Funeral industry is also a service industry. Different from other service industries, the customers we face are all traumatized by their families. As a funeral industry, the essence is to let these traumatized families return to normal life as soon as possible, so its service is particularly important.
At the end of 200 1, I proposed "the deceased is like a husband's parents". At that time, I found that some employees didn't care about the grief of customers at all. I told the staff that you should experience and observe how customers hold the ashes. They held the ashes as if they were still holding their parents. Then each of us should regard the deceased as our parents. The deceased is also a human being, and we should let the deceased leave with dignity, which is also a kind of respect for customers.
With the gradual understanding of the funeral industry, I realized that the material function of this industry is actually not much, and there is no scientific and technological content. Anyone can do it, but on the other hand, the cemetery is more of a spiritual product, and people rely on the cemetery to express their feelings and sorrows, so I put forward the concept of "service is the only product of Yongan" in early 2002. This promotes the concept of "customer first" to a specific concept, which is service, and service is unique. This is entirely from the customer's point of view. Services in other industries may be functional, such as drinking water to buy a cup and staying in a hotel, while our industry is more of a spiritual service, which is the inner needs of customers.
My formulation is advanced, and no one has mentioned it before. Although in essence, facing consumers, this industry needs services and high-quality services, but because this industry has always been official and commercial, facing profits, it can make money without services, so the service has always been poor, because spiritual products have not been taken into account.
From the perspective of social function, life is life and death, and the deceased has gone. For the living, it is necessary to return to normal life as soon as possible. Then people in our industry need to provide good services to complete this process, so the starting point of my business is to ask for good services.
Doing all the services that this industry should do well is the first step. To some extent, we need innovation, progress and promotion. In 2003, I put forward the extension concept of service: "We are making progress every day every year". As long as consumers have a certain desire, even if it is the demand of a few people, even if it takes a lot of manpower, financial resources and energy, we will do it. My philosophy is that service is endless and customer demand comes first.
"Cohesion of filial piety and transmission of love" was put forward by us at the end of 2006 after continuous research on service. Through several years of exploration and research, we can see that some customers come to us for the environment, some for the grade, and some may be for Feng Shui. The purpose of coming is different, but their feelings are unified, that is, "filial piety", which is a traditional virtue and spiritual inheritance, and is also advocated by our industry. As a manager of this industry, no matter what kind of management mode is adopted, there must be a spiritual core, that is, love, which is also the basis of service. Therefore, from the customer's point of view, it is to "unite filial piety" and from our employees, it is to "convey love".
In fact, no matter from which angle, the core of Yongan's corporate philosophy is two words: service. Many people are arguing whether service is a means or an end. Many people think that this is a means, and the fundamental purpose of enterprises is to make profits. This leads to deviation. For example, in our industry, the profit of small cemetery is not very high, so I won't give you good service, or the cemetery has been sold, and you can't make any money anymore, so you are too lazy to serve others. So I propose that service is an end, not a means. When our employees do training, they emphasize the idea that service is the purpose and what each employee can bring to others and society. We should make service noble, not utilitarian, and make service formal, healthy and sunny. Keywords: love, practice, social responsibility
Funeral industry is a big love industry, and spreading love through service is a fulcrum of our enterprise. To do this, we must cultivate a loving team. To do a good job in foreign service, we must first do our own team and let everyone have love. When you walk past customers, you can't help asking: Can I help you? I have no money to earn, not money to serve you. I'm sorry I don't know you. Therefore, in the internal operation and management mechanism, we should build a caring team. As a leader, you can't be the master, but you should set an example. By caring for employees, employees are also full of love. I think how satisfied employees are, how satisfied employees are with customers. I always say that a caring child will never appear in an indifferent family.
An important connotation of funeral service is that customers attach great importance to the ancestral graves of cemeteries. They come to us every year to worship their ancestors and keep in touch with the enterprise for a long time. They are very concerned about the quality of service. Therefore, from the beginning, we followed the service direction of "giving customers more comfort and less sorrow", so that customers can rest assured that their deceased relatives and friends will settle in Yong' an. What we often say to our customers is: Give us the old one and we will take good care of it.
The premise that runs through the service concept is the love for customers behind the service. With love, we can effectively consider for customers, and consider for customers to effectively improve the quality of service.
The most difficult service every year is in Tomb-Sweeping Day, when the quality of service tends to decline. Then we will mobilize more than 200 people every year to serve our customers well, and we will also contact the transportation department and the public security department extensively to divert traffic and ensure safety.
I always think that without an excellent, high-quality and caring team, talking about service is empty talk. Many people are also putting forward slogans, but the idea shouted from the heart is not. We deeply understand this in practice, discussion and service. From practice, and return to practice to guide practice. Our idea melts in everyone's blood and permeates the air of the enterprise.
As a business leader, there are actually two brushes, one is service and the other is marketing. What is the service? This can be considered stupid. The customer can be a layman in geomantic omen, but he will know at once whether his service to you is sincere or false. Therefore, cutting corners in service is not lazy or slippery, and marketing needs wisdom. So, I always say, don't run counter to it. I'm an idiot when I'm marketing, but I'm glib when I serve.
Service needs sincerity and love. With these two points, the service can be continuously improved. Our sincere and caring service has created the enterprise miracle of "Yong 'an Mode".
There is still more room for research on the service culture of funeral industry, and we will do more exploration in the future. Concept, practice and research are the foundation of our Yong 'an service culture and the modern version of Yong 'an model. Culture is the support of a mature enterprise, and enterprises with cultural support will make an organic and healthy leap.