Client: TCL Corporations
Time: 1/1/2003 -- 2/7/2003
http://www.tcl.com

TCL is one of the biggest electronics corporations in Mainland China with more than 40,000 employees. In 2002, TCL ranked the fourth in China 100 prestigious Electronics & IT enterprises, and brand value of “TCL” reached RMB 18 billion.

With the philosophy of “Human resource is core competency”, TCL emphasizes employee's education and development. TCL conducts the employee satisfaction survey every year to learn employee's opinion and suggestions to the corporate policies and management issues, and such information is very helpful in TCL ‘s management and decision-making.

•  TCL corporate has more than 100 branches across the mainland China , but the Employee 360 o feedback survey should be conducted simultaneously . And, the data from survey should be kept highly confidential. TCL has established Internet based networks and internal email system; most of their staff own an email account and can exchange information routinely via email.

•  Previously, TCL spent huge money and time to implement this kind of survey with traditional research methodology (pencil and paper).

•  Questionnaire Development

•  Questionnaire design

•  Questionnaire edition & production

•  Survey Deployment:

•  Set up Survey Platform

•  Employee profile database merger

•  Send out survey invitation

•  Acquire raw data

•  Generate cross tabulation reports

•  Data Interpreting:

•  Analysis of Strengths and Weaknesses

•  Look for Patterns

•  Leverage Analysis

•  Comment Analysis

•  Sub-group Comparisons

•  Summarize Findings

•  Recommendations

•  Sharing the Results and action on the results

•  Be honest

•  Be timely

•  Share appropriate information at each level

•  Don't embarrass people in front of their peers

•  Discuss what happens next

•  Respect confidentiality

•  Within 2 weeks , over 8,000 staff of TCL took part in this year's online 360 degree feedback survey. Compared to traditional methodology, CIIC-COMR's Solution saves more than 2 million RMB in employee research. The saved budget can fulfill the same type of survey 30 times . After this survey, TCL has adopted our suggestions to improve the employee satisfaction. By now, TCL has successfully reduced the turnover rate from more than 30% to less than 10% . Harvard Business Review reports that a 5% decrease in turnover rate results in a 10% savings in costs and a 25%-65% productivity boost.

•  Apart from the above "hard" benefits, there are also many "soft" benefits as following:

•  More energetic employees,

•  Increased productivity, for happier employees will tend to "go the extra mile,"

•  Better teamwork spirit,

•  Improved quality of products and services,

•  Improved customer satisfaction,

TCL has signed a long-term partnership contract with CIIC-COMR to continuously learn the satisfaction status of its employees. TCL is using CIIC-COMR 's Licensed Service to create, deploy, monitor and analyze its each survey.

TCL also plans to use CIIC-COMR online research system to measure and benchmark customer satisfaction on an ongoing basis, and to monitor the change of customer satisfaction over time. CIIC-COMR 's services enable TCL to not only correct mistakes, but also develop new services worldwide.