쾌적한 생활환경을 창조하는 경동나비엔의 소비자중심경영(CCM) 사례 연구

Abstract

Kyungdong Navien is the only case that has obtained the CCM certificate in 2011 in boiler industry and has continually implemented achievement management and improvement activities. Based on its case, the introduction background, progress, system, and operation of CCM are examined in this study. In the final section, the positive effects of CCM certification system on consumers and companies will be examined based on the major achievements of CCM foundation and operation. In addition, improvement strategies are suggested to maintain the positive effects. This study has verified the following positive achievements of CCM foundation and operation: First, Kyungdong Navien has operated call centers for general consultation service and technical consultation centers, and the response rates have been 97% on average since its CCM certification in 2011 despite the drastically increasing calls in winter seasons. Further, the service handling rates are gradually improving and so is the quality, which are some of the major achievements of CCM. Second, based on the reports to VOC through call centers, homepages, consumer organizations, portal sites, SNS, etc., the complaint rates have decreased in general since the introduction of CCM. On the other hand, the number of VOC praises increased a lot from 867 in 2011 to 4,159 in 2013. In the case of Kyungdong Navien, the reoccurrence rates of customer services gradually decreased from 13.6% in 2010 to 7.5% in 2013. Third, Kyungdong Navien is operating the 24 hours-a-day, 365 days-a-year response system for prompt handling of customers' requests. As a result, customers can use various types of channels to request and receive services that are managed under the CIC system. Such achievements of the process have resulted in positive effects on customer satisfaction. Hence, it is required to consistently support and improve the current service operation process in line with the changing service environment in the future.