A Project to Improve Customer Service through.doc

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1、 A Project to Improve Customer Service through Better Internal Information Exchange in LinklatersSubmitted by Qiu ZhenStudent ID number W2004B1001B0204Supervised by Liu MinyueA paper submitted in fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijin

2、g Foreign Studies UniversityMay 20072nd Draft论文摘要年利达律师事务所是全球最大的国际性律师事务所之一。早于70年代中期就在香港开设了办事处，北京办事处是2002年6月经司法部批准设立的，是最早获得中国司法部批准设立办事处的国际律师事务所之一。我们的业务包括：从事国内企业重组并购、境外上市、外商直接投资以及基础设施投资方面的业务。北京办事处与本所驻香港和驻上海的律师密切合作，向中资客户提供高水平的法律服务。随着我所业务量的增加、办公室规模的扩大及大批国际律师事务所的涌入，向客户提供优质、高效的服务成为增强竞争力的重要方面。我所研究的项目是:我们的律师

3、不满意我们前台及秘书的接听电话服务。作为一家国际化的律师事务所，向客户提供高效、优质服务是至关重要的。由于我们的前台和秘书未能给客户提供准确、可靠的信息，客户总是处在一种“迷失”的状态。根据提高我们前台及秘书的专业能力可以更好地满足我们客户的需求，一个持续八周的在职培训计划起动了，其旨在提高我们前台及秘书接听电话的专业能力。本论文前期通过向客户致电、发电邮及面对面的调查、SWOT分析等调研方法确立了我们问题的方向。中期在所有项目成员的努力下，成功地完成了我们的目标。项目成员对于我们所采取的措施很满意，他们不仅具备了专业知识，而且还提高了处理问题的能力和技巧。在后期计划评估部分，本论文通过要求客

4、户认真填写客户意见问卷进行评估。我们的客户也对我们员工的工作进步表示满意。通过此次项目策划到完成前后共用了八周的时间，我作为本项目的负责人参与了项目的全过程。2007年3月5日到2007年4月27日，通过英语口语培训，律师们所从事的案例及客户的信息共享，让秘书及前台对于律师所从事的业务有一个清楚的认识，从而更好地为律师服务。我们同时认识到，如果能进一步加强律师与秘书之间的沟通、秘书与秘书之间的沟通、秘书与前台的沟通，接转电话的效率会更高，当然要使公司的发展持续增长，切实有效地提高客户服务质量是一个极富竞争力的法宝。AbstractMy firm is the representative of

5、fice of the International leading law firm. As the first batch licensing in China, our firm is the most dynamic one in the China market. Our business includes M&A, overseas IPO and strategic investment both in and out of China. With the rapid growth of international legal consulting market in China,

6、 however, more and more foreign law firms entering into China. The competition becomes more and more fierce. Especially maintaining our current clients has become a real challenge in particular.In order to maintain our current clients, we must improve our clients service. After survey, we found that

7、 our lawyers are not satisfied with our secretarys service. They complaint mostly on answering clients call techniques. As the leader of this project, I feel quite challenging in enhancing customer service. The problem that I will research is that our lawyers are not satisfied with the telephone ans

8、wering manner provided by our supporting staff (including receptionist and secretary). As an international leading law firm, to provide efficient service to clients is crucial. That is to say the clients always are at a loss what to do since our client service staff cannot provide definite informati

9、on to them. Thus we decide to design and implement a training course for those staff. Scientific researches methods are used to analyze the problems include customer and channel survey, such as focus group and face-to-face interviews, customer needs and wants analysis and SWOT analysis. Methods of b

10、rainstorming, cost analysis and risk analysis are adopted in the project design, implementation and evaluation of the project. The project is planned to be implemented eight weeks (during 5 March to 27 April 2007) with the participants of all secretaries and 1 receptionist. The paper will use a seri

11、es of tools designed to obtain the results of the project. They include Project Progress Checklist, Clients Satisfaction Survey, etc.The paper argues that effective measures will enhance the customer service level to meet customers needs. The paper is also in the hope of finding effective approach i

12、n customer service through the design and implementation of this project. Table of Contents1Introduction12Problem Description and Problem Analysis22.1Project Objective22.2Problem Description22.3Problem analysis32.3.1A SWOT analysis of the situation32.3.2Needs and wants analysis53Project Rationale an

13、d Hypothesis73.1Project Rationale73.2Project hypothesis94Project Design94.1Planning of Activities94.1.1Time-scale of Activities94.1.2People Involved and Their Responsibilities114.2Cost Analysis114.3Risk Analysis concerning people, time and product and our proposed protective measures125Project Imple

14、mentation and Monitoring145.1Implementing our project.145.2Monitoring our project146Project Evaluation and Discussion on Project Findings156.1Evaluation of the project participants performance from the customers perspective:156.2Evaluation for the whole project from the participants perspective:166.

