글로벌 종합건강기업을 지향하는 KGC인삼공사의 소비자중심경영(CCM) 사례연구

Abstract

This case study aims to examine the contents of the CCM, which is the certification that KGC obtained again in 2012 after the first certification in 2010. Then based on the CCM, this study suggests the development plan to become ‘Global Health Company,’ the corporate vision. Being well equipped with the consumer information and VOC systems, and through the content analysis, KGC not only developed and operated various programs needed for advanced prevention, but also prepared separate exchange and refund criteria to respond to consumer complaints. Especially, the company-wide advanced prevention processes, such as product material management, distribution, sales management, and customer management, have been implemented. For the consistent practice of the CCM in the future, the followings have been proposed. First, it is recommended to enhance consumer confidence through active promotion about the CCM certification of KGC to customers. Currently, the CCM certification mark is not shown in the KGC homepage, or the shopping mall, the Facebook, and blog. Thus, the certification mark shall be specified online as well as on the products, so that the customers will be aware of the fact that KGC is a consumer-intimate company. Second, it is recommended to present the product exchange and refund criteria separately prepared by KGC in a manner such that it is easy for the customers to understand. These criteria are more specific and detailed compared to the consumer dispute settlement regulation, but are unknown to the customers, because they are not stipulated in the FAQ. Thus, we propose to specify the exchange and refund criteria in the FAQ and highlight the advantages. Third, reconstruction of the salesperson training system is recommended. Since the salesperson is responsible for providing correct explanation, the content and system of training such as product information, customer reception, and duty of providing explanation will need to be checked.