In Fat Donglai, if you are not satisfied after watching the movie, you can even refund the money!

In Xuchang Fat Donglai Times Square, there is a sign at the entrance of the Oscar Cinema on the fourth floor, with an announcement on it:

If you are not satisfied with the film, please bring your ticket to the ticket office within 20 minutes from the start to the end of the film, and we will refund you 50% of the ticket price (because 50% of the ticket price will be handed over to the theater, so it cannot be refunded in full), we will try our best to reduce your regrets, I hope you understand. (See image below).

Some people say, isn't it stupid for Fat Donglai to come?It's obviously someone else's responsibility, why should you bear it yourself, if everyone takes advantage of the loophole and refunds the ticket after watching the movie, this movie theater must not pay for death?”

But here's what's interesting, not only did this movie theater not lose money, but it became more and more prosperous. And even if there is a policy of refunding tickets if you are not satisfied, there are very few people who refund them. Some netizens said: "If you are not satisfied, who will refund the money?".The key is that you write so politely, people feel comfortable, this kind of repeat customer is coming, and the boss is bright. ”

In addition to Oscar Cinemas, Fat Donglai Food City announced that "if it is not delicious, it can be returned", and Fat Donglai Supermarket also said that "if you are not satisfied, you can return it". No wonder some people say that in terms of service, Fat Donglai is the ceiling, and it has done the service to the extreme.

And more importantly, for other enterprises, service is equal to cost and burden, while in Fat Donglai, service is equal to word of mouth, equal to opportunity, and equal to growth.

Is the recall in line with business logic?On the surface, this does not conform to business logic, because the product problem is the manufacturer's problem, and whoever has the problem is responsible. But if you think about it from the perspective of users, this is in line with business logic, because the service users pay attention to the principle of speed and proximity, who is close to the first service, who serves first who benefits, which just caters to the basic logic of consumer first.

The recall announcement has four parts, namely the course of the incident, the investigation, the recall channel and the rectification results. The incident stemmed from someone on the Internet who reported that the sweet corn sold by Fat Donglai ** was higher than that of other platforms. According to user feedback, the sales of this product in Fat Donglai are 85 yuan, while in the Dongfang Selection live broadcast room, the sales of the same product ** are 6 yuan.

Some netizens commented that the same corn, from 3$6 to $85 yuan, Fat Donglai's profit margin is at least 136%, so Fat Donglai is really expensive!Is this really the case?For this situation, Fat Donglai immediately investigated, and announced the purchase ** and the corresponding profit as soon as possible.

This product was put on the shelves in October 2019 and sold in the Fat Donglai store, and the **merchant purchase** is 46 yuan (including ** and freight), * merchant supply ** is 6 yuan. The selling price of Fat Donglai store is the manufacturer's guide price of 85 yuan, the markup rate is 294%。

29.4% is a relatively normal markup rate in the retail industry, and Fat Donglai is sold according to the manufacturer's recommended retail price, and in the whole process, Fat Donglai did not act out of line.

However, after investigation, Fat Donglai believes that his business personnel have not undergone a serious and rigorous review of the **business, and at the same time, there is no comprehensive evaluation and procurement of the product, so this mark-up rate exceeds the mark-up standard of Fat Donglai. So, what is the average markup rate of Fat Donglai?Many people think that this is a trade secret, but in fact it is not, Yu Donglai shared in his speech "Fat Donglai is a school, not a company": "The operation quality of Fat Donglai Supermarket is still within the healthy range......The gross profit margin of the whole is around 22 points......The overall net profit margin was 35%。"So, 29The 4% markup rate is basically normal, but the purchase ** is not well controlled, so strictly speaking, "the responsibility of * is not in Fat Donglai." Even so, Fat Donglai also gave a very sincere solution - immediately refund and recall the sweet corn that has been sold.

Refunds are easy to understand, and customers can go to the store to apply for a refund with the purchase receipt. Please note that refunds are only possible with the receipt, and there is no need to return the item.

And the announcement specifically mentions that as long as you "call each store on duty**, we will handle the refund service for you." ”

So what does recall mean?The word "recall" is generally associated with after-sales service of automobiles, the unit price of a car is relatively high, and the functions are more complex, and by recalling the problematic product, the car manufacturer or dealer can provide repair or upgrade services. In the supermarket industry, there is rarely such a recall, first, the value of the products sold in the supermarket is relatively low, like this time sweet corn, only a few dollars, the cost of the recall may be higher than the value of the goods;Second, the supermarket has a wide range of sales, customers are distributed in various places, and it is difficult for merchants to track it, so there is no way to talk about recall.

