only can be used for technical services,Can also be used for proxy、运维(管理服务)delivery of services.

与LTC互通:

Discover new business opportunities in the service process,创造新价值,Transform customer service from a cost center to a profit center.

与IPD互通:

Product problems found during service,It can be converted into opportunities for product quality improvement or new product development in a timely manner.

好的ITR流程,What value can it create for the enterprise??

第一、改善售后服务,提升客户满意度.简单说,It is how to solve the problem quickly after the quality appears.This is a pure process problem,Emphasis is coordinated、Open up information flow,In the past few episodes, we have talked about this aspect a lot.,I won't repeat it in this issue.

第二、Discover new business opportunities,This is easily overlooked by everyone.After-sales to the customer site to solve the problem,Most of the products are faulty,But there are still some products that have no problem,Or the product is not the core issue,But customers are still not happy.This shows that the current product cannot really solve customer pain points,Once this pain point is excavated,will generate new business opportunities.

第三、Improve product reliability and maintainability.好的ITRProcess available for after-sales issues on all products、Register and classify customer complaints,By analyzing these data on a regular basis,Can understand the deficiency of the current product design,and force product and manufacturing departments to improve,Make the company's product strength continue to improve.

第四、通过高效协同,降低售后服务成本.The problem is defined、派单、闭环、备件管理等.Some enterprises after-sales is profitable units,If the process is efficient,Profit after sale will be good,Become a major source of profit for the company.

ITRProcess landing,main challenges

(1)Whether the product is maintainable

Products that are not maintainable,or poor product reliability,It must be a bad after-sales service.

(2)Product update speed

If the product too much too miscellaneous,每1-2Change every month,定制化严重,Then the inventory of spare parts cannot be managed.Once there is an after-sales problem,很难及时响应,Unable to obtain customer satisfaction effect.And quality problem solving is the wholeITR的基础,Because if cannot solve the quality problem,will not gain the trust of customers,It is even more difficult to talk about other so-called business opportunities..

(3)Process information integration degree

Many departments are designed for after-sales problem solving,But most of the customer requests are urgent,At this time, if there is no fast information delivery and tracking system,It is difficult to improve efficiency in execution,The closed loop rate will not be too ideal.

There is a reliable full tracking information system,Can track the timely closing of each after-sales order,Is the basis of the process can effectively be born.

what should the business doITRchange??

ITRChange is not just a narrow problem escalation process,It's an overhaul of the service sector.it centers on customer problems,End-to-end pull through the entire service process from problem discovery to problem solving closed loop.

Focus on solving problems quickly and efficiently,提升客户满意度,The extension involves a comprehensive change and transformation of services.

在ITRservice change time,will involve how to“解决问题”为中心,Horizontal pull through the end-to-end process,纵向整合,Involved in research and development、销售、Peripheral departments such as supply chain,站在客户视角(Customers won't care which department is responsible,I think it's the company's business)To change the whole process of service.

in the process of change,Based on horizontal pull through the end-to-end process,去梳理、Build the corresponding role,Determine responsibility and rights.

常见的ITRProcess system organization is divided into first-line、二线和三线,Each line has different requirements for employees:

  • Front-line employees refer to engineers with certain technical skills and experience,Able to solve common problems or solve some difficult problems under the guidance of technical experts,Solutions provided by technical experts can be implemented;
  • Second-line employees refer to relatively comprehensive skills,Be proficient in a certain field of expertise、very experienced specialist,They can provide technical guidance and assist front-line engineers to solve difficult problems;
  • The third line is the research and development system,Support the service from the fundamental product,When second-line experts cannot solve problems through conventional methods,The third-line R&D team should provide solutions.

ITRThe core main process is divided into three parts:Service Request Acceptance、问题处理、问题关闭.

ITRTechnical service request process key activities and business rules:

  • service acceptance:customers from various channels(服务热线、官网、WeChat Official Accounts and Mini Programs, etc.)After requesting service,Customer service received the demand,Register first,So that the follow-up to classification problem for processing.登记后,According to the customer by customer service personnel information and service(Such as past service record、是否在保修期内、Need remote service or on-site service, etc.)Send a question,Entering the deal with the problem.
  • 问题处理:The engineer who received the dispatch order began to deal with the problem,Based on work experience or query the knowledge base provided by the system,If front-line engineers can quickly find a solution,Start to solve problems for customers;If front-line engineers encounter complex problems,Just escalate the problem to second-line or third-line analysis,Support by experts or R&D team.Secondary orders may be generated during the service process,Requires engineers and technologists to identify opportunities in a timely manner,进入LTC流程,Mining the customer demand,进入IPD流程.
  • 问题关闭:After the technical service is completed,Customer service will close the question,After the customer pays a return visit,Ensure customer issues are effectively resolved,提升客户满意度.

IPDGeneral concept of process design

The key to this process is the:

(1)确立以“服务问题”为中心,Reduce problem solving time,提升满意度;

这一项是ITRBasic purpose of the process.

(2)Establish key process activity rules and output;

Such as stage of acceptance of the technical service request,First, accept the service request according to the process rules,Make a registration record,for subsequent hierarchical processing.

ITRTechnical Service Request Process:

以华为为例,customer call800服务热线,Hotline after receiving the request,Some information of the customer pops up naturally on the working interface of the service staff,包括SLA(服务水平承诺),Is it within the warranty,previous service records etc..

Hotline staff will register the problem request、记录,Dispatch orders according to the situation of the problem,Then go to the next link(Dealing with problems).

in problem solving,The system will pop up the corresponding“Case knowledge base”,For processing staff inquiries,快速找到解决方案:

  • If the hotline support engineer can resolve,Then give the customer a plan,Guide customers to implement;
  • If you need to arrange a line engineer to on-site service,Then send the order to the front line;
  • if some complex issues,Need to upgrade to second-line analysis,则进行升级操作.

(3)建立与IPD和LTC流程的接口

In the process of technical services may produce secondary order,timely identification of opportunities,进入LTC流程;It is also possible to dig out customer needs,则进入IPD流程.

After the technical service is completed,There will be follow-up interviews later,Ensure customer issues are effectively resolved,从而提升客户满意度.

ITR变革,毫无疑问,Will bring some changes to the service of the enterprise,make the service clearer、更高效,拉开与竞争对手的差距.

在实施ITRSome methodologies will be referred to when changing services、模型,Service Capability Maturity Model、ITSM、ITIL等,Make service changes more forward-looking,更符合发展趋势.

Service Capability Maturity Model

华为服务ITRDevelopment and change process and effect

refer:

IPD:Huawei's R&D approach  by Liu Xuanpeng

规则:Respond to the uncertainty of results with the certainty of rules by 龙波

公开资料等 

专栏作家

卫朋,公号:产品人卫朋,人人都是产品经理专栏作家.关注智能硬件领域,擅长市场分析、产品设计开发、生产管理等,喜欢阅读和爬山.

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