Zhonghe Group Yang Shouguo: Service Blueprint of 51 Shebao: Commitment Drives Innovation and Breakthroughs

2021-04-17 18:20:59

On April 17, 2021, Zhonghe Group held its brand launch event on “New Connection Win the Future” in Haikou, Hainan.

At the launch event, Vice President Yang Shouguo of Human Resources Group (HRG) of Zhonghe Group illustrated how the group’s affiliate 51 Shebao provided professional services and realized technological innovation in the interest of its customers and explained future development strategies of 51 Shebao. The following is the transcript of his speech at the launch event.

I would like to express our appreciation to our guests and friends for attending the brand launch event of Zhonghe Group in Haikou, Hainan to witness our growth and changes along the way.

I’m Vice President Yang Shouguo of HRG of Zhonghe Group. Initially, I was in charge of backend services. Now, I oversee overall HRG business including 51 Shebao and 101HR.

Vice President Yang Shouguo of HRG of Zhonghe Group

Next, I will share 51 Shebao, a brand I believe you are no stranger to among all the brands of Zhonghe Group.

Social security is a very important matter for everyone in today’s society.

There is a film called “My People, My Homeland”. It consists of five stories about the development and changes of the new countryside. A lot of you must have watched it. One story “Good People in Beijing” tells an interesting story about a stranger named Zhang Beijing (Ge You) in Beijing. In the ironic story, he tries to use his own medicare card to cover the medical expenses of his uncle.

This scene left a deep impression on me, as a practitioner with six years of experience in the social security sector. It is just an important epitome of social security in work and life.

In reality, social security is closely associated with house and vehicle purchasing, schooling of children and point-based household registration in different cities. With the mission of “making every job secured”, 51 Shebao seeks to make a difference in social security, remuneration, personal income tax and employment.

I. Committed to the Sector, 51 Shebao Creates New Services to “Protect Employees and Make It Easier for Enterprises”

HRG and 51 Shebao, the “elder brother” of other brands under Zhonghe Group, works towards the mission of “protecting employees and making it easier for enterprises.”

51 Shebao remains dedicated to its original aspiration and aspires to fulfil its ambitious people-oriented mission with system support

Nowadays, as new sectors, new industries, now jobs and now posts spring up, we divide employees protected by us into four groups, namely standard workers, outsourced workers, new economy practitioners and special talent.

Among them, the first two groups are the targets of HRG.

We have launched a mix of sub-products including social security, remuneration, and dispatching and outsourcing for them and made continued efforts to secure greater progress.

For seven years, we have reformed ourselves to stay relevant to the latest trends of the times and satisfy changing customer demands. In the meantime, we continue to ensure every job is secured and advocate that every demand is valuable. Both our reform and commitment are inspired by our customer-oriented approach and our understanding and experimental practice of delivering the best services.

We strive to provide services as best as we can in a prudent manner in spite of all the challenges. Sincerity is the one and only secret to satisfying our customers.

— Vice President Yang Shouguo of HRG of Zhonghe Group

When I first started to oversee services, Qingquan told me that I must be prepared for scolding in order to make a difference in the sector. If delivery guys are most afraid of rainy days, then negative comments are my worst nightmare, because negative comments are always accompanied by an e-mail. But we are now receiving less and less negative comments, because 51 Shebao is learning from society in line with different stages of social development and it has developed three standards of good services in the process.

1. Professionalism

In agricultural era 1.0, farmers selected an ideal farmland and good seeds and then grew crops according to the weather, so as to reap a big harvest. We learn “professionalism” from this era.

2. Trustworthiness

In industrial era 2.0, efficiency was on the rise, but quality assurance was a very important challenge to meet. We learn “trustworthiness” from this era.

3. Warmth

In Internet era 3.0, warmth and differentiated services become more important for people. For example, people living in North China prefer dumplings. However, most restaurants now use machines to make dumplings which seems to be a less caring and more indifferent process than those handmade by people.

Our standards of good services—professionalism, trustworthiness and warmth—are informed by these three eras.

In May 2018, we created the first system of “customer experience officers” in the industry of human resources. Our customers are hired by our CEO as “customer experience officer” which is also CEO for short. They provide suggestions and propose their needs for our services to further improve our services.

We have established the CEO system, so that every customer could provide suggestions and propose their needs for our services

Enthusiasm and empty slogans do not speak for good services. Seven years of hard work make us realize that service management is a branch of science. With standards of good service in place, we move on to establishing a well-thought-out five dimensional service quality system named SERVQUAL.

The five dimensions are like a person. At the center of the system is the belief that customers should always come first. 「Ability to solve problems」 is at the bottom of the system (security and reliability); 「actual satisfaction」 is in the middle of the system (response and empathy); 「reputation among customers」 is at the top of the system (tangibility). Among these dimensions, reliability means what you see is what you get; security means you will get good services; response means efficient services; empathy means service providers will put themselves in your shoes; tangibility means the actual perception of customers.

