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美国留学生MBA essay范文:How to resolve the problem of high customer

时间:2019-05-07 15:51来源:未知 作者:anne 点击:
Abstract摘要 66speak是宁波电子商务公司的子公司,技术上始于2014年12月。在过去的三个月里,只有不到一半的学生申请续签。与今年8月份公司销售额的增长率相比,9月份的增长率下降了25%。针对
Abstract摘要
66speak是宁波电子商务公司的子公司,技术上始于2014年12月。在过去的三个月里,只有不到一半的学生申请续签。与今年8月份公司销售额的增长率相比,9月份的增长率下降了25%。针对这一情况,笔者通过对47份问卷的分析,进行了问卷调查,发现66份口语在三个方面存在以下主要问题。第一,66speaker开设的培训课程不能满足客户的个性化需求;第二,66speaker未能有效地发现和鼓励学生的个性化需求;第三,66speaker管理无法提高消费者满意度。为解决上述问题,作者提出了个性化的服务策略,包括提供个性化课程、提供个性化学习生涯管理、改革公司绩效考核体系、加强与学生的沟通、加强与家长的沟通、设计TAR等。制定促销措施,建立CEM体系,优化组织结构。
66Speak is a subsidiary of Ningbo E-Commerce Company which has technically started in December 2014. In the past three months, less than ½ students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. Aiming at this situation, the author conducted a questionnaire survey through analyzing 47 copies of questionnaire to find that 66Speak has the following main problem in three aspects. Firstly, the training courses set up by 66speaker fails to meet the customer's individual needs; second, 66Speaker fails to effectively find and encourage students’ individual needs; thirdly, 66Speaker management is unable to improve consumer satisfaction. To solve the above-mentioned problems, the author proposes a personalized service strategy, including providing individualized courses, providing personalized learning career management, reforming the company's performance appraisal system, improving communication with students and strengthening communication with parents, as well as designing targeted promotions measures, CEM system and optimization of organizational structure.
Keywords: 66Speak; customer churn rate; personalized service strategy; customer satisfaction; customer demand关键词:66speak;客户流失率;个性化服务策略;客户满意度;客户需求
 
1.0 Introduction引言
中国“十二五”发展规划提出实施科教兴人战略,注重人才培养,把人才培养作为提高国家核心竞争力和综合国力的重要保障,强调大力发展。职业教育NT,发展各种形式的职业技能培训,发展远程教育和继续教育,建设终身学习型社会(龙,2013年)。改革开放以来,我国经济发展迅速,增长8%,经济发展对人才的需求日益旺盛,对人才的需求也越来越高。中国人口众多,教育产业的市场规模非常大,2014年,整个教育培训市场的总规模约为1500亿美元(王,2014)。中国教育是以考试为导向的教育体系,中小学生面临着竞争压力,为培训和教育提供了广阔的市场(杭,2009)。在中国,父母重视子女的教育,受传统文化的影响,中国父母竭尽全力促进子女成为人才,目前,子女的教育支出已超过养老金和住房消费,成为家庭储蓄的最大目的(王,2014)。
China's 12th Five-Year Development Program points out implementation of the strategy of rejuvenating China with science, education and human resources; paying attention to personnel training; taking personnel training as an important guarantee to enhance the country's core competitiveness and overall national strength; stressing vigorous development of vocational education, development of various forms of training of vocational skills, development of distance education and continuing education, building a learning society with lifelong learning people (Long, 2013). Since the reform and opening up, China's economy develops with a rapid rise of 8%, economic development promotes increasingly strong demand for talents, the requirements for talents are also increasingly higher. China has a large population, the market scale of the education industry is very large, in 2014, the total scale of the entire education and training market was about $ 150 billion dollars (Wang, 2014). Chinese education is examination-oriented education system, school kids are faced with competitive pressure, which provides a broad market for training and education (Hang, 2009). In China, parents pay attention to their children's education, affected by the traditional culture, Chinese parents make every effort to promote their children to be talent, currently, children's education spending has exceeded pension and housing consumption and become the most purpose of household savings (Wang, 2014). With the development of China's Internet technology, online education has been popular, compared to traditional education, online education is considerably flexible, it eliminates costs for teaching spaces and other expenses, training costs are significantly reduced, lower training costs attract more people to participate in the training. According to statistics, in 2014, the market scale of China's online education reached $ 15 billion (Wang, 2014). In this favorable macroeconomic backdrop, 66Speak (溜溜英语 in Chinese), a subsidiary of Ningbo E-Commerce Company, technically started in December 2014. It offers one-on-one customized virtual Language lessons to the students who want to learn authentic languages from the native speakers. The total number of students who taking classes has reached 60 and it’s still increasing, but the problem is that after the first 3-month session, less than ½ students come up for renewal. Compared to the growth rate of the company's sales in August this year, the growth rate in September fell by 25%. How to improve 66Speak online customers’ royalty concerns my partners and me a lot. We’ve employed personalized service strategy to solve the problem by personalized, one-stop service strategy, communication strategy and strategy of establishing long-term relationships between the company and its customers. The author expects that through these strategies, in the next six weeks, the customer churn rate will be reduced from 50% to 15%, the growth rate of the monthly income will be improved from a decline of 25% to 10%.
Table 1: Customer Loss Rate
Figure 1: Customer Loss Rate

Table 2: Monthly Income of 66Speak (7-9)

Figure 2: Monthly Income of 66Speak (7-9)
 
2.0 Company information and problems
2.1 Company information
66Speak was an online English training institution established in December 2014. It has always adhered to "warm, pragmatic, altruism," core values and focused on the integration of quality educational resources and advanced Internet technology to provide services to English learners. 66Speak breaks traditional teaching modes, by emphasizing oral language, focusing on communication, taking English as a skill to train students, so that students can overcome the difficulties of fearing to speak and they can be fluent in using English in conversation. The teachers in 66Speak come from the United States, Britain, Australia and they all have teacher certification, they provide students with most professional service. 66Speak provides service to the participants by the network, students can make an appointment at any time to enjoy quality service without leaving home. Meanwhile, the price of training courses provided by 66Speak is the most favorable among similar training courses. 
2.2 Questionnaire results
Since July, the number of defecting customers achieved 88 in 66Speak, the author was through phoning to determine that there were 58 customers who were willing to accept questionnaire survey. The questionnaires were distributed and taken back in the form of e-mail. Among the recovered questionnaires, 47 copies were valid, the effective rate was 81%. Contents of the questionnaire include three parts. The first part introduces the purpose of the questionnaire survey. The second part describes respondents’ views on 66Speak, and the third part investigates the background information of respondents. Contents of the questionnaire are shown as follows.
The survey results showed that 22 people chose 66Speak to improve their oral English; 11 people’s reason was to experience authentic English education and foreign cultures; 31 people were for improving their English test scores; 28 people chose “improving ability in using English to meet work needs; 9 people chose other reasons.
The survey results indicated, 31 people left 66Speak, as the training provided by 66Speak failed to help their to achieve the intended purpose; 17 people left after they achieved their intended purpose by the training; 21 people left because they were not satisfied with the communication, management and service provided by 66Speak; 8 people left to go to other better training institutions; 9 people left for other reasons.
The survey results showed that 31 people chose CET; 24 people chose IELTS; 21 people chose BEC; 11 people chose GRE; 22 people chose TOEFL; 5 people chose other tests.


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