Step 3: Service Profile (30 %)
What is the vision, mission and values as they relate to service for each organization?
Vision
Holiland wants to make its diligent and proactive partners get a double harvest in spirit and material, and become a company that partners are proud of; Holiland wants to become a company loved by customers and respected by society.
Mission
"To create a first-class food chain company, to provide healthy and delicious high-quality products and satisfactory services in a convenient way, to deliver love, share happiness, and make life more exciting!"
Values
· Moral is more important than talent
· Operate with integrity, regard quality as life, and meet customer needs as our responsibility Enterprise honor is paramount Continuous innovation and pursuit of excellence
· Advocating an executive culture and emphasizing teamwork to provide employees with a growth environment and development space
· Performance-oriented, reward outstanding
· Repay the society with a grateful heart, and create value with a spirit of dedication
How would you describe the service culture of the organization – give examples to support your findings.
Adhering to the principle of customer first, Holiland carefully provides customers with healthy, delicious, high-quality products and satisfactory services. Pursuing the corporate culture of "Love is by your side", Holiland has taken on broader social responsibilities while delivering love and happiness!
· In 2003, during the SARS period, Holiland donated 500,000 yuan and a cake worth 110,000 yuan
· In 2006, Mr. Luo Hong, President of Holiland, invested 10 million to establish the "Luo Hong Environmental Protection Fund" in the United Nations Environment Program. This is the first Chinese person to set up an environmental protection fund in the United Nations.
· In 2007, through the "China Children's Environmental Painting Competition", the promotion of environmental protection basic education.
· In 2008, in addition to continuing the "China Children's Environmental Painting Competition", the "China Youth Environmental Protection Teacher Training" program was launched to train young environmental protection teachers in China, so that environmental protection basic education can be carried out in a more in-depth, lasting and effective manner.
· In the 2008 Wenchuan earthquake, Holiland and all Holiland's loyal customers donated a total of 7.7 million to the disaster area and organized employees to participate in the voluntary services of the Chinese Red Cross.
· In December 2009, created the noble and beautiful series of the top cake brand "Black Swan".
Looking to the future, Holiland will give full play to the corporate spirit of always striving for the first under the guidance of the corporate philosophy with "love" as the core, and work hard to let Holiland customers enjoy the true "love is by your side" products and services
Love is passed between the company's senior management, employees and customers, and the career is growing in sweetness.
In this world, there are two things that will definitely be encouraged and praised, one is to love employees and the other is to love customers. The invisible and ubiquitous love is the essence of Holiland's way of using human beings.
爱心在公司高层、员工与顾客之间传递,事业在甜甜蜜蜜之中壮大。 在这个世界,有两件事一定会受到鼓励和表扬,一个是爱员工,一个是爱顾客。寓于无形又无处不在的爱,正是好利来用人之道的精华所在。 爱的文化,从爱员工开始 在好利来饼屋,常常看到好多人排队等着买汤圆。尽管汤圆的销售是近几年才开始的,却很快得到认可。你认为支持贵公司事业不断做大的根基是什么? 文化和价值观是我们企业能做大的根基,无论是我们对人才的培养还是对品质的把握,始终都坚守爱的文化,我们传递的是美好的产品,爱的产品。你可能注意到今年汤圆的销售很火爆,其实我们很早就在做,买蛋糕、买面包,我们会有小袋包装的汤圆送给顾客。我们的产品是一步步深入人心。可能很多商家会向顾客推荐最贵的,推荐利润最高的产品,但是我们在培训员工的时候给他们的理念就是要根据顾客的需求,让顾客选择适合的产品。 爱的文化从爱员工开始? 从员工入职的第一天开始。这不仅仅是写在员工手册上,更是发生在他身边。北京市场管后勤的我们都亲切地叫她老姨妈,她今年已经八十多岁了,她对每一个员工充满了祖母般的关爱,从给员工安排吃、住,到关心他们的生活,甚至婚嫁。所有的员工都觉得能够被老姨妈接待是特别幸运的事情。她的这种做法也感染了其他城市的后勤经理,大家都想让员工一加入好利来就有一种家的温暖。 员工把好利来当成自己的家以后,他会把顾客看成自己家里的客人,他所想的都是怎么样让顾客去喜欢好利来。因为在他心里种植着对顾客的感情,他就能自发地去做很多事,会想出好多好办法。培训是在我这个部门做的,很多时候我都不能给出这么好的案例来。 比如什么样的事情呢? 你可能知道好利来是免费给顾客修补蛋糕的,我们是第一家这么做的。总裁说过,我们修补的不仅仅是一块蛋糕,还有顾客对我们的情感。员工都很清楚我们这个规章制度希望达到的目的是什么。员工把这样的工作做到了极致。 这件事发生在呼和浩特的一个店里,是去年的年会上分享的。一位先生拎着一个蛋糕进来,说“再订一个蛋糕”。在他等待的时候,领班就问他,你已经有一个别的牌子的蛋糕,为什么还要再订一个好利来的蛋糕。那位先生就很生气地告诉他,他不小心出门的时候滑倒了把蛋糕摔坏了。他回去让店里帮忙修一下,那家店告诉他没有这项服务。领班说,我们可以为你把蛋糕修补好。顾客特别感动,因为并不是我们的产品,我们的员工却主动提出来帮他修补好。 像这样的事情并不是规章制度里要求的,我们的规章制度也不会涵盖到帮助顾客修补竞争对手的蛋糕,但是在这种爱的企业文化下,我们的员工就会主动地去做。因为他希望以自己的行动让顾客了解,好利来传递的是美好的情感,而不仅仅是销售产品。 也就是说,爱员工,员工就会把爱传递给顾客? 对啊。不用刻意地去教他该怎么做。训练更多地只能做流程上的标准化,不可能预料到每个顾客会提出什么样的要求,会面临什么样的状况。如果我们只是训练员工碰到什么样的情况应该怎么做,那是永远也满足不了顾客的需求的。规章制度不可能涵盖所有的行为,这种时候企业的价值观和文化对员工的引导就发挥了作用,根据这种引导,他去判断应该采取什么样的行为。 |