We have initiated customer satisfaction surveys over the past few years, and we will do so this year. We expect you to give us more suggestions and advice to help us perfect ourselves.

Why do we want you to get involved in our work? This is because we regard our services as a blueprint, which consists of frontend and backend practices, internal support from teams including production and research teams and, more essentially, interaction with customers.

The “Standards on Social Security and Housing Provident Fund Services” released by us in May 2017 was the first set of customer-oriented standards. It is increasingly recognized by the industry. We propose ten core contents to satisfy different levels of demands and divide business standards into three tiers, namely Three Bronze Standards, Seven Silver Standards and Ten Golden Standards.

Ten Golden Standards Proposed by 51 Shebao

When these standards were brought forward in 2017, many of them went unmet. At the time, we still had a long way to go before meeting some of the standards. While developing these standards, our CEO Yu Qingquan asked me which stage we were at and how many standards I believed we could meet. As it turned out, compared with my expectations I told him, these standards were too high to be met.

Thanks to years of hard work, we have managed to secure a satisfaction rate stably above 99 percent for two years in a row. This achievement shows that it is not just a standard but our commitment to customers.

II. Three Core Capabilities of 51 Shebao: Specialized Policy, Advanced Science and Technology, and Efficient Direct Operation

51 Shebao has progressively acquired customer recognition, while striving to fulfil our mission. Our customers define three core capabilities of 51 Shebao, which are specialized policy, advanced science and technology, and efficient direct operation.

We utilize solid expertise to provide solutions for our customers, boost service efficiency with technological approaches and reassure our customers with a unique service model of direct operation in the industry.

– Yang Shouguo, Vice President of HRG of Zhonghe Group

1. Specialized Policy

Professionalism is essential in solving problems and providing customers with plans. Even the best service attitude will go in vain without professionalism. For this reason, we have established a corporate-level research center which produces policy interpretations, themed analysis and collections of documents with millions of words on a yearly basis.

Many national companies find it most challenging to acquire accurate policies in a timely manner. However, with a public policy network that covers 130 cities nationwide, we are able to share policies with customers promptly. Furthermore, we have developed a policy library called HRSAY that updates local polices in a timely manner.

2. Advanced Science and Technology

Next to come is advanced science and technology. Many people see us as a service provider, while ignoring our robust underlying scientific and technological capacity. When I met with a customer a few days ago, she was quite hesitant and said that our price is very competitive, but as an old saying goes, you get what you pay for. She was curious how come our price is so low. I told her that is because of science and technology and the resultant efficiency.

RPA+AI are widely applied to services, thus substantially enhancing our service efficiency and reducing service cost.

51 Shebao provides the best efficient direct operation services at home and makes our customers feel more assured

3. Efficient Direct Operation

The third capability is direct operation, which is an exclusive service in the industry. We could extend our service network to 130 cities immediately, because we believe “direct operation services are more reassuring.”

Six years ago in the early days of our development, we conducted sub-contracting due to the lack of coverage. However, repeated failure informed us of the importance of sticking to direct operation since 2015. In 2018, it merely took us three months to expand our direct service capacity from 50 cities to more than 100 cities.

Some may wonder how many people you place in each city, now that you serve so many cities.

To be honest, we have only allocated a little more than 100 people to serve these cities. Our effective systems and efficient capacity for shared services play a vital role in this process. All we need to do is to place our employees in certain cities. This is how we deliver our services in a concentrated and distributed manner. This year we have further expanded the network of direct operation by extending our services from 109 cities to more than 130 cities.

The handling of social security can be vastly different under different local authorities with varying levels of Internet-based handling. Our employees distributed in 30 cities nationwide strive to help 36,000+ customers solve last-mile problems. Be it the blizzard that hit Urumchi or the flood that swept the social security bureau of Xianning, nothing could stop us from delivering services that always put our customers first.

Notably, three of our employees were stuck in Wuhan, China for 76 days, at the peak of the pandemic last year. In spite of the challenge, they made sure that our business in Wuhan and its neighboring areas including Xiangyang and Yichang went uninterrupted.

III. Four Unique Guarantees of 51 Shebao: Traceable Platforms, Screenshot Verification, Swift Response and Compensation of Service Charge by 100 Times in the Case of Insurance Interruption

Based on the above core capabilities, we made a solemn commitment to our customers regarding the four guarantees and crystallized them in the contract.

“Traceable platforms, screenshot verification, swift response and compensation of service charge by 100 times in the case of insurance interruption” are our four unique guarantees.

