Company introduction
BOOKS.COM.TW (BOOKS) which is the biggest and most famous on-line book store is funded in 1995.The CEO, Tian-Li Zhang, who saw that the promotion of book store is not efficient so that readers could not receive the information rapidly intends to show his passion to transfer the book information in a virtual way and supply low-priced books to the customers.
BOOKS which tries their best to be the worldwide portal site for Chinese knowledge always puts the book service at the first place. The main products contain: foreign books, traditional and simplified Chinese books, all kinds of magazines, Mooks, DVD , CD, and tickets for art.
Customers purchase procedure in BOOKS
The buying process is described below:
First of all, consumers will search the products through the search engine and then book the merchandise and put them in to the basket. After that, they will choose the way to pay their bills according to ATM, to appropriate, and to pay at 7-11 when the products arriving.
Then, the customers will choose the way to ship the products. Basically, there are two methods. First, the merchandise will be sent to 7-11 by logistic company in Uni group named TAKKYUBIN and the other one is that consumer can choose to receive their products at home.
However, BOOKS doesn’t emphasizes an important situation often happens to customers. What if consumers buy the products but they are imperfect or what if consumers buy the products they regret having them, even if consumers but the products but BOOKS make a mistake on delivery.
Based on above, the following section will talk about the service contact in exchange or return situation.
Service Contact in exchange or return situation
We divide the service contact in exchange or return situation into two parts. Namely, they are customer scripts and organizational support.
Customer scripts
During this exchange or return process, customers should keep their invoices to prove that the merchandise come from BOOKS. And customers have to keep the merchandise completed, without any broken damage. Some customers may contact with BOOKS’ service representatives like call-center or through e-mail, these customers want to contact directly and get reply immediately.
Organizational support
When customers want to exchange their goods, there organization should provide some mechanism at the same time. BOOKS should have a clear and easy-follow guideline, lead customers know exactly how to deal with this situation. And BOOKS have well after-care service for customers who want to return or exchange their goods and want to get feedback as soon as possible. By the process, BOOKS also cooperate with logistic company, like TAKKYUBIN, to provide a faster and convenience logistic channel.
Problem
But in our consideration, there’re some problems between customers and BOOKS communication channel during this exchange process. It’ll be risky for BOOKS in that reduce the customers’ satisfaction.
Complicate return process
At first, we feel this exchange or return process may be a little complicated, customers have to send back their goods in physical post station in person. This procedure may waste customers’ lots times and efforts doing so.
Long waiting time
And in our experience even customers want to contact with call-center directly, we customers deserve a long~long waiting time. We think these problems reduce customers satisfaction directly, and they’re harmful for organizational survival.
In our opinion, for the problems we’ve just mentioned, there’re some solutions to handle them.
Solution
We proposed two solutions to BOOKS to handle the problem and increase customer’s satisfaction. The first is to provide a more convenience exchange channel to customers, second is to reduce the waiting time for customers when they try to contact with customer service representative (CSR).
Convenience exchange
Physical book store
In this aspect, We suggest that BOOKS should add the physical book stores’ channels to provide a fast exchange window to speed up the return service. Maybe BOOKS can propose an ideal plan to be strategic alliance with physical book store (eg. Kinstone, Elite, Nobel, etc.) in that customer can be appropriate served and exchange goods more convenience.
Training service staff
Service staff training should be taught standard operate procedure(SOP) to serve customer with quick, convenience and friendly service to satisfy customer needs and requirements. Customers often expect over value-added and quality service, BOOKS can satisfy them through combine with physical book store so that the resource can be shared and experience can be migrated.
Directly return goods in convenient store
Supply task description
BOOKS should provide clear task description about return/exchange process for front line staffs. BOOKS can get some useful information from conversation between staff and customers. But if BOOKS want to do something with customers, or manage customers psychology, there should have some working descriptions for front-line staffs.
CRM training course
BOOKS can gather some useful information from conversation between staff and customer. For example, why customers return goods? How customer rate BOOKS? What suggestion gave by customer? BOOKS could implement customer relational management through these information gathered by staff. BOOKS can give some little gift like book-buying coupon to flatter customers, one can reduce the negative emotion when customer return goods, another can increase the rate of repurchasing and recommendation from customer.
Efficient contact
Phone call and E-mail
BOOKS first line customer service system, there are 5 to 6 CSR to answer phone and deal with email, all customer needs could be transferred to every department by CSR. In general, all needs can be solve in time. (BOOKS official regulations)
Reduce waiting time
0800/Collect call
According to our calling investigation, we wait for 2.5 minutes to be answered. Therefore, BOOKS may have a e-system to categorize customer problems at first time to accelerate the service speed. Besides, BOOKS should provide collect call to provide good quality service.
Conclusion
BOOKS is the most famous online book store in Taiwan, and engage in to be the Chinese knowledge portal. Indeed, there are many strength and chances that BOOKS owned. Customers require receiving quick, convenient, secure and quality service. And BOOKS provide abundant and diverse database, 24 hours and 7days on-line service and powerful logistic to satisfy customers’ requirements. Virtual book store should strive for value-added service to create customer loyalty. Besides, try to do customer training in that reduce customer’s complaint and dissatisfaction because of ignorant about BOOKS’ regulations.
I’m so grateful to have the warmest friends and members to help me go through the job.
The success is only for us, Victor, Jamie, and me.
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