Love is passed between the company's senior management, employees and customers, and the career is growing in sweetness. In this world, there are two things that will definitely be encouraged and praised, one is to love employees and the other is to love customers. The invisible and ubiquitous love is the essence of Holiland's way of using human beings. The culture of love starts from loving employees In Holiland Bakery, we often see many people lining up to buy glutinous rice balls. Although the sales of glutinous rice balls have only started in recent years, they have quickly gained recognition. What do you think is the foundation to support your company's continuous expansion? Culture and values are the foundation for our business to grow bigger. Whether it is our cultivation of talents or the grasp of quality, we always adhere to the culture of love. What we deliver is beautiful products and loving products. You may have noticed that the sales of glutinous rice balls are very hot this year. In fact, we have been making them very early. When we buy cakes and bread, we will give out glutinous rice balls in small bags to customers. Our products are deeply rooted in the hearts of the people step by step. Many businesses may recommend the most expensive and most profitable products to customers, but our philosophy when training employees is to let customers choose suitable products according to their needs. The culture of love starts with loving employees? From the first day of employee entry. This is not only written in the employee handbook, but also happened to him. We all kindly call her old aunt, who is in charge of logistics in the Beijing market. She is over 80 years old this year. She is full of grandmother-like care for every employee, from arranging food and housing, to caring about their lives, and even marriage. All the staff felt that it was very lucky to be received by the old aunt. Her approach has also infected logistics managers in other cities. Everyone wants employees to have the warmth of home as soon as they join Holiland. After an employee regards Holiland as his home, he will treat customers as guests in his own home. All he thinks is how to make customers like Holiland. Because the feelings for customers are planted in his heart, he can do a lot of things spontaneously and think of many good ways. The training is done in my department, and in many cases I cannot give such a good case. For example, what kind of thing? You may know that Holiland repairs cakes for customers for free, and we are the first company to do so. The president said that we are not only repairing a piece of cake, but also the customer's feelings towards us. The employees are very clear about what our rules and regulations hope to achieve. The employees have achieved this kind of work to the extreme. This incident happened in a store in Hohhot and was shared at the annual meeting last year. A gentleman came in carrying a cake and said, "Order another cake." While he was waiting, the foreman asked him if you already have a unique brand of cake, why would you want to order another Holiland cake? The gentleman told him angrily that he slipped and broke the cake when he accidentally went out. He went back and asked the store to help, and the store told him that it did not have this service. The foreman said, we can fix the cake for you. The customer was particularly moved because it was not our product, but our employees offered to help him repair it. Things like this are not required by the rules and regulations, and our rules and regulations will not cover helping customers repair the cake of competitors, but under this kind of corporate culture of love, our employees will take the initiative to do it. Because he hopes to let customers know through his actions that Holiland conveys beautiful emotions, not just selling products. In other words, if you love employees, employees will pass on their love to customers? correct. There is no need to deliberately teach him what to do. More training can only be done on the standardization of the process, it is impossible to predict what kind of requirements each customer will put forward, what kind of situation they will face. If we only train our employees how to do what they encounter, it will never meet the needs of customers. Rules and regulations cannot cover all behaviors. At this time, the values and culture of the company play a role in guiding employees. According to this guidance, he judges what behavior should be adopted. |
This is very suitable to the servant-service idea of "live in love and express love".