However, Fat Donglai used the method of automobile after-sales service to himself. "We will check customer information through the membership system, contact customers, and get a full refund to recover customer losses. ”

You must know that this product has been sold in Fat Donglai for three years (2019-2022), and in the past three years, there have been thousands of sales records.

In addition to refunds and recalls, Fat Donglai also proposed several corrective measures:

First, stop selling the goods and return all the goods to the supplier

Second, a comprehensive "investigation, the first product, the mark-up rate and procurement channels of all products in the store are investigated, and problems are prevented before they occur;Third, review the standards and management systems related to procurement, price increases, procurement contracts, personnel assessments, and debriefing reports, and plug the loopholes in the system

Fourth, we should reflect on the ideological reasons and fundamentally prevent the recurrence of such incidents.

The original public relations crisis has turned into a live advertisement for Fat Donglai to sincerely serve consumers. However, in the midst of praise, some people have raised two questions: first, as a retail company, is it in line with business logic to recall products and assume the responsibility that should have been borne by the manufacturer or producer?Second, if the "Sweet Corn Incident" is just an oolong, then on the whole, is Fat Donglai's goods expensive?

First of all, Fat Donglai to recall the goods and the traditional return is different, the return of goods requires the consumer to return the goods to the merchant, and then the merchant can return the purchase money to the customer, from a financial point of view, this is equivalent to canceling the original commodity transaction, and the recall sometimes does not need to return the goods, as long as there is a commodity transaction information, it is determined that the transaction has existed.

The so-called recall is only to confirm the information and compensate the customer in full. From a financial point of view, this is equivalent to the merchant bearing the loss of the goods himself. Regarding the recalled goods, in fact, sweet corn is not the first case of Fat Donglai, and when serving customers, recalling problematic or controversial products has been a common method of Fat Donglai.

There are a lot of texts and ** about Fat Donglai on the Internet, some are related to high-quality services, some are related to Fat Donglai's donations to the disaster area, and some are related to Fat Donglai's Internet celebrity products. There are a lot of messages from netizens under these contents, most of the messages are saying good things about Fat Donglai, or looking forward to Fat Donglai one day opening to his city, but there are also some messages that are not so harmonious. For example:

Deduct money at every turn to find out.

No one is allowed to do this, no one is allowed to do that, you probably don't know.

People who haven't worked in Fat Donglai will never know how dark it is inside.

Ask more people inside, and I won't say anything.

It's all for others to see, actually, hehe......

What kind of story is behind this, who is loving Fat Donglai, and who is hating Fat Donglai?

Who's Loving Fat Donglai?This question is easy to answer.

First of all, employees love to be fat. As mentioned above, with such a high salary and such a good welfare package, employees certainly support Fat Donglai. Moreover, because Fat Donglai is a socially responsible enterprise, many employees have a sense of collective honor to work in Fat Donglai.

Secondly, customers love Fat Donglai, whether it is unconditional return and exchange, 500 yuan complaint award, or a variety of meticulous service details, these are for service and customer satisfaction.

Some people joke that in Xuchang and Xinxiang in Henan, you can scold the world on the Internet, but you can't scold Fat Donglai, otherwise every local person will scold you.

So, who would hate Fat Donglai?The first thing that comes to mind is competitors. Fat Donglai's business is too good, and competitors have no way to live, so they slander Fat Donglai on the Internet. But how can it be denigrated?The people have a scale in their hearts, you say that Fat Donglai is a black-hearted supermarket, and no one will believe it. Therefore, it is not common for competitors to slander Fat Donglai.

Let's go back and look at the words in these bad reviews- "Deduction of money", "not allowed", "internal people", "performance"., these words have to make people suspicious, the person who wrote these negative evaluations is likely to be Fat Donglai's internal employees, and it is more likely that they have left the company - because they are dissatisfied with Fat Donglai's various systems, they say bad things about Fat Donglai after leaving.