15、3Discussion of Project Findings167Conclusion17Bibliography1Appendix 1: Project Framework2Appendix 2: Customer Satisfaction Survey Form4Appendix 3: Activity Flow Chart with Time-Scale5Appendix 4: Project Progressive Checklist5Appendix 4: Project Progressive Checklist6Appendix 5: Participants Daily Fe

16、edback Form8Appendix 6: Employee Performance Appraisal9Appendix 7: Project Leaders Diary10viA Project to Improve Customer Service through Better Internal Information Exchange in Linklaters1 Introduction Linklaters has offered clients a significant Asian capability for more than 30 years. We are well

17、 established in the region, with approximately 320 lawyers practising in offices in Beijing, Shanghai, Hong Kong, etc. In each of our Asian offices, we advise on both English and US law. As the first batch licensing in China, our firm is the most dynamic one in the China market. With the rapid growt

18、h of international legal consulting market in China, however, more and more foreign law firms entering into China. The competition becomes more and more fierce. Especially maintaining our current clients has become a real challenge in particular.In order to maintain our current clients, we must impr

19、ove our clients service. After survey, we found that our lawyers are not satisfied with our supporting staffs (receptionist and secretaries) service. The most complaint is on answering clients call techniques. As the leader of this project, I feel quite challenging in enhancing customer service. To

20、better understand the problem, method such as questionnaire, brainstorming and SWOT analysis were adopted. Liu Yongzhong and Jin Caibings Training Train-Manager Project (2005) provides the theoretical bases of these methods. Based on the results of the analysis and the study of related theories, the

21、 project objectives were set on the following issues: 1) to raise the overall satisfaction rate of customer for the training courses to at least 80%; 2) to gain some experience in staff training for the company. A significant amount of relevant literature gave me great guidance for the project. John

22、 Hilton gave customer needs and wants analysis in his book Practical Business Project and Proposal Design. A series theory listed in the book World Class English for Business Book 1&2. Scientific researches methods are used to analyze the problems include customer and channel survey, such as focus g

23、roup and face-to-face interviews, customer needs and wants analysis and SWOT analysis. Methods of brainstorming, cost analysis and risk analysis are adopted in the project design, implementation and evaluation of the project. The project is planned to be implemented during 5 March to 27 April 2007 w

24、ith the participants of all secretaries and 1 receptionist. The paper will use a series of tools designed to obtain the results of the project. They include Project Framework, Customer Satisfaction Survey, Activity Flow Chart with Time-Scale; Project Progress Checklist, Participants Daily Feedback F

25、orm; etc.The paper argues that effective measures will enhance the customer service level to meet customers needs. The paper is also in the hope of finding effective approach in customer service through the design and implementation of this project. This paper is a record of the project design and i

26、mplementation. It consists of 5 parts. Part one discusses and analysis the problem, Part two discuss on the theoretical basis; Part three explore the feasible measures and solutions; Part four tries to carries out the project; Part five is the project evaluation.2 Problem Description and Problem Ana

27、lysis 2.1 Project ObjectiveThe goal of my project is to satisfy our customers demand for the professional guidance and assistance from our staff. The objectives are to provide assistance to our customers with deeply rooted competence and wide-ranging relevant knowledge and to increase our customers

28、satisfaction.2.2 Problem DescriptionWe received complains about our secretary. They say that phone calls cannot be well-dealt with if the lawyer asked is not in the office. Most secretaries are not familiar with the specific field of other lawyers other than their own. Thus, if a client calls to tal

29、k to some lawyer while he is not in, the secretary on line does not know which else lawyer she should suggest the client to talk to . This has resulted in much loss of business. To improve the supporting staffs service level is not an easy thing. It not only requires working experience but also requ

30、ests fluent oral English. It needs time to improve such skills. The best way is find some solutions which can improve our service in the short period. After investigation and consideration, we worked out two measures to solve these problems. Firstly, we set up a form of all lawyer attendance record.

