以台灣某ＬＥＤ垂直整合製造商客訴處理案例分析建構該企業改善方向

Abstract

因應全球對於LED在背光及照明多領域應用皆有強烈的降價並快速供應的需求，繼而延伸出低成本但又得快速開發、連帶降低的製造品質要求。該產業面臨接踵而來的客訴使得LED客戶服務單位應接不暇、人力也相較易流失的狀況下、無法持續給予客戶端穩定的專業支援、更由於不斷再發的品質客訴使得客戶滿意度無法提升。根據過去研究文獻，探討客戶抱怨處理方式及提升客戶滿意度等的相關研究大多是著重在客訴處理窗口與終端消費者一對一的因應方式，而B2B 產業結構裡客戶服務端與被服務的客戶端並非單一個體也非終端消費者，無法以「人群行為」的角度去思考B2B產業結構鍊內的需求與期望預估，唯一能忠實反映後端對於產品期望的具體數據則僅只有確實成立的投訴客訴案件。因此本研究計畫以台灣某垂直整合上中下游的LED製造商提供的客訴資料來分析評量及謀求降低客戶抱怨的策略方向。本研究以此出發點，鎖定台灣某垂直整合LED前中後段的製造商、將其全球客戶三年來的客訴資料，以對應分析進行統整歸納的方式、將LED供應鏈裡的上中下游三段產品（Epi/Chip、Package LED、Lightbar module) 所發生的客訴案件各以不同面向的資訊項目如：產品形態、產品應用領域差異、客戶應用區域、客戶反映的客訴問題大類別(包含光電特性、產品外觀、出貨時的包裝方式、拆包後進產線運用難易程度及信賴性問題等)、以及結案方式選定，進行各變項間的關聯探討與檢驗，以期整理出有效建議提升LED供應鏈企業價值認知、縮短處理客戶投訴時間、或更甚一步提前預測未來客訴走向、提早安排可合格對應的人力或環境配置等資源。研究結果：建議個案公司1.應審查生產操作流程是否容易導致人員錯誤動作。2. 進料檢驗應落實勿使供應商來料不良造成公司營運損失。

The strong demand for fast product development and cost reduction of both backlight and lighting LED markets causes reduction in quality requirements. As a result, customer service employees are often overwhelmed by coustomers’ complaints and in consequence, their turnover rate is heightened and the satisfaction of customers is futher attenuated. In the literature, the solutions for the customer complaints and the enhancement of customer satisfaction are conducted on the cases of business to consumer (B to C) or consumer to consumer (C to C). Scarce research has examined the issue in the context of business to business (B to B), where the customers are neither end users nor single individual entities. We are not able to evaluate the demand and expectations of customers in of B to B industry by the view of “individual transaction event”. We can only judge the customers’ expectation in the B to B situation from the customer complaint cases in sequential interactions between one business entity and another business entity.. This study utilizes the cluster and correspondence analyses to explore the customer complaint reduction strategies of a vertically integrated LED Taiwanese manufacturer based on its three-year-span global customer complaint dataset. The cases of complaints are grouped in different categories according to their characteristics including the types of customers (upper, middle, amd downstream, that is, EPI/Chip, Package LED, and Lightbar module), the types of products models, the types of product applications, the types of complaints (electrical characteristics, product appearances, packages, reliabilities…etc). The types of the strategies used to respond to customer complaints are also categorized. We then examine the relationships between the types of strategies and the types of the characteristics of the complaints. The results of the study suggest that the management of LED companies can use their customer complaint statistics for real-time responses and focus on the priority of their responses. The findings also suggest that by sharing their cumulated experiences, senior customer service employees can help junior staff shorten the decision making time for responding to customer complaints.