고객과 함께 성장하는 NO.1 패션기업㈜남영비비안의 소비자중심경영(CCM) 사례 연구

Abstract

This study was the case study of Consumer Centered Management(CCM) on Namyeung Vivien that has obtained the CCM certification in 2013 and has continually implemented improvement activities. Based on its case, the introduction background, system, operation, and the major achievements of CCM foundation and operation was examined and improvement strategies was suggested to maintain the positive effects CCM certification system in this study. This study presented the following major achievements after the adoption of the CCM. First, consumer organizations was organized on consumer oriented perspectives at Namyeung Vivien, such as CCM Team, CCM Committee, CCM Leader, etc. Second, consumer response system was standardized and consumer service for repair was improved. The number of repair service has decreased from 80,317 in 2012 to 56,769 in 2013, and the period of handling repair service have shortened from 7 days to 5 days in basic repair service and from 3 days to 1days in specific repair service. Third, Information related to rational buying decision making, repair service and the system of consumer injury and redress are provided to the consumer through various types of channels such as web site, face book and blog. Forth, VOC(Voice of Customer) was integrated as call center that plays a central role in meeting the multiple VOC since the CCM foundation and operation. These successful results are some of the major achievements of CCM activities. It revealed the CCM might be very crucial system to improve the level of consumer satisfaction. Therefore CCM should be adopted by the companies, and it is required to consistently support and improve the CCM in the future.