Haier Group:Assuming Social Responsibilities and Building Global Brand

5. Care and concern from Haier senior officials have inspired the enthusiasm of employees. Under the guidance of Haier’s business philosophy, “Responsibility-based patriotism and perfection pursue”, many of Haier’s employees work diligently. They are ambitious and hardworking. In February 2005, Haier was ranked first in the row of China’s Most Respected Global Brands at a survey conducted by Zero Research and Consultant Group.

II.                Sincerity for customer service and Haier brand building

1. Haier does not accept defective products. In 1985, Haier CEO found 76 defective refrigerators in warehouse. Zhang ordered his workers to line up in the warehouse and smash all the refrigerators into pieces. He handed over a sledgehammer to a worker. Many of Haier’s workers sobbed when they smashed the products that they manufactured. This event arose the workers’ awareness of quality significance and, since then, Haier has developed on the path of brand building strategy. Over the past 20 years, Haier has paid special attention to product quality and made significant progress.

2. “Haier 1-2-3-4 Service Philosophy”. Digit “1” stands for service satisfaction; “2” stands for two concepts, i.e. Helping consumers solve problems and leaving consumer’s confidence; “3” stands for control in three aspects. Customer complaint less than 10PPM, rate of unsatisfied service less than 10PPM, rate of service failure less than 10PPM. “4” stands for four measures, namely collecting consumer’s complaints, solving customer’s problems, supervising service process and reporting customer’s complaints to design, manufacture and sales sections for discipline.

3.“Haier 1-2-3-4-5 Service Requirements”. Digit “1” stands for qualification certificate which is showed to consumers before commencement of service in visit; “2” stands for two regulations put in public. One is standard of charges; another is service notice indicating service coverage from very beginning to the end. “3” stands for control in three aspects, including clearance of worksite, trial operation after repair or installation, explanation of technical instructions; “4” stands for four rules, service personnel are not allowed to accept drinking water, cigarettes, food or gifts offered by consumer, and finally, “5” stands for five items a service person must take with, namely a name card, a pair of shoe covers, a piece of cloth, a piece of rag and a set of complete service.

4. Continuous innovation in customer service. We believe that quality is the backbone of products, and creditability is key to success. Not only technical standard, but also It is customer’s satisfaction should be consider to evaluate products quality. Purpose of marketing is not to sell, but to gain. What we should gain is customer loyalty by means of providing quality products and reliable after-sales services to enhance product image. Since 1985, Haier has launched various service programs in addition to visit service, including 24-hour Hotline, Installation without moving furniture, Design and Installation, Five-One Service, integrated star services, Air-condition dust-free installation, Housekeeping 365, Interactive added value service, Haier star service in community and country, and so forth. To understand and improve customer satisfaction of Haier’s after-sales service, Haier service personnel visit the buyers for feedbacks. We believe that, it is not real service if we can only help customers solve problems; it is a sort of compensation. The real service is to find potential problems customers might encounter. This will satisfy customer’s needs the most. This is respect to out customers. To accelerate information transmission efficiency to satisfy unlimited customer needs, Haier Customer Service Center has established a service network, using advanced facilities and technologies including global satellite communication system, digital transmission system, company intranet, the public Internet and the latest IT technology to realize the most efficient contacts among Haier’s headquarters, trading companies and nationwide 500 service agents. Work assignments are controlled through the network. Immediately after the telephone center receives a call from a customer, the information will be sent to any service agent within 5 minutes. As a result, customer at any corner of the world can enjoy Haier’s efficient service and technical assistance.