— Yang Shouguo, Vice President of HRG of Zhonghe Group

The first guarantee is traceable platforms. All of our services are made available on online platforms. Services are synchronized in a real-time manner. Service records are preserved by platforms. Stringent authority management means those with access authority could inquire into any service record anywhere anytime.

The second is screenshot verification. As I said at the very beginning, social security is of utmost importance to everyone. We will upload an official voucher for every service record, so that customers may verify the results. Even in the case of offline business, we would convert vouchers into pictures or scanned copies and then upload them to the corresponding service records.

The third is swift response. With an improved and convenient service response mechanism enabled by high-tech application, we are able to complete a service order in as fast as 3.6 seconds. We also arrange staff to response to customers’ questions even on weekends.

The fourth is compensation of service charge by 100 times in the case of insurance interruption, which is a bold commitment. The mechanism for compensation of service charge by 100 times in the case of insurance interruption will be activated, as long as insurance is interrupted because of us. That is to say, in the case of insurance interruption, we will compensate each person 100 times as much as the service charge each month. This mechanism is naturally rarely activated.

IV. We Draw on the Service Experience of European and American SaaS Software Enterprises and Put in Place Customer Success Service Systems

As I said earlier, we have established a customer support center in a distributed and concentrated fashion. There is another department within our company called “Customer Success Center”. It is a department rarely seen in other companies.

The term “customer success” might seem strange to some of you. But the fact is this term has been popular among service providers in Europe and the United States (US) for years by now. In the past, our job was finished after selling a product and making arrangements for training. This model does not work anymore nowadays, because customers pay us on a yearly basis, which means we have to continuously provide services for them and continuously create value for them.

51 Shebao Puts in Place a Unique Customer Success Service System within the Industry

Customer success is a post that sells products and provides services for customers, while creating value for them continuously. It requires competent employees who could ensure customer satisfaction and encourage customer renewal and additional buy.

In the sector of human resource services, we are the first company that brings in European and American SaaS customer success systems. We are able to perfectly merge their SaaS customer success methodology with China’s human resource service sector and develop a set of unique customer success service systems through three years of practice.

On the basis of extensive research, we have set up a set of sound customer classification systems based on a great variety of factors, including the industries our customers are involved in, company scale, the number of collaborative products, the duration of our partnerships, the number of people and the amount of money involved in our partnerships and customer activity.

We would allocate different customer success teams composed of a call center, service consultants and success managers to serve different types of customers with the support of underlying customer support teams covering 130 cities nationwide. Meanwhile, we would assign special project managers to oversee the import of big customers.

Efficient and high-quality customer success services lead to high customer satisfaction, as the satisfaction rate of our service orders is consistently above 99 percent.

In addition to five-dimensional customer satisfaction, we also monitor NPS, or net promoter score. It is an index that predicts the chance of existing customers attracting new ones for you.

A survey analysis shows that our NPS came in at 58.51 percent in 2020. That is to say, every two existing customers could attract a new one for us, which has been verified by our marketing data.

Our endeavors to provide high-quality services are recognized by an increasing number of customers. Our practice is praised by many customers through our evaluation mechanism. In the meantime, we have received a great many constructive suggestions as well.

Our services have reached 36,000+ customers from catering and retails to education, culture and entertainment to food manufacturing to high-tech services. Initially a startup that served micro, small and medium-sized companies, we have now progressively grown into one that serves both micro, small and medium-sized companies in the long run, and medium and large enterprises, as well as an underlying service provider that serves hundreds of customers from the industry.

I want to share a story about our client with you to end my speech.

Yang Shouguo Told a Story about Mengniu

Let Customers Experience the Best Services Consistently

As we all know, Mengniu is one of China’s leading dairy enterprises. When we started to communicate with the SSC team of Mengniu in 2018, we were impressed by their prudent attitude toward work. We had three meetings with its team which stretched for over eight hours from the afternoon to midnight.

After signing a contract with Mengniu, we established a complete customer success team to serve the company. There was a consultant team which prepared nearly ten policy handbooks, a customer service team and a resident operation team that provided services 24 hours a day, 7 days a week and the best customer success manager.

Through years of services, we helped nearly 10,000 employees of Mengniu to get local social security services, which was highly appreciated by the company’s team. Not long ago, Mengniu reached out to us for system alignment and high coupling, and established a strategic partnership with us.

I will not give you too many details due to confidentiality concerns. But here is a story I want to tell you. When our customer success manager was dispatched from Inner Mongolia to Beijing, head of Mengniu’s Human Resource Development (HRD) sent a WeChat message to our head of customer success, asking him to take good care of our own customer success manager.

It is the unrelenting trust that so many of our customers show to us and the generous support of guests and friends present today offline and online that bring us to where we are now and encourage us to steadily “make every job secured.”

We believe you make 51 Shebao a better company! Thank you.