Paslaugas teikiančių įmonių pardavimų kokybės gerinimo modelis

LTStraipsnyje nagrinėjamos priemonės ir būdai, kurie sudarytų sąlygas geriau identifikuoti klientų poreikius ir pagerinti pardavimų kokybę, taip pat pasiūlytas paslaugas teikiančių įmonių pardavimų kokybės gerinimo modelis, kuris galėtų būti taikomas praktikoje, išskirti šio modelio privalumai, išnagrinėtas kiekvienas modelio elementas atskirai ir parodytos jų tarpusavio sąsajos. Išanalizuota mokslinė literatūra, kokybės valdymo sistemų standartų rekomendacijos ir kai kurių Lietuvos įmonių patirtis šia tema. Taip pat remtasi autorių darbais, kuriant ir tobulinant konkrečių Lietuvos įmonių pardavimų kokybės gerinimo sistemas. [Iš leidinio]Reikšminiai žodžiai: Aptarnavimas; Kokybė; Modelis; Optimizavimas; Paslauga; Procesas; Produktas; Standartas; Tyrimas; Model; Optimization; Process; Product; Quality; Research; Service; Servicing; Standard.

ENArticle introduces a model for improving sales quality of companies that provide services, the advantages of this model are presented, every element of the model is examined individually and their interconnections are shown. The analytical method was used to analyse experience of some Lithuanian companies and develop recommendations on related standards of quality management systems. Research works were also referred to while reviewing the documents that regulate the activity of specific Lithuanian companies. The article emphasizes that it is very important for the heads of companies to understand the significance of ensuring customer satisfaction and to constantly explore their current and potential needs and expectations, which they express toward the services and products that are created or improved. It is an essential condition for competitiveness of any organisation. To understand customers' needs and expectations, their perceptions of quality concerning services and products on offer, one should have a system of customer satisfaction analysis and an opportunity to use results of the customer satisfaction analysis for improving the quality of the services provided. The model for improving the sales quality of the companies that provide the offered services is based on five main elements making it easier for a company to understand the essential requirements for preserving the market share and meeting the customer needs, assessing the company's internal potentialities and making a service/product according to the customer needs.Taking into consideration the requirements set forth in the scientific literature and standards, the expert opinion, the practice of the Lithuanian enterprises with creating qualitative changes, the sale quality improvement model proposed by the authors comprises the following main elements: the standards of the customer service provision and sale (their creation, familiarisation and training of employees); the process of assessing the quality of the customer service provision (secret client research and client satisfaction research); the analysis of work processes and time costs; the centralised process of examining employee suggestions; the centralised process of examining customer responses, complaints and suggestions. Every element of this model in one way or another is related via feedback to improvement of services, products, processes as well as staff training. To implement the proposed model of sale quality improvement in practice, it is necessary to first create a number of means to ensure successful functioning of this model. Therefore, it is necessary to create a model comprising processes of 5 elements and to combine them. Process managers should be appointed for these processes, and appropriate responsibilities should be delegated to them, starting with projection and regulation of the supervised process and ending with its maintenance and control. The combination of the offered means allows to correctly understand the customer needs and to diminish interpretation of their wishes. In addition, it is an effective quality planning tool that provides support for the strategic development of the organisation. [From the publication]