31、 If any lawyer is not in office, whatever he/she is on sick leave, holiday or business trip, their secretary should update their whereabouts record timely so that other secretaries can know it in time; Secondly, we worked out an important clients list. According to the clients company, the lawyer pr

32、ovides their important clients information (including name, office telephone number, mobile phone number, etc), respective case and responsible lawyers. This list will be updated regularly. Thirdly, although it is difficult to improve oral English in a short period, we still set up an English traini

33、ng class twice a week by native English trainer through case study, foreign custom training and tips of professional telephone service skill. During the monthly secretaries meeting, we recite clients name together. By sharing lawyers and clients information with secretaries and English telephone ans

34、wering manner, we hope our telephone manner of supporting staff will be improved greatly.2.3 Problem analysisIn order to improve our customer service, we conducted a SWOT analysis and customers needs and wants analysis.2.3.1A SWOT analysis of the situationTo further understand the current situation

35、so as to make plans for resolution to the problem described above, we carried out a SWOT analysis of the situation, including our strength, weakness, opportunity and threats. We considered the firm profile, our staff, the potential market, the target clients, and so on. Our conclusion is drawn as fo

36、llows:Strengthl As the leading law firm in the region, we have a significant Asian capability for over 30 years, and with over 320 lawyers practising in our offices in Beijing, Shanghai, Hong Kong, Tokyo, Singapore and Bangkok.l We have over 16 years experience in advising on groundbreaking transact

37、ion in China. We have assisted many international companies in their strategic investments, IPO and M&A in China in recent years and have acquired a level of expertise not available to other law firms.l We are the market leader in M&A transactions in the PRC, having worked on some of the largest and

38、 most complex cross-border deals in recent years.l We have advised on a number of high-profile and groundbreaking strategic tie-ups between foreign investors and domestic enterprises in the PRC. l We pride ourselves on taking a commercial and pragmatic approach. We will provide solutions that are tr

39、ansaction focused, avoid unnecessary over-complication and reflect our in-depth M&A experience.l As an international leading law firm, we have plenty of training resources which can provide us up-to-date knowledge on telephone answering manner. l We have a strong team consisting of lawyers and suppo

40、rting staff with high quality and rich experience. The total staff members in Beijing office is 30 which include 13 lawyers, 6 legal assistants, 2 translators and 9 supporting staff. There are total 10 staff members involved in the project.l For the year 2006, our global income is up 16% to 935 mill

41、ion, while our net operating profit rose 29%, a greater rise than any other international Magic Circle firm this year and a 59% increase over the past two years. The China practice group has reached XXXX billion in 2006. The Beijing office reserves a percentage of its yearly revenue for business imp

42、rovement. The budget for this year is XXXX and will be used to improve the equipments and staff development. The budget also covers my project.l China has a stable political, economic and social environment. It is considered as the most dynamic in the legal market. In order to maintain our current m

43、arket position, we must take action to solve the problem of customer loyalty and maintain our competitiveness. It would be kick out of this fiercely competitive market.l We have modern documents processing system and 24 hours IT support system. It can help us providing professional and efficient leg

44、al advice.Weaknessl The size of our Beijing office is not very large, which means we lack of sufficient manpower to achieve several big cases in the meantime. l Due to the size of our Beijing office, the staffs have only 25, including 11 lawyers, 5 legal assistants and 6 secretaries, etc.l Our main

45、clients are Chinese instead of foreigners. The target clients are most state owned Chinese enterprises. It will take some time for us to expand our legal market for the new business. l The team is relatively new. Some lawyer and supporting staff are still need training to enhance their efficiency.Op

46、portunity The policy goal of opening up Chinas legal services market is to facilitate Chinas foreign trade and business as well as help the development of Chinas legal service market. In the bilateral negotiations for Chinas entry into the WTO, both the United States and the European Union pressed C

47、hina to open the legal services market. The development of legal services market is determined by the level of economic development. The advanced legal services industry in the United States and the European Union countries results from their long histories of developed legal professions and globali

48、zed economies. As a developing country, China is still on the learning curve of know-how and management, and has a long way to go before it is integrated into the world economy. Because of their traditional connections and language skills, foreign lawyers will continue to play an important role in foreign investment in China.Threatsl The current legal advising market is not optimistic. There are some old international law firms located in CBD, they are also very competitive on professionalism and cross-culture. l There are several other international law