2010上海大眾售后服務商務政策.ppt

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,,2010售后服務商務政策2010DealersAfterSalesCommercialPolicy,,,,,,,,,,,,,激勵經(jīng)銷商拓展市場空間，提高銷售額的商務政策是完成公司下達的銷售及邊際貢獻目標的重要保證,滿足服務能級、配件利潤、附件等各項業(yè)務的進一步提升要求,提高經(jīng)銷商滿意度，引導經(jīng)銷商提高售后服務的整體質量，最終提升用戶滿意度,關注經(jīng)銷商服務過程中關鍵崗位的人員獎勵,,,,,背景,,提高II、III車齡段用戶進站率,,,,2010年方案調整項目,,,,,,,,取消原I、II、III檔目標的設置,減輕經(jīng)銷商超目標壓力以完成目標為重點，提高100%完成率獎勵系數(shù),,3.季度系數(shù)細化為月度系數(shù),,提高經(jīng)銷商計劃的準確率和完成率與分銷中心考核相呼應,,4.調整油漆考核方法，將油漆開關指標與等級系數(shù)相結合,,激勵因事故車偏少的經(jīng)銷商提高業(yè)務隨著項目全面推廣，專項考核應逐步銜接到常規(guī)銷售額考核,,,2.返利質量等級從三級上升到六級,,與整車返利體系保持一致細化返利差異，鼓勵經(jīng)銷商提高業(yè)務水平,2010經(jīng)銷商目標完成獎勵,獎勵金額=(年度銷售額-超額10%以內銷售額)X基本獎勵系數(shù)+超額10%以內銷售額X超額獎勵系數(shù),計算說明經(jīng)銷商完成年度總目標為獲得基本獎勵的必備條件，年度總目標=配件年目標+附件年目標完成季度目標，可取得當季3個月的月度系數(shù)，包括未完成月份的系數(shù)。未完成季度目標，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%以內銷售額=年度目標X10%；超額10%以內的經(jīng)銷商，超額10%以內銷售額=年度銷售額-年度目標當年新建經(jīng)銷商工具銷售額不計入考核銷售額原則上，全年目標不低于2009年實際銷售額，上半年目標應大于全年目標的46%，如有特殊情況，應提出書面申請?？己虽N售額不含稅升級規(guī)定：服務滿意度MOT得分符合以下兩個條件，則年度獎勵系數(shù)可再躍升一級（以A級為限）四個季度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；,+,=,+,=,獎勵系數(shù),獎金計算,,獲得獎勵的條件,100%完成經(jīng)過經(jīng)銷商簽字確認的年度配件采購總目標（簽署目標中已包含附件目標）附件完成率必須大于總目標的7%外采購率考核達標油漆采購專項考核達標（占配件總采購額>=3％，獎勵金額x100%；2%-3%,獎勵金額x95%；1%-2%，獎勵金額x90%，0%-1%，獎勵金額x0%，每季度檢查油漆專項外采購，檢查出一次則當季獎勵取消，檢查出2及2次以上，取消全年獎勵）基礎庫存考核達標維修站之間不允許批發(fā)銷售配件獲得獎勵必須完成年度目標,,2010年分設配件，增設獎勵獎勵系數(shù)基于年度總目標，獎勵基于實際超額部分采購金額月度目標合計等于年度目標，季度目標等于當季3個月累計目標獎勵按月度和季度考核，但于年終執(zhí)行,注意,配件/附件業(yè)務基本條件,,,基本達標后的獎勵等級分類依據(jù)：MOT?70%+神秘顧客調查?20%+投訴處理?10%,投訴處理：投訴率-------------------30%一次解決率--------------25%投訴響應率--------------20%投訴封閉率--------------25%,服務質量基本條件（同時適用季度和年度）：MOT72分以上（滿分120分，二季度起可能視需要調整）AuditII評級C級及以上投訴處理60分以上（滿分100分）,服務質量基本條件,,V-Star獎勵方案（詳見具體方案）,經(jīng)銷商售后服務獎勵,管理層,總經(jīng)理,服務總監(jiān),服務經(jīng)理,,,,,配件折扣額度90%,V-Star服務人員獎勵10%,,V-Star獎勵發(fā)放周期：同售后服務獎勵一致，年度發(fā)放V-Star獎勵預算：10％從經(jīng)銷商服務獎勵中配件獎勵中提取。另外10％獎勵預算由售后服務部申請，并與上述10％一起發(fā)放,追加10％的預算用于V-Star獎勵,+,,一線人員,服務顧問,索賠員,配件經(jīng)理,技術經(jīng)理,附件經(jīng)理,附件：舉例,某經(jīng)銷商服務達標分數(shù)排名位于21%-40%之間，定為B級獎勵；年目標500萬元；年度系數(shù)2.1%實際完成采購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，第2季度未完成季度月累計目標，但6月完成月度目標，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%，獎勵金額x95%年終獎勵金額=[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)獎勵，以配件折扣方式發(fā)放2、10%即2.12萬元作為服務V-Star，獎勵經(jīng)銷商服務顧問等個人3、追加與10％同等金額的2.12萬元獎作為經(jīng)銷商服務顧問等個人的補充獎勵，與上述10％一起發(fā)放,舉例,,,,,,,,,,,Inordertoencouragedealerstoexploitmarketpotentialandincreaseturnover,commercialpolicyistheimportantsupporttoachievetarget.,Tomeettheneedoffurtherincreaseofservicelevel,partsprofits,accessories,andotherbusinesses,Increaseourdealerssatisfactionandimprovetheiraftersalesservicequality,andfinallyincreaseourcustomerssatisfaction,Concernaboutincentivetokeypositionstaffindealersserviceprocess,,,,,Background,,,,IncreasetheconsumerrepairandmaintenancerateforSegmentIIandSegmentIII.,,,,2010年方案調整項目,,,,,,,,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:,