[转帖]当当网购物遭遇启示录
<p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">作者:darrenchu</font></span></font></p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font face="宋体" size="3"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">经过孜孜不断的忠诚消费,俺终于在半年前荣升为当当网的钻石会员。可钻石会员也会遇到消费中不可避免的尴尬。在国庆前夕,买了一些书,当当网承诺据此可得几十元赠书券,可是书来了,钱付了,愣是等了三周,不见赠券,电话一问,说货款还未从物流商返至当当网,须再等。之后再问,又说最近返券的顾客很多,分批发送,再等等。随后又电话追问,说本周五可望搞定。以后就是周五到周一,周一到周二</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">…</span><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">书券事小,可俺心中却不是滋味,被悬在空中的欺骗还真尝过,愤怒之!</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">仍是该书商,偶某次订单,一周未至,询问,被告知“我记录下来,但何时能送货,并不确定”。我问,能否告诉我物流商电话?“不知道”回答相当简洁。我又问,能否帮我催呢?答曰:“我只能记录”。晕!</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">问题还不止于此。他们在网上挂售和提交购买订单的标价不相符是常有的事。(当然,标出来的低,购买时的价格高)。询问,回道:“抱歉,我也不知道,按照规定你只能以购物车价格为准”。再晕!</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">唠叨半天,大家千万别以为我是给当当做宣传,如果是,请注意这种“宣传”可是负面的哟。当当可不是陈凯歌或者张纪中,在破坏自然生态的同时还能被评为绿色大使,且官方美曰:负面其实也起到警示作用!:)</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">其实上述的个人经历,已经不能算是个人的了。相信每位消费者都或多或少的有此类遭遇。据最近几年的工商关系调查中,供应商不能按时交货是零售商最不满意,也是供货企业最失分的地方。何谓按时交货?我想包含四个内容:<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">在合约时间内准时送达</span></strong>,<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">按订单数量足额交付</span></strong>,<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">不能有短少或残次品</span></strong>,和<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">前三个方面表现一直稳定</span></strong>。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">对任何一个企业来说,“按时交货”都应该是他们努力追求的目标,不管是原料供应,还是成品制造;无论你提供何种商品,或是特定的服务;即便在高度垄断的市场,还是在完全竞争的市场。只要你想赚钱,而不是纯花钱的主儿,你都要为“人民”服务,为“客户”“顾客”按时交货。因为供应企业面临零售商或客户苛刻罚款,不得不按时交货,或者努力按时交货。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">比不能按时交货更可怕的是缺乏有效主动的沟通,或者因为不好的沟通,让顾客不满意,从而失去了这位顾客。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">交货不及时,承诺无法兑现,从而出现诚信危机,这是大小企业普遍存在的缺陷。归结起来主要是:<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">不能或不愿立即送货</span></strong>;<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">缺乏有效畅通准确的跟踪和反馈系统</span></strong>;<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">未能给一线员工进行有效的授权</span></strong>;<strong><span style="FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">良好的沟通</span></strong>。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">松下幸之助感谢不通融,对送货要求严格的顾客。他说,“客户订了货,就会等着到货,而销售者不也是送了货,就等着收取货款吗?”而正是这种严格的要求使松下企业注意到,只要一有订购,就该马上送达,这是必须铭记在心的。不能按时交付的经典例子是很多的,</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">IT</span><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">界的朋友对微软曾多次延缓</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">Office</span><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">的发布,最近空客的再次延迟交付新型客机导致</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">CEO</span><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">辞职。其实这是一种没有达到“预期”导致的结果。<personname productid="松下" wst="on"></personname>松下<personname></personname>先生还有一个名言:人与人的差别是每天晚上</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">7</span><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">点到</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">10</span><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">点。决定一个企业的差别可能就是收到订单到客户收货的这段时间吧。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">什么是跟踪和反馈?跟踪的系统和流程已经很多,但大部分缺乏反馈。一个有机的组织或者系统是环路的,而非片断的。很多时候,我们记录的顾客的需求,而不能及时解决并反馈给客户。更多时候,我们没能通过系统的反馈,自我修正,走向稳定。而是最后一个等待顾客的抱怨,要求,被动解决,却不知问题处在哪儿。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">为何要授权?第一线的员工应该能够当场解决顾客提出的绝大部分问题,而不是转过头来层层请示,一段时间后然后再转过来回复。还有的则是,“对不起,我解决不了,我们经理也不在。”把你气死。曾经在某个城市,两个商店都承诺买后几天内,无条件退货。但你如果真的退货,待遇是很不同的,一家的服务中心,随时给你退换;另一家要请示很久,并且加以复杂的手续,真是失去便宜,也买不到乖。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">良好沟通的重要性,不言而喻。举个自己的例子,</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">4</span><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"><font face="宋体">个月前开始负责一个项目,因为没有主动地沟通,出现了</font></span><span lang="EN-US" style="COLOR: black; FONT-FAMILY: \'Times New Roman\';">customer, user, stakeholder</span><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">的多人次询问进展如何,我们开始抱着一个错误的思想就是等有了阶段进展再正式沟通,其实没有沟通就是告诉别人你目前的消息可能不好。还好我不是掌管一个上市公司,否则早就要被监管部门警告,并且股价下跌了。</span></font></font> </p><p style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 170%; mso-char-indent-count: 2.0;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';"></span></font></font><font size="3"><font face="宋体"><span style="COLOR: black; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">按时交货(包括按时付现)说到底就是一种信用或诚信。如果这种东西缺失了,定会收到自然律的惩罚。就如现在办一张信用卡很便捷,但如果你欠款过期未还,可能就要被扣掉一大笔利息;但对企业,可就亏大了,不仅仅是银子的问题了。</span><span lang="EN-US" style="FONT-SIZE: 9.5pt; COLOR: #404040; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana;"> <p></p></span></font></font></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face="Times New Roman"> </font></p></span></p><p><font face="Times New Roman"> </font></p><p></p>[align=right][color=#000066][此贴子已经被作者于2006-10-31 10:44:49编辑过][/color][/align]
说的倒是有理,可中国的企业就这样,没法子呀 <p>用了好多年当当,貌似不错呀~我这里没出过问题呵呵~</p><p></p> <p>我与楼主的意见相同,十一前订的货,发了几次火之后,来送来,近日,又订了900元的货,当然不少了,直到现在还没来,不催了,爱啥时啥时吧,同事说得好,不就多在你家摆几天嘛!反正不急用,你急啥,想想也是,急啥!</p>
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