In a modern enterprise, it is impossible for 100% of employees to support the enterprise, especially in a large enterprise like Fat Donglai, with more than a dozen stores and tens of thousands of employees, everyone's ideas are very diverse. Many people work in the company on the surface and get paid a monthly salary, but in fact they do not recognize the management methods and culture of the company. Of course, this "disapproval" is mutual—employees who don't approve of the company can complain or choose to leave;If the enterprise does not recognize the employee, it can adopt the method of management and restraint, or it can choose to let the employee leave.

So the next question is, how does Fat Donglai manage his employees, is it just the right management, or is it really like these negative evaluations say that there are "many shady scenes"?

Before jumping to conclusions, let's look at an example. In general, evaluations are subjective, but what happens and what is processed is objective. From this example, we can understand the management method of Fat Donglai from one side, and understand why different parties will make diametrically opposite evaluations of Fat Donglai's management method.

In the WeChat of Fat Donglai Business Group, there is a section for dealing with customer complaints, which is called "Fat Donglai ** Promotion Platform" internally. This will synchronize the situation and handling results of customer complaints in real time.

At 18:06:41 on September 6, 2022, a customer complained through the official **, and the content of the complaint is sorted out as follows:

On the evening of September 4, 2022, the customer called the counter ** in the boutique area ** to consult Feike hair clipper, and the counter staff forgot to reply to the customer after registering the information, and the customer left a message (complaint) on ** on September 5.

So how did Fat Donglai deal with this problem?First of all, Fat Donglai first replied and dealt with customer complaints in a timely manner

"We apologize very sincerely for the inconvenience caused to you due to our carelessness in our work, and thank you for your tolerance of us, pointing out our shortcomings, and helping us grow and progress;Immediately come to the door to give customers a 500 yuan complaint award in accordance with Fat Donglai's "Customer Complaint Handling Standards" to achieve customer satisfaction. ”

Due to the fact that the staff did not reply to the customer in a timely manner after registering the information, and did not implement it in accordance with the workflow standards, which caused inconvenience to the customer, according to the second work error system in the third chapter of the service system of Fat Donglai's "Various Management Systems", the employee Guo deducted 50 points for the first violation within a month, urging us to work more pure and make progress faster.

(1) The department used the morning meeting on the 7th and 8th to share this case with employees in class and reflect on the shortcomings in the work

2) Employees are required to check the counter customer registration book before getting off work every day, confirm that the problem of the day is replied and solved on the same day, and check it twice to avoid similar things from happening again

3) In the monthly meeting, the outstanding employees of the month will share good experience, and through sharing and on-site restoration of good service methods, let employees find out the shortcomings in their work, learn from their own strengths, improve service awareness, and provide better services for customers.

Seeing the above large set of processing processes, readers may think, is this a trivial fuss, isn't it a day late to reply, as for such a stirring up of the public?Give customers a reward of 500 yuanPunish your own employees?A special meeting will also be held to summarize lessons learnedThat's an exaggeration, isn't it?

Let's not rush to judge for now. The handling opinions mentioned a document of Fat Donglai, the full name of which is "Xuchang Fat Donglai Business and Trade Group *** Management System". Fat Donglai did not pat his head when dealing with this problem, but strictly implemented this system. There is a complete text of this system on the official ** of Fat Donglai.

As the saying goes, the country has its own laws, and the family has its own rules. "Xuchang Fat Donglai Business and Trade Group *** Management System" is Fat Donglai's "family rules", it has a total of 10 chapters, which stipulate in detail what can be done in Fat Donglai, what can not be done, what should be done, and what punishment is for doing wrong.

This management system is very long, with a total of 22,440 words. Let's start with the "Article 2 of the Service System in Chapter 3" mentioned in the above case to see which provision Guo violated in the case and whether the relevant treatment is appropriate. The third chapter is about the service system, which includes three parts, namely "customer complaint system", "work error (handling) system" and "service violation (handling) system".

The work error (handling) system is expressed as follows: "Sweeping the wrong goods, weighing the wrong goods, sending the wrong goods, and making work mistakes due to personal reasons (50 points will be deducted for one violation;A total of 5 times within one year is regarded as a serious violation of discipline, and the labor contract of the employee concerned will be terminated and all stores of Fat Donglai will be transferred). ”

Seeing this, some people must think, isn't this treatment too harsh, it's just such a trivial matter, it's too upline, let's give a verbal warning, it's good to pay attention next time, as for this?

