2010上海大眾售后服務(wù)商務(wù)政策.ppt

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,,2010售后服務(wù)商務(wù)政策2010DealersAfterSalesCommercialPolicy,,,,,,,,,,,,,激勵(lì)經(jīng)銷商拓展市場空間，提高銷售額的商務(wù)政策是完成公司下達(dá)的銷售及邊際貢獻(xiàn)目標(biāo)的重要保證,滿足服務(wù)能級、配件利潤、附件等各項(xiàng)業(yè)務(wù)的進(jìn)一步提升要求,提高經(jīng)銷商滿意度，引導(dǎo)經(jīng)銷商提高售后服務(wù)的整體質(zhì)量，最終提升用戶滿意度,關(guān)注經(jīng)銷商服務(wù)過程中關(guān)鍵崗位的人員獎(jiǎng)勵(lì),,,,,背景,,提高II、III車齡段用戶進(jìn)站率,,,,2010年方案調(diào)整項(xiàng)目,,,,,,,,取消原I、II、III檔目標(biāo)的設(shè)置,減輕經(jīng)銷商超目標(biāo)壓力以完成目標(biāo)為重點(diǎn)，提高100%完成率獎(jiǎng)勵(lì)系數(shù),,3.季度系數(shù)細(xì)化為月度系數(shù),,提高經(jīng)銷商計(jì)劃的準(zhǔn)確率和完成率與分銷中心考核相呼應(yīng),,4.調(diào)整油漆考核方法，將油漆開關(guān)指標(biāo)與等級系數(shù)相結(jié)合,,激勵(lì)因事故車偏少的經(jīng)銷商提高業(yè)務(wù)隨著項(xiàng)目全面推廣，專項(xiàng)考核應(yīng)逐步銜接到常規(guī)銷售額考核,,,2.返利質(zhì)量等級從三級上升到六級,,與整車返利體系保持一致細(xì)化返利差異，鼓勵(lì)經(jīng)銷商提高業(yè)務(wù)水平,2010經(jīng)銷商目標(biāo)完成獎(jiǎng)勵(lì),獎(jiǎng)勵(lì)金額=(年度銷售額-超額10%以內(nèi)銷售額)X基本獎(jiǎng)勵(lì)系數(shù)+超額10%以內(nèi)銷售額X超額獎(jiǎng)勵(lì)系數(shù),計(jì)算說明經(jīng)銷商完成年度總目標(biāo)為獲得基本獎(jiǎng)勵(lì)的必備條件，年度總目標(biāo)=配件年目標(biāo)+附件年目標(biāo)完成季度目標(biāo)，可取得當(dāng)季3個(gè)月的月度系數(shù)，包括未完成月份的系數(shù)。未完成季度目標(biāo)，只能取得完成月份的月度系數(shù)超額10%以上的經(jīng)銷商，超額10%以內(nèi)銷售額=年度目標(biāo)X10%；超額10%以內(nèi)的經(jīng)銷商，超額10%以內(nèi)銷售額=年度銷售額-年度目標(biāo)當(dāng)年新建經(jīng)銷商工具銷售額不計(jì)入考核銷售額原則上，全年目標(biāo)不低于2009年實(shí)際銷售額，上半年目標(biāo)應(yīng)大于全年目標(biāo)的46%，如有特殊情況，應(yīng)提出書面申請?？己虽N售額不含稅升級規(guī)定：服務(wù)滿意度MOT得分符合以下兩個(gè)條件，則年度獎(jiǎng)勵(lì)系數(shù)可再躍升一級（以A級為限）四個(gè)季度MOT得分環(huán)比持續(xù)提升且一季度MOT得分≥75分；2010年度MOT得分相比2009年度MOT得分提升≥2分；,+,=,+,=,獎(jiǎng)勵(lì)系數(shù),獎(jiǎng)金計(jì)算,,獲得獎(jiǎng)勵(lì)的條件,100%完成經(jīng)過經(jīng)銷商簽字確認(rèn)的年度配件采購總目標(biāo)（簽署目標(biāo)中已包含附件目標(biāo)）附件完成率必須大于總目標(biāo)的7%外采購率考核達(dá)標(biāo)油漆采購專項(xiàng)考核達(dá)標(biāo)（占配件總采購額>=3％，獎(jiǎng)勵(lì)金額x100%；2%-3%,獎(jiǎng)勵(lì)金額x95%；1%-2%，獎(jiǎng)勵(lì)金額x90%，0%-1%，獎(jiǎng)勵(lì)金額x0%，每季度檢查油漆專項(xiàng)外采購，檢查出一次則當(dāng)季獎(jiǎng)勵(lì)取消，檢查出2及2次以上，取消全年獎(jiǎng)勵(lì)）基礎(chǔ)庫存考核達(dá)標(biāo)維修站之間不允許批發(fā)銷售配件獲得獎(jiǎng)勵(lì)必須完成年度目標(biāo),,2010年分設(shè)配件，增設(shè)獎(jiǎng)勵(lì)獎(jiǎng)勵(lì)系數(shù)基于年度總目標(biāo)，獎(jiǎng)勵(lì)基于實(shí)際超額部分采購金額月度目標(biāo)合計(jì)等于年度目標(biāo)，季度目標(biāo)等于當(dāng)季3個(gè)月累計(jì)目標(biāo)獎(jiǎng)勵(lì)按月度和季度考核，但于年終執(zhí)行,注意,配件/附件業(yè)務(wù)基本條件,,,基本達(dá)標(biāo)后的獎(jiǎng)勵(lì)等級分類依據(jù)：MOT?70%+神秘顧客調(diào)查?20%+投訴處理?10%,投訴處理：投訴率-------------------30%一次解決率--------------25%投訴響應(yīng)率--------------20%投訴封閉率--------------25%,服務(wù)質(zhì)量基本條件（同時(shí)適用季度和年度）：MOT72分以上（滿分120分，二季度起可能視需要調(diào)整）AuditII評級C級及以上投訴處理60分以上（滿分100分）,服務(wù)質(zhì)量基本條件,,V-Star獎(jiǎng)勵(lì)方案（詳見具體方案）,經(jīng)銷商售后服務(wù)獎(jiǎng)勵(lì),管理層,總經(jīng)理,服務(wù)總監(jiān),服務(wù)經(jīng)理,,,,,配件折扣額度90%,V-Star服務(wù)人員獎(jiǎng)勵(lì)10%,,V-Star獎(jiǎng)勵(lì)發(fā)放周期：同售后服務(wù)獎(jiǎng)勵(lì)一致，年度發(fā)放V-Star獎(jiǎng)勵(lì)預(yù)算：10％從經(jīng)銷商服務(wù)獎(jiǎng)勵(lì)中配件獎(jiǎng)勵(lì)中提取。