Research and evaluate the organization in each of the following 5 areas. Use the class materials and Service Culture Handbook (Toister, 2018) to help you understand how each area connects to servant leadership in creating a successful service-culture:
Goals
好利来的目标是影响人们对高品质生活的潜意识,增加大众对好利来蛋糕的好感。以小市场为突破口,拓展市场,巩固老客户,开发新客户,不断发展加盟连锁店,把好利来打造成一个提升人们生活品质、传递情感的品牌,进一步成为龙头企业在中国蛋糕行业。好利来在发展企业规模的同时注重自身产品和服务的质量,始终为客户带来健康的食品和愉悦的消费体验。 好利来希望成为大家期待的良心企业。好利来将以“爱”为公司服务文化的核心,不仅是客户,更真诚地关爱爱公司的每一位员工。好利来将营造一个充满正能量的工作氛围,充满爱、尊重、信任和关怀的工作环境为每一位员工培养乐观积极的态度,使他们对工作充满热情。在好利来,每一位员工都有机会通过自己的努力体现自己的真正价值。 |
Holiland's goal is to influence the people's subconsciousness towards a high-quality life, and to increase the public's goodwill towards the Holiland cake. Taking the small market as a breakthrough, expand the market, consolidate old customers, develop new customers, and continue to develop franchise chain stores, to build Holiland into a brand that improves people's quality of life and conveys emotions, and further becomes a leading enterprise in China's cake industry. Holiland pays attention to the quality of its own products and services while developing the scale of the enterprise , and always brings healthy food and pleasant consumption experience to customers. Holiland hopes to become the conscientious enterprise that everyone looks forward to. Holiland will take "love" as the core of the company's service culture, not only customers, but also sincerely caring for every employee of the loving company. Holiland will create a working atmosphere full of positive energy, one full of love, respect, trust and care. The working environment cultivates an optimistic and positive attitude for every employee and makes them full of enthusiasm for work. In Holiland, every employee has the opportunity to reflect their true value through their own efforts. |
Hiring
谋人成事,知人善任,以人为本 数年的奋斗经历,形成公司深刻的人才观:人才是最大的资本,任何的进步与发展都源自于人的因素。因而对内,公司出巨资,花大力气为员工提供各种培训机会,全面发展公司员工的服务和管理水平,提升人力价值,并运用各种激励活动,如优秀员工评比,各项优质服务比赛等,充分调动员工的聪明才智和创造激情,最大限度地发挥每一个人的能力;同时,公司放眼天下,以求贤若渴之诚,共创伟业之势,招贤纳才;好利来以高薪在成都招聘高层管理人才,并带动更大批人才的聚集 ; 大批中高层管理人员加盟公司,充实了新的组织结构,以科学的管理和服务理念、方法,使公司运营再上新台阶,并新扩张多个个连锁店。公司以崭新的活力,向现代企业迈进。 为了打造良好的人才储备,好利来员工要求如下: 1.25岁以下,有良好的沟通能力和亲和力,形象气质佳。 2.服从调配,包三餐和住宿。 3.女生在160以上, 男生175以上,吃苦耐劳。 4.薪资标准:转正后4000元~10000元/月左右 5.无食品行业禁忌疾病 6.发展方向:值班经理,店长 |
Seek people to accomplish things, know people and do well, put people first Years of struggle experience has formed the company's profound concept of talent: talent is the greatest capital, and any progress and development stems from human factors. Therefore, internally, the company has invested huge sums of money to provide employees with various training opportunities, comprehensively develop the company’s employees’ service and management level, enhance human value, and use various incentive activities, such as excellent employee appraisal, and various high-quality services. Competitions, etc., fully mobilize the ingenuity and creative passion of employees, and maximize the ability of everyone; at the same time, the company looks at the world, seeks for the eagerness of talents, creates the trend of great achievements, and recruits talents; Holiland offers high salaries Recruiting senior management talents in Chengdu and driving the gathering of a larger number of talents; A large number of middle and senior management personnel joined the company, enriching the new organizational structure, and using scientific management and service concepts and methods to bring the company's operations to a new level, and Expand multiple chain stores. The company is striding forward to a modern enterprise with brand-new vitality. In order to build a good talent pool, Holiland's staff requirements are as follows: Under 1.25 years old, have good communication skills and affinity, good image and temperament. 