One Stop Service: The Case of Senao International Co., Ltd

This paper reports the case of Senao International Co., Ltd. [15] (hereinafter referred to as “Senao International”). It investigates how Senao International adjusts its business process to accommodate the changes of the competitive market. This paper firstly introduces the background and supply chain structure of the mobile phone distribution channel, the current business circumstances of the industry, and the problems Senao International has encountered. In order to compete with other rivals in the market, Senao International has implemented a program, which centralizes “One Stop Service” as its focus. This program improves both the depth and width of customer service. By implementing the IMEI information system, which is composed of the four modules of Intelligent, Maintenance, Experience, and Inventory, Senao International has made significant improvements in terms of its finished products replenishment, maintenance service quality, relationship management of customers and dealers, and the forecast and purchase management of spare parts. The as-is/was and to-be processes of these operations are illustrated in this paper. The key performance indicators (KPIs) before and after the program are reported in the last part of this paper. The result indicates that the benefit of this “One Stop Service” program lies in the forecast accuracy of spare parts, inventory turnover days, customer satisfaction rate, and the establishment of a consumer database.