A case study of after service of IT products - Acer Inc.
|關鍵字:||逆物流;售後服務;藍海策略;維修組件;Reverse Logistics management;After Service;Blue Ocean Strategy;FRU|
學生： 林美惠 指導教授：朱博湧 教授
A Case Study of after Service of IT Products ─ Acer Inc. Student：Mei-Huei Lin Advisor：Dr. Po-Young Chu Master Program of Management for Executives National Chiao Tung University ABSTRACT In Taiwan, companies lacking of brand presenting in the world are common; however, Acer is not one of them. Acer is ranked the 3rd in pc industry in the world and its Notebook is in the 2nd position globally. One of its core values enabling the branding business success is customer after service. Acer after service provides problems solving, technical supports, repair and spare parts logistics. In this furiously competitive industry, how does Acer provide a world class after service to support their business? What does Acer conduct a successful customer after service? Acer’s global after service is worth of exploration. The whole operation of Acer’s after service is the main focus in this essay. In fact, Acer had experienced a disaster on after service that caused Acer to retreat from the retailer market in the United States from the 1997 to 2002. After that, Acer realized the importance of customer after service as it would eat all the profit if company could not handle well in the area. Since 2001, Acer has conducted a series of reengineering in after service. And this improvement process is matching to the 4 actions framework in the ‘Blue Ocean Strategy’. From Acer’s reengineering, Acer has found that during a new product design stage, the repair convenience, spare parts fulfillment, service process simplification and cost reduction are designed and implemented. Acer has speeded up the reverse logistics operations such as the timing of returning goods and spare parts ordering processes. The planning of Spare parts has been precise. Never making over promise to customers and make sure customers understand what the exact service level that Acer will deliver. As the result, innovation, speed, cost saving and all the improvements are created to differentiate from other competitors. Acer went back to retailer market in 2005 and sold huge volume of Notebook in the United States and Europe.