2. Obey the deployment, including three meals and accommodation. 3. Girls above 160 and boys above 175, hard-working. 4. Salary standard: 4,000 yuan ~ 10,000 yuan/month after conversion 5. No contraindicated diseases in the food industry 6. Development direction: Duty manager, store manager |
Training
好利来一线的不断拓展,对于人才的需求也是不可或缺的,他们是餐饮行业卫生和服务意识强的人才。 1997年,罗红将好利来总部迁至沉阳,好利来在沈阳成立。成立了人才培训学校,有计划地向各分支机构输送人才。新员工首先要接受6个月的培训,规范生活习惯和卫生意识,培养服务理念和技术技能。在学校里,一个学生6个月的吃住和零用钱要花6000元,罗红决定好利来承担这一切。还宣布:前来参加培训的人员不必签订“销售合同”。如果他们学会喜欢这个公司,他们就会留下来,如果他们不喜欢它,他们就会离开。要留住人,就必须要注意。食品行业需要真正忠诚和负责任的人才。后来的事实证明,最后剩下的员工不仅忠诚负责,而且做事兢兢业业。他们认同好利来,热爱它的文化和价值观,人员保存率非常稳定。 |
Holiland's continuous expansion of the front line is also indispensable for the demand for talents. They are talents with strong awareness of hygiene and service in the catering industry. In 1997, Luo Hong moved the headquarters of Holiland to Shenyang, and Holiland was established in Shenyang. A talent training school has been established to send talents to various branches in a planned way. New employees must first receive 6 months of training, standardize living habits and hygiene awareness, and cultivate service concepts and technical skills. In the school, a student spends 6,000 yuan on food, lodging and pocket money for 6 months. Luo Hong decided to take care of all this. It was also announced: Those who come to participate in the training do not have to sign a "sale contract." If they learn to like this company, they will stay, if they don't like it, they will leave. To keep people, you must pay attention. The food industry needs truly loyal and responsible talent. Later facts proved that the remaining employees were not only loyal and responsible, but also dedicated to their work. They agree with Holiland, love its culture and values, and the staff retention rate is very stable. |
爱的技能,以培训来打造 怎么让每个员工把爱传递给顾客,而且传递得特别好? 我们在培训员工和管理人员的时候一直关注的就是在理念上帮助他们提高。我们会引导员工碰到任何事情,首先想到现状之下我能做什么。技巧的培训实际上十分简单。现在产品和服务同质化的程度越来越高,大家都知道要说“欢迎光临”,走的时候要说“谢谢光临”。仅仅是机械地去做这些事情并不能达到你要的效果。所以我们更注重的是培养员工的理念和自发性,发自内心地去做这些。不用你去教他,他自己就会创造出许多闪光点,做出许多让你感动的事。每次年会我们都会留出半天时间,让大家分享各个城市发生在自己身边的感动顾客的例子。 公司怎么根据员工不同的培训需求安排相应的课程? 课程分不同阶段,职前简介、顾客服务、产品销售,这是最基础的。晋升到领班、训练员,有训练员的课程,再往上有管理的课程,从管理一、管理二、管理三一直到管理提升。我们给员工提供发展地图,他可以按照这个指引去学习。每一个员工进来都有一对一的训练员,负责他员工阶段的训练。每个实习经理进来的时候都有一个店经理来负责他在该阶段的训练安排。他本人有学习手册,上面有他的学习记录。即使他转岗、调城市、调店,他的下一任接任的人都能够从记录上知道他现在训练到哪个阶段,经理到时候就会安排他去参加课程培训。 |
The skills of love are built by training How to make every employee pass on love to customers, and pass it particularly well? When we train employees and managers, we always pay attention to helping them improve in concept. We will guide employees to encounter anything, first think of what I can do under the status quo. The skills training is actually very simple. Now the degree of homogeneity of products and services is getting higher and higher. Everyone knows to say "Welcome" and "Thank you for coming" when leaving. Merely doing these things mechanically will not