Ningbo FOTILE Kitchen Ware Co., Ltd.：Whole process consultative service leads the new era of kitchen lifestyle

Company Profile
 
Ningbo FOTILE Kitchen Ware Co., Ltd. (“FOTILE” in short below) was found in 1996, and its business covers kitchen appliances, integrated kitchen and overseas business. FOTILE brand focuses on built-in kitchen appliances business with seven product lines, namely range hood, built-in Sterilizer, built-in cooker, built-in oven, built-in microwave, built-in steam box and water heater. It has become the first brand of high-end kitchen electricity in China.
 
Challenges
 
The improvement in living standards has given rise to a higher demand and expectation for kitchen-related products and services. The general problem is that, due to the lack of a very perfect and advanced service system, and fair and sustainable evaluation tools, the after-sales service and quality assurance is far less able to meet people's expectations, and this problem also restricts the kitchen and toilet enterprises to improve their stability, sustainable development and comprehensive competitiveness.
 
Solutions
 
Responding to people’s urgent needs and seizing the opportunity of using service system to expand development space, FOTILE has realized the documentation, standardization, and internationalization of its customer service system by launching the FOTILE after-sales service system specially and building a wholeness-pursuing and customer-centered service system.
 
Whole process consultative service
 
By whole process consultative service, it means covering its service through all phases of the selling, pre-, mid- and after- sales. FOTILE has built a professional service system based on the CRM customer relationship management information platform and supported by the national service hot-line 400, 51 branch offices, 27 service stations, 630 special service outlets and 1200 well trained service staff, requiring service staff to plunge into action as soon as they get the call from customers and to assume responsibility in 9 sections, including creating files for reservation, information feedback, door-to-door service and regular return visit. Customers are included into this system from the very moment when they have the thought of buying FOTILE products. Different problems and various unforeseen circumstances can emerge when kitchen appliances are installed for the first time or for the second time because of house moving and redecoration as well as in the process of doing regular maintenance. With this system, professional engineers can reach customers at the first time and help them to solve difficulties whenever and wherever.
 
Customer satisfaction measurement and customer net promoter score (NPS) management
 
FOTILE has built a systematic method combining customer satisfaction self-assessment and the third party supervision to explore information on customer satisfaction and loyalty in depth and to seek improvements.
 
FOTILE has kept purchasing the Survey Analysis Report on the Range Hood User Satisfaction Index provided by the market research office of the Chinese Corporate Research Center of Tsinghua University (which has been changed to be provided by China National Institute of Standardization since 2008) since 2002. As for these third party reports, the company assembles the president, vice-presidents as well as the head of each department to interpret the customer satisfaction report from aspects of satisfaction scores, ranking and the development trend in the past 3 years, customer suggestions as well as new customers’ satisfaction scores and ranking so as to analyze its competitive status, advantages and disadvantages, and improvements to be made. Built on these, the company has made corresponding specific plans to improve customer satisfaction.
 
In addition, FOTILE has conducted objective evaluations not interfered by service staff on aspects of arrival on time, product instructions, trouble shooting, service attitude and general evaluation for years since May in 2009 and added the feedback information to the CRM system. On the basis of these, FOTILE further introduced the customer net promoter score management. The company also proposed the slogan of “implementing service strategy and building an invincible brand”, lifting NPS to a strategic height exceeding the level of customer satisfaction. It built the NPS, a customer satisfaction driven improvement system based on its own actual situation. From top to bottom, the company has included customer loyalty and satisfaction into its corporate culture. From bottom to top, it mobilizes branch offices to pay attention to customers and makes uses of forefront resources and energies in the contact with customers.
 
The city theme lectures in customer care program
 
In 2010, FOTILE carried out the customer care program, and invited well-known nutritionists and health experts to give lectures centering on the four cornerstones in five places, including Guangzhou, Shanghai, and Dalian, aiming to provide customers with effective health care methods so as to provide value-added services.
 
Achievements
 
FOTILE has realized that the international advanced kitchen and toilet brands have a very complete customer service system. If it wants to become a world-class enterprise, there is no exception. Years of exploration has facilitated it to build a set of their own service network, and won the significant results.
 
Since the comprehensive launch of sustainable service system in 2002, the company’s customer satisfaction degree has been on the rise successively, rising from 80.30% in 2002 to over 95% in 2010, and most customers have enjoyed the considerate and meticulous service.
 
FOTILE has won the outstanding contribution award for safeguarding the legitimate rights and interests of the customers for several times, and been rated as a company with double guarantee and a reliable brand in terms of product quality and after-sales service. The products of FOTILE outperform most of the kitchen and toilet products and have become a well-deserved ideal brand in the industry.
 
In surveys carried out by the third party on the ideal brands in Chinese customers’ mind in 2008 and 2010, FOTILE was rated as the first ideal brand by Chinese customers successively. The brand value of FOTILE ranked first in the industry among China’s top 500 most valued brands for 4 straight years, with a high-end market share of over 24%. The sales volume of the company reached RMB 1.33 billion, 1.54 billion and 1.97 billion respectively in 2008, 2009 and 2010.
 
Prospect
 
For many Chinese and foreign enterprises, kitchen and toilet products is like a huge potential big cake, but in the market where the good and bad products are intermingled, there are rare enterprises with forward-looking market vision and brand awareness, such as FOTILE. Its experience is undoubtedly a good “service first” example for other enterprises and the development of the entire industry.