If you think this is harshness, then you are wrong, the above constraints are only the tip of the iceberg in some of the management systems of Fat Donglai. Taking the third part of Chapter 3 "Service Violation (Handling) System" as an example, there are 26 provisions in this part alone. Article 26 stipulates that if the employee violates it once in a year, the employee concerned will be reduced to one month of Xi period. The second violation will be regarded as a serious violation of discipline, and the employee concerned will be terminated from the labor contract and transferred from all the stores of Fat Donglai.

What are these 26 articles involving?Due to space limitations, let's excerpt a few to get a feel for it.

First, do not take the initiative, do not enthusiastic, indifferent, blunt tone, do not answer or explain customer questions;

Second, when the customer inquires, the employee does not put down the work in time to provide assistance to the customer;

Fourth, in the course of the service, if you need to leave temporarily, you do not politely inform the customer;

Article 5: When the customer is accidentally damaged in the purchase, the customer is not politely informed that "it doesn't matter", and the same product is not immediately delivered to the customer to facilitate the customer's purchase; ......

Article 12: When taking, handing, displaying, or introducing goods, use inappropriate terms such as "don't touch", "don't get dirty", "very expensive", "don't pick", "don't know", "this is not my responsibility", and judge people by their appearance; ......

Article 22, on-site processing of goods did not inform the customer of the processing time, and did not timely inquire about the special needs of the customer;

Article 23, the taste of on-site processed goods is not up to standard, and the customer is not taken the initiative to apologize, and the product is not re-made for the customer;

If these problems occur twice in a row in a person (not necessarily the same problem occurs twice, any problem occurs twice), it will be regarded as a serious violation of discipline and the employment contract will be terminated.

So, what is the more serious indiscipline at work?Mainly include: emotional work, loose discipline, low work efficiency;Use of customer lockers during work;Wearing a work card to shop or occupy public seats in the store during commuting;Store take-out food or eat ...... in stores or warehouses without permissionHow?How do you feel when you see this?Did you suddenly feel "a lot of pressure", did you suddenly understand why someone would say "bad things" about Fat Donglai in the message area?

Everyone wants high wages and high benefits, but the corresponding high requirements are not affordable for everyone. Behind Fat Donglai's high-quality service, there is an invincible service army.

Many people say that there must be brave men under heavy rewards, as long as they pay more money, employees can do a good job of service, which is complete nonsense for laymen. High wages correspond to high requirements, and Fat Donglai's salary is double compared with ordinary enterprises, so correspondingly, the requirements for employees are also doubled.

Think about it from another perspective, if you are an employee of Fat Donglai today, in it, do you love it or not?Do you earn yourself a high wage with a higher level of work, or do you run away from this mechanism and go out and complain about the system itself?

Seeing the strict requirements and punishments, I believe that everyone will be uncomfortable, but there are two issues worth thinking about deeply.

First, detailed requirements are actually a guide for employees' work and growth. Why do you think that the waiters in Fat Donglai are different from those in other places?It's not that the parents are different, it's their professionalism - they won't wear work cards to occupy public seats, they won't eat in the warehouse, they won't ignore customers, they won't obviously promise customers but forget to give them back....These high-quality employees are not taught by training, but forged in practice under the guidance of various requirements.

Second, everyone does not want to be disciplined, but it must be recognized that there is true freedom when there is constraint. When excellence becomes a Xi, constraints are no longer a negative factor, but a group consensus. A group of waiters can't support an excellent company, but in fact, what is ruined is their own career prospects. On the contrary, a group of excellent and capable waiters will create a progressive atmosphere, just like the department mentioned in the previous case to deal with opinions, take complaints as an opportunity, and make mistakes as an opportunity to learn XiHigh requirements bring high standards of service, and for employees, it also brings them rapid growth. Many employees who leave Fat Donglai go to other companies to get higher positions, why?Just because they have a solid foundation and a strong style. Regarding Fat Donglai's high requirements, Yu Donglai said in a speech:

"In the future, the system of Fat Donglai will be stricter, and employees who can't keep up with the company's standards will be eliminated. This requires you to work very purely, to create good quality, because there is good quality will have good value, good value embodiment will have a reasonable return, reasonable return can not only meet your spiritual and ability to grow, the ultimate is to train employees into creative talents, at least each of us is to create a good. ”

Material**: Awakening Fat Donglai (Liu Yang).