achieve the effect you want. So we pay more attention to cultivating employees' ideas and spontaneity, and do this from the heart. Without you teaching him, he will create many shining points and do many things that move you. At each annual meeting, we will set aside half a day for everyone to share examples of touching customers that happened around them in various cities. How does the company arrange corresponding courses according to the different training needs of employees? The course is divided into different stages, pre-employment introduction, customer service, product sales, which are the most basic. Promoted to foreman, trainer, training courses, and then management courses, from management one, management two, management three all the way to management promotion. We provide employees with development maps, and they can follow this guide to learn. Every employee comes in with a one-to-one trainer who is responsible for the training of his employees. When every trainee manager comes in, there is a store manager to be responsible for his training arrangements at this stage. He himself has a study manual with his study records. Even if he changes jobs, adjusts the city, or adjusts the shop, his next successor can know from the record to which stage he is now in training, and the manager will arrange him to attend the course training at that time. |
Empowerment
对于Holiland的员工来说,每个人都能够通过自己的努力和才干在Holiland实现自己的价值和野望。Holiland有科学的人事empowerment系统,不同部门的员工有不同的升职方向和发展空间,最后都有希望成为Holiland的管理高层。 Holiland储备干部: 服务顾问>值班经理>店经理>高级店经理>区域经理>总经理助理>市场总经理 好利来配送专员: 正式配送>高级配送>配送主任>配送服务经理>配送经理>总经理助理>市场总经理 好利来技术制作: 正式生产>店技术主任>区域技术主任>区域技术经理>市场技术经理>市场技术总监 |
For Holiland employees, everyone can realize their values and ambitions in Holiland through their own efforts and talents. Holiland has a scientific personnel empowerment system. Employees in different departments have different promotion directions and development space. In the end, they all hope to become Holiland's senior management. Holiland reserve officers: Service Consultant>Duty Manager>Store Manager>Senior Store Manager>Regional Manager>Assistant General Manager>Market General Manager Hollyland Distribution Specialist: Formal Distribution>Senior Distribution>Distribution Director>Distribution Service Manager>Distribution Manager>Assistant General Manager>Market General Manager Hollyland technical production: Formal Production>Store Technical Director>Regional Technical Director>Regional Technical Manager>Market Technical Manager>Market Technical Director |
Leadership
爱客户:让“爱就在你身边” “爱”是Holiland企业文化与管理理念的核心,罗红明确的将“爱”延伸到企业成功的两个基本面上,就是顾客与员工。他常常强调,要照顾好顾客,照顾好员工。 Holiland一直为让顾客享受到“爱就在你身边”而努力。罗红希望好利来不仅是一家制作和 销售 糕点食品的连锁企业,更是一家能向消费者传递爱与欢乐的企业。他把Holiland的生意比喻成“爱的生意”,曾说Holiland公司是一见“三心”公司,第一是“馅心”,即采用最好的原料和配方;第二是“小心”,每道工序,每个环节都做到质量零缺陷;第三是“爱心”,他要求店面人员都把自己当成“爱心使者”。 Holiland最高领导人的领导风格就是关心人,关心工作,是一个“团队管理型”的作风,这种风格下的领导为追求个人目标与组织目标的统一协调、乐于学习、工作自主性强、分析问题切合实际、能正视矛盾与冲突、积极发现鼓励因素、重视组织与个人的共同发展等等。 |
Loving customers: let "love be by your side" "Love" is the core of Holiland's corporate culture and management philosophy. Luo Hong clearly extends "love" to the two fundamental aspects of corporate success, namely, customers and employees. He often emphasized that we must take good care of customers and employees. |
Holiland's novel products and warm feedback draws have won the unanimous expectation and praise of Weibo customers