另外10％獎(jiǎng)勵(lì)預(yù)算由售后服務(wù)部申請，并與上述10％一起發(fā)放,追加10％的預(yù)算用于V-Star獎(jiǎng)勵(lì),+,,一線人員,服務(wù)顧問,索賠員,配件經(jīng)理,技術(shù)經(jīng)理,附件經(jīng)理,附件：舉例,某經(jīng)銷商服務(wù)達(dá)標(biāo)分?jǐn)?shù)排名位于21%-40%之間，定為B級獎(jiǎng)勵(lì)；年目標(biāo)500萬元；年度系數(shù)2.1%實(shí)際完成采購568萬元，超額50萬元，超額系數(shù)12%；剩余518萬元，年度系數(shù)2.1%第1季度油漆外采購超標(biāo)，第2季度未完成季度月累計(jì)目標(biāo)，但6月完成月度目標(biāo)，扣除1季度的0.45%以及4、5月度0.3%，全年月度系數(shù)1.05%；油漆采購率2.5%，獎(jiǎng)勵(lì)金額x95%年終獎(jiǎng)勵(lì)金額=[518x(2.1%+1.05%)+50 x12%]x95%=21.20115萬元。其中：1、90%即19.081035萬元作為企業(yè)獎(jiǎng)勵(lì)，以配件折扣方式發(fā)放2、10%即2.12萬元作為服務(wù)V-Star，獎(jiǎng)勵(lì)經(jīng)銷商服務(wù)顧問等個(gè)人3、追加與10％同等金額的2.12萬元獎(jiǎng)作為經(jīng)銷商服務(wù)顧問等個(gè)人的補(bǔ)充獎(jiǎng)勵(lì)，與上述10％一起發(fā)放,舉例,,,,,,,,,,,Inordertoencouragedealerstoexploitmarketpotentialandincreaseturnover,commercialpolicyistheimportantsupporttoachievetarget.,Tomeettheneedoffurtherincreaseofservicelevel,partsprofits,accessories,andotherbusinesses,Increaseourdealerssatisfactionandimprovetheiraftersalesservicequality,andfinallyincreaseourcustomerssatisfaction,Concernaboutincentivetokeypositionstaffindealersserviceprocess,,,,,Background,,,,IncreasetheconsumerrepairandmaintenancerateforSegmentIIandSegmentIII.,,,,2010年方案調(diào)整項(xiàng)目,,,,,,,,ThetargetlevelsI,II,IIIwillbecancelled,ReducetheoverachievementpressureforourdealersToencourageourdealerstoachieve100%ofthetarget.Thebonusratefor100%achievementisincreased,,3.Changethequarterlybonustomonthlybonus,,ImproveourdealerspartsorderaccuracyandtheirachievementInlinewiththeRSSCcheck,,4.Adjustthepaintassessmentmethods,combinethepaintinglevelassessmentbonuswitholdmethod.,,EncouragethedealerswithlowaccidentcarrepairtoincreasetheirbusinessSincethepaintingprojecthasbeenextended,thespecialcheckshouldbechangedtonormalcheck,,,2.Bonuslevelswillbeincreasedfrom3to6.,,InlinewiththecarsalebonusstructureToencourageourdealersimprovetheiraftersalesbusiness,thepolicywillbemoredetailed.,2010DealersBonusPlan,Annualbonus=(Actualpurchasevolume–morethan10%overpurchasevolume)Xbasicbonusfactor+morethan10%overpurchasevolumeXoverachievementbonusfactor,Notes:100%achieveannualpartspurchasetargetsignedbydealers(targetincludesaccessoriestarget)isthebasicrequirementtogettheaftersalesbonus.Achievethequarterlytargetcouldget3monthsbonus(includingtheunachievedmonth),ifdidn’tachievethequarterlytarget,onlycangetthemonthlybonuswhichhasachieved.morethan10%overpurchasevolume=Actualpurchasevolume–annualtarget（=10%)ThetoolspurchasevolumeofnewdealerswillnotgetthebonusInprinciple,2010partstargetcouldnotbelowerthan2009,andfirsthalfyeartargetshouldbe46%ofwholeyear,ifhavesomespecialsituation,RSSCsshouldapplyfirst.ExcludetaxUpgraderule:ifthedealersmeetthetwoconditionsasfollowsatthesametime,theannualbonuscouldjump-uponelevel(themaximumislevelA).ThedealersMOTscorekeepincreasingfromquartertoquarterduringthewholeandtheMOTscoreofthefirstquarterin2010≥75AnnualMOTscoreis2pointshigherthan2009,+,=,+,=,BonusFactor,Formula,,BonusConditions,100%achieveannualpartspurchasetargetsignedbydealers(targetincludesaccessoriestarget)Accessoriespurchasevolumeshallbe≥7%oftotaltargetExternalpurchasesatisfytherequirement.Paintingpurchasesatisfytherequirement.Forpartingpurchasevolume:.Paintingpurchasevolume≥3%oftotalpurchase=wholebonusx100%;.Paintingpurchasevolume≥2%and<3%oftotalpurchase=wholebonusx95%;.Paintingpurchasevolume≥1%and<2%oftotalpurchase=wholebonusx90%;.Paintingpurchasevolume<1%oftotalpurchase=wholebonusx0%;.Wewillcheckthepaintingexternalpurchaseeveryquarter.Ifwefoundpaintingexternalpurchaseonce,onequarterlybonuswillbecancelled.Ifwefoundtwice,thewholeyearbonuswillbecancelled.BasicstocksatisfytherequirementNowholesalesbetweendealersTogetthemonthlybonusshouldgettheannualbonusfirst,,Wehavepartstargetin2010,addoverachievementbonusbonusfactorisbasedonannualtarget.Overachievementbonusisbasedonactualpurchase;Thesumofmonthlytargetsshallbeequalwithannualtarget,andsumof3monthstargets=quarterlytargetbonuswillbeevaluatedmonthly,andpaidbytheendofyear,Attention,BasicConditionsofPartsandAccessoriesBusiness,ServiceSatisfactionBasicCondition,,Classificationformula：MOT?70%+Phantomtest?20%+Complainttreatmentquality?10%,30%,25%,20%,25%,Servicequalitybasicconditions(forannualandquarterbonus)ServicesatisfactionMOT〉72（fullscore120，canbeadjustedifneedfromQ2)AuditII≥CComplainttreatment〉60(fullscore100),V-StarBonus(Thedetailspleaseseethespecificplan),DealerAfterSalesServiceBonus,,,,,PartsDiscount90%,V-StarServicescorebonus10%,,,V-Starbonuspaymenttime:Bytheendofyear,asaftersalesbonus.V-Starbonusbudget：10％frompartsbonusAnother10%budgettobeappliedbySAandpaidwiththe10%above.,Another10%budgetforV-Starbonus,+,Front-lineStaff,Serviceconsultant,Claimsstaff,,managementstaff,Manager,ServiceDirector,ServiceManager,PartsManager,TechnicalManager,AccessoriesManager,DealerwithServiceKPIrankingbetween21-40%,belongtoServiceKPIlevelB；Annualtargetis5mio,andannualfactor2.1%;Actualannualachievementis5.68mio,0.5mioforoverachievement,andoverachievementfactoris12%；andthefactoroftherestsales5.18miois2.1%PaintingexternalpurchaseinQ1,anditdoesnotachieveQ2target,butachievetheJun,solooseQ1,AprilandMaybonus,theannualbonusfactoris1.05%Paintingpurchase2.5%ofwholepurchasevolume,sothebonuswillx95%Finalbonusvolume=[5.18x(2.1%+1.05%)+0.5x12%]x95%=0.2120115mio.1、90%(190,810.35)ascompanybonus,tobepaidbypartsdiscount2、10%(21,201)asV-Starbonus,forindividualbonustodealerserviceconsultant3、Anotherbudgetequalto10%(21,201)asadditionalindividualbonustodealerserviceconsultant,tobepaidastheabove10%together.,Example,,Example:,